ROAS on the dashboard means nothing if a third of your COD orders come back. Most agencies optimise the number they're judged on. We optimise contribution margin after RTO, cancellations and the prepaid mix.
Meta and Google are only as good as what you feed them. CAPI, GA4, Tag Manager, the right events firing with the right values. Get this wrong and the algorithm optimises on fiction. This is where we start, always.
One creative for everyone stopped working years ago, but you still see it everywhere. At NIIT we ran the same ad to students and their parents for a while. Two completely different fears, one message. Splitting them changed the economics.
Get the creative right and you can survive a lot of other mistakes. But it needs a real customer problem stated in the first three seconds, not a product feature. Insight first, then the shoot.
The ad is a fraction of it. What happens on the landing page, in the WhatsApp follow-up, in the call. Most leaks are downstream of the click.
Small budget increments so learning never resets. Creative killed just before fatigue, not after. An experiment running at all times. Daily optimisation, not a monthly review call.
We've been the client, not just the agency.
Eighteen years each running media budgets in-house, against revenue targets, answering to finance teams who wanted to see the number in the P&L and not in Ads Manager. That's why this page talks about contribution margin. Agencies optimise the number they're judged on in the weekly report. We learnt to optimise the one that survives the board meeting.
Most of it in categories the experts said would never sell online. Tiles. Soft drinks. Bicycles, sold directly on the internet.
When the leak turns out to be the PDP or the COD flow rather than the ad account, we don't send you an email about it. We built the storefront, so we go and fix it.
Campaigns across Meta, Google, and marketplaces where it makes sense. Creative included, not a separate invoice. Weekly numbers you can read without a translator.
We don't charge a percentage of ad spend. That model pays an agency more for spending more of your money.
Enough to exit the learning phase. Under roughly ₹2L a month, results are noise.
We do. Static, UGC, short-form video.
Tracking fixed in week one. Real signal by week four to six.
