4.1x ROAS in 90 Days: Behind Our Best-Ever Indian D2C Brand Campaign

The Problem: ₹15L Monthly Ad Spend, 1.2x ROAS

When this health supplement brand came to us, they were spending ₹15 lakh per month on Google and Meta Ads and barely breaking even. Their previous agency had been running campaigns for 8 months with minimal improvement.

The brand's leadership was close to shutting down their paid media entirely.

Here's exactly what we found — and what we did about it.

The Audit: Where the Money Was Bleeding

Google Ads Issues

• 67% of budget going to broad match keywords with zero commercial intent
• No conversion value tracking — only counting leads, not revenue
• Shopping campaigns not using product feed optimisation
• No brand protection campaigns — competitors hijacking their brand name
• PMAX campaigns with generic asset groups cannibalising search campaigns

Meta Ads Issues

• All 14 ad sets targeting interests — no lookalike audiences
• Creative testing fatigue — same 3 creatives running for 5+ months
• No retargeting separation between warm and hot audiences
• No WhatsApp conversion tracking
• Broad targeting without demographic refinement

Landing Page Issues

• Homepage as landing page for all campaigns (catastrophic for conversion)
• Mobile page speed score: 34/100
• No social proof above the fold
• Add-to-cart to purchase conversion rate: 8% (industry average: 22%)

The 90-Day Restructure Plan

Week 1–2: Fix the Foundation

Before touching budgets, we:

1. Implemented proper conversion value tracking — connected purchase value to Google Ads
2. Fixed Core Web Vitals — mobile speed score went from 34 to 81 in 10 days
3. Built dedicated landing pages for each top product — single-purpose, fast loading
4. Added WhatsApp conversion tracking using Meta CAPI

Week 3–4: Google Ads Restructure

We paused all underperforming campaigns and rebuilt from scratch:

New Campaign Architecture:

• Brand Protection Campaign (exact match, low budget)
• Competitor Conquest Campaigns (separate budget)
• High-Intent Search — exact and phrase match only
• PMAX — with proper asset groups per product category and negative keyword lists
• YouTube for Upper Funnel — educating the audience

Key decision: We switched to Target ROAS bidding only after accumulating 30+ conversions per campaign per month. Before that, Maximize Conversion Value.

Week 5–6: Meta Ads Overhaul

Audience Architecture:

Cold (40% of budget):

• 1% lookalike of purchasers (last 180 days)
• 1% lookalike of high-value purchasers (top 25% by order value)

Warm (35% of budget):

• Video viewers 50%+ (last 60 days)
• Instagram engagers (last 30 days)
• Website visitors who didn't add to cart

Hot (25% of budget):

• Add-to-cart abandoners
• Checkout initiators
• Past purchasers (cross-sell/upsell)

Creative Strategy:

16 new creative variations produced in month 1:

• 4 UGC-style video testimonials (best performers)
• 4 product benefit reels (30 seconds)
• 4 educational carousels
• 4 offer/discount statics (surprisingly worst performers)

Week 7–10: Optimise and Scale

• Identified Sunday 7–10pm as highest conversion window — shifted budget accordingly
• Found women 28–42 in metros had 3x the LTV of other segments — increased bids
• Discovered WhatsApp conversions being incorrectly attributed — fixed attribution model
• Cut bottom 30% of ad sets by ROAS, reallocated to top performers

Results: Month 0 to Month 3

Additional revenue in 90 days: ₹92 lakh Agency fees in same period: ₹5.4 lakh ROI on agency investment: 17x

5 Key Lessons

1. Fix tracking before fixing campaigns — you're flying blind without proper data
2. Landing pages matter more than ads — we saw bigger improvement from CRO than any single ad change
3. Audience structure is everything — separating cold, warm, and hot audiences 3x'd Meta efficiency
4. UGC always wins — our highest-performing ad cost ₹3,000 to produce (a WhatsApp video from a happy customer)
5. Attribution is broken by default — most brands are making decisions on bad data

Is your ad spend stuck in similar patterns? Book a free performance marketing audit — we'll audit your accounts and show you exactly where your budget is leaking.