Smel Fragrances

SMEL Fragrances Meta Ads Turnaround

SMEL Fragrances, a growing fragrance brand, was struggling with Meta Ads. Their campaigns were running at a low 0.30 ROAS, meaning they were losing money on every sale. They needed a major turnaround to make their paid social strategy sustainable.

Challenges

• Existing campaigns were unprofitable, delivering only £0.30 in revenue per £1 spent.
• Inefficient audience targeting led to wasted ad spend.
• Creative fatigue resulted in low engagement and conversions.

My Approach

I focused on three key areas to transform the account:

• Audience Restructuring – I rebuilt the campaign structure by testing multiple audience segments, including lookalikes, retargeting, and broad interest-based groups. By refining audience selection, we maximised budget efficiency.
• Ad Set Optimisation – Instead of running scattered ad sets, I consolidated budgets into high-performing segments, improving Meta’s machine learning efficiency and reducing cost per acquisition (CPA).
• Creative Testing – The brand’s previous creatives lacked variety. I introduced high-converting formats, including video ads, carousel showcases, and UGC-style content. Testing new messaging and visuals led to improved engagement and conversion rates.