COSMETICS · DTC
We brought Nailberry's spend-to-sales back under its 30% target in 30 days.
Their paid spend was outrunning their revenue. We restructured the account, paused inefficient campaigns, and rebuilt the weekly reporting. The numbers moved inside a month.
Nailberry's paid media accounts had grown organically across Google, Meta UK, Meta US, and Amazon UK + US. Spend was running ahead of revenue. The reporting was scattered across platforms with no single view of profitability. The founder wanted clarity. And her spend-to-sales ratio back inside target.
PROJECT BRIEF
Client
NAILBERRY
Sector
Beauty · DTC
Year
2025
Services
Strategy & Ops, CRM
Scope
Customer revenue analysis · 4 weeks
01
+26%
Orders, May 2026 vs 2025.
02
3.6×
Sales per £1 of ad spend.
03
+77%
paid conversions, May 2026 vs 2025.
04
15 GREEN days
3 AMBER / 2 RED in April.
01 · CHALLENGE
Ad spend % of revenue was too high.
Nailberry's paid media accounts had grown organically across Google, Meta UK, Meta US, and Amazon UK + US. Spend was running ahead of revenue. The reporting was scattered across platforms with no single view of profitability. The founder wanted clarity. And her spend-to-sales ratio back inside target.
02 · APPROACH
What did we do?
STEP 1
Map the data.
We started with the numbers. A full account audit across Google PMax, Meta UK and US, Amazon Ads, and Shopify net sales. Three campaigns were burning budget and were paused: Generic 2024, PMax Treatments, and US Shopping.
STEP 2
Restructure campaigns.
Then we restructured the US Meta account. We paused US retargeting (running at 0.38x ROAS, a Highest Value bid strategy on too small an audience) and moved budget into prospecting with a Highest Volume strategy.
STEP 3
Build new KPIs.
In parallel, we built a complete reporting stack:- Looker Studio weekly KPI dashboard with traffic-light performance bands (GREEN under 35%, AMBER 35–45%, RED over 45%) - Automated weekly KPI report (PDF, hits inbox Monday morning).
03 · RESULT
What were the results?
Within 30 days, spend-to-sales had moved from 40.8% to 28% (GREEN band), a 46% efficiency gain. April ran at 28.0% across the whole month: 15 GREEN days, three AMBER, two RED. The two RED days were sales-side weakness, not overspend.
01 · CHALLENGE
What's next?
Ongoing weekly KPI reporting. Monthly MTD reports. Daily performance checks. The Auras collection launched on 9 April with three new shades, all sold out post-launch. Two market trend reports delivered (UK Nail Polish Ecommerce Trends 2026, UK Nail Treatments Ecommerce Trends 2026). A 17-page slow-seller colour analysis with a three-month outlet plan covering 38 products.
Sylvain Reviron
MAnaging director - Nailberry
