Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a eCommerce brand in this space actually involves.
Beauty economics live in the second and third order. First purchase often breaks even at best. If your reporting stops at first order, you will keep killing campaigns that are actually profitable by month three. Cohort reporting is essential rather than nice to have.
What I report on: Repeat purchase rate and subscription retention, not first-order ROAS.
Before-and-after imagery is restricted on Meta and gets accounts flagged. Health and efficacy claims are policy-sensitive on both platforms. Ingredient claims can trigger review even when accurate.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Beauty.
Because first-order economics usually are. Beauty makes money on repeat purchase, so judging campaigns on first-order ROAS kills the ones that would have paid back.
On Meta, largely no — they are restricted and risk account flags. The workaround is process and routine content rather than outcome comparison.
Usually by leading with the first product rather than the commitment, then converting to subscription post-purchase or in retargeting.
More than most categories. Beauty audiences are heavily advertised to, so angle variety carries the growth.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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