A mid-size skincare and wellness ecommerce brand was spending steadily on Meta and Google but plateauing — new customers kept trickling in, then vanishing after one order. The fix wasn't more ad spend. It was making acquisition and retention finally talk to each other.
The Ads Side
- Rebuilt Meta campaign structure around 3 creative angles tested weekly, killing losers fast
- Shifted Google spend from broad Search to high-intent Shopping + branded terms
- Layered lookalike audiences off top 10% LTV customers instead of generic interest targeting
- Cut CPA-chasing campaigns that looked good on Day 1 but never repurchased
The Email Side
- Built a 5-email post-purchase flow tied to actual product usage timing, not generic delays
- Segmented by first-purchase category so the second email felt personal, not automated
- Added a win-back flow triggered at the 45-day repurchase window, before churn set in
- Synced high-LTV segments back into Meta as a suppression + lookalike source
Meta AdsGoogle AdsKlaviyoRetentionDTC Ecommerce