Meta Ads Case Study
Meta Ads Case Study: 29% Lower Cost per Acquisition for The Body Shop
Scale Chapter cut the cost per sale from Meta Ads by 29% for The Body Shop in Türkiye. Meta was missing a large share of the sales, so we connected the Conversions API first, then rebuilt the audiences around new customers and tested new creative weekly.
- The Body Shop
- Beauty and personal care
- Türkiye
- January–August 2026 (8 months)
01THE CLIENT
The Client: Loyal Customers, Expensive New Ones
The Body Shop is run in Türkiye by a local business whose online shop finds most of its new customers on Instagram and Facebook. Regular customers came back by themselves. New ones cost more every month.
The marketing team did not want to cut the budget. They wanted more new customers for the same spend. Our digital design and creative team made the ads alongside the campaigns, so whatever made an ad win went straight into the next brief.
Worked inMeta Ads ManagerConversions APIGA4
02THE PROBLEM
The Problem: Meta Could Not See the Sales
Since Apple’s privacy changes, the Meta Pixel misses many purchases unless the shop also sends them from its server. This shop did not.
Missing and Duplicate Events
In Events Manager some purchases never appeared and others came through twice. Meta was optimising on that muddled data.
Overlapping Audiences
Several ad sets targeted the same interests and lookalike audiences, so the brand was bidding against its own ads in the auction.
The Same Ads for Months
A few polished studio ads had been running for months. Frequency had climbed and click-through rate had fallen.
What the wider data saysPublished numbers from outside Scale Chapter that explain why the work was done in this order.
- About 50
results in the week after an ad set’s last significant edit is usually when Meta says it leaves the learning phase and delivers steadily.
SourceMeta Business Help Center, “About the learning phase” - 47%
of the sales lift from advertising came from the quality of the creative and its message, more than from media planning and targeting.
SourceNielsen and Nielsen Catalina Solutions (2017), via MarketingCharts
03OUR WORK
What We Did: Our Meta Ads Work
The Conversions API came first. Pixel and server events shared one event ID, so no purchase counted twice, and for a few weeks we checked purchases in Meta against the shop’s order list. The campaign structure waited until the two agreed, because until then nobody could tell what Meta was getting right.
Next we simplified the account. Overlapping ad sets became a few broad campaigns, and an uploaded customer list kept existing customers out of them; a smaller campaign reached those people on its own. For the first time the cost of a new customer could be read by itself. The learning phase restarted and costs rose for a while, as we had warned, and the budget stayed put.
From then on, new creative went up against the best ad every week. Short creator-style videos won most often, as our UGC video case study explains. Meta rejected some before-and-after images, so close-ups of the product’s texture took their place, and the brand’s product lead approved every claim before it ran.
04RESULTS
The Results: What Changed on Meta
Results for The Body Shop, January–August 2026 (8 months): 29% lower cost per acquisition, 2.36x ROAS uplift and 184% more new customers from Meta.
The figures come from Meta Ads Manager and the shop’s own sales data for the period shown, compared with the months before. A new customer is someone placing a first order with the shop, with the purchase attributed to Meta. We solved a similar tracking problem in a Google Ads account.
- 29%Lower cost per acquisitionMeta ad spend per purchase, against the period before
- 2.36xROAS upliftRevenue from Meta Ads divided by Meta ad spend
- 184%More new customers from MetaFirst-time buyers attributed to Meta campaigns
- Client
- The Body Shop
- Sector
- Beauty and personal care
- Market
- Türkiye
- Period
- January–August 2026 (8 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- UGC Video
44% Lower Cost per Acquisition for Reebok
The studio ads looked beautiful, but nobody on Instagram stopped to watch them. We filmed real people wearing the product in their workouts and found out which opening worked by testing every week.
Read the case study - Google Ads
1.92x ROAS Uplift for Tommy Hilfiger
Google Ads said sales were growing and the shop’s own order report disagreed. We closed that gap before touching the budget.
Read the case study - Social Media
327% More Website Visits From Social for Lacoste
The accounts posted almost every day, but hardly anyone went on to the website. We moved to fewer posts that were worth saving and started answering comments the same day.
Read the case study
06QUESTIONS
Meta Ads Case Study: Frequently Asked Questions
- What is the Meta Conversions API and why do we need it?
The Conversions API sends purchases to Meta straight from your shop’s server, alongside the Meta Pixel in the browser. It recovers sales the pixel misses because of browser and privacy settings. The more real sales Meta can see, the better it gets at showing your ads to the right people.
- How do you charge for Meta Ads management?
Scale Chapter charges a flat monthly fee and takes no share of your ad budget. Ad spend is paid directly from your own Meta ad account. The fee depends on how many channels we run and how much of the work you hand over, and we set it out in writing after a free audit.
- How soon do Meta Ads results show?
Fixes to measurement usually show up in the reports within the first few weeks. When the campaign structure changes, Meta’s learning phase starts again and costs can move around for a short while. Reliable answers from creative tests take a few weeks of steady testing.
- What do you need from us to get started?
We ask for access to your Meta Business account, ad account and Events Manager, plus technical access to your shop so we can set up the Conversions API. We also need your product photography, your brand guidelines and the product claims we are allowed to use in ads. Every account stays in your name.
- Who makes the ads and who runs the account?
The same team does both. The same strategist, performance lead and data analyst work on your account from start to finish, and our own creative team makes the ads. We go through results and the next tests with you every week, and how we work is set out on our home page.
- How do you measure Meta Ads results?
We always check the numbers in Meta Ads Manager against your shop’s own order data. Because existing customers are kept out of the new-customer campaigns, we can report the cost of a new customer on its own. The weekly report puts cost per sale, ROAS and the winning creative side by side.
- Do Meta Ads work for beauty and skincare brands?
Usually, yes. A skincare product’s texture, application and packaging are easy to show in Instagram’s formats. Meta’s rules on personal health and appearance need care, though, and before-and-after images are often rejected. Scale Chapter builds the creative around those rules from the start and refreshes it every week.
- Can you work alongside our in-house team or another agency?
Yes, as long as each channel has one owner. A common split is that your team or a creative agency keeps the brand’s own Instagram and the big campaign shoots, while we run the Meta ad account and the weekly creative tests. We do not share an ad account with another agency, because when two teams change the same campaigns nobody can tell whose change worked.
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