Vaniyar Oil is a coconut oil brand focused on bringing its products to customers through online channels. When Vaniyar Oil approached Viral Groww, the brand had a promising product but needed a structured digital marketing strategy to generate online sales.

The challenge wasn't just running Meta Ads. It was building an effective online sales system, from creating a conversion-focused landing page to developing ad creatives, testing campaigns, and gradually scaling performance. Our team worked closely with the founder, providing end-to-end support across website development, creative production, Meta Ads management, and digital marketing strategy.

The challenge

When we started working with Vaniyar Oil, there were a few important challenges.

• No established Meta Ads strategy: We needed to identify which creatives and campaign structures could generate consistent sales.
• Landing page optimization: The brand needed a conversion-focused landing page before investing significantly in advertising.
• Finding winning creatives: We had to determine whether static images, AI-generated videos, or UGC-style content would perform better.
• Limited technical experience: The founder wasn't very familiar with digital marketing platforms, so our team also needed to provide guidance throughout the process.
• Scaling without losing efficiency: Once we identified successful creatives, the next challenge was increasing advertising spend while improving ROAS.

Our objective was to build a sustainable advertising system rather than chase short-term results.

We built the marketing system across the website, creative production and campaign management, using results to guide each next step.

Landing page · Vaniyar Oil

Conversion-focused coconut oil product page showing ingredients, use cases and offers.

1. Building a High-Converting Landing Page

Before launching Meta Ads, we focused on the brand's landing page.

We believe that even the best-performing advertisement cannot deliver consistent results if the landing page fails to convert visitors into customers.

Our team created a conversion-rate-optimized landing page for Vaniyar Oil within approximately 7–10 days.

We handled the complete creative direction, including:

• Landing page structure and design
• Product catalog images
• Website banners and promotional graphics
• Product presentation and visual communication
• Conversion-focused page optimization

The founder reviewed our ideas and provided feedback, while our team managed the execution.

This gave us a stronger foundation before launching paid advertising campaigns.

Meta Ads · Aug 23–31, 2026

Initial static creative tests: ₹8,162.47 spent, 12 purchases and 0.64X average ROAS.

2. Launching Meta Ads With Static Creative Testing

We started running Meta Ads during the final week of August.

Instead of immediately scaling the budget, we began with creative testing.

We developed approximately 4–5 static ad creatives and launched them using a Campaign Budget Optimization (CBO) structure.

This allowed Meta to distribute the available budget toward creatives showing stronger performance.

Initial results:

• Ad Spend: Approximately ₹8,162
• ROAS: 0.64X
• Sales: 12

The initial ROAS was below 1X, but this phase helped us gather useful performance data.

Rather than making major changes based on a few days of results, we focused on understanding which creative formats were attracting customers.

Creative proof · AI video ads

AI-generated coconut oil video creative previews used during the testing phase.

3. Switching From Static Creatives to AI Videos

During the first week of September, we spent approximately ₹7,000 and achieved a ROAS of 0.71X.

We realized that static creatives alone were not producing the results we wanted.

So we changed our approach.

Our team developed three AI-generated video advertisements designed to communicate the product's benefits and answer common customer questions.

One of the creative concepts focused on the message:

"Why do you need four different bottles when one coconut oil can do the job?"

The three AI video creatives delivered individual ROAS results of:

These results helped us identify a clear direction.

Video creatives were outperforming static advertisements, so we began shifting more of our advertising strategy toward video content.

By the second week of September, our overall ROAS had improved to approximately 1.62X .

Meta Ads · Sep 6–12, 2026

Video-led ad-set results: ₹9,995.21 spent, 46 purchases and 1.92X average ROAS across the displayed ad sets.

4. Moving Toward Video-First Advertising

By the third week of September, we had enough performance data to make a stronger decision.

We shifted our creative strategy primarily toward video advertisements.

Instead of continuously producing static graphics, we concentrated on developing and testing video content.

We also introduced UGC-style creatives alongside AI-generated videos to make the advertising content more relatable.

This approach helped us achieve approximately 2X ROAS during the third week of September.

More importantly, we now had a repeatable creative-testing process.

We were no longer guessing which advertisements might work. We were using actual campaign performance to guide our decisions.

Meta Ads · Sep 1–30, 2026

September campaign reporting: ₹52,536.20 spent, 222 purchases and 1.61X average ROAS.

5. Scaling Winning Creatives

Once we identified the better-performing creatives, we began testing them through scaling campaigns.

We used two approaches:

Creative Testing: Individual creatives were tested separately to understand their performance and identify potential winners.

Scaling Campaigns: Better-performing advertisements were moved into campaigns designed to support higher advertising budgets.

During the initial scaling phase, one campaign delivered approximately 0.9X ROAS.

Instead of stopping the campaign immediately, we continued monitoring and optimizing its performance.

At the same time, we launched an additional UGC-style video that generated approximately 3X ROAS during the final 10 days of September.

This helped demonstrate the importance of continuously introducing fresh creatives even after finding successful advertisements.

Meta Ads · Oct 1–13, 2026

October reporting: ₹14,609.40 spent, 77 website purchases and 1.91X average ROAS.

From the initial late-August test at 0.64X ROAS, we moved to a stronger September campaign result and reached 1.91X ROAS in the October reporting window. The dates and performance below are taken from the supplied Meta Ads screenshots.

These are different-length reporting periods, so ad-spend totals are not directly comparable without normalizing by time. ROAS is Meta-attributed purchase value divided by ad spend; it does not establish net profit.

One of the most important parts of this project was the support we provided beyond advertising.

The founder of Vaniyar Oil had limited experience with digital marketing technology.

Rather than expecting him to understand every platform and technical process, our team guided him through each stage.

From understanding the landing page and website to learning how Meta Ads campaigns work, we provided practical support and recommendations.

We took responsibility for the technical execution, creative development, campaign testing, and performance optimization.

This allowed the founder to focus on his product and business while we worked on building the brand's online growth system. For us, the project wasn't simply about managing an advertising account.

It was about helping a business owner become more confident in digital marketing and establishing a foundation for long-term online growth.

Vaniyar Oil's journey shows how a structured approach to Meta Ads can help a developing D2C brand improve its advertising performance.

We started with a 0.64X ROAS during the initial testing phase.

Through landing page optimization, AI video creatives, UGC-style content, continuous testing, and scaling campaign improvements, we reached 1.91X overall ROAS during the first 10 days of October.

The biggest takeaway from this case study is that profitable advertising performance is not built overnight. It requires a strong website experience, consistent creative experimentation, careful budget management, and the patience to evaluate results over time.

At Viral Groww , we've helped 25+ D2C brands find their winning formula, scale revenue profitably, and build growth systems that deliver long-term results.

Book a Free Strategy Call and discover how we can help your brand achieve similar growth.