About the Client
Obagi Medical is a globally trusted, physician-recommended skincare brand rooted in science and clinical excellence. With over 35 years of expertise, Obagi delivers medical-grade, inclusive skincare solutions that visibly transform skin, addressing pigmentation, aging, and texture across all skin types and tones.
Challenges
Despite strong brand equity, the business faced performance limitations in paid acquisition. Conversions fluctuated in the absence of offer-led communication, while gaps in creative formats and audience clarity restricted scalable growth.
The brand needed sharper pricing insights, stronger engagement drivers, and clearer audience signals to improve efficiency.
1. Low conversion rates in periods without strong offer-led communication.
2. The absence of influencer-led and UGC video content limited creative testing and optimisation within campaigns, while also restricting the ability to build strong product- and brand-awareness–driven audience pools.
3. Unclear best-performing creative formats for sustained performance.
4. Requirement to understand the highest-converting buyer personas to reduce spend inefficiencies.
5. The Google Ads campaign structure and settings were corrected after identifying multiple conversion goals being tracked within a single campaign, which was negatively impacting campaign optimisation and the account’s learning phase.
Strategy
A structured testing and optimisation framework was implemented to improve both efficiency and scale. The focus was on pricing experimentation, creative diversification, audience refinement, and intent-led media execution across platforms, ensuring performance gains were sustainable over time.
1. Offer & Pricing Optimization
- Tested new offer communications every month to identify the best product pricing fit for the market.
- Analysed conversion trends to optimise promotions and maximise purchase intent.
2. Creative Format Experimentation
- Tested multiple creative formats, including product-led, USP-focused, and pricing-driven carousels.
- Scaled high-performing creative structures to improve engagement and conversions
3. Educational Content Deployment
- Launched educational content to build product understanding and category awareness.
- Positioned the brand as a trusted, science-backed skincare authority
4. Audience Persona Testing
- Tested different buyer personas to identify the highest-converting audience segments.
- Refined targeting based on performance insights to improve ROAS
5. Performance-Driven Search Campaigns
- Launched Google Performance Max campaigns to capture high-intent traffic.
- Strengthened brand search presence to drive consistent and efficient conversions
6. Precision Targeting on Meta
- Deployed ASC campaigns to leverage platform-led optimisation.
- Implemented narrower audience targeting to reduce spend wastage and improve efficiency.
7. Competitor Search Expansion
- Activated competitor search campaigns using USP-led messaging.
- Targeted competitor audiences to increase consideration and trial intent
8. Brand Search Protection
- Launched brand search campaigns highlighting key USPs and brand credentials.
- Defended branded keywords to prevent competitor capture and protect conversion share.
9. Google Performance Max Optimization
- Launched Google Performance Max campaigns with specific product focus to capture high-intent demand.
- Aligned campaign messaging with live events and timely communication to improve CTR and relevance.
Results (Sep’25 to Dec’25)
Between September and December, the combined impact of offer testing, creative optimisation, and audience refinement led to strong revenue growth, improved efficiency, and scalable performance across all key metrics.
a. Revenue:
Achieved 84.3% overall revenue growth, nearly doubling monthly revenue within four months with a strong, consistent upward momentum trend.
Demonstrated scalable growth by recovering from mid-period dips and sustaining higher revenue bands, alongside controlled CAC, enabling profitable scale.
b. ROAS
- ROAS improved by over 170% from the lowest to the strongest-performing month.
- Peak efficiency delivered nearly 4x higher returns compared to the baseline period. ROAS remained consistently above the initial benchmark in most months.
- Strong efficiency sustained in later months through refined audiences and offer alignment
c. Average Order Value
- AOV increased by 15% from the lowest to the highest-performing month
- Peak AOV months outperformed the baseline by nearly one-fifth. High-value orders sustained even during scale and offer-led phases
d. Customer Acquisition Cost
- CAC reduced by over 23% from the highest to the lowest-performing month
- Early efficiency gains driven by improved targeting and offer communication.
- Controlled CAC maintained while scaling revenue and ROAS
Key Takeaways
- 98% revenue growth achieved from June to December through offer-led communication and creative experimentation
- 110%+ order volume growth driven by high-intent targeting and persona-based audience testing
- 25–30% reduction in ad spend while maintaining strong revenue, proving efficiency alongside scale
- ROAS improved by over 170%, reflecting optimisation across creatives, offers, and audience segments
- Average Order Value increased 18–20%, supported by product-led creatives and educational content
- Customer Acquisition Cost reduced by over 70%, demonstrating profitable growth and precise targeting
- Consistent high performance in later months indicates sustainable scalability through continuous testing and optimisation
See how Obagi achieved 98% revenue growth and scalable results. Request a free strategy session with Cybez to discover how offer-led creatives, persona-based targeting, and full-funnel optimisation can drive higher AOV, lower CAC, and sustainable growth for your brand.