A Skincare Brand Used Creative Scoring to Recover from a 1.4x ROAS Problem

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The Problem

Forty plus active creatives across Meta. UGC testimonials, founder videos, product demos, static carousels. ROAS had been falling steadily for six weeks, from 3.8x down to 1.4x. Nobody could figure out why. The numbers in Ads Manager were visible enough. CTR, CPC, ROAS. But numbers alone don't tell you whether the hook is weak, whether the CTA is buried, or whether you're targeting the wrong awareness stage entirely. The team was swapping creatives randomly and hoping something would land. Their biggest blind spot was having no way to compare ads against competitors or even against their own past winners beyond surface-level metrics.

The Problem

How They Use Predflow

Predflow's Creative Analysis scores every ad across 4 categories and 16 criteria. It became their quality check before and during every campaign:

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

What came out was hard to ignore. 60% of their ads scored below 6/10 on Scroll-Stop Power. Only 25% had coherent Hook-to-CTA flow. Their highest-spend ads were product-aware creatives being served to cold audiences, with Awareness Stage Fit at 3/10. They were asking people to shop before those people even knew they had a problem.

Competitive benchmarking showed top skincare brands leaning heavily into Curiosity and Tension through before-and-after hooks, and Social Proof through dermatologist endorsements. Two areas where this brand scored 4/10 and 2/10.

The Results

All metrics represent approximate results. Individual outcomes will vary based on industry, ad spend, product-market fit, and connector configuration.

"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 had 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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