Cutting Cost Per Purchase by 68%+ in 4 Months.

Background

All Purpose Creams is a U.S.-based e-commerce brand that offers skincare solutions for conditions such as melasma, hyperpigmentation, and other related skin concerns. With a customer base that’s roughly 80% female, the brand sits firmly within the health and beauty niche. When the team approached us, they were frustrated. The previous agency had left the Meta Ads account in poor shape, with results well below expectations and little clarity on how to move forward.

We took over the account on 10 January 2024 with a clear target in mind: to boost sales while maintaining a cost per purchase (CPP) to $65. It didn’t take long to see why things weren’t working—the account was inefficiently structured, creative was underwhelming, and performance metrics were far from where they needed to be.

The Challenge

Our audit uncovered the core issues: the average CPP sat at an unsustainable $206—nearly four times the client’s desired threshold. Return on ad spend (ROAS) was stuck at just 0.42, and the cost per click (CPC) had climbed to $3.31. The structure of the campaigns lacked cohesion, with multiple competing ad sets cannibalising delivery and muddying performance data. Creative assets weren’t tailored to the brand’s core audiences, and copy wasn’t clearly communicating product value. In short, everything needed a refresh—from setup to strategy.

What We Did

Between January and mid-April 2024, we completely overhauled the account. We consolidated ad sets and campaigns to streamline delivery and give Meta’s algorithm space to optimise. We introduced new static images and carousel ads that aligned with the brand’s identity, placing a strong emphasis on clarity, relatability, and trust. Ad copy was also refined to resonate more strongly with the target demographic.

We didn’t stop there. Our team ran detailed audience tests, refining segmentation and layering in remarketing strategies to re-engage potential buyers. The focus was always on efficiency—doing more with less budget by giving the algorithm the right signals and content.

By 17 April 2024, the changes were already showing solid results. CPP dropped to $105.57—a 50% reduction from the original figure. ROAS climbed to 1.15x, nearly tripling its prior value. The account had turned a critical corner.

Scaling Success

With stronger foundations in place, we shifted our focus from recovery to growth. From April 2024 to March 2025, we introduced Advantage+ Shopping Campaigns, further refining the campaign structure to let Meta’s machine learning do more of the heavy lifting. Alongside this, we worked closely with the client to better understand their product range, which informed even sharper ad copy and creative concepts.

As a result, performance metrics continued to improve. CPP dropped again—this time to $63—representing a 34% improvement over our earlier gains. Sales volume picked up steadily, and our remarketing campaigns became more cost-effective as customer engagement improved.

Introducing Video & Creative Expansion

In early 2025, the client shipped products directly to our European office so we could produce and test original video creatives—a first for the brand. This allowed us to tell a more complete product story and introduce new angles for testing. Early signs from video-led campaigns have been highly effective, beating our goal of reducing the CPP to under $65!

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Performance Over Time

To visualise the impact of our strategy, here’s a breakdown of sales vs CPA from March 2024 to February 2025. As shown in the graph below, sales steadily increased while CPA (cost per acquisition) followed a downward trend—a strong indication of both account health and campaign efficiency.