TikTok Ad Funnel for Skin Care Startup
Case Study: TikTok Ad Funnel for Skin Care Startup
Client: GlowUp Skin Co.
Category: Paid Media & Funnels
The Challenge
GlowUp Skin Co. had a hot product line and was going viral on TikTok — but the sales just weren’t following the views.
Their videos were pulling in hundreds of thousands of views, but the traffic wasn’t converting once it hit their website. No offer. No funnel. No follow-up.
They were leaving thousands of dollars on the table — daily.
The Solution
As a conversion-focused marketer, I mapped out and built a TikTok-first conversion funnel:
🎯 Funnel Highlights:
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Rebuilt the landing page with only one CTA and mobile-first layout
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Introduced a timed first-order discount popup
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Connected TikTok ad clicks to email/SMS flows for cart recovery
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Added upsell sequence for skincare bundles post-checkout
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Ran A/B testing on TikTok creatives (talking-head vs demo vs UGC)
Results
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8.2x ROAS on TikTok ad spend
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Over 1,200 new customers in just 45 days
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29% email opt-in rate from TikTok traffic
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2.5x increase in average order value through upsells
Tools Used
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Ad Platform: TikTok Ads Manager
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Site: Shopify
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Automation: Klaviyo (email/SMS)
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Design: Canva, InShot
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Analytics: GA4, Triple Whale
Final Thoughts
TikTok is a top-of-funnel beast — but without a matching strategy behind it, you’re just renting attention.