ARTIST par Marilyn is a Quebec-based cosmetics brand offering professional-grade makeup and skincare products (made in Canada), alongside beauty masterclasses and expert consultations.
ARTIST par Marilyn is a Quebec-based cosmetics brand offering professional-grade makeup and skincare products (made in Canada), alongside beauty masterclasses and expert consultations.
Scaling the ad account while delivering disciplined, profitable growth—and shattering the growth ceiling the e-commerce brand had reached.
In early 2025, our analysis revealed that despite steady sales volume, the account was bleeding thousands of dollars every month. A critical lack of financial clarity was directly distorting Facebook Ads acquisition metrics.
The first step in this type of turnaround is ALWAYS setting a rock-solid financial foundation: reverse-engineering a profitable maximum CAC, defining clear revenue milestones, and modeling realistic acquisition scenarios.
From there, we knew precisely how many net-new customers were required to hit our commercial targets—and the exact cost per acquisition we could afford to pay.
Despite the new financial guardrails, the account struggled to distribute ad spend efficiently. Meta was serving the bulk of ad impressions to past buyers, severely choking off cold customer acquisition.
To fix this leakage, we deployed an advanced tracking and data infrastructure:
Without modifying the creatives, the funnels, or the core offers, we simply overhauled the backend architecture to ensure campaigns systematically targeted cold audiences.
Once we dialed in the exact playbook for acquiring new customers, we aligned our entire campaign and creative strategy around it.
This meant concentrating ad spend on the brand’s highest-converting acquisition categories and hero products on Facebook Ads, such as their flagship smoothing primer (base lissante).
From August through early November, we executed a deliberate, radical playbook: absolute radio silence toward our customer list. Zero discounts to the existing customer base. Zero messaging tailored to current buyers.
One single priority: acquire the largest possible pool of new customers ahead of Black Friday. An existing customer who hasn't been pitched for months builds up massive pent-up buying demand that releases when a tier-one promotional event launches.
The results shattered expectations: $400,000 in revenue in a single day, and over $1,000,000 in net sales in just 7 days.
Performance proved so profitable that we have since launched acquisition across the European market. More updates on that coming soon!
We follow a clear 5-step process to start an effective and aligned collaboration:
