PPC Agency, Freelancer or In-House? A UK Cost Guide
PPC company, freelance PPC consultant or an in-house hire? Compare true UK costs, cover and skills, with a decision tree and an ownership checklist.
Beauty & skincare
Beauty ecommerce marketing built on the second order.
Octomize runs Google Shopping, Performance Max and Meta Ads for beauty and skincare brands, and we judge customers by what they spend over months, not by the first basket. We plan UGC and creator ads within Meta's rules on appearance, set up your feed by shade and size, and track repeat orders and subscriptions so you know what a new customer is worth.
What's included
- Google Shopping and Performance Max with each shade and size set up as a variant
- Meta Ads with UGC and creator content written to Meta's ad policies
- Repeat purchase and lifetime value reporting by first product bought
- Campaigns for subscriptions, bundles and refills
- Profit tracking with ProfitMetrics and server-side tracking with TAGGRS
- Product page CRO for shade finders, ingredient lists and reviews
What makes PPC for beauty brands different
Beauty customers come back. A moisturiser runs out, a foundation shade gets rebought, and the second and third orders cost you little in ads. If you judge campaigns by first-order ROAS, you cut the products that bring loyal customers and keep the ones that sell once. We look at revenue per customer over months, grouped by the first product they bought.
The ad rules are tighter too. Meta rejects ads that imply something about the viewer’s body or age: “Our new lotion and creams fight wrinkles” passes, while “Ready to upgrade your skin to look younger?” fails (Meta personal attributes policy). Meta’s health and wellness policy bans cosmetics copy that attacks someone’s appearance and allows before-and-after transformations for cosmetic products in ads aimed at people 18 and over.
Product claims carry legal weight as well. The FDA decides between cosmetic and drug by intended use, and a cleanser meant to treat acne counts as a drug (FDA). In the EU, cosmetic claims must be truthful and backed by evidence (Regulation (EU) No 655/2013).
What we run for beauty and skincare stores
We run Google Shopping and Performance Max with each shade and size as its own variant under one item group, with its own colour and image, so a search for a specific shade lands on that shade (Google Merchant Center Help). Bundles and refills get their own product entries.
Our Facebook ads for skincare brands lean on UGC and creator video showing texture, shade on different skin tones and a routine in real time. Our post on Meta creative explains why we test so much of it.
Tracking and profit data runs through TAGGRS server-side tracking and ProfitMetrics, both official partners, so Google and Meta see margin and subscription orders. On the product page we work on shade finders, ingredient lists and reviews.
Where we work
Beauty and skincare brands selling in the United States, the United Kingdom and the EU. The US and the EU set different rules for claims, so we write ad copy for each market instead of translating one set.
How it works
- 01
Find the second order
We look at which first products lead to repeat orders and how long customers take to come back. That tells us what you can pay for a new customer on each entry product.
- 02
Check claims and creative
We read your product copy and current ads against Meta's and Google's policies and the claims rules in your markets before we scale anything.
- 03
Set up feed and tracking
Shades, sizes and bundles go into the feed as proper variants, and orders, subscription starts and margin flow back to Google and Meta.
- 04
Scale on lifetime value
We raise spend on the products and audiences that bring customers who reorder, even when their first-order ROAS looks weaker.
What we do: the system
We don't just run ads. We own everything that determines outcomes.
- 01 · Strategy
Digital strategy
Before we touch an account, we set the plan: which channels, what budget, what a lead or a sale is worth to you, and what we test first.
- Channel mix and budget split
- Target CPA or ROAS set from your margins
- A 90-day plan with clear milestones
- 02 · Landing page
Landing pages + CRO
Most paid traffic is lost on the page, not in the ad. We build or rework the page around one offer and one action, then keep improving it on real visitor behavior.
- New pages or fixes to the ones you have
- Message matched to the ad and the search
- CRO roadmap from session recordings
- 03 · Tracking
Tracking & measurement
If the numbers are wrong, every optimization is a guess. We set up tracking that holds up against ad blockers and cookie limits, and send real outcomes back to the ad platforms.
