The Challenge
Coverage Skincare came to us in early 2024 as a brand with great products and zero digital infrastructure. They had an Instagram account with organic posts but no website, no ad account, no pixel, and no data. Their sales were happening entirely through DMs and word-of-mouth — not scalable.
Their core problem: they were already spending time creating content that wasn't converting into sales. Competitors in the same niche were running ads and growing fast. They needed to move quickly.
- No website or e-commerce store — all sales via Instagram DMs
- No tracking, no pixel data, starting from zero
- Limited monthly budget requiring high-efficiency campaigns
- Competitive market — dozens of similar brands advertising on Meta
- No brand consistency — logos, colours, and tone varied across posts
Our Approach
We decided to run the Shopify build and paid media setup in parallel — rather than waiting for the store to launch before starting ads. This meant we could hit the ground running from Day 1 of live traffic.
01
Discovery & Brand Audit (Days 1–7)
Competitor analysis, target audience mapping (women 18–34, urban Pakistan), brand voice definition, and product photography guidelines. We identified that competitors were targeting broad audiences — our edge would be laser-tight interest and lookalike targeting.
02
Shopify Store Build (Days 7–21)
Custom Shopify theme built around the brand palette — clean, minimal, and skincare-coded. Product pages optimised for conversion with ingredient lists, before/after sections, and social proof. Meta Pixel, Google Analytics 4, and GTM installed from day one. Mobile-first — 78% of their traffic is mobile.
03
Campaign Architecture (Days 14–28)
Full-funnel Meta campaign structure: TOF (interest + lookalike), MOF (video view retargeting), BOF (ATC and initiate checkout retargeting). Google Performance Max for high-intent branded + category keywords. All ad creatives produced in-house — UGC style videos, carousels, and static ads.
04
Launch, Optimise & Scale (Days 28–90)
Weekly creative refreshes, budget reallocation to best-performing ad sets, CBO testing, and ongoing A/B testing on landing pages. By Day 60, we had enough data to build a Lookalike 1% audience from purchasers — which became our highest-ROAS ad set.
Key Results
0.8×
ROAS (Return on Ad Spend)
0%
Revenue growth in 60 days
0%
CPP reduction month-on-month
0.2%
Store conversion rate
Client Quote
"We went from taking orders via Instagram DMs to running a proper e-commerce business. The Blue Digital Pixel team didn't just build us a website — they built us a revenue machine. Within 3 months, our online sales exceeded what we'd been making from retail."
— Founder, Coverage Skincare
What Made the Difference
Most agencies would have built the store first, then launched ads after. We ran both tracks simultaneously — meaning by the time the store went live, ad creatives were already A/B tested and the pixel had 14 days of warm-up data. This alone compressed the "learning phase" from 4–6 weeks to under 2 weeks.
The second factor was creative velocity. We launched with 12 ad variations in Week 1, paused bottom-quartile performers by Day 10, and scaled winners by 20% every 3 days. This data-first creative approach is now our standard process for all e-commerce clients.
- Parallel store build + pixel warm-up strategy
- 12 creative variations at launch — not 2 or 3
- Weekly creative refresh cycle to avoid audience fatigue
- Purchase-based Lookalike audience activated at Day 60
- Google PMax capturing branded search intent from Day 1