In the world of beauty e-commerce, achieving high performance while keeping acquisition costs low often poses a challenge.
But one fast-growing beauty brand did just that.
They needed a hands-on, fully managed advertising solution—and Point2Web delivered.
- 120% ROAS
- $47–$50 CPA
- +10% revenue growth in one month
By using NewsBreak’s ad platform, Point2Web handled the entire campaign—from strategy to execution—helping the brand reach more customers while keeping acquisition costs under control.
About the Brand
This beauty brand is more than just a cosmetics company—it’s a leader in the pro-age movement.
- Focus: High-quality cosmetics designed for women 45+
- Growth: +227% YoY turnover, +217% pre-tax profit
- Market Position: One of the largest exporters in the Baltics
- Projected 2024 Revenue: 22M€
With a loyal customer base and a rapidly growing demand for pro-age beauty, the brand set out to scale further without compromising profitability. That’s where Point2Web stepped in.
Campaign Objectives
The brand needed a cost-effective way to acquire new customers while maintaining strong ROAS and low CPAs. The goal was to scale online sales efficiently and expand reach among core audiences: women 45+ in the U.S.
They partnered with Point2Web with three key goals in mind:
- Lower CPA – Reduce customer acquisition costs while maintaining profitability (Target: $47-$50 CPA)
- Increase ROAS – Optimize ad spend to drive higher returns (Achieved: 120% ROAS)
- Expand Reach – Grow brand awareness and online sales by connecting with women 45+ in the U.S.
By using NewsBreak’s advertising platform, the goal was to acquire new customers at a competitive cost while maximizing conversions.
Strategy
To achieve these goals, Point2Web developed a data-driven, creative-first advertising strategy on NewsBreak, focused on precise audience targeting, engaging ad formats, and performance tracking.
Target Audience
- Demographic: Women 45+
- Location: U.S. market
- Interests: Beauty, anti-aging, self-care
Creative Approach
To connect with the target audience, the campaign focused on native-style ads designed to blend seamlessly into the NewsBreak platform. The creative strategy included:
- Native videos – Engaging storytelling with product demonstrations
- Before/after images – Showcasing real transformations
- Emotional messaging – Empowering women with pro-age beauty
Implementation
- Platform: NewsBreak
- Performance Tracking: Pixel integration
- Bidding Strategy: 70% Max Conversion and 30% Target CPA (tCPA)
The campaign successfully optimized acquisition costs and maximized conversions by using high-impact creatives and precise targeting.
Tools and Features Utilized
To maximize performance and efficiency, the campaign used NewsBreak’s advanced advertising tools and Point2Web’s expertise in performance marketing.
NewsBreak Advertising Tools
- AI-Native Local Targeting – High-precision audience reach
- Conversion Tracking – Pixel integration for real-time performance monitoring
- Retargeting Strategies – Engaging potential customers who interacted with ads
By combining precise audience segmentation with data-driven bidding strategies, the brand achieved a 120% ROAS while maintaining a $47–$50 CPA.
Results
Point2Web set out to scale the brand efficiently—and the results speak for themselves.
KPIs
- ROAS: 120% – Increased returns on ad spend
- CPA: $47–$50 – Cost-efficient customer acquisition
- CPM: $30–$40 – Optimized ad delivery
- Best-Performing Period: Jan 28 – Feb 10 within Q1
Comparative Analysis
- Lower CPA than previous campaigns – More customers at a lower cost
- +10% revenue growth in one month – Immediate business impact
- 25% ROAS increase – More efficient ad spend
Insights & Learnings
Every campaign comes with challenges, and Point2Web adapted quickly to keep performance on track.
Challenges & Solutions
⚠ Limited Creatives
🔹 Challenge: Not enough high-performing ad variations.
✅ Solution: Repurposed winning static creatives by removing text overlays, making them more engaging and native-friendly.
⚠ Postback S2S Integration Restrictions
🔹 Challenge: NDA restrictions prevented full S2S postback integration.
✅ Solution: Adapted Pixel tracking in Shopify, ensuring accurate performance measurement.
Best Practices & Takeaways
- Use S2S postback integration whenever possible for more precise conversion tracking.
- Optimize creatives by testing small tweaks—sometimes, removing a simple text overlay makes all the difference.
- Leverage platform-native ad formats for better engagement and lower costs.
By staying agile and data-driven, Point2Web helped the brand overcome challenges and maximize performance.
Next Steps
Building on these strong results, the brand is scaling even further:
- New product expansion: Adding eyeliner and eye brightener to the lineup
- Scaling efforts on NewsBreak to reach more customers
- Continued creative testing for even better engagement and conversion rates
About Point2Web
Your Ultimate Marketing Powerhouse
Point2Web is the first official representative in Europe managing clients on behalf of NewsBreak.
We support advertisers and media buying agencies with full-service media planning, media buying, CRO-driven strategies, and high-performing creatives.
We offer services for:
Advertisers & Media Buying Agencies:
- Premium advertising channels for maximum reach
- Strategic media planning
- Hands-on user acquisition & campaign scaling
- Conversion rate optimization for higher profits
- Creative Studio – ad creatives that convert
At Point2Web, our focus is simple: maximize performance, scale brands, and drive results.
