About P.Louise
P.Louise is one of the UK’s leading TikTok Shop beauty brands, founded by makeup artist Paige Williams. In September 2025, the brand set a UK TikTok Shop LIVE record with $2.7M in sales during a single 14-hour livestream.
With more than 20,000 creator videos showcasing its products, P.Louise had built one of the strongest creator ecosystems on TikTok Shop. But almost all of that content stayed on TikTok, and turning it into Meta ads took more manual work than the team could keep up with.
The Challenge
Thousands of Videos That Sold on TikTok, Barely Used on Meta
TikTok creators had already made thousands of videos for P.Louise that had proven they could sell. The natural next step was putting that content in front of shoppers on Instagram and Facebook.
To run a single creator video as a Meta ad, the team had to download it, get the creator's permission, build the ad, and work out what to pay the creator. Across hundreds of creators, that process didn't scale. The best-performing content stayed on TikTok, and very little of it made it onto Meta.
The Solution
A Creator Rewards Program That Turns TikTok Videos into Meta Ads
P.Louise didn't need more content. It needed a faster way to put its best content to work.
Cruva Meta Ads brings creator content, ad authorization, Meta Ads, and performance-based payouts into one workflow. Instead of handling each video one at a time, the team launched a creator rewards program.
Creators join with one link, their TikTok videos flow in automatically, and they earn a share of the Meta sales their content drives.
- Creators join. One link to opt in.
- Content flows in. Every TikTok video, ranked by GMV.
- Ads go live. Best videos run as partnership ads.
- Creators get paid. Commission on Meta sales, monthly.
What shoppers see
The ad runs from the creator’s own handle with a “Paid partnership with P.Louise” label, so it reads like a recommendation from someone they already follow.
The Results
$2.4M+ in Under 2 Months at a 6.4x ROAS
Ad spend usually gets less efficient as it scales. P.Louise’s didn’t.
With Cruva, P.Louise was able to:
- Turn top-selling TikTok videos into Meta partnership ads without manual downloads.
- Handle creator permissions and payouts in one workflow.
- Choose which videos to scale using TikTok Shop GMV rankings.
- Reward creators with commission on the Meta sales their content drove.
| 1 Aug – 21 Oct 2026 | USD, converted from GBP |
|---|---|
| Ad spend | $380K+ |
| Meta sales | $2.4M+ |
| ROAS | 6.4x |
- 7x+ ROAS on the top video
- $560K revenue from the top video on $71K of ad spend
- 246 ads built from creator videos
A handful of videos drove most of the growth
The top five creator videos took about half the spend and drove more than half the sales. The top creator earned a five-figure commission in a single month.
Why It Worked
A Flywheel Between Creators and Paid Social
Creators post on TikTok Shop, the best videos become partnership ads, those ads drive sales on Instagram and Facebook, and creators earn a share, so they post more.
- Proven creative: Every ad started as a video that already sold.
- Real creators: Partnership ads run from the creator’s own handle.
- Creators with a stake: Commission keeps fresh content coming.
- One platform: Content, permissions, ads and payouts in one place.
