How a Skincare Brand Reduced TACOS by 38% While Scaling Revenue

This emerging beauty brand operates across skincare and mineral cosmetics, offering Dead Sea mineral-based treatments and clean complexion products. Positioned as affordable premium, the brand competes in a highly saturated category where conversion efficiency and cost control are critical to sustainable growth.

The Challenge

The account was not constrained by demand—but by efficiency.

Between January and August, performance was volatile and consistently above acceptable efficiency thresholds. Advertising Cost of Sales (ACOS) remained elevated, with frequent spikes that made scaling risky. High exposure to Top of Search placements drove cost-per-click up, while conversion rates remained relatively flat, limiting the ability to absorb those costs.

Campaign structure further compounded the issue. Budget was concentrated in broad Sponsored Products campaigns without sufficient control over search term quality or intent segmentation. Automatic and manual campaigns overlapped inefficiently, leading to wasted spend.

At the same time, key acquisition products had been paused due to poor performance. This reduced entry points for new customers and shifted traffic toward higher-priced products, lowering conversion rates and creating structural inefficiencies in the funnel.

Without restructuring, additional spend would have amplified inefficiency rather than driven growth.

Why Quartile

The brand needed to regain control before it could scale.

Quartile focused on correcting the underlying structure of the account—ensuring that spend aligned with conversion probability and product strategy. Rather than relying on increased investment, Quartile introduced a disciplined framework that improved targeting precision, reduced waste, and stabilized performance.

This approach rebuilt confidence in paid media, proving that growth could be achieved without sacrificing profitability.

The Solution

Quartile rebuilt the account with a focus on efficiency-first scaling.

Sponsored Products campaigns were restructured using segmented match-type architecture. Keywords were grouped by intent, allowing for clearer performance signals and more precise bid control. Search term harvesting from automatic campaigns was systematized, while negative keyword consolidation reduced wasted spend.

Placement strategy was recalibrated to reduce overexposure to costly Top of Search placements, stabilizing cost-per-click while maintaining visibility on high-performing terms.

A critical shift was repositioning a lower-priced SKU as the primary acquisition driver. High-intent traffic was redirected to this product, improving conversion rates and creating a more efficient entry point into the brand. This corrected the previous misalignment where higher-priced products absorbed acquisition traffic.

Sponsored Display was then scaled to capture retargeting demand more efficiently. This allowed the brand to re-engage high-intent users at a lower cost, improving conversion without increasing reliance on expensive placements.

Together, these changes transformed the account into a controlled, scalable system.

Results & Impact

The restructuring delivered both stability and growth:

• Total Advertising Cost of Sale (TACOS) improved by 38%, significantly increasing overall efficiency  

• Ad-attributed sales increased by 62%, demonstrating scalable growth without excess inefficiency  

• Return on Ad Spend (ROAS) improved by 2%, confirming stronger returns even as spend increased  

• Conversion rate increased, enabling more effective monetization of traffic  

These results show that structural optimization—not increased spend—is the key to profitable growth in competitive beauty categories.

Ongoing Value & Future State

With a stable and scalable campaign structure in place, the brand is now positioned to grow with confidence.

Quartile continues to refine keyword strategy, optimize full-funnel performance, and expand retargeting efforts—ensuring that future growth remains efficient, controlled, and sustainable.