- GA4 and GTM, client- and server-side
- Enhanced Conversions and Meta CAPI
- Offline imports: qualified lead, booked call, closed deal
- 04 · Ads
Performance marketing
With the plan, the page and the tracking in place, we build the campaigns and optimize them every week on real data.
- Google Ads and Meta Ads builds or restructures
- Keyword, audience and creative testing
- Bidding toward profit, not just volume
- 05 · Reporting
Profit-focused reporting
You see sales, profit and lead quality, the numbers your business runs on, not clicks and impressions.
- KPIs agreed with you up front
- ProfitMetrics when margin data is available
- Regular updates in plain English
- 06 · Growth
Business growth support
Once the system runs, the data shows where else you can grow. We bring you the ideas.
- New products or services the data points to
- New channels and markets to test
- Offer and pricing ideas from what converts
Further reading
GDPR and Ad Tracking in the EU: What Needs Consent
What GDPR and the ePrivacy rules mean for Google Ads and Meta tracking in the EU and UK: what needs consent, what Google requires, and server-side limits.
Google Ads Conversion Tracking: Set It Up Right
How to set up Google Ads conversion tracking: the Google tag, which actions to make primary, counting, windows, transaction IDs and how to check it works.
How it works
A simple 3-step process from audit to results.
Intake + access
Request your free Profit Growth Plan
Fill out a quick form and share access. We review your current setup.
What's broken, what to fix
Audit + strategy
We identify gaps in tracking, landing pages and campaigns, then deliver a clear plan.
Continuous improvement
Execution & optimization
We implement, test and refine. You get regular updates on profit-focused metrics.
What you get
Everything you need to scale profitably.
Execution, growth foundations and transparent pricing.
Execution
- Account build or restructure
- Ongoing optimization and testing
- Creative direction inputs
- Keyword research and expansion
- Audience targeting and refinement
Growth foundations
- Landing page improvements + CRO roadmap
- Tracking setup and fixes (GA4, GTM, SST)
- Offline conversion imports for lead gen (Google + Meta)
- ProfitMetrics integration when needed
- Reporting aligned to business outcomes
Transparent pricing
- Free Profit Growth Plan first
- No setup fee
- Flat retainer + % of profit or revenue impact
- Finalized after scope is defined
- You decide after reviewing the plan
Partners & reviews
Trusted by partners. Rated by clients.
Official partner
Server-side tracking that keeps conversion data accurate as browsers block more.
Official partner
Profit-based tracking, so campaigns bid on real margin, not just revenue.
Member
Part of BESCO, the Bulgarian Startup Association.
★★★★★ 5.0 rating
FAQ
Questions we get asked.
Why judge beauty ads by lifetime value instead of ROAS?
Skincare and make-up run out and get rebought. A cleanser that only breaks even on the first order can pay off over the next few, while a gift set may never bring the buyer back. We report by entry product, so you see which first purchases lead to repeat orders.
Can I use before-and-after photos in skincare ads?
Often, within Meta's health and wellness rules, which limit who can see those ads and what the copy may say about someone's appearance. We check each ad against the current policy before it runs, since a rejected ad can stall a launch.
Do UGC and creator ads work for skincare brands?
They suit products people want to see on skin: texture, how a shade looks on different skin tones, how a routine fits into a morning. We plan the angles, test them against studio creative and judge both by new customers who reorder.
How do you handle claims like anti-ageing or acne?
We keep ad copy to cosmetic wording, about how a product looks, feels and cares for skin. Treatment claims can change how regulators classify a product, so we agree any stronger claim with you and check it against your product documentation first.
Do you run ads for subscriptions and bundles?
Yes. We track subscription starts as their own conversion, value them by expected reorders where your data allows, and test bundles as entry offers against single products.
Let's talk
Get your free Profit Growth Plan.
Tell us about your business. We'll review your setup and come prepared with initial directions for your custom Profit Growth Plan.
- Free audit + strategy document
- No obligation to proceed
- Clear recommendations with expected impact
Google Ads Certified · ProfitMetrics Partner · TAGGRS Partner
30 min · Google Meet
Chemistry call with Octomize
with Boris Stoyanov
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