Hovers Impact Series · Performance Marketing
How Hovers grew House of Masaba’s revenue 35% on Meta — by lifting order value 52%
How Hovers grew House of Masaba’s revenue 35% on Meta — by lifting order value 52%
How Hovers grew House of Masaba’s revenue 35% on Meta — by lifting order value 52%
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52% — while holding ROAS at a healthy 3.22x as spend scaled +50%.
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52% — while holding ROAS at a healthy 3.22x as spend scaled +50%.
A value-led growth story: instead of buying cheap volume, Hovers grew monthly revenue +35% and average order value +52% — while holding ROAS at a healthy 3.22x as spend scaled +50%.
By Hovers · Published 22 July 2026 · D2C Watches · Meta + Google
All results are monthly averages for Jan–May, compared year over year (Jan–May 2025 vs Jan–May 2026), expressed as percentage and multiple movements. Results are client-reported; the strategy and challenge narrative below are inferred from the performance data.
Monthly revenue climbed +35% year over year, crossing a major new monthly-revenue milestone. Client-reported · Meta-attributed.
The challenge: scale revenue without buying unprofitable volume
The challenge: scale revenue without buying unprofitable volume
The challenge: scale revenue without buying unprofitable volume
House of Masaba — Masaba Gupta’s designer fashion and lifestyle label — was not a turnaround case. The Meta account was already profitable at a 3.59x ROAS before Hovers started work on 5 January 2026. The brief was harder than a rescue: grow monthly revenue meaningfully without eroding the efficiency that was already working.
House of Masaba — Masaba Gupta’s designer fashion and lifestyle label — was not a turnaround case. The Meta account was already profitable at a 3.59x ROAS before Hovers started work on 5 January 2026. The brief was harder than a rescue: grow monthly revenue meaningfully without eroding the efficiency that was already working.
That is the trap most scaling D2C brands fall into. Pour more spend into the same audiences and the cheap, low-intent orders come first — ROAS slides, contribution margin thins, and “growth” quietly becomes unprofitable. For a premium designer brand, three things stood out in the data:
That is the trap most scaling D2C brands fall into. Pour more spend into the same audiences and the cheap, low-intent orders come first — ROAS slides, contribution margin thins, and “growth” quietly becomes unprofitable. For a premium designer brand, three things stood out in the data:
Growth meant more spend, and naive scaling risked a ROAS collapse.
Static creative was carrying the account at roughly a 1% click-through rate.
Average order value was leaving money on the table for a brand whose customers can clearly afford more per cart.
The strategy: shift from volume to value
The strategy: shift from volume to value
The strategy: shift from volume to value
The thesis Hovers ran with was premiumization, not promotion. Rather than chase a larger number of smaller orders, the account was rebuilt to win fewer, larger, higher-intent purchases — and to fund that growth with more efficient media buying so the unit economics held as spend climbed. Three pillars carried it.
The thesis Hovers ran with was premiumization, not promotion. Rather than chase a larger number of smaller orders, the account was rebuilt to win fewer, larger, higher-intent purchases — and to fund that growth with more efficient media buying so the unit economics held as spend climbed. Three pillars carried it.
1 · A DPA-led creative engine
Dynamic product ads replaced static as the primary revenue driver — the winning DPA creatives hit 6.9–9.1% CTR and up to 4.98x ROAS, far past static’s ~1% CTR.
2 · Value-led growth (premiumization)
Targeting and merchandising were tilted toward premium carts, lifting average order value +52% — fewer, larger, higher-intent purchases.
3 · Own the sale events
CPC fell 8% and CPM 9% even as total spend rose 50%, keeping ROAS healthy at 3.22x through the scale.
Execution on Meta: where the deck story goes deeper
Execution on Meta: where the deck story goes deeper
Execution on Meta: where the deck story goes deeper
The single biggest lever was the move from static to dynamic product ads. Static had been a competent workhorse — around 1% CTR and a respectable 3.80x ROAS — but it had a ceiling. DPAs broke through it. By serving the right product from a deep, high-AOV catalogue to the right shopper, the format did two jobs at once: it lifted engagement dramatically and it nudged buyers toward higher-value pieces.
The single biggest lever was the move from static to dynamic product ads. Static had been a competent workhorse — around 1% CTR and a respectable 3.80x ROAS — but it had a ceiling. DPAs broke through it. By serving the right product from a deep, high-AOV catalogue to the right shopper, the format did two jobs at once: it lifted engagement dramatically and it nudged buyers toward higher-value pieces.
