From zero Meta Ads to $250K+ a month in paid social spend.
- Client
- Nolla Health
- Industry
- AI skincare app
- Channels
- Meta & TikTok Ads
- Market
- United States
- Engagement
- Ongoing partnership
Nolla Health's AI skincare app had no presence on Meta at all, and marketing overall was struggling to gain traction. We built the account from scratch, tested more structures than most agencies bother to, and scaled spend only as fast as new creative could support it.
- $250K+
- Monthly paid social spendacross Meta & TikTok
- $90K+
- Monthly Meta Ads spendbuilt from zero
- 5+
- Account structures testedbefore doubling down
Working with Branko on our paid media has been great. He's responsive, knowledgeable and eager to improve our ad metrics, and he thinks holistically about campaign structure, delivery and creative diversity. Highly recommend!
The starting point
When we joined Nolla Health's team, the app was already established with a real user base, but it had no Meta Ads presence at all, and marketing more broadly was struggling to keep up. That's a different problem than a channel that's failed: it's a channel nobody had properly tried yet.
Starting from nothing meant there was no broken account structure to fix, but also no data to lean on. Every call on targeting, creative direction, and how fast to spend had to be tested and earned, not inherited from an existing setup.
What we did
Built the Meta account and creative strategy from the ground up
There was no existing account to inherit, so we set structure, targeting, and creative direction from scratch, working directly with Nolla Health's team on creative strategy rather than treating it as something to request and wait on. Their team was collaborative and fast to respond, so new creative direction moved in days, not weeks.
Tested five-plus account structures before picking a direction
Instead of committing early, we ran more than five different account structures and approaches across Meta and TikTok. Doubling down before finding the winner would have meant scaling whatever happened to be live first, not what actually worked.
Scaled budget only as fast as creative diversity allowed
Once a structure separated itself from the rest, we didn't move the full budget behind it at once. Spend increased in step with the number of new creative concepts we introduced, and a responsive client team meant that pace never stalled waiting on assets. The account was never asked to carry more volume than the creative could support.
The results
Meta Ads spend grew from zero to $90K+ a month, and total paid social spend across Meta and TikTok now passes $250K+ a month. That scale-up ran through more than five tested account structures, and results have held steady month over month since the winning one went into full deployment.
For an app that started with no Meta Ads at all, growing spend is the easy part. Growing it without cracking the results that were finally working is the part most accounts don't manage.
Most accounts that jump from zero to $250K+ a month in paid social spend do it because someone got confident. Nolla Health's jump tracked something more mundane: the number of live creative concepts running at any given time. Budget moved only when that number did, which is a slower way to scale, and it's why five-plus rounds of structure testing never turned into months of firefighting once the winning one launched.
