How we scaled a haircare brand from $200K pm to $800K pm

Hey, it’s Arik.

You already know I’m obsessed with backend revenue. But truth is, the front end still matters.

Today, I’m breaking down exactly how we helped a brand in the haircare space print money with organic content, paid ads, and email.

Here’s exactly what we did (steal this):

The Flywheel: Organic → Paid → Scaled

Before we touched a single paid ad, this brand had already invested time in organic content: educational videos, transformation reels, myth-busting posts, customer UGC, posted daily.

Because of that, when we came in to scale paid… we didn’t need to guess. We already had a blueprint.

We pulled the top-performing organic content, ran it as ads, and within 30 days:

Meta Ads: Spent $29K → Generated $103K
Google Ads: Spent $3K → Generated $60K
TikTok Ads: Spent $1.1K → Generated $112K

That’s a 3.5x return on Meta, 4.4x on Google, and over 10x on TikTok.

But the biggest win wasn’t just the numbers; it was the flywheel we created.

Because their organic content educated people before they ever clicked an ad, their paid traffic wasn’t cold. It was warm, primed, and ready to buy.

We weren’t using ads to do the heavy lifting. We were using them to accelerate what was already working.

Here’s the structure:

1. Spot the organic video that crushed
2. Run it as a Meta/TikTok/YouTube ad
3. Test new hooks based on winning creatives and create variations
4. Scale what works; kill what doesn’t
5. Repeat.

Too many brands are still launching paid campaigns before they’ve built any organic equity. Then they wonder why the returns are weak. The reality is: if someone clicks your ad and can’t find anything valuable when they land on your feed or site, you’re done.

If your content isn’t building trust, your CAC will always be inflated.

Fast forward 3 months later and here are the results:

Bite-Sized Action Steps:

- Don’t launch ads until your content game is dialed in.
- Use daily content as an always-on research lab.
- Make your ad creative look and feel like organic content.
- Don’t overbuild ad accounts; optimize the content, not the structure.
- Train your team to analyze and double down on what’s working weekly.

See you next Thursday,
Arik

X Post of the Week:

My Bold Prediction:

In 2025, your best-performing ad won’t come from an agency or studio. It’ll come from your customer’s camera roll, or your own camera roll, and it’ll start as a reel.