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Glow Lab · Skincare
How a Jakarta skincare brand cut CAC 38% in 90 days
A bloated Meta account and a leaky funnel were burning budget. We rebuilt acquisition around contribution margin — and brought cost-per-customer down by more than a third.
The situation
Glow Lab had product–market fit and a loyal repeat base, but paid acquisition had stalled. Spend had doubled year-on-year while new-customer revenue stayed flat — a classic sign that the account was scaling waste, not demand.
When we audited the account we found three problems:
- 47 active ad sets, most overlapping on the same audiences and bidding against each other.
- Conversions optimised to add-to-cart, not purchase — so the algorithm chased cheap, low-intent clicks.
- A checkout that dropped 61% of mobile users at the shipping step.
What we did
- Consolidated the account. We collapsed 47 ad sets into 6, moved to a single broad campaign with Advantage+ placements, and let the algorithm find buyers instead of fighting it.
- Fixed the signal. Server-side conversions API with deduplication, optimising to purchase value. Clean data in, smarter bidding out.
- Rebuilt the mobile checkout. One-page checkout, local payment methods (GoPay, OVO, bank transfer), and free-shipping threshold messaging.
- Built a margin dashboard. Every campaign reported against contribution margin after COGS and shipping — not ROAS in isolation.
The results
In 90 days, blended CAC fell 38% while monthly new-customer revenue grew 52%.
| Metric | Before | After |
|---|---|---|
| Customer acquisition cost | Rp 184k | Rp 114k |
| Mobile checkout completion | 39% | 68% |
| Blended ROAS | 2.1× | 3.4× |
The win wasn't a clever creative — it was getting out of the algorithm's way and measuring the number that actually pays the bills.
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