Scaling K Republiq's Meta Revenue 117% to a 2.51 ROAS

K Republiq is an Australian skincare brand behind Glass Skin, a routine built to deliver that hydrated, lit-from-within glow without paying for lasers or peels. With 100,000+ customers and a 4.8-star rating, the product clearly works. The ad account just wasn't showing it yet.

When we took over Meta, spend was spread across three campaigns fighting each other for budget, the landing page was doing too much, and a US expansion was stalling. Weekly ROAS sat at 1.62 with a $40 CPA.

In under a month, we grew K Republiq's Meta ad revenue 117% month-over-month and scaled ROAS to 2.51. Weekly purchases tripled, CPA fell to $27, and conversion rate more than doubled. Here's how.

Ad Account Structure and Scaling

Consolidate First

Meta is a machine learning model, and models need concentrated data. Spread budget across too many campaigns and none of them gets enough signal to stabilize.

So we paused three inefficient campaigns and replaced them with a single Advantage+ Shopping Campaign (ASC), pointed at a new landing page with fresh primary text and headline variants. Australia and the US got separate campaigns, since currency and buyer behavior were different enough to muddy each other's signal.

Let Audiences Compete

Next to the ASC, we launched an audience testing campaign. Creative stayed constant: we used only the account's top ads, launched by their original Post IDs so they kept their social proof and their high Estimated Action Rate in the auction. Audience became the only variable.

Stacked interests built around brands this customer already buys took the early lead. By week three, standard interest targeting was the most efficient campaign in the account, outperforming the ASC. Advantage+ is usually our workhorse, but this is why we test instead of assuming.

Bid Caps as Guardrails

We added cost cap campaigns alongside the ASCs in both markets. (For anyone newer to Meta: a cost cap tells Meta the average CPA you're willing to pay, and it only spends when it thinks it can hit that number.) Once ROAS settled around 2.5 and those campaigns were spending their full budgets, we tightened the caps. If Meta can spend everything at your cap, you have room to ask for more.

Fix What Happens After the Click

Conversion rate went from 3.7% to 7.6%, and most of that came from off-platform work.

We built an alternate landing page with a single SKU, less "salesy" copy, and imagery of older women, matching who was actually buying. We remade product images in HD and added product features to every image carousel. Then we launched a whitelisting funnel: 10 new statics built from review content, sending traffic to an advertorial page on testedandtrending.com, where a third-party editorial voice does the selling.

Expanding to the US Without Breaking Australia

Our first US ASC flopped. A buggy currency converter was hurting checkout, and the creative skewed Australian. Rather than forcing spend, we paused it, set up native Shopify dynamic currency conversion, and built a US-only landing page with copy that doesn't mention Australia. Meanwhile, the Australian core ran untouched. We weren't going to let a new market destabilize the one that was working.

Creative Strategy

Start With What the Account Already Knows

K Republiq's historical ads told us creative aimed at an older demographic worked. So our first round of concepts leaned into that buyer's pain points, in language that sounds like a customer, not a brand:

• Social proof UGC: creators using Glass Skin, with real customer reviews as text overlays

• Static review carousels: customer reviews, one per card

• AI voiceover + UGC mashups with direct, age-focused text hooks like "Finally, a solution to my wrinkly skin"

• The partner angle: one of the account's best historical hooks was about a boyfriend or husband falling back in love with the customer's skin, so we rebuilt it in UGC format with value props layered in

• Benefit cross-out + callout: product shots and AI voiceover that show the product in action within the first five seconds

• Us vs. them: a direct comparison showing why Glass Skin beats retinol and other market alternatives

Every concept had to answer three questions for someone with zero context in the first few seconds: what is it, who is it for, and why is it better?

What Won

UGC carried the account. The "Zara" UGC video posted a 3.53 ROAS in its first week, then kept leading as it scaled: 86 purchases on $2,132 in spend at a 2.93 ROAS and a $25 CPA. These ads don't look like ads, so viewers don't scroll past them like ads.

Our AI voiceover ads also got off to a fast start in creative testing, and we scaled the winners straight into the core campaigns. When we find a winning message, our job isn't to make 20 near-identical copies. It's to move that message into formats the account hasn't run yet.

Conclusion

K Republiq had a proven product. What it needed was an account Meta could learn from. We consolidated the structure, let audiences compete, fixed the post-click experience, and fed the account UGC that spoke directly to its best customers.

The results, in under a month:

• Meta ad revenue up 117% month-over-month

• ROAS scaled from 1.62 to 2.51

• Weekly purchases tripled, from 93 to 291

• CPA down from $40 to $27

• Conversion rate up from 3.7% to 7.6%

And we did it while more than doubling weekly spend.