£2.37M tracked revenue from £968K of media across TikTok Shop, Meta and Google: 83,000 purchases at a 2.45× blended return.

The challenge

Ghost is an established UK fragrance brand with an aggressive annual media plan, heavily weighted to Q4 gifting. The brief was to scale paid across three very different channels, including TikTok Shop where most of the budget sits, and keep each one accountable against its own return target rather than a blended number that hides the weak spots.

The approach

Run TikTok Shop GMV Max by product line and gift set so budget follows the products that actually sell, support it with Spark Ads boosting brand and creator content, and keep Meta and Google on tight ROAS targets with one creative testing campaign feeding winners into prospecting. Report all three channels weekly in one place.

What I did

• Built TikTok Shop GMV Max campaigns by product line (Dream, Moons, Lunar, bundles, discovery sets, gift sets) and reallocated budget weekly based on which lines were converting.
• Boosted brand and affiliate creator content through Spark Ads to feed TikTok Shop demand.
• Consolidated Meta creative testing into one campaign with dated weekly test rounds, with winners promoted into Q4 prospecting.
• Launched new products including Luna and the Dream Duo limited editions with placement-customised 4:5 and 9:16 creative.
• Ran a Meta lead-gen sampling campaign with instant forms across interest and competitor audiences.
• Planned monthly budgets and moved money between channels mid-month to protect return, including holding Google back when TikTok was over-delivering.
• Built a weekly cross-channel report and a live reporting portal so the client can see every channel and every live creative in one place.

The outcome

• Scaled from a few hundred pounds a week to a £36.6K peak week in Q4 2025 (£109K revenue) and held the blended return above 2× across two years.
• TikTok Shop GMV Max carried 76% of spend at 2.66× (£740K to £1.97M), with Meta and Google used for launches, sampling and search demand.
• Weekly cross-channel reporting became the client's single view of paid performance.

Attribution limitations

Revenue is attributed by each platform, so a sale that touched more than one channel may be counted more than once. TikTok Shop GMV Max revenue is in-platform. These are tracked figures, not an incrementality measurement, and they exclude retail and marketplace sales.