Work 04 · D2C brands
Covera
From spend leakage to precision growth across Meta and Google Ads
Meta and Google performance marketing for Covera, an inclusive fashion D2C brand: a cross-platform audit, wasted spend paused, creative backed by category and search scaled where it paid.
- What we ran
- Meta Ads · Google Ads
Client work · Figures appear only when verified with the client
Meta Ads and Google Ads, read as one account
The brand
Covera is an inclusive fashion brand offering swimwear, nightwear, activewear and lingerie at affordable prices, built for young adults and families.
- Sector
- Inclusive fashion, D2C
- What we ran
- Meta Ads, Google Ads
- Engagement
- Ten weeks (1 March to 13 May 2026)
Channels and toolsMetaGoogle AdsInstagram
MeasureWhat the enquiries became
From spend leakage to precision growth.
Campaigns ran on Meta and Google at the same time, but decisions relied on manual reports and guesswork. AdverGrow found the wasted spend, backed the creative that worked and scaled search where it paid. Here is what changed in ten weeks, in Covera's own numbers.
- Period
- 1 March to 13 May 2026
- Market
- India, INR
- Platforms
- MetaGoogle Ads
Where Covera started
- UnwatchedUndetected spend leakageNo real-time cost-per-acquisition monitoring. Weak campaigns ran unchecked, and no one could see which ones.
- Gut feelCreative decisionsVibrant, fashion-forward creative, but finding which hooks and formats drove purchases needed slow, manual pulls.
- Below 30%Cross-platform blind spotMeta and Google ran in silos. Search Impression Share on key campaigns was below 30%.
Ten weeks, four moves
- March 2026, week 1Audit across both platformsThe first full cross-platform audit showed five active campaigns with click-through rates below 2% and a fragmented naming structure. For the first time the whole account was in one view.
- March, weeks 2 to 4Act on wasted spendWasted-spend analysis found Meta campaigns with poor return signals, and the team paused them. On Google, campaigns below 25% Search Impression Share were flagged for budget reallocation. March became the baseline to beat.
- April 2026Back what works, scale searchCreative analysis showed swimwear-focused top-of-funnel campaigns produced the strongest purchase signals, so a swimwear creative test launched on 27 April. On Google, one campaign's Search Impression Share rose from 25% to 44% and two new campaigns were added.
- May 2026, 1 to 13Efficiency buildsMeta cost per purchase fell 21.4% below March. A loungewear creative test launched on 13 May, built from the creative analysis. Google's top campaign held a Search Impression Share above 90%.
The result
Meta cost per purchase
79from 100
21% lower
Index, Mar = 100, to May 1–13
Meta click-through rate
4.77%from 4.06%
Mar to May 1–13
Google conversion value
207from 100
+107%
Index, with spend at 118, Mar to Apr
Search Impression Share
55.6%from 25.1%
Up from 25.1% on one campaign
Mar to May 1–13
Meta cost per purchase
| Period | Cost per purchase |
|---|---|
| Mar | 100 |
| Apr | 84 |
| May 1–13 (Partial month) | 79 |
Google conversion value against spend
| Period | Ad spend | Conversion value |
|---|---|---|
| Mar | 100 | 100 |
| Apr | 118 | 207 |
Search Impression Share, one Google campaign
| Period | Impression share |
|---|---|
| Mar | 25% |
| Apr | 44% |
| May 1–13 | 56% |
What drove it
- Creative consolidation and pausing low-signal campaigns brought cost per purchase down over about ten weeks.
- Swimwear and loungewear emerged as the hero categories.
- Messaging campaigns produced 293 to 371 conversations a month, a top-of-funnel signal Covera can lean on further.
- Frequency rose from 1.94 to 4.41, likely from tighter retargeting. It was flagged as a creative-rotation signal, and the loungewear test on 13 May was the response.
Covera's own figures, published with permission · indexed, platform-reported
AcquireWho the ads attract
Creative backed by category.
Creative analysis read Covera's campaigns by category against purchase signals. Swimwear top-of-funnel campaigns produced the strongest, so a swimwear creative test launched on 27 April; rising frequency was read as a rotation signal, and the loungewear test on 13 May was the response.
Covera · creative tested by category on Meta
What this kind of work relies on
One view of both platforms
Meta and Google read together, so budget moves on purchase signals rather than on whichever report was opened last.
A baseline to beat
The first month becomes the index. Every later figure is read against it, including a partial month reported as partial.
Creative read by category
Which categories, hooks and formats produce purchases decides the next test, and frequency is the cue to rotate before performance slips.
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