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How Svaha USA achieved 5.46x blended ROAS over 12 months
Svaha USA is a Virginia-based apparel brand focused on STEAM-themed clothing for women, girls and kids. Generate Agency rebuilt their paid social and search strategy around customer personas and independent attribution tracking, resulting in sustained performance across 12 months. The outcome was a 5.46x blended ROAS with consistent profitability across Meta and Google.
OUR RESULTS
THE PROBLEM
Svaha came to Generate Agency because their previous agency was running ads that were not aligned to their customer personas. For a niche apparel brand like Svaha, that disconnect is costly. The product was strong, but the messaging was generic. Svaha’s audience is highly identity driven. It includes women in STEM, educators, parents focused on STEAM, and customers in geek and science culture. These groups do not respond to generic fashion messaging. Without persona-led creative and reliable attribution, performance was inconsistent and difficult to optimise.
WHAT WE DID
1. Set up independent tracking through Triple Whale
We implemented Triple Whale as a single source of truth across Meta and Google. This removed platform bias, where both channels were previously over-attributing conversions. All performance decisions were then based on independent data.
2. Built detailed persona mapping
We defined clear customer groups including women in STEM, educators, STEAM parents, geek culture buyers and gift purchasers. Each persona had distinct motivations, language and triggers.
3. Built creative around identity, not product
Instead of product-led ads, we led with identity. Messaging focused on recognition and belonging, with the product positioned as an expression of who the customer already is.
4. Structured Meta campaigns by persona
Meta ads were segmented so each persona received tailored creative. Scientists saw scientist-led messaging, educators saw educator-led messaging, and so on. This improved relevance and efficiency.
5. Ran Google alongside Meta for high intent demand
Google captured active search demand for STEAM clothing and science apparel. Triple Whale allowed us to understand how Meta and Google worked together across the customer journey.
6. Optimised weekly using Triple Whale data only
Budget and creative decisions were guided by independent attribution data rather than platform dashboards. This ensured scaling decisions were based on real performance.
THE RESULTS
Revenue growth and efficiency
- 5.46x blended BA-ROAS sustained over 12 months
- 5.36x Meta ROAS across full engagement period
- 5.39x Google ROAS across full engagement period
- 23,559 total orders generated consistently across the year
Stability of performance
- 12 months of consistent above-target ROAS
- No reliance on seasonal spikes or gifting periods
- Performance remained stable month to month
Jan–Sep 2022 performance snapshot
- 4.82x BA-ROAS
- 14,779 orders in a 9-month period
- Both Meta and Google remained profitable throughout
Measurement insight
- Meta drove discovery, Google captured intent
- Minimal attribution overlap due to Triple Whale tracking
- Clear visibility into new vs returning customer contribution
FAQs
How do you advertise a niche apparel brand effectively?
You build around identity, not product. Svaha’s strongest performance came from creative tailored to specific customer personas like educators and STEM professionals.
Why use Triple Whale instead of platform reporting?
Meta and Google both over-attribute conversions within their own systems. Triple Whale provides an independent view of the full customer journey.
How do you maintain ROAS consistency across 12 months?
By avoiding seasonal creative dependency and focusing on identity-led messaging that resonates year-round.
How do Meta and Google work together in this setup?
Meta drove discovery through persona targeting, while Google captured high-intent search demand. Both were measured independently.
What made the biggest difference to performance?
Aligning creative strategy to real customer personas and removing platform bias from reporting.
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