How we launched TikTok Ads from scratch for a beauty brand and turned it into their highest-performing acquisition channel in 120 days.
9.1x
Blended ROAS
120 days
Time to Result
84K+
New Customers
The Challenge
The client had tried TikTok ads twice before with two different agencies. Both times, they spent over $80K, generated no measurable return, and walked away convinced TikTok didn't work for beauty. Their Meta performance was declining as CPMs rose. They needed a new channel to sustain growth but had zero confidence in TikTok after two failures.
Our Approach
Previous agencies had repurposed polished brand videos. TikTok requires native-first content. We built a creator brief system: 12 UGC creators, 3 creative concepts each, testing 36 unique angles in the first 30 days. Winning formats: 'before/after' and 'get ready with me' drove 6x lower CPAs than branded content.
Used TikTok's Smart Campaign format with minimal audience restrictions in the awareness phase, layering SKAdNetwork data for iOS attribution. Built a 3-phase funnel: awareness, consideration retargeting, and cart abandonment.
Coordinated TikTok reach with Meta retargeting — users who engaged with TikTok content were immediately retargeted on Meta with product-specific creative. This cross-channel sequencing reduced CPA by 34% versus single-channel attribution.
Built a week-by-week budget scaling protocol: increase winning ad sets by 20% every 7 days, duplicate top performers into new ad groups to avoid fatigue, retire creative at a 1.5 frequency cap. Scaled from $15K to $2M/month over 120 days without ROAS degradation.
The Results
Blended ROAS
Across TikTok, Meta, and programmatic combined
Peak Monthly Spend
Scaled from zero in 120 days
New Customers
At an average CAC of $23.80
Channel by Revenue
TikTok now drives more revenue than Meta for this client
"We were told TikTok doesn't work for premium beauty. Aviron proved everyone wrong. It's now our best-performing channel and we're scaling past $3M next quarter. The creative strategy they built changed everything."
CMO, Beauty & Wellness Co.
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