Bomond
A beauty and fragrance retailer selling world and niche brands through an online store and a chain of physical stores. We took their Meta Ads from an empty account to a channel returning 5.5x on ad spend, rebuilding the product feed and splitting the account into three strategies that sold online, lifted brand awareness and moved buyers into the stores.
Niche
Beauty & fragrance retail — world and niche brands
Channel
Meta Ads (Facebook, Instagram)
Timeline
2022–2023
Service
Media buying
5.5x
average ROAS across the run
18.8x
best campaign ROAS
$336K
revenue from Meta
+50%
over the first media plan, in month one
Sound off — tap a video for sound
Before us, Meta was run in-house: a handful of boosted posts, two or three half-configured conversion campaigns, no funnel behind any of it and no way to tell what a sale from the channel should cost — which is why the client could not name a KPI when we started. The product feed made it worse. A fragrance sold in 30, 50 and 100 ml went into the catalogue as one item, and the catalogue always showed the 100 ml bottle, so every shopper met the most expensive version of the product first and the conversion rate paid for it. Meanwhile competitors were buying the same audience hard, and Bomond needed to be visible in three places at once: in the online store, in the feed as a brand, and in its physical stores.
0
Rebuilt the product catalogue in Commerce Manager so that every size of every product became its own item inside a variant group: the feed stopped defaulting to the 100 ml bottle and started showing shoppers the price point they were actually ready to buy.
0
Rebuilt the tracking layer before spending a cent — a new pixel plus the Conversions API, wired to a clean ad account: purchases were attributed properly and optimisation finally had honest signal to learn on, instead of the half-configured setup left by the in-house launches.
0
Built the first media plan from the client’s own average order value and margin, checked against what a purchase costs in this market: it replaced “we will see how it goes” with a number everyone had agreed on, and the first month came in 50% above it.
0
Ran three strategies side by side out of one account: conversion campaigns on catalogues and banners plus dynamic remarketing for the online store, reach and engagement campaigns with influencer content for brand awareness, and geo-targeted campaigns with offline-only promotions to pull buyers into the physical stores.
0
Broke the single all-products campaign into a per-brand and per-category structure, then segmented the catalogue by season: bestselling brands got their own campaigns combining catalogue and banner creative, SPF sets ran through the summer and fragrance sets through the winter, and broad audiences and lookalikes were tested against interest stacks on every one of them.
0
Locked the promotion calendar with the client on a monthly call and briefed the creative in writing with references: the client produced the assets, we made sure every promotion — main, secondary and brand-only — went live with enough variations to test, with performance reported in Looker Studio.
— Rosty C.
Founder, collaba.team
“The lesson from Bomond is that premium beauty sells on Meta far better than the price tags suggest. We expected the expensive brands to need a long consideration cycle and a heavy remarketing tail; instead, the brand-by-brand campaigns turned into some of the strongest performers in the account. The second lesson is that the feed is not a technicality — the day the catalogue started showing the right size at the right price, the economics of the whole account changed.”
In beauty e-commerce the product feed does more work than the targeting. Give every size its own entry, segment the catalogue by brand, category and season, and the same budget starts meeting shoppers at a price they are ready to pay. We fixed the feed before we touched a single audience — and that is where the first jump in return came from.
US GLP-1 Brand
10.77x
roas across 4 months, reported attribution
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