How Viivaz Grew Meta Ads ROAS by 62% While Cutting Spend by a Third

The client

Viivaz is a curated online destination for statement wall art, sculptures, designer clocks, crystal articles and modern décor accents — built for customers who want elegance, exclusivity and refined living. With nationwide delivery, cash on delivery, and a strong focus on experience, Viivaz is a trusted name among India's luxury décor buyers — India's #1 online luxury home décor brand.

Product categories: Wall Art, Sculptures, Designer Clocks, Crystal Articles, Modern Accents.

The challenge — before

Four problems were capping growth:

1. Low ROAS — returns were too thin to scale profitably; more spend meant more loss.
2. Inconsistent orders — no predictable daily sales flow to plan inventory or budget against.
3. No campaign structure — budget spread inefficiently with no separation by objective.
4. Weak targeting — irrelevant traffic drove high acquisition costs and low intent.

The playbook — one system, repeatable results

A conversion-first framework, tuned to the brand:

1. Funnel-based structure — Awareness → Consideration → Conversion, aligned end to end.
2. Performance optimization — pause losers, reallocate budget to winning ads and creatives.
3. Structured campaign design — clear separation by objective: prospecting, retargeting, scaling.
4. Advanced audience testing — interests, behaviours, custom data and lookalikes, layered.
5. Creative & format testing — image, video, carousel, catalogue and collection, many angles.
6. Offer testing & scaling — discount structures tested; winners scaled aggressively.

Full-funnel structure

Advanced audience testing

• Interest-based: Décor, design and luxury-lifestyle interest clusters.
• Behaviour-based: Engaged shoppers and high-value purchase behaviours.
• Job & location: Professionals and executives, targeted to city & ZIP level.
• Custom audiences: Built from existing business and customer data.
• Lookalikes (core winner): Modelled on purchasers and high-intent users.
• High-intent retargeting: Re-engaging warm visitors closest to purchase.

Creative & format testing

Five formats, many angles — each tested on a different product category:

Offer testing

Discounts tested head-to-head; the highest-converting offer was scaled aggressively to maximise ROAS and order volume.

Offer C (Up to 50% + Extra 30%) was the winner and was scaled.

Campaign performance — 2025

• Ad spend: ₹1,739,073
• Orders: 1,622
• ROAS: 6.73×
• Conversion value: ₹11,703,958

Meta Ads Manager · Viivaz · 1 Jan 2025 – 31 Dec 2025 · 736 campaigns.

Campaign performance — 2024 (baseline)

• Ad spend: ₹2,558,592
• Orders: 1,145
• ROAS: 4.15×
• Conversion value: ₹10,627,861

Meta Ads Manager · Viivaz · 1 Jan 2024 – 31 Dec 2024 · 736 campaigns.

Year over year — more revenue, higher returns, a third less spend

Where the revenue came from

Conversion value by top campaign (total: ₹11.70M):

Top-performing campaigns — 2025

Selected campaigns ranked by purchase ROAS, full-year 2025:

Conclusion

A full-funnel rebuild of Viivaz's Meta Ads account — restructured by objective, retargeted with intent, and scaled on the offers that converted — turned ad spend into predictable revenue. Year over year, ROAS climbed 62% and orders grew 42%, while ad spend fell by a third and revenue still grew 10% — proof that a conversion-first system delivers more with less.