Beauty Brand
About the Brand
A beauty brand selling through its own Shopify store, with TikTok Shop added as a new channel. The client stays unnamed, so we're keeping the details general.
The Challenge
This beauty brand's TikTok ads account was stuck at 0.3× ROAS. Ad groups were scattered across the account, there was no TikTok Shop integration, and nothing was set up to compound.
The Strategy
Consolidated scattered ad groups into a structure the algorithm could actually learn from
Ran GMV Max (TikTok's automated Shop ad campaign) as its own campaign
Pushed 10+ new spark ads a week (ads run from real creator posts) so nothing sat stale
Put an affiliate program on top to drive Shop visibility and sales
ROAS
Once the strategy shifted toward spark ads, organic presence picked up on its own and paid spend started hitting harder.
GMV Max Share of Ad Revenue
Month one to month two
Share of Total Shopify Revenue
By month three