57%
Multiverse
Building an inbound pipeline in a new region with account-based marketing principles
The Partner
Antica Farmacista is a luxury home fragrance brand that draws inspiration from the rich apothecary traditions of Italy. Using the finest natural ingredients and time-honored techniques, the retailer crafts sophisticated fragrances designed to inspire, uplift, and redefine luxury. As the first to introduce the reed diffuser to the U.S. market, Antica Farmacista has reimagined how scent transforms a space.
Tuff Services
A Quick Look
57%
Increase in revenue
32%
Growth in paid media-driven revenue
$113k
Increase in paid media ROAS
TL;DR: Antica already had strong paid media performance but relied too heavily on branded search. While this kept acquisition costs low, it restricted their ability to scale and acquire new customers.
To fuel long-term profitable growth, Tuff helped Antica restructure their Google and Meta strategies. We specifically focused on expanding non-brand reach through optimized media allocation, audience targeting, and creative testing—all without sacrificing ROAS.
The Challenge
Before partnering with Tuff, Antica Farmacista’s strong return on ad spend (ROAS) came at a cost: nearly all of their Google budget was devoted to branded search, and they were barely spending on top-of-funnel channels like paid social. While this strategy helped convert customers already familiar with the brand, it left little room for expansion into net-new audiences.
Meanwhile, seasonal volatility made revenue difficult to predict. Performance peaked during major promotions but lagged in off-months. The company needed a paid media strategy that could scale profitably year-round while balancing cost-effectiveness with sustainable acquisition.
The Strategy
Our primary goal was to expand paid media beyond existing demand. To unlock growth, we took a three-part approach:
1. Shifting Google Ads Strategy to Capture New Customers
Instead of over-relying on branded search, we restructured Antica’s Google Ads budget, moving to a 70/30 split between non-brand and branded campaigns. This shift allowed the brand to maintain a dominant 80%+ impression share on branded terms while expanding their presence in non-brand search and Performance Max (PMax) campaigns.
Performance Max quickly became a key driver of customer acquisition, driving 80% more revenue than traditional non-brand search at a 3.31 ROAS. By refining budget allocation and optimizing campaign structure, Google’s overall ROAS improved 6% quarter-over-quarter, proving the value of a diversified media strategy.
2. Scaling Meta Audiences to Drive Consistent Growth
Alongside Google optimizations, we also implemented Advantage+ Shopping Campaigns on Meta, leveraging automation to reach more high-intent buyers at a lower cost. To keep performance high, we refined audience targeting monthly and continuously replaced underperforming segments.
Lookalike audiences (LALs) were particularly effective, and leveraged Advantage+ Shopping (ASC+) to optimize ad delivery and reduce acquisition costs through Meta’s AI-driven targeting. At the same time, an evergreen prospecting campaign tested new audiences and creative formats, while excluding past purchasers to make sure all efforts focused on net-new acquisition.
By scaling budgets during peak periods, Antica was able to push Meta’s ROAS above 4.0, sustaining strong results even at higher spend levels.
3. Optimizing Creative for Profitability
Tuff’s creative insights helped Antica lean into high-impact static imagery, which ultimately generated a higher ROAS than video ads.
- Static images with clear text overlays averaged a 3.66 ROAS, compared to 2.76 for video.
- Sensory-driven messaging (e.g., “Post-party clean-up” and “The perfect scent for cozy nights”) improved engagement.
- UGC ads drove strong performance for hero products like Prosecco Hand Soap.
By continuously testing new formats and messaging, we made sure Antica’s creative didn’t stagnate, keeping acquisition costs in check.
The Results
After restructuring the Google and Meta strategy, Antica saw measurable improvements in efficiency and scale in Q4.
Google Ads Performance (Q4)
- ROAS increased 6% quarter-over-quarter
- Performance Max campaigns drove 80% more revenue than non-brand search
- Branded search continued delivering cost-efficient conversions (ROAS: 8.33)
Meta Ads Performance (Q4)
- Blended ROAS improved 42% vs. Q3
- Scaling budgets in peak periods led to 4+ ROAS
- AI-driven Advantage+ Shopping campaigns lowered cost per acquisition (CPA) while increasing new customer volume
Overall Paid Media Growth (Q4)
- ROAS increased from 3.45 in Q3 to 4.15 in Q4—a 20% improvement
- Paid media revenue grew 32% quarter-over-quarter
Key Takeaways
Tuff helped Antica Farmacista increase revenue by 18% YoY and scale paid media without over-relying on branded search.
Unlock sustainable, profitable growth by expanding beyond branded search.
Strengthen Meta efficiency and new customer acquisition through AI-driven audience segmentation.
Scale non-brand investment while maintaining strong ROAS.
Ready to grow? If you’re looking for strategic, data-backed performance marketing that drives measurable results, Tuff is here to help. Let’s talk.
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