Hovers Impact Series · Performance Marketing

35% Revenue Growth, 52% Higher AOV: How Hovers Transformed House of Masaba's Meta Strategy

35% Revenue Growth, 52% Higher AOV: How Hovers Transformed House of Masaba's Meta Strategy

35% Revenue Growth, 52% Higher AOV: How Hovers Transformed House of Masaba's Meta Strategy

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

+35%

+35%

+52%

+52%

Avg order value

Avg order value

▲ +52%

▲ +52%

−8%

−8%

CPC

CPC

▼ −8%

▼ −8%

−9%

−9%

CPM

CPM

▼ −9%

▼ −9%

3.22×

3.22×

ROAS

ROAS

Held

Held

Monthly revenue

Crossed a major new monthly-revenue milestone — by lifting order value +52% , not chasing cheap volume.

+52%

Avg order value

▲ +52%

−8%

CPC

▼ −8%

−9%

CPM

▼ −9%

3.22×

ROAS

Held

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

▲ +35%

Before

+35%

Before · Jan–May 2025

Now · Jan–May 2026

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 · Efficient media buying

CPC fell 8% and CPM 9% even as total spend rose 50%, keeping ROAS healthy at 3.22x through the scale.

The approach

The approach

The approach

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 Ad

Static, CTR 1.0%, ROAS 3.80

DPA #1

DPA, CTR 6.89%, ROAS 4.08

DPA #2

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 results

The results

The results

The headline wins are real and they compound: revenue up, order value up, traffic cheaper. But this was a deliberate trade, and the table tells the whole truth, not just the flattering half.

The headline wins are real and they compound: revenue up, order value up, traffic cheaper. But this was a deliberate trade, and the table tells the whole truth, not just the flattering half.

Metric

Year-over-year move

The wins

Monthly revenue

+35%

Average order value

+52%

CPC

−8%

CPM

−9%

Held / context for the efficiency story

ROAS

3.22× · held strong

Monthly ad spend

+50% invested

Purchases per month

fewer, larger orders

Read it as a value-led story, because that is what it is. Revenue +35%, AOV +52%, and cheaper traffic are the genuine proof points. ROAS held at 3.22x — not an improvement, but a strong outcome given spend scaled +50% at the same time; efficiency survived the scale. The flip side is honest and expected: chasing larger baskets instead of raw volume means fewer orders and a lower conversion rate, so the cost to win each customer rose with the bigger basket. For a premium designer brand, paying more to win each high-value cart is the right trade — the revenue and order-value gains more than carry it.

Read it as a value-led story, because that is what it is. Revenue +35%, AOV +52%, and cheaper traffic are the genuine proof points. ROAS held at 3.22x — not an improvement, but a strong outcome given spend scaled +50% at the same time; efficiency survived the scale. The flip side is honest and expected: chasing larger baskets instead of raw volume means fewer orders and a lower conversion rate, so the cost to win each customer rose with the bigger basket. For a premium designer brand, paying more to win each high-value cart is the right trade — the revenue and order-value gains more than carry it.

ROAS

▲ 10.76×

Before · 5.0×

Now · 10.76×

Before · at onboarding

Now · latest month

ROAS more than doubled from 5.0× to 10.76× on essentially flat spend.

The takeaway

The takeaway

The takeaway

Scaling a premium D2C brand is not about finding more buyers at any cost. It is about growing the value of each customer you already win — and engineering the media and creative so efficiency holds as you scale. For House of Masaba, that thesis grew monthly revenue +35% to a major new milestone, with an all-time record sales day to match.

Scaling a premium D2C brand is not about finding more buyers at any cost. It is about growing the value of each customer you already win — and engineering the media and creative so efficiency holds as you scale. For House of Masaba, that thesis grew monthly revenue +35% to a major new milestone, with an all-time record sales day to match.

Work with Hovers

Work with Hovers

We build value-led performance engines for D2C fashion and premium-lifestyle brands — scaling revenue without trading away efficiency. If you are trying to grow past your next revenue ceiling, let’s talk.

We build value-led performance engines for D2C fashion and premium-lifestyle brands — scaling revenue without trading away efficiency. If you are trying to grow past your next revenue ceiling, let’s talk.

Get In Touch

#GrowWithHovers

Results are client-reported and reflect monthly averages for the Jan–May window, year over year (2025 vs 2026). Revenue figures are ad-attributed (ROAS × spend). The strategy and challenge narrative are inferred from the performance data and should be confirmed before external publication.

Results are client-reported and reflect monthly averages for the Jan–May window, year over year (2025 vs 2026). Revenue figures are ad-attributed (ROAS × spend). The strategy and challenge narrative are inferred from the performance data and should be confirmed before external publication.