NiumeeTwo-month campaign
Niumee: Beauty E-Commerce Ads in Facebook's Toughest Category
26.86xReturn on ad spend on the best ad
A beauty e-commerce campaign that worked inside strict ad rules with careful targeting and better ads, not shortcuts.
The numbers, in full.
- 26.86xNiumeeReturn on ad spend on the best ad
- €0.04NiumeeAverage cost per click across the campaign
What we built.
Beauty and skincare is one of the hardest categories to advertise on Facebook and Instagram (Meta). Before-and-after claims, treatment language and targeting people by personal traits are all restricted, which is where most beauty brands' ads get rejected.
For Niumee we built a new set of ads around those rules: ads that passed review and still sold the result, split across audiences interested in specific skincare and cosmetic treatments.
Over a two-month window, the campaign drove purchases on Niumee's own channels with an average cost per click of €0.04, and the best ad returned 26.86x on its spend.
Services delivered.
- Paid adsFacebook and Instagram shop ads, split by audience, built to sell inside a heavily restricted category.
- Content CreationAds that follow the rules, including real customer content, and still sold the result without being rejected.
- Strategy & ConsultingA four-step path that took people from first seeing the brand to buying, with separate ads for each audience.
- Industry: Retail and ecommerce marketingFacebook, Google and email that sell product.
How we ran it.
- Segment by skin needFocused each ad set on a specific skincare or treatment interest so relevance did the targeting the policies would not allow.
- Ads that pass reviewDesigned a new approach around Facebook's beauty ad rules: visuals that follow them and still show the result.
- Seasonal firepowerUsed Black Friday offers to lift interest and sales mid-campaign.
- Customer videos for trustUsed real customer content, because in this category claims are cheap.
- Follow-up adsBrought back shoppers who had shown interest but not yet bought.
What it proved.
A €0.04 average cost per click and a 26.86x best ad, in one of Facebook's most restricted categories, came from how the ads and audiences were built, not from luck. The approach we built for Niumee is still how we advertise beauty on Facebook and Instagram.
- Proof that restricted categories can still sell at a profit on Facebook and Instagram
- An audience split the brand can reuse on every future launch
- Low costs that left room to put far more budget behind the winning ads
From the studio
The ads that passed review.
Beauty ads that follow the rules, split by treatment interest and built to sell the result.
What our clients say.
The Growth Bully's targeted approach brought us quality leads, increasing inquiries and bookings for Busy Bee. Their commitment made a real difference.
Duncan Friggieri
Business Development Manager at Busy BeeThe Growth Bully has been a true partner, delivering tailored strategies that drive lasting growth and impactful results.
Alexia Sant Manduca
Director at Fontanella Tea Garden & Vinum Wine BarThe Growth Bully revolutionized our eCommerce sales with precise targeting and optimized ads, achieving impressive ROI.
Carolina
Marketing Manager at LiquigasWorking with The Growth Bully has been seamless and rewarding. Their professionalism and strategic approach consistently deliver impressive results.
Joseph Barbara
Director at James CaterersThe Growth Bully has been an exceptional partner, combining professionalism and expertise to consistently deliver outstanding results.
Zach Ciappara
CEO at FreeHourWant this for your beauty brand?
Book a growth call. We look at what you are running, where the money leaks and what we would fix first.