Ultraceuticals: 98% Revenue Increase with 28% Budget Uplift
How a full digital agency transition and strategic account restructuring delivered record-breaking online trading results across META, Google, and TikTok.
The Challenge
Ultraceuticals faced critical challenges across their META and Google accounts that were hindering growth. The META account was unoptimized for trade, with incorrect pixel setups wasting budget on zero-conversion campaigns, significant spend allocated to low-impact campaigns, and no proper audience segmentation between promo, BAU, and retargeting. The Google account was over-reliant on branded campaigns, neglecting generic and top-of-funnel strategies necessary for new customer acquisition. Additionally, past employees retained admin access to the META account, posing a business risk, and ownership was held by the previous agency.
Our Strategy
We implemented a comprehensive, multi-faceted approach tailored to the client's unique needs and goals.
META Account Restructuring
Secured account access, corrected pixel setups across AU, NZ, and US markets, and restructured campaigns to optimise for purchase events rather than low-impact view content metrics.
Audience Segmentation & Targeting
Implemented clear segmentation between promo, BAU, and retargeting audiences with dedicated strategies, exclusions, and refreshed ad creatives to combat audience fatigue.
Google Account Overhaul
Introduced generic and top-of-funnel campaigns, restructured into distinct branded, generic, and promotional categories, and overhauled keyword strategy for stronger CPA and higher-value customers.
Commercial Calendar Integration
Identified and integrated key eCommerce trading opportunities such as Singles Day and Cyber Monday into the commercial calendar, with refined promotional creatives for maximum impact.
TikTok Channel Launch
Launched TikTok campaigns to expand audience reach and diversify channel mix, exceeding revenue targets with Holiday Hero ads driving strong ROAS.
New Customer Acquisition Focus
Shifted strategy to drive both MER/ROAS and aggressive new customer acquisition, expanding geo-targeting and introducing PMAX campaigns across all markets.
The Results
Ultraceuticals' 98% increase in incremental revenue was achieved by systematically dismantling the inefficiencies holding their digital accounts back and rebuilding them for growth. We secured META account ownership from the previous agency, corrected pixel setups across AU, NZ, and US markets, restructured campaigns to optimise for purchase events rather than low-impact metrics, and introduced clear audience segmentation between promo, BAU, and retargeting. The Google account was overhauled to move beyond branded search dependency, with new generic and top-of-funnel campaigns driving stronger CPA and higher-value customer acquisition.
The results across every market and channel validated the approach: 7.1x META ROAS in Australia, 627% month-on-month revenue growth from Meta in the US, 5.31x TikTok ROAS, and a staggering 22,952% year-on-year US Meta revenue growth from a market that was previously untapped. The launch of TikTok as a new channel and the integration of key trading moments like Singles Day and Cyber Monday into the commercial calendar added further revenue layers. For a premium clinical skincare brand, this represents the strongest online trading performance in company history, delivered with just a 28% budget uplift.
"The results have been exceptional. WoMD's strategic restructuring of our META and Google accounts, combined with the launch of TikTok and identification of key trading opportunities, delivered our strongest online trading performance in company history." - Marketing Team, Ultraceuticals