A Skincare Brand Used Creative Scoring to Fix a 1.4x ROAS Problem in 2 Weeks

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The Problem

LunaGlow was running 40+ active creatives across Meta — UGC testimonials, founder videos, product demos, static carousels. ROAS had steadily declined from 3.8x to 1.4x over six weeks, and nobody could pinpoint *why*. The team could see numbers in Ads Manager — CTR, CPC, ROAS — but numbers don't tell you whether the hook is weak, the CTA is buried, or the ad is targeting the wrong awareness stage. They were swapping creatives randomly and hoping something would stick. Their biggest blind spot: no way to compare creatives against competitors or even their own top performers on anything beyond surface metrics.

The Problem

How They Use Predflow

Predflow's Creative Analysis scores every ad across **4 categories, 16 criteria** — becoming their creative QA layer:

"Score all 40 live creatives — which ones are failing on Scroll-Stop Power and why?"
"Our ROAS dropped from 3.8x to 1.4x — analyze our top-spend creatives and tell me what's broken"
"Analyze 15 competitor skincare ads — where are they strong that we're weak?"
"Score this new creative before we launch it — does it pass 6/10 on every category?"

What Predflow revealed: 60% of their ads scored below 6/10 on Scroll-Stop Power. Only 25% had coherent Hook-to-CTA flow. And their highest-spend ads were product-aware creatives being shown to cold audiences — Awareness Stage Fit was 3/10. They were asking people to "Shop Now" before establishing the problem or desire.

Competitive benchmarking showed top skincare ads leaned into Curiosity/Tension (before/after hooks) and Social Proof (dermatologist endorsements) — two areas where LunaGlow scored 4/10 and 2/10.

"We could see *what* was failing but never why. Predflow scored our hero creative at 3/10 on Awareness Stage Fit — we were running a hard-sell CTA to people who'd never heard of us. We rebuilt the funnel with problem-aware hooks at the top and product-aware creatives for retargeting. ROAS went from 1.4x to 3.6x in two weeks."

Creative Director,

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