Meta and Google, run against contribution margin rather than vanity ROAS.
Media buying is now mostly a creative job. The platforms handle targeting and bidding better than any manual setup will, which means the variables you still control are the offer, the creative, and the page the click lands on. Agencies that only touch the ad account are optimising the smallest lever in the room.
The problem
You are paying more for the same impressions every year. Without a creative pipeline producing genuinely new angles, the account slowly grinds down no matter how well it is managed.
₹50–90
typical Meta CPM in India — ₹100–200 for new D2C brands, with CPCs of ₹5–15source ↗
Reported ROAS counts returning customers, ignores returns, and takes credit for sales that would have happened anyway. Contribution margin after cost of goods, shipping and returns is the number that decides whether to scale.
Ad spend is optimised to two decimal places while the page it points at loads slowly and buries the offer. The cheapest conversion-rate win almost always sits after the click, not before it.
3x
higher conversion for a page loading in 1 second versus 5 secondssource ↗
What we do
Server-side events, deduplication, a defined attribution window, and a blended target you and we both agree on. If we cannot trust the numbers, everything after is guesswork with a spreadsheet.
Consolidated campaigns, broad targeting, clean exclusions. The platform learns faster when it isn't fighting fifteen overlapping audiences you built in 2022.
A fixed number of genuinely new angles into testing every month — different promise, different proof, different format. Not the same ad in a new colour.
We build and test the page too. Speed, offer clarity, form length, proof placement — the things that decide whether the click was worth buying.
Budget moves when contribution margin supports it, with agreed rules for when we scale and when we stop. No heroic overrides on a Friday.
What you get
How we’re different
Because we build the site, the funnel and the CRM, we can fix what happens after the ad. Most media buyers can only send you an email about it.
Platform ROAS flatters everyone. We show blended acquisition cost and contribution margin, including the months where the honest number is worse than the dashboard's.
A stated number of new concepts per month, produced in-house. The single most reliable predictor of account performance is how many real ideas get tested.
Questions we get
It depends entirely on margin — an 8x ROAS on a thin-margin product can lose money while a 2.5x on a high-margin service prints it. We work backwards from your contribution margin to a target that means something, then hold ourselves to it.
Enough for the platform to exit learning and for us to test honestly. Below roughly ₹1.5–2 lakh a month on a single channel, results are mostly noise and you are better off putting the money into offer and creative first.
Yes, and we will tell you which of it is worth running. But if the creative pipeline stops, the account plateaus — that is the constraint in nearly every underperforming account we inherit.
Where the numbers come from
Figures are industry benchmarks published by third parties, cited so you can check them. They describe the market, not a promise about your results.
We'll audit tracking, structure, creative and landing pages, and tell you which of the four is actually costing you money.
Usually paired with
Fixing what happens after the click — the cheapest growth you can buy.
Read →Studio, product, founder and event content — batched so the calendar never runs dry.
Read →Found where it counts — in the map pack, and in the searches that convert.
Read →Fast, owned and built to convert — not a template with your logo on it.
Read →