Meta Ads
Demand creation on Facebook and Instagram — the primary engine for most consumer brands in India.
Facebook reaches ~403M users in India
Instagram reaches ~481M users in India
Meta CPMs for D2C rose 22% YoY in 2024–25
Advertising · Performance · Scalable Growth
Performance Marketing for What's Next.
Data-driven advertising systems for ambitious brands. We diagnose before we spend, measure before we scale, and report on what actually moved the business.
For established e-commerce, D2C and lead-generation businesses.
The market
What the data says about Indian paid media.
Every decision we make is grounded in measurable reality. These are the numbers shaping Indian digital advertising right now — and the ones that determine whether your acquisition strategy has a chance.
₹94,700 Cr
India's digital advertising market in 2025 — growing 26% year-on-year. Digital now accounts for roughly 60% of total advertising spend in the country.
FICCI-EY M&E Report 202564%
Share of India's digital ad revenue held by Google and Meta combined. Search and social remain the two platforms where performance budgets actually work.
FICCI-EY M&E Report 202565%
Of all digital ad impressions in India in 2025 were served on Instagram. Facebook followed with 14%, YouTube with 8%. Instagram is now the single largest advertising surface in the country.
TAM AdEx 2025₹1,500–2,000
Average customer acquisition cost for Indian D2C brands — 3 to 4 times higher than what early-stage unit economics can sustainably absorb. This is the number that kills most brands before they scale.
Industry data, 2025Services
Four channels.
One system.
Channel choice follows the audience, the funnel and the economics. Most engagements focus on one or two channels — executed properly, not scattered across five.
Google Ads
Demand capture through Search and Shopping — where intent already exists and you're buying position, not attention.
Google holds 95%+ search share in India
CPCs for D2C rose 30–100% in 2024
Branded terms convert at 8–18%; category 1.2–3%
LinkedIn Ads
Decision-maker reach for B2B growth — a precision tool, not a volume channel.
India's B2B ad market growing 20%+ YoY
90% of Indian B2B marketers cite attention
B2B service leads cost ₹700–₹3,000 each
Measurement & Systems
Tracking infrastructure, creative testing frameworks and budget allocation — the layer that makes every other channel accountable.
LTV:CAC at 1.5–2.5x for most D2C brands
62% of founders cite creative fatigue
Repeat purchase rates run 11–29%
Method
The order matters.
Most accounts fail because the sequence was reversed — spend first, figure out the economics later. The data shows the cost of that error: 61% of Indian D2C brands are permanently stuck below ₹50 crore revenue, and LTV:CAC sits at 1.5–2.5x when the healthy benchmark is 3x.
STEP 01
Diagnose
Read the offer, funnel, margin and current economics before touching a campaign. We calculate your actual blended CAC against category benchmarks, not platform-reported numbers.
STEP 02
Measure
Build reliable tracking and event quality. Google CPCs rose 30–100% and Meta CPMs climbed 25–40% in 2024. If your measurement is wrong, every optimisation decision after this point compounds the error.
STEP 03
Test
Run structured creative and audience hypotheses against defined metrics. Not a scatter of ad sets. The brands that grow are the ones that test with intent and learn faster than their competitors.
STEP 04
Scale
Reallocate budget toward what is working. Cut what is not. Report on business outcomes — contribution margin, repeat rate, LTV:CAC — not just ROAS.
The principle
Less guessing.
Less guessing.
More knowing.
Every rupee of ad spend should trace back to a decision you actually understand. The data is there. The question is whether your agency is reading it honestly.
Benchmarks
What good actually looks like in India.
Industry benchmarks, not agency claims. These are the ranges observed across Indian paid media accounts in 2025 — the numbers we use to diagnose whether an account is healthy or leaking.
CPM, CTR and ROAS ranges
Prospecting campaigns, broad or interest-based, 30-day windows. CPM runs ₹110–₹240, link CTR 1.1%–2.4%, CPC ₹8–₹18, blended ROAS 1.8x–3.4x. A 4x ROAS is not good if gross margin is 35%.
Observed account data, Indian D2C apparel brands spending ₹2L–₹40L/monthThe beauty vertical runs hotter
CPM ₹140–₹300, link CTR 1.3%–2.8%, CPC ₹9–₹20, blended ROAS 2.2x–4.1x. Blended CAC for Indian D2C beauty brands sits at ₹250–₹900. Blended CAC is lower than paid CAC because organic dilutes the average.
Observed account data + Frameleads blended CAC benchmarks, 2025Intent-based conversion ranges
Ecommerce branded terms: CPC ₹4–₹14, CTR 12%–28%, conversion rate 8%–18%. Category terms: CPC ₹22–₹90, CTR 3%–7%, conversion rate 1.2%–3%. Search is where you buy position, not attention.
Observed Google Ads account data, Indian e-commerce brandsThe ratio that decides everything
LTV:CAC for Indian D2C brands runs 1.5x–2.5x. The healthy benchmark is 3x. Below 3x means the business is subsidised, not profitable. Every order loses money at scale. Repeat purchase rates run 11%–29%.
DSGCP + Meta report, December 202562% of founders name this as their blocker
62% of Indian D2C founders cite creative fatigue as their primary scaling blocker. Top-performing creative older than 19 days means CAC is already rising silently. Testing velocity is not a luxury — it is the mechanism.
