Meta Ads success story · Direct-to-consumer apparel brand

How Underneat proved its Facebook and Instagram ads nearly doubled organic search traffic.

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The innerwear and shapewear brand ran creator video ads on Facebook and Instagram, then measured what happened outside Meta. Organic search traffic rose 99%, and searches for the brand itself rose 75%.

Business: Underneat
Market: India
Goal: Prove the ads create demand beyond Meta

Coats and knitwear in soft neutral tones hanging on a closet rail

The results.

Measured against a control group of people who did not see the ads.

99%lift in organic search traffic
75%lift in brand search traffic
64%lift in organic search

Conversion lift study using Meta’s search lift methodology.

The challenge.

Underneat makes innerwear and shapewear designed for women in India, with a focus on fit, fabric and comfort. It sells direct to consumers and relies on social media for people to discover its products.

Social ads are usually judged on the clicks and purchases they get directly. But many people see an ad, remember the brand and search for it later, and then the search gets the credit. Underneat wanted to know how much its Facebook and Instagram ads were really driving people to search before they bought.

Meta custom conversions report with a conversion trend chart

What they did.

Creator partnership ads · Video ads · Search lift study

Creator partnership ads: Video ads featuring well-known creators ran from both the brand’s and the creators’ accounts, with a Shop now button to the website.
Broad, AI-led delivery: AI-chosen audiences and automatic placements showed the ads to the people most likely to be interested, across all of Facebook and Instagram.
A controlled search study: A conversion lift study compared search behavior between people who could see the ads and a control group who could not, isolating the effect of the ads on search.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Discovery creates demand elsewhere: People rarely buy the first time they see a brand. They remember it and look it up later, so good social ads fill the search box as well as the cart.
Last-click hides it: Standard reports give the sale to the final click, usually a search. A lift study shows how much of that search the social ads created.
Brand searches are valuable: Someone searching your name already wants you. A 75% rise in brand search traffic is a rise in some of the most ready-to-buy visitors a business gets.
Proof changes budgets: Once the effect is measured, Meta and search can be planned together instead of competing for credit.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our meta ads management.

Plan Meta and Google as one budget: Meta builds the demand; our Google Ads management makes sure you are the business people find when they search.
Watch your brand searches: We track searches for your name alongside your Meta spend, so you see the effect of social ads on search in your own numbers.
Test where it matters: Where budgets allow, we run lift and holdout tests to show what each channel adds. Our budget allocation guide explains how we decide.
Be ready to be found: Your website and search listings need to be ready for the extra searches, or the demand you paid for goes to a competitor.