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D2C Grooming
Meta Ads + Tiktok ads + Google ads
France
How Max Barber turned ROAS +52% and CPA -35% in just 2 weeks
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Duration:
2 weeks
💰 Budget:
€50,000/month
📍 Market:
France
+52%
ROAS
-35%
CPA
+33%
Global Revenue
The Challenge
What was blocking growth
ROAS had fallen below 1.5 the brand was actively losing money on every euro spent. Top-performing ads had been silently cut for unknown reasons. Multiple CBO campaigns per product were competing against each other, cannibalizing budget and destroying learning signal. At €50,000/month, every week of underperformance cost tens of thousands.
1
ROAS below 1.5, the brand was losing money on every euro spent in ads
2
Top-performing ads silently cut for unknown reasons account running without its best weapons
3
Multiple CBO campaigns per product self-cannibalizing internal competition killing performance
4
No visibility on root causes optimizations had been mismanaged, no diagnostic framework
Goal set together
MER ≥ 2.5 globally · Meta ROAS ≥ 2 · Stop the bleeding. Fast.
The THVA Method
4 levers activated in 2 weeks
Emergency Audit · Anti-Cannibalization · ABO Pipeline · Second Wind
01
02
03
04
Emergency Audit → Critical Error Identification
The audit revealed the core issue immediately: top-performing ads had been silently cut. The account was running without its best weapons and nobody had noticed.
Audit
Anti-Cannibalization Restructure
Multiple CBO campaigns per product were competing against each other. Full restructure: all overlaps eliminated, cohesive CBO architecture restored across the account.
Architecture
ABO Testing Pipeline
Dedicated ABO campaign for new creative concepts: identify winners fast without risking the core performance budget. A permanent testing layer installed in the account.
Testing
Second Wind on Historic Top Performers
Relaunched former top-performing ads with their accumulated social proof intact capitalizing on the credibility and engagement already built over months of running.
Reactivation
The Results
Before / After 2 Weeks · €50K/Month
Two weeks. That's all it took to go from loss-making to profitable at €50,000/month.
ROAS
< 1.5 (loss-making)
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+52%
Target ≥2 ✓
CPA
Off-target
-35%
Profitable ✓
Global MER
< 2.5
≥ 2.5
Target ✓
Global Revenue
Baseline
+33%
+33%
Business Impact
ROAS < 1.5 → +52%. CPA -35%. MER ≥2.5 restored. +33% global revenue. All of this in 14 days on a €50,000/month account. At this budget level, speed of intervention is everything.
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ROAS target achieved
Profitable in 14 days
MER 2.5+ restored
Account ready to scale
Key Insight
"An account competing against itself cannot perform. Internal competition is the #1 enemy of scaling."
Want results like these?
Book a free strategy call. We'll audit your account and identify your untapped growth levers in 30 minutes.
Book My Strategy Call →
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