How Business Unicorn Scaled Voilá Beauty's Digital Campaigns Across Slovenia and Croatia with a Cross-Channel Ad Strategy

Voilá Beauty, a premium cosmetics and beauty education brand, wanted to grow its online presence across Slovenia and Croatia using paid media. With a mix of physical products, training programs, and workshop events, their goal was to build brand recognition while generating tangible results from paid traffic. Their team partnered with Business Unicorn to help structure a multi-platform advertising strategy that would increase leads and purchases.

The challenge

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Voilá Beauty had a strong brand, a growing product line, and a loyal offline customer base. The challenge wasn’t just launching ads - it was aligning multiple service lines (products, education, workshops) with the right messaging, platforms, and targeting across two distinct markets.

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Here’s what we wanted to achieve: 

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• Generate direct purchases via Meta Ads

• Capture leads and demand for their workshops and education products

• Ensure high performance across Google Search, Performance Max, and TikTok

• Scale campaigns between two countries with different behaviors and cost dynamics

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They had the potential, but needed a structured, performance-first ad system to consistently generate purchases, leads, and engagement from paid traffic. That’s where Business Unicorn stepped in.

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How we approached

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Our approach was both strategic and operational. We helped Voilá shift from just running ads to operating a scalable digital performance engine across Google, Meta, and TikTok.

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Strategic channel roles and funnel mapping

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We first defined the roles of each platform based on intent and conversion behavior:

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Google Ads became the foundation for bottom-funnel conversions.

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We launched branded search campaigns to capture high-intent queries at a very low cost per click.

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Performance Max was used for broader discovery and smart bidding, driving important traffic and optimizing toward purchases and leads.

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Meta Ads handled both lead generation and ecommerce purchases.

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We designed funnel-specific campaigns for workshops, using lead forms and landing pages for conversion.

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At the same time, we built conversion-focused campaigns for product sales, leveraging high-performing creative and retargeting flows.

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TikTok Ads were introduced primarily for awareness and buzz-building, especially for seasonal campaigns and new workshop launches.

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Voilá’s visually strong product categories made TikTok a natural fit for top-of-funnel traffic and brand storytelling.

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Market-specific optimization (SI & CRO)

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We quickly noticed performance nuances between Slovenia and Croatia:

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In Slovenia, branded campaigns delivered exceptional CTRs (36.07%) and efficient CPCs.

In Croatia, Meta Ads dominated, reaching up to 1,399% ROAS on ecommerce campaigns.

We continuously adjusted budgets, bid strategies, creatives, and keyword approaches per market based on live performance.

This geo-level optimization was key to maximizing results in both countries.

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Transparent performance reporting

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We built Looker Studio dashboards for both Google Ads and Meta, in both markets.

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This gave Voilá’s team full access to:

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• Real-time campaign performance
  

• Conversion value, ROAS, and CPA tracking
  

• Creative testing insights by country and platform

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It meant no more guesswork. Just data-backed scaling decisions, on demand.