DSGCP + Meta report, December 2025Higher cost, higher intent
B2B service leads on Meta run ₹700–₹3,000 CPL. On LinkedIn, the cost is higher — but the qualification rate is materially better. 90% of Indian B2B marketers say attention is their biggest campaign worry. LinkedIn is a precision tool, not a volume channel.
Observed account data + LinkedIn 2025 B2B Marketer Sentiment ResearchMeasurement
How we measure.
We do not publish case studies until we have verified data the client has agreed to share. What we can show you today is the diagnostic framework we apply to every account — and the benchmarks we measure against.
The diagnostic sequence
- Step 1 — Tracking audit
- We verify that your conversion events are firing correctly and that platform-reported numbers match your actual business data. Duplicate events, missing CAPI integration and iOS attribution drift are the three most common sources of inflated reporting. We do not optimise against numbers we cannot trust.
- Step 2 — Unit economics review
- We calculate your actual blended CAC, LTV and contribution margin. Indian D2C brands typically run LTV:CAC at 1.5–2.5x against a healthy benchmark of 3x. If the economics do not support paid acquisition, no amount of creative testing will fix it.
- Step 3 — Benchmark comparison
- Your CPM, CTR, CPC and conversion rate are compared against the category ranges we observe across Indian accounts. Beauty and personal care runs ₹140–₹300 CPM on Meta. D2C apparel runs ₹110–₹240. If your CPM is significantly above category range, the problem is auction competition or account health — not your creative.
- Step 4 — Creative velocity assessment
- We measure how quickly new creative is being tested and retired. 62% of founders cite creative fatigue as their scaling blocker. Top-performing creative older than 19 days means CAC is already rising. Testing velocity is the mechanism, not the afterthought.
- Step 5 — Budget allocation logic
- Budget moves toward channels and campaigns that demonstrate business-outcome performance — qualified leads, repeat purchase behaviour, contribution margin — not just platform-reported ROAS. A 4x ROAS at 35% gross margin is a loss-making campaign.
Fit
Is this the right partnership?
Not about size. About readiness — whether you have something proven to scale, the economics to support acquisition, and the ability to act on what the data shows.
A strong fit if you have
Something proven, and the means to scale it.
- A live e-commerce store or an established lead-generation business.
- A product or service that already sells, with real customer feedback behind it.
- Enough margin or customer lifetime value to support acquisition costs. The healthy LTV:CAC benchmark is 3x — if you are below 1.5x, the economics need work first.
- Willingness to invest in creative production, measurement and structured experimentation. Creative fatigue is the primary scaling blocker for 62% of Indian D2C founders.
- A decision-maker internally who can act on findings without months of delay.
Probably not the right fit if
Not yet ready for a paid acquisition partner.
- The offer is still unvalidated and no one has bought yet. Paid media amplifies existing demand — it does not create it.
- You need guaranteed ROAS or a promised number of leads. No responsible partner can promise outcomes that depend on factors outside their control.
- There is no budget for advertising spend itself — only for management.
- Creative, landing pages or tracking cannot be changed at all.
Apply
Let's talk.
Tell us about your business. We'll review your current setup against the benchmarks and tell you honestly whether we're a fit.
- Reviewed personally — not an automated sequence.
- Management fee and ad spend are separate — always.
- Scope and fee are agreed in writing before work begins.
- No guarantees, no inflated dashboards, no vanity metrics.
Strategy review
Two minutes. All fields marked * required.
Application received.
We review every application personally and will contact you at the email provided if the scope looks like a match.
If your requirements fall outside our current scope, we'll tell you rather than leave you waiting.
FAQ
Questions, answered.
Short answers. No fluff.
What do you actually do?
We manage Meta, Google and LinkedIn ads for e-commerce and lead-generation brands — with measurement, creative testing and budget allocation handled as one system. The work starts with a diagnostic, not a media plan.
Is ad spend included in the fee?
No. Media budget is paid directly to the platforms and is entirely separate from the management fee. The two are never bundled.
How is the management fee determined?
The fee reflects the scope of work, number of channels, creative testing volume, and depth of measurement required. Because those differ per business, the fee is set after the diagnostic conversation — not from a fixed public rate card.
Do you guarantee ROAS or lead volume?
No. Paid advertising performance depends on your offer, pricing, margin, market conditions, creative quality and platform behaviour. What we commit to is a disciplined diagnostic process, transparent measurement and honest reporting on what is and is not working.
What happens after I apply?
We review your details personally against the benchmarks. If the scope looks like a fit, we'll propose a strategy call. If not, we'll tell you directly.
Which businesses do you work with?
Primarily established e-commerce and D2C brands, and lead-generation businesses with a proven offer. India has more than 800 active D2C brands across beauty, personal care, fashion, food, home and electronics. Most clients are operating at a level where advertising is already a meaningful part of their growth — or ready to make it one.
What data do you need from me to do a proper diagnostic?
Read access to your ad accounts, your analytics platform (GA4 or similar), and ideally your Shopify or CRM data so we can calculate blended CAC against platform-reported numbers. We also need to understand your gross margin and repeat purchase behaviour — those two inputs determine whether paid acquisition can work at all.
Make the next move count
Ready to make your
next move count?
If your business is ready for a more disciplined approach to paid growth, start with an application. We will review your current setup against the benchmarks and tell you honestly whether there is a fit.