Meta Ads

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.

SMEL Fragrances
500%+ROAS increase
0.30ROAS before we started
Meta Adsadvertising channel

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.

Our Approach

We focused on three key areas to transform the account:

  • Audience Restructuring – We 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, we 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. We 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.

Results

A complete turnaround in performance. With Increased ROAS by over 500%

More case studies

37xreturn on ad spendSan Antonio ZooRead the case study →+108%sales, year on yearWorking TitleRead the case study →+110%sales, year on yearForager ProvisionsRead the case study →

Find out where your ad budget is leaking

Book a free 30-minute call. We’ll review your account and show you the three biggest opportunities.

Book your free audit call
Jay Cordt
30 minutes · Free · No obligation

What happens on the call

  • We look at your current ad accounts, goals and tracking
  • You get the three biggest opportunities, in plain English
  • You hear a realistic budget and what to expect from it
  • No pressure, and no contract to sign