Meta Ads Case Study – Twenty One Again
Private Label B2C Growth System for Hair Care (Growth Phase)
Brand: Twenty One Again (UK private label)
Products: Hair Growth Serum & Hair Loss Lotion
Audience: UK | Men & Women | 21–45
Objective: Scale purchases profitably with reliable tracking and stronger creative
Executive Performance
• Total Meta ad spend managed: £41,118+ (account-level)
• Average order value (subscription plan): £80
• Average purchases: 59/month (2/day)
• Target CPA vs achieved CPA: £100 → ~£80
• Cost per purchase improvement: 90% reduction (approx.)
• Conversion rate improvement: 90% uplift (approx.)
The Problem
Before working with us, TwentyOneAgain’s paid acquisition performance was limited by foundational issues: tracking was not configured correctly, purchase volume was inconsistent, ROAS was under pressure, and creative lacked clear product angles that drive conversion in a competitive UK market.
Symptoms observed:
• Inconsistent purchases and unstable CPA
• Low ROAS efficiency and weak funnel signal quality
• Creative fatigue and unclear differentiation (why buy this vs alternatives)
What I Changed
Built the growth system around measurement accuracy, creative-led scaling, and product-specific purchase intent. In ecommerce, tracking + creative is the unlock. Once the signal is clean, Meta can scale purchases predictably.
Core improvements:
• Pixel/dataset validation and event quality checks (clean purchase signal)
• Sales campaign structure aligned to product lines (Serum vs Lotion)
• Creative framework built around: outcomes, proof, use-case, offer, and urgency
• Budget allocation based on CPA stability and conversion rate, not clicks alone
Meta Ads Proof (Campaign-Level Screenshots)
Screenshot below show campaign performance columns (spend, impressions, CTR, clicks, purchases, cost per result) with date-specific elements removed for outreach safety.
Creatives
I increased conversion efficiency by improving message clarity, offer framing, and product selection. Below are representative creatives used to drive purchase intent.
Final Outcome
Twenty One Again now operates a scalable Meta Ads purchase engine built on reliable tracking and a repeatable creative system. With CPA improving by 90% (approx.) and conversion rate up 90% (approx.), the account is positioned for stable growth across the brand’s key products (Serum and Lotion) in the UK market.