₱481K net profit in one month by scaling Meta Ads on margin, not ROAS
A beauty brand with proven demand was making budget decisions from platform ROAS, which hides product costs, shipping, and fees. Once daily net profit sat next to ad spend, scaling decisions became margin decisions — and the account held a 9.97x blended return at a 58% net margin.
Business constraint
The store had already done ₱17M+ in lifetime sales across 18,500+ orders at a 3.28% conversion rate, so demand was not the question. The question was how far ad spend could be pushed without eroding profit — and the platform dashboard could not answer it, because it reported revenue while ignoring product costs, shipping, and transaction fees.
Strategic judgment
Diagnosis
The account did not need a new funnel or more creative volume. It needed the growth question reframed: not "how do we raise ROAS" but "how much spend can each day carry at the target margin." That required profit visibility at the same cadence as budget decisions — daily — instead of a month-end accounting surprise.
Hands-on execution
Strategic decisions and implementation
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