(The target was 3.4 ROAS — we crossed it.)
Client Overview
The Problem
- • ROAS dropped as budgets increased
- • Creative fatigue was extremely high
- • CPA would increase and performance became unstable
- • High RTO affected profits
- • Boring product pages with few images
The Goal
- • Scale to ₹30 Lakhs a month at a 3.4 ROAS
- • Build a proven creative strategy
- • Improve the conversion rate
- • Reduce RTO (Return to Origin)
What I Identified
Creative Fatigue
Duplicating the same old winning ads was causing a performance drop as they were already seen by too many people.
Operational Gaps
High RTO locations weren't excluded. No follow-up campaigns for cart abandoners led to the loss of extra revenue.
Strategy & Execution
1. Creative Depth & Funneling
Instead of duplicating winners, we built creatives for different personas with different angles. Tested organic product showcase videos with trending music to appeal to Gen Z. Created explainer videos that targeted aspirations and problems with low-quality alternatives.
2. Reducing Backend Leakage
Excluded high-RTO locations and launched WhatsApp follow-up campaigns for cart abandoners. This helped improve order quality and get extra revenue.
3. Improved page quality
Added extra high-quality images to the PDP, ensuring each one shows the product from a different angle and communicates a specific feature or detail. This led to an increase in the conversion rate
Before & After numbers
Persona-based creatives
