Beauty
€1.1M
in sales from a lash brand I own
Fractional Head of Growth for DTC brands
You don't need four more freelancers. You need one head of growth
I'm Martin Löfvall. I work on the business behind the ads: messaging and offers, conversion rate, Meta and Google account structure, and the growth plan that ties it together, for beauty, supplement, sleep and wellness brands. The execution comes with it: I build static ads and email flows with AI, so nothing waits on a freelancer, and I check every piece myself.
Book an ad account audit
€1,350 one-off · paid work, not a sales call
Receipts
Numbers from my own brands and a client account.
Beauty
Sleep
3.37
peak MER on a sleep brand I co-own
Creative
84
statics shipped in one testing cycle
MER
3.19
on €350k of Meta + Google spend
Proof
749
Trustpilot reviews feeding the creative
Apparel
11.3x
incremental ROAS on a client's test budget
Numbers from brands I own and run, plus one client account.
Where the money leaks
If ads feel harder this year, it is usually one of these three.
01
You're paying too much for a new customer.
CAC has climbed for three quarters straight, and the answer keeps being more budget, when the fix is usually the message, the offer or the page.
02
Your testing has no system.
Ads get made when somebody remembers to make them. Nobody can say which angle won last month, or why, so every test starts from zero.
03
Revenue grows. Margin doesn't.
Every extra €100k in sales costs more than the last €100k. The dashboard looks like a good year while contribution margin stays flat.
The method
The AHPO System
Four stages. Every stage ships a file you keep.
This is the system I run on my own brands, in the same order, every month. Each stage has an input, an output and a number that says whether to keep going.
01Angle
I pick the belief the ad has to change, not the feature it shows. One angle per cycle, written down, with the competitor angles it fights.
OutputAngle brief: "Your lashes aren't thin. Your remover is." Ranked against 6 competitor angles.
02Hook
The first three seconds decide what the rest of the spend costs. Ten hooks per angle, cut as separate ads so the winner is obvious.
Output10 hook scripts plus shot list. Judged on 3s hold rate and cost per click, not opinion.
03Proof
Proof keeps the click cheap after the hook lands. Creator footage, user diaries, review counts, claims that stay inside EU rules.
OutputProof block plus signed claim file. Every on-screen line mapped to a source.
04Offer
The offer sets AOV and payback. Bundles, subscription, first-order gift, and the page that has to carry them.
OutputOffer test: 2-pack versus single plus refill plan, with break-even CAC for each.
Weekly 1 angle, 10 hooks, 4 edits shipped
Monthly testing roadmap and claim file updated
Reported on CAC, contribution margin, AOV, repeat rate
From my brands
How we work together
One retainer. The whole growth engine.
Ad accounts
I structure and run your Meta and Google accounts, and own the plan behind them.
- Account structure built for testing and scale
- Meta and Google: Shopping, Performance Max and Search
- Budget allocation and the monthly testing roadmap
- Weekly readout: CAC, MER and contribution margin
- What won, why, and what to test next
Weekly
readout on CAC, MER and contribution margin.
Best for brands spending €40k+ a month on Meta.
€5,000
a month for all three. No lock-in, 30 days' notice.
Messaging
What you say decides what every click costs. I set the positioning, angles and offers, then turn them into ads.
- Positioning and the core message
- Angles and hooks from customer research and reviews
- Offers: bundles, subscription, first-order deals
- Static ads built with AI from the winning angles
- Briefs for creators and video editors
Days
from angle to live static, not weeks.
Best for brands with good products and tired ads.
Checked
every ad against your brand and claim rules.
CRO
Fix what the traffic lands on, and keep the customers you paid for.
- Landing page and PDP rewrites and tests
- Offer and bundle pages
- Checkout and post-purchase upsells
- Email flows: welcome, abandoned cart, post-purchase, winback
- Break-even CAC for every offer
Retention
email flows that bring the second order.
Best for brands with cheap clicks and thin margin.
Margin first
every offer priced against what it leaves after COGS and shipping.
Compliance-safe claims for beauty and supplements (EU). Every claim mapped to a source.
Case 01
Tested on my own brand first. Then on yours.
New-customer CAC
Contribution margin
Index, week 1 = 100. Example report structure, not client data.
- Challenge
- A strong repeat product sold as a one-off. Paid social carried the whole business, creative was one format on repeat, and every new customer had to pay for itself on the first order.
- Built
- Subscription relaunch: refill plan and bundles so the second order was designed in, not hoped for. UGC system: a standing creator roster briefed from winning angles, shipping weekly. Email and SMS flows: welcome, replenishment reminder and winback tied to the refill cycle.
- Result
- €1.1M in sales on €350k of ad spend (3.19 MER, Meta + Google), with 749 Trustpilot reviews feeding the proof stage.
