Zoroy — Google & Meta Ads
We built a full-funnel ad system combining Meta and Google campaigns that achieved 3.8x ROAS and sustained month-on-month growth for Zoroy’s eCommerce and B2B corporate gifting segments.
Overview
2023 - Present,
Zoroy Luxury Chocolates
Zoroy Luxury Chocolates is a Bangalore-based premium chocolate brand known for its handmade chocolates, hampers, and gifting boxes. With strong offline presence and a growing online store, the brand wanted to achieve consistent month-on-month sales growth and brand visibility, especially during non-festive seasons.
When I took charge of their performance marketing, Zoroy had already seen success through organic growth but lacked a structured paid marketing system to sustain and scale results.
Challenges
Before I started optimising their campaigns, the brand faced multiple challenges:
Heavy dependency on festive seasons for revenue spikes (Diwali, Christmas, Rakhi).
Lack of a unified marketing funnel connecting awareness → consideration → conversion.
No audience segmentation across Meta and Google — same creatives and targeting for both B2B and D2C.
Limited visibility into ROAS (Return on Ad Spend) and attribution tracking.
Under utilised remarketing potential from website visitors and cart abandoners.
Objective
The key goals for this campaign were:
Build a sustainable sales funnel combining D2C eCommerce + B2B gifting leads.
Achieve a 3.5x+ ROAS on paid media while maintaining healthy CAC.
Grow monthly revenue by 40–60% through full-funnel ad optimisation.
Implement Google Ads (Search + Performance Max) alongside Meta Ads to capture high-intent buyers.
Strategy & Implementation
1.1 Audience Segmentation
Created three distinct funnels:
B2C Direct Buyers (Luxury chocolate shoppers, gifting intent)
Corporate Gifting Leads (HR professionals, corporate buyers)
Remarketing Pool (past purchasers, cart abandoners, website visitors)
1.2 Ad Creatives & Copy Testing
Developed personalised creatives for festive vs. evergreen campaigns.
Focused on “Luxury Handmade Chocolates” USP and premium packaging aesthetics.
1.3 Campaign Optimization
Meta Ads: Used Advantage+ Shopping Campaigns, AB-tested audiences and creatives weekly.
Google Ads: Implemented Performance Max for D2C sales and Search Campaigns for B2B leads.
Integrated GA4 + Meta Pixel + UTM Tracking for real-time performance monitoring.
1.4 Scaling Phase
Increased ad budget strategically after hitting 3.8x ROAS.
Used lookalike audiences based on high-value purchasers.
Introduced WhatsApp lead forms for B2B gifting inquiries.
Achieved consistent profitability across Meta & Google Ads.
Process
Phase 1: Audit & Data Setup
Conducted a comprehensive audit of existing ad accounts (Meta + Google) and website analytics.
Identified gaps in conversion tracking and set up GA4, Meta Pixel, and enhanced conversions.
Tagged all URLs with UTM parameters to ensure accurate source attribution.
Phase 2: Funnel Structuring
Designed a 3-stage funnel for both B2C and B2B:
Top Funnel (Awareness): Engaged audiences with premium packaging visuals and storytelling around “Luxury Chocolate Gifting.”
Middle Funnel (Consideration): Retargeted video viewers and website visitors with offers, testimonials, and behind-the-scenes craftsmanship.
Bottom Funnel (Conversion): Targeted add-to-cart users and high-intent searchers using product-specific dynamic ads.
Phase 3: Creative Development
Worked with Zoroy’s in-house design team to produce ad creatives aligned with brand tone — rich, elegant visuals showcasing chocolate textures and packaging.
Created ad copy variations highlighting exclusivity, handmade quality, and perfect gifting moments.
Segregated creatives for festive and evergreen campaigns to maintain relevance year-round.
Phase 4: Campaign Launch & Optimization
Launched campaigns across Meta and Google simultaneously to ensure cross-channel synergy.
Used Advantage+ Shopping Campaigns and Performance Max to let algorithms optimize for conversion efficiency.
Conducted weekly A/B testing for headlines, thumbnails, and CTAs to refine CTR and conversion rates.
Monitored CAC and ROAS daily, pausing underperforming ad sets and reallocating budgets to top performers.
Phase 5: Scaling & Automation
After hitting stable profitability, scaled budgets gradually by 20–30% week-on-week.
Built Lookalike Audiences of high-value customers and frequent buyers to expand reach efficiently.
Introduced automated WhatsApp lead forms for corporate gifting, improving lead response rates.
Implemented email remarketing flows (cart abandonment and re-engagement) to further push conversions.
Phase 6: Reporting & Continuous Growth
Created a custom performance dashboard integrating GA4 and Meta Ads metrics for easy decision-making.
Reported key metrics weekly — ROAS, CAC, CTR, revenue growth, and funnel drop-off points.
Continued optimizing seasonal campaigns and maintaining steady revenue during non-festive months.
"This team brought a fresh perspective to our digital marketing. Their expertise in paid ads and social media made a measurable impact on our user acquisition, and we’re thrilled with the ROAS."
Abhishek Singhania
CEO, Zoroy Luxury Chocolates
Outcome
3.5x increase in online store conversions and improved checkout rate by 28%.
Generated high-quality corporate gifting leads that converted into repeat bulk orders.
Maintained consistent month-on-month sales growth even outside festive peaks.
Achieved strong synergy between Meta & Google Ads, driving sustainable long-term ROI.
