CASE STUDY
Atone Skin Clinic
44% Revenue Lift Year on Year, 7.79x Marketing Efficiency Ratio, and a 13-Tab Customer Lifetime Value Dashboard for Atone Skin Clinic
44% Revenue Lift Year on Year, 7.79x Marketing Efficiency Ratio, and a 13-Tab Customer Lifetime Value Dashboard for Atone Skin Clinic
How Market Lead, in partnership with Collective, lifted Atone Skin Clinic's Shopify revenue 44% year on year (2024 to 2025), grew new customer acquisition by 41% in the same window, scaled Meta Ads revenue more than 5x, and held a 7.79x marketing efficiency ratio across the channel mix, then built the 13-tab customer lifetime value dashboard that turned the agency partnership into a fractional ecommerce CFO function.
How Market Lead, in partnership with Collective, lifted Atone Skin Clinic's Shopify revenue 44% year on year (2024 to 2025), grew new customer acquisition by 41% in the same window, scaled Meta Ads revenue more than 5x, and held a 7.79x marketing efficiency ratio across the channel mix, then built the 13-tab customer lifetime value dashboard that turned the agency partnership into a fractional ecommerce CFO function.
Industry
Industry
B2C Ecommerce, Skincare and Beauty
B2C Ecommerce, Skincare and Beauty
Services
Services
Advanced Google Ads, Meta Ads, Conversion Rate Optimisations, Enterprise Reporting, Advanced Data & Attribution
Advanced Google Ads, Meta Ads, Conversion Rate Optimisations, Enterprise Reporting, Advanced Data & Attribution
Timeline
Timeline
Multi-year ongoing engagement
Multi-year ongoing engagement
Revenue YOY (2024-2025)
Revenue YOY (2024-2025)
+44%
Marketing Efficiency Ratio
Marketing Efficiency Ratio
7.79x
LTV : CAC
LTV : CAC
5.69x
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Scaling a Skincare Ecommerce Brand Past the Plateau
Atone Skin Clinic is a Melbourne-based skincare clinic and Shopify ecommerce retailer carrying clinical brands including SkinCeuticals, ASAP, and O Cosmedics. The business had built a steady direct-to-consumer customer base, with strong organic and email retention pulling repeat purchases off a loyal customer file.
Atone Skin Clinic is a Melbourne-based skincare clinic and Shopify ecommerce retailer carrying clinical brands including SkinCeuticals, ASAP, and O Cosmedics. The business had built a steady direct-to-consumer customer base, with strong organic and email retention pulling repeat purchases off a loyal customer file.
The ambition, though, was to scale paid acquisition past the comfortable plateau. That meant diversifying away from a small number of best-selling brands, expanding into non-branded high-intent search to acquire new customers, promoting in-clinic treatments (not just retail product), and getting the Google Ads account architecture to mirror how the business actually sold (by brand, by category, by margin tier).
The ambition, though, was to scale paid acquisition past the comfortable plateau. That meant diversifying away from a small number of best-selling brands, expanding into non-branded high-intent search to acquire new customers, promoting in-clinic treatments (not just retail product), and getting the Google Ads account architecture to mirror how the business actually sold (by brand, by category, by margin tier).
What was needed was a complete rebuild of the paid acquisition layer, paired with a reporting layer the leadership team could use to make budget and product decisions in P&L terms, not just CTR and ROAS terms.
What was needed was a complete rebuild of the paid acquisition layer, paired with a reporting layer the leadership team could use to make budget and product decisions in P&L terms, not just CTR and ROAS terms.
Existing structure not built around brand tier, margin tier, or customer lifetime value
Existing structure not built around brand tier, margin tier, or customer lifetime value
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Treat the Ecommerce Account Like a P&L, Not a Campaign
Structure the paid acquisition engine around the way the business actually makes money, not the way Google and Meta default the data. Brand tiers, margin tiers, product velocity, customer lifetime value by acquisition channel, and the unit economics of a first order all belong inside the optimisation logic.
The engagement started with a full audit of the Google Ads account: which campaigns were carrying the load, which were leaking, which brands were over-indexed, which product lines had no visibility at all. From there, the rebuild followed one principle: structure the paid acquisition engine around the way the business actually makes money, not the way Google and Meta default the data. Brand tiers, margin tiers, product velocity, customer lifetime value by acquisition channel, and the unit economics of a first order all belong inside the optimisation logic, not in a separate spreadsheet on the side.
Structure the paid acquisition engine around the way the business actually makes money, not the way Google and Meta default the data. Brand tiers, margin tiers, product velocity, customer lifetime value by acquisition channel, and the unit economics of a first order all belong inside the optimisation logic.
The engagement started with a full audit of the Google Ads account: which campaigns were carrying the load, which were leaking, which brands were over-indexed, which product lines had no visibility at all. From there, the rebuild followed one principle: structure the paid acquisition engine around the way the business actually makes money, not the way Google and Meta default the data. Brand tiers, margin tiers, product velocity, customer lifetime value by acquisition channel, and the unit economics of a first order all belong inside the optimisation logic, not in a separate spreadsheet on the side.
The Key Insight
A first order at $220 average order value, against a $33 cost of acquisition, makes the first order profitable on day one. That single fact (a 0-day lifetime contribution margin above 2x) is what unlocks aggressive paid acquisition scaling without compromising profitability.
