COSMETICS · DTC
We got Nailberry 46% more sales from every ad pound 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
£2.45 → £3.57
per £1 of ad spend.
02
£8,005
weekly profit.
03
1.87x
blended ROAS.
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: Generic 2024 (saving ~£46/day when paused), PMax Treatments (~£15/day), and US Shopping (~$50/day).
STEP 2
Restructure campaigns.
Then we restructured the US Meta account. We paused US retargeting (running at 0.38x ROAS due to a Highest Value bid strategy on too small an audience) and moved budget to prospecting at £65/day with Highest Volume.
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).
In plain terms: every £1 of ad spend went from generating £2.45 in sales to £3.57, a 46% efficiency gain.
April MTD 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
