Performance Marketing for

Campaign Setup

• Type Of Campaign - Meta Campaign
• Bidding Strategy - Website Purchase
• Geographical Targeting - India (focus on Tier 1 & Tier 2 cities with high fashion affinity)
• Channel Targeting - Meta Platforms (Facebook & Instagram) with emphasis on Catalog Ads, Retargeting, and Lookalike Audiences

Pain Points

• Heavy Ad Spend, Low Returns: Invested over ₹3.28 Lakhs but generated only ~₹3.02 Lakhs in sales, running at a loss.
• Unprofitable Campaigns: Average ROAS of just 0.92 (spending more than earning).
• Inefficient Strategy: Too many campaigns without a clear structure or optimization, leading to scattered performance.
• Cash Flow Stress: Continuous losses were eating into margins, making the business unsustainable.
• Near Business Shutdown: The client was close to stopping operations due to lack of profitability from ads.

Solution

1. SAAA’s Intervention: We restructured the entire advertising strategy with a focus on profitability. Our approach included:

• Streamlined campaign structure for efficiency and clarity
• Advanced retargeting strategies to capture high-intent buyers
• Catalog sales campaigns to scale conversions systematically
• Ongoing optimization for maximum ROAS and sustainable growth

2. After SAAA: Within just 10 months, the business saw a complete turnaround:

• Ad spend of ~₹3.61 Lakhs delivered over ₹13.3 Lakhs in purchase conversions
• Average ROAS increased to 3.7–3.8, with multiple campaigns achieving 4–5+
• Marketing became a profit center rather than a cost burden
• The client not only regained stability but scaled their business confidently with consistent, predictable returns

Optimization Strategy

• Ad Targeting Refinement: Initially focused on fashion-forward women interested in ethnic and sustainable wear. Targeted audiences based on interest in sarees, kurta sets, handloom, and eco-friendly fashion to ensure ads reached high-intent buyers.
• Exclusion of Irrelevant Placements: Continuously monitored ad performance to exclude underperforming placements and audience segments. This helped minimize wasted spend and improved cost efficiency.
• Inclusion of Additional Targeting Regions: Leveraged Meta Analytics to identify high-performing demographics and expanded targeting to Lookalike Audiences of website visitors, add-to-cart users, and past purchasers.
• Increased Budget in High-Performing Cities: Increased budgets in campaigns achieving ROAS above 4.0 (such as festive launches and catalogue sales) to maximize revenue and capitalize on winning strategies.
• