How We Helped a Men’s Beauty Brand Improve Meta Ad Performance

When this men’s beauty brand came to us, they were already spending consistently on Meta ads but results had started to level off.

The products were strong, the branding looked good, and they already had traction with customers. The issue was that the account wasn’t scaling efficiently anymore. ROAS was inconsistent, acquisition costs were creeping up, and creative fatigue had clearly become a problem.

Instead of immediately increasing budgets or rebuilding everything, we started by reviewing the data properly.

Looking At The Customer Data

One of the biggest opportunities became obvious quite quickly.

Although this was a men’s beauty brand, female audiences were performing far better than expected.

Once we reviewed purchase data, engagement, and conversion trends, we realised a large percentage of purchases were actually coming from women buying gifts for boyfriends, husbands, fathers, and partners.

The problem was that most of the ads were still aimed directly at men.

Meta had already identified that women were a strong audience for the brand, but the campaigns were not leaning into that angle enough.

Changing The Creative Strategy

Once we identified the gifting trend, we built new creatives and messaging around it.

We created:

• new hooks

• new primary text

• gifting-focused messaging

• new creative concepts

• audience-specific ads

Instead of only speaking to male customers, we started speaking to women looking for premium gifts.

The messaging became more emotional and occasion-based rather than just product-focused.

Almost immediately we saw stronger engagement and Meta started finding conversions more efficiently.

Facebook Was Quietly Outperforming Instagram

Another thing we noticed was the age demographic converting best.

The strongest-performing audience was males aged 40–60, and most of those purchases were coming through Facebook placements.

The brand had previously kept spend fairly even between Facebook and Instagram, which is common, but the data clearly showed Facebook was outperforming for this audience.

We launched dedicated Facebook campaigns with messaging and creatives designed specifically for that older demographic.

That change alone helped improve efficiency and gave us a much clearer scaling path.

Creative Testing Was A Huge Missing Piece

One of the biggest issues in the account was simply a lack of creative testing.

Meta has changed a lot over the last few years. Brands that are not consistently testing new creatives usually struggle to scale for long.

The account had some good ads, but not enough variation for Meta to keep finding new winning combinations.

We introduced a far more aggressive testing strategy with:

• multiple hooks

• different messaging angles

• varied creative styles

• audience-specific creatives

• ongoing iteration based on performance

This ended up being one of the biggest improvements in the account.

As more creatives were introduced, engagement rates improved, click-through rates increased, and campaign performance became far more stable.

Final Thoughts

This project was a good reminder that scaling Meta ads is not always about spending more money.

Most of the time, the biggest improvements come from understanding the data properly and adjusting strategy around actual customer behavior.

For this brand, the biggest wins came from:

• identifying overlooked audiences

• adjusting messaging around gifting behavior

• leaning harder into Facebook for older audiences

• increasing creative testing significantly

The products were already good.

The account just needed a strategy built around what the data was already telling us.