The Creative Testing Playbook Behind Medik8’s Meta Scale-Up
Medik8, a B Corp certified British dermatological skincare brand, partnered with Online Marketing Gurus to scale revenue across digital advertising channels. Through ongoing testing, audience refinement, creative learnings, and full-funnel optimisation, OMG helped Medik8 deliver strong month-on-month performance and significant year-on-year growth through Meta Ads.
12:1
ROAS on Meta Ads
55%
Increase in ROAS
32%
Increase in CTR YoY
Services
Industries
- Beauty & Wellness
The Challenges
- In the early stages of the campaign, Meta Ads performance was tracking below the internal ROAS target.
- While Medik8 was already a globally recognised premium skincare brand, there were opportunities to better understand which messages, creative angles, and audience segments would resonate most strongly with potential customers.
- The challenge was to identify the right creative patterns, audience targeting, and funnel structure to drive stronger conversion performance while maintaining Medik8’s premium brand positioning.
Have worked with OMG for over 18 months now and the growth we’ve seen across our group has been incredible. The team that works across our brands care just as much as we do about the brands success and all of their suggestions have led to incredible growth. Our account manager Kiah is also a superstar and is a true extension of our team, we couldn’t do it without her 🙂 We work with OMG for all of our paid search, social and SEO for B2B and B2C ads and have seen outstanding results across all pillars too.
Medik8
Beauty & Wellness
The Strategy & Approach
- OMG implemented a full-funnel Meta Ads strategy designed to reach new customers, re-engage warm audiences, and encourage repeat purchases from existing customers.
- At the top of the funnel, campaigns focused on reaching new audiences through broad targeting, Advantage+ audiences, lookalike audiences, and interest-based segments across skincare concerns, competitor brands, and relevant beauty categories.
- For high-intent audiences, OMG built retargeting campaigns focused on people who had engaged with the brand, added products to cart, initiated checkout, or previously purchased from Medik8.
- Creative testing played a key role in improving results. OMG prioritised premium, high-quality assets that aligned with Medik8’s brand identity, while tailoring messaging to each stage of the customer journey.
- For prospecting campaigns, the focus was on educational and benefit-led messaging. For retargeting campaigns, the approach shifted toward product value, best sellers, key skin concerns, Afterpay availability, promotional offers, and stronger conversion-focused messaging.
- Video ads were also tested heavily and became a successful format, helping Medik8 deliver content that felt organic while still clearly communicating the brand’s product benefits and premium positioning.
- OMG also adapted campaign messaging around seasonal skincare needs, aligning creative angles with changing weather conditions and the skin concerns customers were likely to experience throughout the year.
Key Results
- For the past 12 months, from June 2025 to May 2026, we achieved a 12.11 ROAS.
- Comparing this year-on-year, we saw a 54.78% increase in ROAS.
- In terms of engagement, for the past 12 months, from June 2025 to May 2026, we achieved a 2.09% CTR, representing a 32% year-on-year increase. This is higher than the 1.50% benchmark we set for users clicking on the ads after seeing them.
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