Strategy snapshots, built to show the standard.

Skincare is a saturated, high-skepticism category — buyers have been burned by inflated before/after claims before, so the offer itself has to do the trust-building work that a discount can't. Before any ad runs, we'd nail down one clear hero claim (what specific problem this solves, for whom) rather than trying to communicate five benefits in a single 15-second video.

Creative starts with 12 distinct hooks tested against a broad, Advantage+ audience — each hook targeting a different entry point (skin concern, ingredient story, routine simplicity) so Meta's algorithm can find the buyer segment that resonates with each angle, rather than betting the whole launch on one creative concept.

Tracking is built before spend, not after: Meta Pixel plus Conversions API from day one, so the 2.2% CVR benchmark we're optimizing against is a number we can actually trust, not one inflated by browser-only tracking gaps.

Apparel creative fatigues faster than almost any other category — visual product-first content simply has a shorter shelf life before an audience has "seen it." Rather than reacting to fatigue after CTR drops, the system builds refresh into the calendar: a new creative batch every 7 days, staged before frequency climbs past the point where performance degrades.

Structurally, we'd consolidate down to three clear layers instead of a sprawling campaign list: a broad ASC layer carrying the bulk of budget for proven styles, a manual CBO layer for testing new drops and creative angles, and a tight retargeting layer for cart abandoners and recent site visitors — each with a distinct job, so budget isn't quietly competing against itself.

Merchandising ties directly into this: best-sellers get the ASC budget, new or slower-moving styles get tested in the manual layer first, so spend follows what's actually proven rather than what just launched.

Before a single ad runs, the priority is building visibility into what happens after the click — a CRM-connected pipeline where every lead is tagged with the campaign and creative that produced it, so cost-per-lead can eventually be reconciled against cost-per-actual-customer, weeks later when the sales cycle closes.

The funnel itself is built from zero in the first phase: landing page, lead magnet or demo offer, qualification questions, and a CRM handoff — sequenced deliberately over roughly six weeks rather than rushed live in a few days, because a leaky funnel makes every later optimization meaningless.

Paid spend only turns on meaningfully once tracking and the sales handoff are both confirmed working — otherwise the account spends its first month optimizing toward a lead-quality signal nobody can actually verify.