What we mean by performance
Impressions, reach and engagement are diagnostics, not outcomes. The only numbers we optimise toward are cost per qualified lead, cost per acquisition, and return on ad spend. Everything else is there to explain why those moved.
That requires conversion tracking that actually works before a rupee is spent. A surprising number of accounts we take over are optimising toward a conversion event that fires on every page load, which means the algorithm has been bidding on noise.
Channels we run
Google Ads
- Search campaigns built on commercial-intent keywords, with negatives maintained weekly
- Performance Max, with asset groups and audience signals structured deliberately
- Shopping campaigns and Merchant Center feed hygiene
- Remarketing and customer-match audiences
- Call-only and local campaigns where the conversion is a phone call
Meta Ads (Facebook & Instagram)
- Full-funnel structure: cold prospecting through to warm retargeting
- Creative testing as a standing process — on Meta, creative is the main lever
- Lead forms and WhatsApp-click campaigns, which convert well in the Indian market
- Catalogue and dynamic product ads
How we actually run an account
- Week 1 — measurement. Conversion tracking, GA4 events and offline import if leads close over phone. No spend until we can read results.
- Weeks 2–4 — establish baselines. Deliberately structured tests to find which audiences, keywords and creatives clear your CPA target.
- Month 2 onward — scale what clears, cut what does not. Budget follows evidence.
On landing pages. Paid traffic exposes weak landing pages faster than anything else. If the page converts at half what it should, you are paying twice per customer. We will flag it, and we can fix it — see web development.
Reporting and ownership
You get a monthly report tied to spend, leads, CPA and ROAS, plus the reasoning behind each significant change. Accounts stay in your ownership — your Google Ads and Meta Business assets, your data, your history. If we part ways, none of it leaves with us.
Spending on ads without knowing what they return?
Tell us your monthly budget and what a customer is worth. We will tell you whether the maths works.
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