- Still true
- I own it and still run it, so the system keeps getting tested on my own brand before it reaches a client.
Founders
What it's like to work with me.
"Martin is one of the sharpest ecommerce people in my network. You can feel the many years of experience and the breadth of it: operations, website, CRO, paid ads and branding."
"Martin er en af de skarpeste jeg har i mit netværk til ecommerce. Man kan tydeligt mærke de MANGE års erfaring han har og den brede forståelse for optimering og skalering af alle aspekter af en ecom: drift, hjemmeside, CRO, paid annoncering og branding."
Original, Danish
TM
Thomas Melgaard
Skagen Clothing
About
Martin Löfvall · Nicosia, Cyprus
I'm Martin. Danish, based in Cyprus, and I build and run DTC brands.
I started on the operator side, not the agency side. My own brands paid for my mistakes: a lash brand past €1.1M in sales, plus supplement and sleep products that taught me how fast margin disappears when creative goes stale.
That is the whole reason to hire me. I still run my own brands, so every angle, offer and page I recommend has been tested with my own money first.
You get me on your account, no account manager in between. I spend my time on the decisions that move the numbers; AI handles the production, and I check every piece before it ships.
Calculator
What a lower CAC is worth to you.
Three numbers from your ad account. See what cheaper new customers are worth, and whether my retainer pays for itself.
1Your numbers today
€
€
Ad spend divided by new customers. Your CAC.
€
After product, shipping and fees. A €55 order at 65% margin keeps about €36.
2The what-if
%
A scenario to test against, not a promise.
Same ad spend, cheaper customers
New customers today
889
a month
20% cheaper
1,111
+222 a month
Extra profit for you
+€8,000 / month
222 extra customers × €36 each. About €96,000 a year.
Extra profit€8,000
My retainer€5,000
You keep +€3,000 a month after my fee.
Break-even: customers need to get 13.5% cheaper for my retainer to pay for itself.
Good fit for the retainer. Start with the audit to find where the CAC is being lost.
Book an ad account audit
Counts first orders only. Repeat orders make every number here better.
How pricing works
A retainer, plus a bonus tied to contribution margin.
Start here
Ad account audit
€1,350 one-off
A teardown of your account and your best ads, plus three tests to run next. Most brands start here before anything else.
Base
Monthly retainer
€5,000 / month
Growth strategy, messaging, CRO and your Meta and Google accounts, with static ads and email flows included. No lock-in, 30 days' notice.
Upside
Performance bonus
On margin
Paid on contribution margin against the baseline we agree before we start. Nothing is owed if margin doesn't move.
Revenue bonuses reward spending more, which is easy to do and often costs you money. Contribution margin is the number that pays your salary, so that is the number I get paid on. The retainer floor is real: below it I cannot give an account the hours it needs, so I would rather say no than do it badly. And a guarantee: if your CPA isn't lower than our starting point within 60 days, month 3 is free.
Questions
Straight answers before you book.
Why is the audit paid?
Because it is real work, not a sales call. I go through your account, your best and worst performing ads and your offer, then hand you a teardown and three tests you can run whether you hire me or not. Free audits get treated like free advice, and both sides waste an hour.
Do you run the ads?
Yes. I run your Meta and Google accounts: structure, buying, testing and reporting. If you already have a buyer you like, I work alongside them and own the creative, offers, CRO and email instead.
What do you need from me to start?
Admin access to your Meta and Google Ads accounts, Shopify and Klaviyo, plus analytics, the last twelve months of spend and margin, product samples, your review exports, and whatever claim rules you already work under. The first angle brief lands within a week of that.
How fast do we see something?
First statics and page changes ship in week one or two. Reading CAC honestly takes a full testing cycle, usually four to six weeks, because anything faster is noise. I would rather tell you that now than sell you a fast number.
Do you work with brands under €50k a month?
Rarely. Below that, spend is too small to read tests properly and you would be paying me to guess. If you're close, book the audit anyway and I'll say honestly whether it makes sense yet.
Who actually does the work?
Me. I own the strategy, the messaging, the pages and the accounts. AI does the heavy lifting on production, and I check every ad, page and email before it ships. That's also why I take a small number of brands at a time, one per category.
Next step
Book an ad account audit.
€1,350one-off · about 10,000 DKK
- ✓A 30-minute call, with me
- ✓A teardown of your top performing ads
- ✓Three concrete tests to run next
It is paid because it is real work. You keep everything in it whether we go further or not.
Best fit for brands doing €50k+ a month.
Thanks. Request received.
I'll reply from [email protected] within one working day with times for the call and the invoice for the audit. Before we talk, I'll have looked at your top ads.