In partnership with
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
2026 is the year Meta is taking the controls away, from the advertiser.
Andromeda. Advantage+ on by default.
AI in every corner of Ads Manager.
I run a media buying agency and I write this newsletter every week, so I spent the whole year watching what that actually changed on real accounts.
Five things matter more now than they did twelve months ago.
Here they are.
1. Meta ads amplify a business, they never create one
I keep meeting the same account.
Clicks fine. CTR fine. Add to carts fine. Purchases gone.
The ads are doing their job.
The offer is losing the comparison.
I wrote that up in Your Ads Aren't Broken, Your Offer Is, and it happens more often every year.
Meta is distribution, not demand.
Automation made it faster at exposing a weak offer, not kinder about it.
Before you touch a campaign, check the offer and the margin.
That is where most of the fix lives.
2. Profit is the scoreboard. ROAS is a diagnostic.
This is the one I would put first if I could only keep one.
Last month I published the full ladder from ROAS to profit.
A 10.16x ROAS on a real account became 4.08x once VAT and product cost came out.
Same account, same month.
The dashboard was never lying, it was just answering a different question.
If you take one number from this issue: break-even ROAS is 1 divided by your gross margin.
At a 50% margin, that is 2x.
Anything below that line and you are buying revenue with your own money.
3. Creative is the targeting
In February 2026 Meta made it official.
Detailed targeting, lookalikes, age and gender all sit in a box the platform openly labels Suggestions.
I broke down what Advantage+ Audience still actually controls when it happened.
My agency has not added an interest to a campaign in almost two years.
You no longer aim the ad.
The ad aims itself, and whatever you put in the creative is the instruction you are giving the algorithm.
So a vague ad does not just convert badly.
It gets delivered badly.
4. Creative comes from customer language, not from trends
Every good ad I have made started as somebody's actual sentence.
A review, a DM, a complaint on the phone.
AI did not change that.
It raised the stakes, because now you can generate a hundred bad ads in an afternoon instead of three.
The machine gets briefed, not smarter.
Same as a copywriter.
5. Simple structure beats clever structure on small budgets
I published the MVAC framework back in issue #04.
One campaign, one ad set, three ads.
Every algorithm change since has made it more correct, not less.
I used the same skeleton this year for a €50 a day client build.
Splitting €50 across three ad sets is the most common way a small advertiser wastes a year.
Meta wants roughly 25 conversions a week per ad set before it stops guessing.
Three starved ad sets never get there.
Fewer, better funded decisions. Every time.
Where to start
None of these are new tactics, and that is the point.
They are the five things I check on every account before I look at anything else.
Start with number two. Work out your break-even ROAS this week.
It changes what you do with the other four.
TLDR:
Ads amplify a business, never create one. Check the offer first.
Break-even ROAS = 1 / gross margin. At 50%, that is 2x.
Creative is the targeting. Interests are only suggestions now.
Small budgets: one funded ad set, never three starved ones.
P.S. #5 is a lot easier when the layouts are already solved. My template pack covers all 8 evergreen concepts, editable in Canva:
DAS is also sponsored by:
What’s still sitting on your to-do list?
You don’t need an AI team to build an AI agent. With Skydive, the person who knows the work can create the agent to do it.
Start an agent off with a role, teach them how your team operates, connect your tools, and put them to work.
♥️ Tools we love to use at my agency:
My ultimate list of FREE Ad Libraries for spying and inspiration
Get my FREE Facebook Ads Hook Library and make it yours.
Email Marketing tools for e-commerce Klaviyo and for leads Mailerlite. We choose the one that fits our client’s needs between these two.
Best Pop-up Tool for e-commerce to grow your email list: Optimonk
Our go to No-Code Drag & Drop website and landing page builder with 170+ prebuilt templates: Sitejet
#1 Newsletter tool for founders, creators, writers is Beehiiv.
Get 30-days Free Trial + 20% OFF for 3 months with this link.
For Project Management we use Nifty.
* If you click the links above, we may receive a tiny commission that helps keep Digital Ad Snack running—thank you!