$3,200 A MONTH TO $59,000 A MONTH. IN 90 DAYS.

The first Black-owned hair brand on Target's shelves was losing online to a $2 pack of hair. She had the shelf, the product, and the community. What she didn't have was a site and an ad account that could turn a scroll into a sale.

Let's work together

$3.2K to $42.8K

Average monthly revenue,

the 4 months before SMCA vs the 19 months since (Shopify)

$814K

Store revenue,

March 2025 to September 2026, on $170K of Meta spend (4.8X)

1.04% to 2.83%

Site conversion rate,

February 2025 vs March 2026 (+172%)

THE STORY

SLAYYY Hair is premium synthetic braiding hair, sold by a woman who made history as the first Black-owned hair brand to launch in Target. Her customer is a woman 35 to 54 who braids her own hair, her daughter's hair, and knows exactly what a bad pack feels like.

The problem was the beauty supply store down the street. A pack of braiding hair there costs $2 and nobody questions it. SLAYYY was asking women to pay more, order online, and wait for shipping. The ads weren't making that case, and the site wasn't closing it.

That's where SMCA came in.

THE WEBSITE

Hero Story

Her customer wasn't comparing SLAYYY to another premium brand. She was comparing it to the $2 pack she already trusted. Every ad had to answer that one objection before it did anything else.

- Steve Murray, SMCA

Creative Founder

THE METHOD

REVIEW MINING

Meta purchase data said the buyer was 96% women, most of them 35 to 54. Not 18 to 24, where most hair brands aim. We rebuilt every ad around her: installs that last, hair that doesn't shed on the bathroom floor, and the Target shelf as proof the brand belongs. The jump from $3,200 a month to $59,000 came from running toward the customer the data showed, not the customer the industry assumes.

BUYER-FIRST CREATIVE

Meta purchase data said the buyer was 96% women, most of them 35 to 54. Not 18 to 24, where most hair brands aim. We rebuilt every ad around her: installs that last, hair that doesn't shed on the bathroom floor, and the Target shelf as proof the brand belongs. The jump from $3,200 a month to $59,000 came from running toward the customer the data showed, not the customer the industry assumes.

SITE REBUILD

We rebuilt the homepage, shop-all page, and product pages. Bestsellers moved above the fold. Product pages answered the $2 objection in the first scroll. Monthly sessions went from 4,700 to 52,000 and the conversion rate went up with them, 1.04% to 2.83%, which is how a flood of new visitors became revenue instead of a bounce rate.

SCALE WITH DISCIPLINE

Full-funnel Meta structure, Google search layered on top, weekly kill/scale decisions, budget following the winners. A cold audience test on HBCU markets runs on a 30-day clock and is judged on cost per acquisition, nothing else.

HOW WE MEASURE

The goal for SLAYYY is a marketing efficiency ratio of 5, meaning ad spend never passes 20% of revenue. Platform-reported ROAS is a signal, not the scoreboard. When Meta claims a sale that Shopify can't find, the Shopify number wins.

THE RESULT

SMCA took the account in March 2025. The four months before averaged $3,234 and 88 orders a month. May 2025 did $59,451 and 949 orders. Nineteen months in, the store has done $813,776 across 12,028 orders, an average of $42,830 a month, on $169,774 of Meta spend. Monthly sessions went from 4,701 to a peak of 52,158. Conversion rate went from 1.04% to 2.83%. Meta reports 4,255 purchases at $39.90 each over the same window, 96% of them women, most 35 to 54.

The product didn't change. The case for it did.

THE RESULT

SMCA took the account in March 2025. The four months before averaged $3,234 and 88 orders a month. May 2025 did $59,451 and 949 orders. Nineteen months in, the store has done $813,776 across 12,028 orders, an average of $42,830 a month, on $169,774 of Meta spend. Monthly sessions went from 4,701 to a peak of 52,158. Conversion rate went from 1.04% to 2.83%. Meta reports 4,255 purchases at $39.90 each over the same window, 96% of them women, most 35 to 54.

The product didn't change. The case for it did.