Case Study: 26.86 ROAS for Niumee Skincare on Meta Ads

A Maltese skincare brand achieved a 26.86 ROAS on Meta Ads — one of the highest results I have recorded across 90+ accounts — using a 4-stage funnel, precision audience segmentation, and well-timed seasonal promotions.

The Client

Niumee is a skincare brand operating in the Maltese market. When they approached me, they had strong products but no structured paid social strategy. Sales were inconsistent, with no system for turning ad spend into predictable revenue.

The Challenge

Skincare buyers need education before they convert. A single ad pointing to a product page rarely works. The challenge was building a system that moved people from discovery to purchase — reliably, at a cost that made the economics work in a small market like Malta.

What I Built

1. A 4-Stage Meta Ads Funnel

I structured the campaign across four stages: awareness, consideration, conversion, and retention. Each stage had its own objective, creative type, and audience. This eliminates the most common mistake I see — running conversion ads to cold audiences who have never heard of the brand.

2. Precision Audience Segmentation

I built separate ad sets for specific skincare interests, treatment types, and skin concerns. Each ad set spoke to a specific person with a specific problem. This is how you get relevance scores up and cost per click down to €0.04.

3. User-Generated Content at the Consideration Stage

UGC converts better in skincare because it removes scepticism. I incorporated authentic customer content at the consideration stage to build trust before asking for a purchase.

4. Black Friday Capitalisation

I timed the heaviest spend around Black Friday, when purchase intent across the platform is highest. The combination of warm retargeting audiences built over prior weeks and a compelling seasonal offer drove the peak performance period.

5. Dynamic Retargeting

Visitors who engaged but did not purchase were retargeted with product-specific ads. By the time someone saw a retargeting ad, they had already been through the awareness and consideration stages — which is why conversion rates held up.

The Results

• ROAS: 26.86 — the highest single-campaign result I have achieved across 90+ accounts
• Average cost per click: €0.04
• Significant uplift in brand awareness and repeat purchase behaviour
• A repeatable seasonal funnel the brand can run going forward

What Made the Difference

The 26.86 ROAS was not luck. It came from three things working together: the right structure (4-stage funnel), the right audience (segmented by specific skincare need), and the right timing (Black Friday with pre-warmed audiences). Most brands run conversion campaigns to cold traffic and wonder why their ROAS is low. The answer is almost always structure, not budget.

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Frequently Asked Questions

What ROAS is considered good for skincare Meta Ads?

In most skincare accounts, a ROAS of 3–6x is solid. Above 10x is exceptional. A 26.86 ROAS is among the top results I have seen — driven by funnel structure, warm audiences, and seasonal timing.

How long does it take to build a Meta Ads funnel for eCommerce?

Initial setup typically takes 2–3 weeks. You need time for the awareness stage to build an audience before effective retargeting. Rushing straight to conversion ads is the most common and expensive mistake.

Does audience size matter for a small market like Malta?

Yes, significantly. Malta’s small population means you exhaust audiences quickly. The fix is tighter segmentation with higher-relevance creative, not broad targeting that burns through the limited pool.

What role did UGC play in the result?

UGC was critical at the consideration stage. In skincare, buyers want to see real people with real results. It reduced scepticism and improved click-through rates at mid-funnel, keeping overall cost per acquisition low.