Scaling Diwali Sales: How We Reached ₹1.1 Cr in Revenue for a Beauty Brand at a 5.2X Blended Revenue

We had an exciting opportunity this Diwali, with “Flat 40% OFF” across our beauty client’s entire range, we knew we had a powerful offer on our hands. Diwali season is high-intent, with customers actively seeking cosmetic products, so it was crucial to make this offer reach as many new customers as possible.

Our mission? To increase sales while maintaining a high ROAS.

October Overall Results

  • Revenue: ₹11,172,439
  • Blended ROAS: 5.12
  • Total Ad Spend: ₹2,180,164

Meta Ads Results

  • Meta Attributed Revenue: ₹2,054,432
  • ROAS: 4.43
  • Meta Ad Spend: ₹9,095,611

Google Ads Results

  • Google Attributed Revenue: ₹142,223
  • ROAS: 12.06
  • Google Ad Spend: ₹1,42,223

What all Strategies worked on Meta Ads?

This Diwali, we combined innovative ad formats, influencer collaborations, and an optimized account structure to reach new customers and enhance ad performance. Here’s how:

  1. Broad Audience Targeting for Top-of-Funnel Campaigns

To reach fresh prospects, we focused majorly on broad audience targeting across TOF campaigns, excluding past purchasers, website visitors, and engagers.

This exclusion allowed us to concentrate on acquiring new customers, widening the brand’s reach, and driving growth. We did have dedicated campaigns set up for MOF, BOF & Past Customers.

2. Influencer Content with Targeted Hooks and Problem Statements

The brand collaborated with influencers to create content that resonated with potential buyers. Each piece of influencer content incorporated hooks and problem statements relevant to our Diwali offer, attracting new customers by addressing common beauty needs.

To further boost reach, we used partnership ads, leveraging the influencers’ audience bases to scale performance effectively.

We tested around 60 such videos in October itself!!

3. Dedicated Campaigns for Product Categories and Clean Account Structure


To streamline ad management and ensure visibility for each product line, we maintained a clean ad account structure. Dedicated campaigns were created for each product category, ensuring that budget and focus remained consistent, and individual product lines received the attention they needed.

4. Creative Testing with Founder Videos and Product Hooks

Using videos featuring the brand’s founder, we created one primary video per product, each with 3 unique hooks. So basically one video having 3 different variations that we tested in Meta’s Flexible Ad Format. [Random Example shared below of the hooks & scripts used in the Video]

These hooks, crafted to address different customer needs, were instrumental in driving sales. Our team contributed to the script and hook ideas, which were then refined by the brand’s content team. This collaborative approach allowed us to scale effectively and significantly increase new customer acquisition across various segments

Product Bucketing for Deeper Segmentation

For the top selling products, we implemented product buckets that emphasized specific attributes as shared in the screenshot shared above.

5. Scaling Top-Performing Ads Using Cost Caps

For ads that demonstrated strong engagement and conversions, we applied cost caps to maintain budget efficiency as we scaled up. Do note that we used 7-Day Click only attribution for cost caps. This approach enabled us to control costs while maximizing the visibility of our best-performing creatives.

We did do decent volumes via this as shared below:

What all things we did on Google Ads?

  1. Multiple P-Max Campaigns for Comprehensive Coverage
    We didn’t stop at just one P-Max campaign, because the brand offers a wide range of products—Eye, Face, Lip, and more—we created multiple PMax campaigns to give each category the spotlight it deserves. We ran a Catch-All campaign to showcase the entire collection, plus a dedicated Sale campaign to boost visibility for seasonal offers. On top of that, we launched campaigns focused on newly released items and bestsellers, ensuring that each got targeted attention and traction

  2. Promoting different products only for new customer acquisition 🫡
    To reach a broader audience, we launched a P-Max campaign aimed specifically at new customers. This way, we were able to expand visibility among people who hadn’t shopped with us before, balancing our focus between new customer acquisition and keeping existing customers engaged

  3. Pinned Headlines for More Engaging Sales Messages
    For our search ads, we made sure the key details couldn’t be missed. We pinned our top headlines and descriptions in Google Search ads, placing our most compelling sales messages front and center. This helped ensure that customers instantly noticed the sale details, boosting our click-through rates and conversions

  4. Promotions at the Merchant Center Level for Extra Visibility
    To make our Shopping ads more clickable, we added promotions right in the Merchant Center, not just at the ad or campaign level. By displaying promo codes and offers upfront, we made the ads more eye-catching and motivated customers to click through to the site. Following is a random example:
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