13.26× Peak ROAS in Meta Ads · Google Ads · A/B Testing for Beauty & Botanical Cosmetics in Jordan

Meta Ads

Google Ads

Case Summary

A global botanical beauty brand in Jordan achieved 13.26× peak ROAS and 31.7 million total impressions across 436 documented campaigns managed by Mohammad Abu Yahia through Meta and Google Ads, reaching 2M+ unique buyers. The 436-campaign portfolio represents one of the largest documented beauty advertising engagements in Jordan, built on a systematic A/B testing framework that identifies winning creative, messaging, and audience combinations across skincare, haircare, fragrance, and body care.

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Meta Ads · Google Ads · A/B Testing

The Challenge

Beauty & Botanical Cosmetics · Jordan

A global botanical beauty brand with a large product range needed to scale paid acquisition across Meta and Google in Jordan without losing efficiency as campaign volume grew. Managing a beauty brand at scale means running hundreds of campaigns simultaneously — the challenge was building a systematic testing framework that could identify winning creative, messaging, and audience combinations fast enough to keep pace with a broad product catalogue and frequent seasonal launches.

The Approach

Meta Ads

Large-scale Meta Ads management across 436 documented campaigns — continuous A/B creative testing at a volume that builds statistically reliable winner identification, enabling rapid iteration across beauty categories including skincare, haircare, fragrance, and body care.

Google Ads

Google Search and Shopping campaigns capturing beauty category demand — reaching buyers searching for plant-based skincare, botanical beauty, and natural cosmetics, complementing Meta's social discovery with high-intent search capture.

Creative Testing

Systematic creative testing framework across 436 campaigns — identifying winning ad formats, messaging angles, and product-audience combinations that drive the most efficient cost per acquisition across the brand's full product range.

Results

↑

13.26×

Peak ROAS

Best documented campaign

31.7M

Total Impressions

Beauty audience

2M+

Unique Reach

Qualified beauty buyers

436

Campaigns Managed

A/B tested at scale

Lessons Learned

Mohammad Abu Yahia

Digital Marketing Expert

“

After 436 campaigns, the single most consistent finding is that brand voice coherence is a performance variable. Campaigns that felt even slightly off-brand cost twice as much per purchase — even when the offer was stronger. Buyers sense inauthenticity before they consciously register it.

Beauty is a replenishment category — retention campaigns targeting past buyers consistently delivered 3-4× the ROAS of new acquisition campaigns. I now plan retention campaigns first, then use the efficiency savings to fund acquisition. Most brands get this backwards.

Testing cadence matters as much as what you test. Shifting from monthly campaign tests to weekly micro-tests compressed the optimization cycle dramatically — I identified winning audience-bid combinations in 7 days instead of 30. This meant rotating into better-performing segments before they saturated and before ROAS declined, compounding efficiency gains over time.

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