Scattered spend to a 5.2× ROAS — without spending more.

The challenge

A derma OTC brand — shampoo, face wash, sunscreen and related everyday skincare — was spending steadily across Meta and Google but stuck at a 3.0× ROAS. Not a disaster, but a ceiling. Every attempt to scale just bought more inefficiency.

The root cause was structural. The account was scattered: too many overlapping campaigns competing against each other for the same audiences, and targeting pointed at the wrong people. The spend was busy — lots of impressions and clicks — but it wasn't efficient, because the budget was landing in front of audiences that didn't convert.

What we did

1. Account restructure

We collapsed the overlapping campaigns into a clean, intent-led structure. Overlapping campaigns were cannibalising each other and muddying the signals the platforms' algorithms learn from. A clear structure meant budgets stopped competing internally and Meta and Google could finally optimise toward the right outcome.

2. Targeting overhaul

We cut the broad, mistargeted audiences and concentrated spend on high-intent segments and search terms — rebuilding audience and keyword sets around genuine buyer intent for each product, rather than blanket reach. Sunscreen, shampoo and face wash buyers don't behave the same way; the targeting started reflecting that.

3. Bidding & budget allocation

We reallocated budget toward the campaigns and products with the strongest contribution, and aligned bidding to conversion value rather than clicks or cheap traffic. Money followed performance instead of being spread evenly across everything.

4. Creative & landing alignment

On Meta especially, we tightened the match between ad, audience and landing page — so the traffic we paid for actually converted instead of bouncing on arrival.

The results

• Paid ROAS climbed from 3.0× to 5.2× over 6 months.
• A 73% gain in advertising efficiency — on the same channels, without a budget increase.
• Every rupee of the existing spend now works materially harder, concentrated on what actually converts.

The lesson the account proved: when ROAS is stuck, the answer is rarely "spend more." It's usually that the spend you already have is pointed in too many directions at once.