Background
Specsmakers is one of South India’s fastest-growing optical retail chains, operating hundreds of stores across Tamil Nadu, Karnataka, Andhra Pradesh, Telangana and Pondicherry. The brand offers an extensive range of eyewear, lenses, and optical accessories, combining affordability with quality.
Challenge Faced
Despite running regular digital ad campaigns and maintaining strong brand visibility, Specsmakers was not witnessing a corresponding increase in in-store footfalls. Their Meta campaigns, though consistent in spend and reach, relied heavily on interest-based or demographic targeting, which often failed to isolate genuine eyewear buyers. As a result, their ads reached a wide but less relevant audience, leading to low offline conversions and inefficient use of marketing budgets.
Audience Strategy Undertaken
To address this challenge, Specsmakers partnered with Xpert to combine two powerful interventions that directly linked digital targeting with offline outcomes. First, Xpert provided Verified Buyer Audiences from its proprietary database — identifying individuals with a demonstrated history of purchases in eyewear, health, and personal care categories. This ensured that Specsmakers’ campaigns focused only on actual buyers rather than broad interest-based audiences, effectively eliminating wasted impressions and improving targeting precision. Second, Xpert implemented CAPI (Conversions API) integration to feed Specsmakers’ in-store sales data back to Meta in real time. This enabled Meta’s algorithm to continuously learn which audience segments were converting offline and optimize delivery toward users most similar to the brand’s actual buyers. Leveraging these two data-led enhancements, Specsmakers ran two identical Meta campaigns simultaneously — one powered by Xpert’s verified buyer audiences combined with CAPI integration, and another using Meta’s default open-broad targeting as a benchmark. Both campaigns operated with the same creatives, budgets, and durations, while offline sales and store conversions were closely tracked to measure real-world impact.
Results Achieved
The campaign outcomes demonstrated the tangible power of verified buyer intelligence and feedback-driven optimization. The cost per offline purchase from the campaign using Xpert’s audiences and CAPI integration was 91% lower than the benchmark, proving a dramatic improvement in efficiency. The return on ad spend (ROAS) achieved through this strategy was 10 times higher, while the number of purchases increased by 1.5 times compared to the open-broad campaign. By connecting verified buyers with real-time store data, Specsmakers maximized every ad rupee — turning digital engagement directly into store visits and measurable offline sales.
Inferences & Insights
By combining verified buyer data with CAPI integration, Specsmakers turned digital campaigns into a powerful driver of offline sales. Xpert’s approach eliminated wasted spends, improved targeting accuracy, and created a feedback loop that taught Meta’s algorithm who the real buyers were. The result was sharper efficiency, higher returns, and clear proof that verified purchase data outperforms assumed interests every time.