Alongside the creative shift, the buying engine was tuned to do more with each rupee: lower CPC and CPM while pushing total monthly spend up +50%. That combination — cheaper traffic, sharper creative, premium-cart intent — is what let revenue and order value climb together without ROAS giving way.
Alongside the creative shift, the buying engine was tuned to do more with each rupee: lower CPC and CPM while pushing total monthly spend up +50%. That combination — cheaper traffic, sharper creative, premium-cart intent — is what let revenue and order value climb together without ROAS giving way.
Static, CTR 1.0%, ROAS 3.80
DPA, CTR 6.89%, ROAS 4.08
DPA, CTR 9.10%, ROAS 4.98
Firepower was then concentrated on the moments that matter. The standout: an all-time record sales day on 11 May 2026, the closing day of the Mother’s Day sale — the biggest single day in the brand’s history, and a clear demonstration of how far the account could be pushed when the creative and buying were both pulling in the same direction.
Firepower was then concentrated on the moments that matter. The standout: an all-time record sales day on 11 May 2026, the closing day of the Mother’s Day sale — the biggest single day in the brand’s history, and a clear demonstration of how far the account could be pushed when the creative and buying were both pulling in the same direction.
All-time record sales day · 11 May 2026 · Mother’s Day sale
An all-time record sales day on 11 May 2026 — and a monthly revenue line that climbed +35% to a major new milestone.
The wins here are unusually clean, and they compound: more revenue, more orders, cheaper clicks, sharper creative — all on essentially the same budget.
The wins here are unusually clean, and they compound: more revenue, more orders, cheaper clicks, sharper creative — all on essentially the same budget.
ROAS more than doubled from 5.0× to 10.76× on essentially flat spend.
Scaling a D2C brand does not have to mean scaling the budget. When the account is already profitable, the biggest lever is often efficiency — cutting waste, sharpening creative, and concentrating spend where intent is highest — so revenue can climb while the cheque stays flat. For Sylvi Watches, that thesis more than doubled monthly revenue and doubled ROAS to 10.76x, on essentially the same spend.
Scaling a D2C brand does not have to mean scaling the budget. When the account is already profitable, the biggest lever is often efficiency — cutting waste, sharpening creative, and concentrating spend where intent is highest — so revenue can climb while the cheque stays flat. For Sylvi Watches, that thesis more than doubled monthly revenue and doubled ROAS to 10.76x, on essentially the same spend.
Held / context for the efficiency story
+8% · held essentially flat
Read it as an efficiency story, because that is exactly what it is. Revenue more than doubled while ad spend barely moved — so the gains came from doubling ROAS to 10.76x and halving CAC, not from a bigger budget. The one metric that rose was CPM (+18%): the account reached a more premium, more competitive audience. But because the refreshed creative lifted CTR +25%, clicks still got cheaper (CPC −6%) — the higher reach cost was more than paid for by attention.
Read it as an efficiency story, because that is exactly what it is. Revenue more than doubled while ad spend barely moved — so the gains came from doubling ROAS to 10.76x and halving CAC, not from a bigger budget. The one metric that rose was CPM (+18%): the account reached a more premium, more competitive audience. But because the refreshed creative lifted CTR +25%, clicks still got cheaper (CPC −6%) — the higher reach cost was more than paid for by attention.
We build efficiency-led performance engines for D2C brands — growing revenue without inflating the budget. If you are trying to grow past your next ceiling without simply spending more, let’s talk.
We build efficiency-led performance engines for D2C brands — growing revenue without inflating the budget. If you are trying to grow past your next ceiling without simply spending more, let’s talk.
Results are client-reported and reflect a monthly like-for-like: the comparable month just before onboarding (Sep 2024) vs the latest comparable month (2026). ROAS = monthly revenue / ad spend (blended). The strategy and challenge narrative are inferred from the performance data and Hovers’ Sylvi audit context, and should be confirmed before external publication.
Results are client-reported and reflect a monthly like-for-like: the comparable month just before onboarding (Sep 2024) vs the latest comparable month (2026). ROAS = monthly revenue / ad spend (blended). The strategy and challenge narrative are inferred from the performance data and Hovers’ Sylvi audit context, and should be confirmed before external publication.
