£130K to £430K Per Month
— While Cutting CPA
We tripled Lola’s Lashes’ monthly revenue whilst simultaneously maintaining ROAS and steadily decreasing cost per acquisition — the hardest combination to pull off in paid social at scale.
01 — The Client’s Own Words
WhatsApp Conversations with the Founders
The founders’ WhatsApp messages tell the story — from discussing stock capacity for £1M/month spend, to their most profitable day ever.
02 — The Challenge
Growth That Doesn’t Kill Margins
Lola’s Lashes were doing £130,000/month when we came on board — a solid beauty DTC brand with strong product-market fit, good reviews, and loyal customers. Their challenge was that every attempt to scale spend resulted in CPA inflation. They needed to grow, but not at the expense of profitability.
The additional complexity: beauty is visually driven and creatively demanding. You can’t scale bad creative. And with lashes — a product that requires trust and credibility — the creative approach needs to be right before spend goes up.
03 — What We Did
Creative Audit & Refresh
Audited all existing creative and identified what was actually working vs. what was running on momentum. Cut underperformers immediately and rebuilt a creative brief that matched the audience psychology — beauty buyers at different funnel stages need completely different messaging.
Full-Funnel Restructure
Rebuilt campaigns from prospecting to retargeting with distinct objectives and creative for each stage. UGC-style ads for prospecting. Social proof heavy for mid-funnel. Direct purchase intent for retargeting. Each layer optimised separately — most accounts collapse these into one campaign and wonder why ROAS degrades at scale.
Budget Scaling With CPA Gates
Scaled budget incrementally with hard CPA gates. The goal was not just more revenue — it was more profitable revenue. Every budget increase required the previous level to prove its CPA. This is why CPA went down as revenue went up, not the other way around.
04 — The Results
Peak monthly revenue
Revenue from £130K start
CPA decreased throughout
Maintained throughout scale
“Tomorrow was our most profitable day ever” — Fraser (Co-founder, Lola’s Lashes). That message came in after one of our scaling pushes. It’s what good paid media looks like — more revenue and better economics simultaneously.
Scale Your Beauty Brand
The Same System — Applied to Your Products
If you’re a beauty or fashion DTC brand doing £30K–£200K/month and want to scale without destroying your margins — this is how it’s done. Proven system. Repeatable results.
Talk to the Team →