How Niiyaa Scaled D2C Sales with Google & Meta Ads | Fashion Brand Performance Case (India)

Parallel HQ Story

Niiyaa is an artisanal lifestyle brand that blends heritage craftsmanship with contemporary design.

Specializing in premium handcrafted products, Niiyaa aims to bring ethically sourced and uniquely designed pieces to conscious consumers.

While the brand had a strong aesthetic appeal and high-quality offerings, it faced challenges in driving scalable sales through digital channels.

Identified Challenges

Despite its strong brand identity, Niiyaa needed to overcome multiple hurdles to achieve significant sales growth:

Underperforming Paid Campaigns: Existing Google and Meta ad campaigns were not delivering optimal ROI.

High Customer Acquisition Costs (CAC): Inefficient targeting led to expensive conversions.

Scaling While Maintaining Profitability: Needed a balance between aggressive scaling and maintaining margins.

Seasonal Demand Fluctuations: Required dynamic campaign adjustments to leverage peak buying periods.

Solutions

Performance Marketing Case Study

Niiyaa: Precision Scaling

Scaling sales and maximizing ROI through optimized Google & Meta Ads management and data-driven performance strategies.

Google Ads Performance

Key Metric

Before

After

Conversion Rate

1.1%

3.1%

CAC (Acquisition Cost)

52%

31%

ROAS (Return on Ad Spend)

100%

210%

Meta Ads Breakthrough

2.5%

Click-Through Rate (CTR)

Improved from 0.5%

80%

Revenue Contribution

Increased from 35%

The Challenge

Niiyaa faced high acquisition costs and low conversion rates on their paid channels. Their Meta Ads were underperforming with low engagement, and Google Ads weren’t hitting the desired profitability thresholds to justify higher scale.

The Performance Engine

Implementing a high-velocity creative testing framework on Meta and a bottom-of-funnel keyword strategy on Google to drive immediate profitability.

01. Meta Creative Overhaul

Shifted to lifestyle-centric video content and UGC, resulting in a 5x increase in CTR and massive revenue growth.

02. Google Ads Optimization

Refined keyword targeting to exclude low-intent traffic, boosting ROAS to 210% and improving conversion rates.

03. Funnel Management

Aligned landing pages with ad creative to reduce friction, contributing to the jump from 1.1% to 3.1% conversion rate.

04. CAC Reduction

Implemented better audience segmentation to lower wasted spend, dropping CAC from 52% to a sustainable 31%.

Outcome:
Meta revenue share hit 80% while Google Ads ROAS more than doubled to 210%.

Niiyaa Growth Partnership

Scaling Through Performance Excellence

Audit Your Ad Performance

Google Ads Optimization

Restructured Campaigns for Efficiency
Implemented Smart Shopping & Performance Max campaigns to maximize reach.
Created separate campaigns for high-intent, retargeting, and brand-awareness audiences.
Adjusted bidding strategies for cost efficiency and improved conversion rates.

Search & Display Ad Enhancements

Conducted in-depth keyword research to refine targeting.
Optimized ad copies with compelling messaging and strong CTAs.
Implemented remarketing lists for search ads (RLSA) to capture high-intent audiences.

Results

Achieved a 3.1% increase in Google Ads conversion rates.
Reduced CAC by 31% through targeted optimizations.
Improved ROAS (Return on Ad Spend) by 210%.

Meta Ads Strategy & Execution

Advanced Audience Targeting
Segmented audiences based on engagement, purchase behavior, and interest groups.
Launched lookalike and retargeting campaigns to drive high-intent traffic.
A/B tested audience segments to refine targeting and reduce wasted spend.

Creative & Copy Optimization

Developed high-converting creatives using product storytelling and user-generated content.
Implemented dynamic product ads to personalize recommendations for potential buyers.
Tested various ad formats (carousel, video, and static) to optimize engagement.

Scaling & Budget Allocation

Applied AI-powered budget allocation to shift spending toward high-performing ads.
Adjusted bids dynamically to capitalize on peak shopping periods.
Utilized real-time analytics to make data-driven adjustments.

Results

Boosted Meta Ads revenue by 80% within the first few months.
Increased CTR (Click-Through Rate) by 2.5%, improving ad engagement.
Lowered overall CAC while scaling spending efficiently.

Impact & Key Takeaways

Niiyaa experienced significant improvements:

Higher Sales & Revenue Growth: Increased online sales with optimized paid campaigns.
Optimized Ad Spend: Maximized ROAS while reducing acquisition costs.
Scalable Advertising Framework: Built a sustainable paid ad strategy adaptable to market trends.
Enhanced Customer Retargeting: Improved conversion rates with precise audience segmentation.

Client Quote

“The campaign data and iteration speed helped us control costs without stalling growth — we finally had predictable traction.”

Conclusion

By leveraging strategic SEO improvements, content marketing, and authority-building initiatives, upGrowth helped Parallel HQ gain a competitive edge in the remote work solutions industry. With enhanced organic visibility and a stronger brand presence, Parallel HQ is now well positioned for continued digital growth and long-term success.

Looking to scale your organic growth? Partner with upGrowth today!

Growth Data

Google Ads Results

Conversion Rate

Before 1.1%

After 3.1%

CAC

Before 52%

After 31%

ROAS

Before 100%

After 210%

Meta Ads Results

CTR

Before 0.5%

After 2.5%

Revenue

Before 35%

After 80%

Growth Consultation

Growth Execution

AI Driven Growth

Transparent Growth Measurement (NPS)

How upGrowth Scaled Niiyaa’s Sales with Google & Meta Ads Performance Management

Parallel HQ Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Niiyaa: Precision Scaling

Meta Ads Breakthrough

The Challenge

The Performance Engine

Google Ads Optimization

Search & Display Ad Enhancements

Results

Meta Ads Strategy & Execution

Creative & Copy Optimization

Scaling & Budget Allocation

Results

Impact & Key Takeaways

Client Quote

Conclusion

Growth Data

Google Ads Results

Meta Ads Results

Testimonials

AI Driven Growth

How upGrowth Scaled Niiyaa’s Sales with Google & Meta Ads Performance Management

Parallel HQ Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Niiyaa: Precision Scaling

Meta Ads Breakthrough

The Challenge

The Performance Engine

Google Ads Optimization

Search & Display Ad Enhancements

Results

Meta Ads Strategy & Execution

Creative & Copy Optimization

Scaling & Budget Allocation

Results

Impact & Key Takeaways

Client Quote

Conclusion

Growth Data

Google Ads Results

Meta Ads Results

Testimonials

Our Recent Case Studies

From Zero to 19.5K+ Installs at ₹6 CPI in 2 Months: COP App by Baatu

How We Helped Tradetron: Scaling Paid Ads for One of India’s Leading Algorithmic Trading Platforms

Zero to Authority: 5-Month Quora Strategy That Brought Streetgains, 34K Views and 50%+ Website Engagement

If They Can Do It So Can You!