Ecommerce Case Study: How Virelly Skincare Hit 5.2X ROAS with Meta Advantage+ (2026)

Introduction: The Death of "Interests" in Ecommerce

For a decade, the secret to Facebook Ads was "Interest Targeting." You targeted "Women aged 25-45 who like Sephora and Yoga."

In 2026, that strategy is dead. Privacy changes (iOS updates) killed it.

Virelly Skincare knew this.

They didn't want to play the guessing game. They wanted a scalable, algorithmic approach to finding buyers. We helped them implement Meta's Advantage+ Shopping Campaigns (ASC) paired with a Dynamic Catalog strategy. The result was instantaneous: $45,000 in revenue in Month 1 at a 5.2X Return on Ad Spend (ROAS).

Here is how we built a machine that finds buyers automatically.

The Strategy: Trusting the "Black Box" (Advantage+)

Meta's AI is smarter than any media buyer. It surveys millions of data points per second. Advantage+ Shopping Campaigns (ASC) essentially say to Meta: "Here is my product, here is my budget, find me buyers."

Many brand owners are scared of this lack of control. They want to turn the knobs themselves.

Our approach with Virelly was "Radical Trust."

We consolidated their budget into one massive ASC campaign. By giving the AI more data (budget) and fewer constraints (broad targeting), it learned faster. Within 72 hours, the algorithm had identified the "Buyer Persona" better than we ever could.

The "Data Layer": Feed Optimization

If you're running Catalog Ads (Dynamic Product Ads), your "Creative" is your "Product Feed."

Most brands simply sync Shopify to Meta and forget it. This is a mistake. The default feed images are often cropped weirdly or look boring.

We used Feed Enhancement techniques:

• Custom Overlays: We added dynamic badges like "Best Seller" or "5-Star Rated" directly onto the product images in the feed.
• Price Striking: We ensured the "Compare At" price was visible to show the discount clearly.
• Lifestyle Switch: Instead of just white-background product shots, we tested feeds using lifestyle imagery (products in use) as the main image.

Creative Strategy: The "UGC Mashup"

While the Catalog Ads retargeted people, we needed to bring new people IN.

We didn't use polished studio ads. We used UGC Mashups.

We took 3 different creators reviewing the product and mashed them into one fast-paced video. The script followed the "Problem/Agitation/Solution" framework:

• Hook: "Stop scrubbing your face raw." (Visual: Red, irritated skin).
• Solution: "This enzyme cleanser melts makeup in 10 seconds." (Visual: Satisfying melting effect).
• Proof: "My skin has never been this glowy." (Visual: Radiant after-shot).

This "TikTok-Native" style lowered our CPMs by 40% because users actually wanted to watch it.

The "Fence-Sitter" Retargeting Layer

98% of visitors leave without buying. If you don't have a plan for them, you lose money.

We built a 3-Step Retargeting Sequence:

1. Day 1-3 (The "Hype" Phase): Show them the viral UGC video again. Remind them of the problem.
2. Day 4-7 (The "Logic" Phase): Show them a "Us vs. Them" comparison chart. Why is Virelly better than CeraVe?
3. Day 8-14 (The "Offer" Phase): "Come back and get 10% off." This captures the price-sensitive buyers.

The Data Breakdown (Month 1)

Common Ecommerce Mistakes

1. Ignoring AOV: If your product is $20, you can't afford ads. Virelly bundled products to get AOV to $40+. You fail if your math is broken.
2. Changing Creative Too Fast: Let the ads run! It takes 7 days for the AI to learn. If you kill an ad on Day 2, you killed it before it started.
3. Ugly Product Pages: You can have the best ads in the world, but if your mobile site loads slow or looks sketchy, they won't buy.

Conclusion: System Over Luck

Virelly didn't get lucky. They built a system. They understood that in 2026, the inputs (Creative + Feed + Offer) matter more than the settings (Targeting). By leveraging Meta's AI instead of fighting it, they scaled from zero to market leader speed.