The Key Insight
A first order at $220 average order value, against a $33 cost of acquisition, makes the first order profitable on day one. That single fact (a 0-day lifetime contribution margin above 2x) is what unlocks aggressive paid acquisition scaling without compromising profitability.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Google Ads
• Campaigns rebuilt by brand tier, product category, and business priority so budget reallocates against business outcome, not channel ROAS.
• Shopping feed reorganised so highest-margin products in priority brand tiers capture the highest share of Shopping and Performance Max visibility.
• Non-branded search expanded to acquire new customers beyond the existing brand-aware audience.
• Impression share growth focused on the brand categories that mattered most, with budget reallocated dynamically as auction conditions shifted.
Google Ads
• Campaigns rebuilt by brand tier, product category, and business priority so budget reallocates against business outcome, not channel ROAS.
• Shopping feed reorganised so highest-margin products in priority brand tiers capture the highest share of Shopping and Performance Max visibility.
• Non-branded search expanded to acquire new customers beyond the existing brand-aware audience.
• Impression share growth focused on the brand categories that mattered most, with budget reallocated dynamically as auction conditions shifted.
Meta Ads
• Segmented architecture running direct response to new audiences and brand reinforcement to returning visitors, each cohort in its own ad set.
• Creative tested across brand portfolios to identify which products and positioning drove the highest order value and repeat purchase rate.
• 140% Meta ROAS lift and 53% CPA reduction year-on-year from audience segmentation, creative testing, and tighter attribution.
Meta Ads
• Segmented architecture running direct response to new audiences and brand reinforcement to returning visitors, each cohort in its own ad set.
• Creative tested across brand portfolios to identify which products and positioning drove the highest order value and repeat purchase rate.
• 140% Meta ROAS lift and 53% CPA reduction year-on-year from audience segmentation, creative testing, and tighter attribution.
Data & Attribution
• 13-tab customer LTV dashboard built on full Shopify history, covering P&L, channel economics, cohort LTV, attribution, and unit economics, live at a password-protected URL for leadership.
• Break-even ROAS at 1.75x, LTV-to-nCAC at 5.69x, and 0-day contribution margin at 2.22x now run the budget conversation instead of channel ROAS.
• Meta attribution gap identified at 5.1x over-reporting against Shopify-confirmed orders, with reporting now triangulating platform, Shopify, and incremental figures.
Data & Attribution
• 13-tab customer LTV dashboard built on full Shopify history, covering P&L, channel economics, cohort LTV, attribution, and unit economics, live at a password-protected URL for leadership.
• Break-even ROAS at 1.75x, LTV-to-nCAC at 5.69x, and 0-day contribution margin at 2.22x now run the budget conversation instead of channel ROAS.
• Meta attribution gap identified at 5.1x over-reporting against Shopify-confirmed orders, with reporting now triangulating platform, Shopify, and incremental figures.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Shopify Ecommerce Engine With a Fractional CFO Layer Sitting On Top
Across the engagement, the rebuilt paid acquisition layer compounded into a 44% lift in revenue year on year, 41% more orders, 41% more new customers acquired, a 63% lift in net profit, and a 40% lift in repeat customer sales, with the trajectory continuing into 2026. On unit profitability, Meta ROAS lifted 140% year on year against a 53% reduction in Meta cost per acquisition. Google Ads sales lifted 23%, Google revenue lifted 22%, Google ROAS lifted 16%, Google cost per acquisition dropped 14%, and Google engagement lifted 13%. Marketing efficiency ratio across the channel mix sits at 7.79x lifetime, which is to say every dollar of paid acquisition has returned almost eight in confirmed Shopify revenue. LTV to nCAC sits at 5.69x against a 3:1 healthy benchmark.
Underneath the engine, the 13-tab CLV dashboard now does work an internal analytics team would normally do. The leadership team can see, in one view, where the next dollar of paid spend goes, which channel is producing the highest lifetime customers, which products are pulling the average order value up, which products are the slow movers, which day and which hour the buyers actually buy, and where the next merchandising lever sits. The dashboard is not a report. It is a decision tool.
The business is now running on numbers that match how it actually makes money.
Across the engagement, the rebuilt paid acquisition layer compounded into a 44% lift in revenue year on year, 41% more orders, 41% more new customers acquired, a 63% lift in net profit, and a 40% lift in repeat customer sales, with the trajectory continuing into 2026. On unit profitability, Meta ROAS lifted 140% year on year against a 53% reduction in Meta cost per acquisition. Google Ads sales lifted 23%, Google revenue lifted 22%, Google ROAS lifted 16%, Google cost per acquisition dropped 14%, and Google engagement lifted 13%. Marketing efficiency ratio across the channel mix sits at 7.79x lifetime, which is to say every dollar of paid acquisition has returned almost eight in confirmed Shopify revenue. LTV to nCAC sits at 5.69x against a 3:1 healthy benchmark.
Underneath the engine, the 13-tab CLV dashboard now does work an internal analytics team would normally do. The leadership team can see, in one view, where the next dollar of paid spend goes, which channel is producing the highest lifetime customers, which products are pulling the average order value up, which products are the slow movers, which day and which hour the buyers actually buy, and where the next merchandising lever sits. The dashboard is not a report. It is a decision tool.
The business is now running on numbers that match how it actually makes money.
Ready to Scale Your Ecommerce Past the Plateau?
We've helped retailers like Atone Skin Clinic rebuild the paid acquisition layer and then put a fractional CFO reporting layer on top of it. If you're running a Shopify store and want the system to tell you which channel, which product, and which customer to invest in next, let's talk.
© 2026 Market Lead Pty Ltd. All rights reserved.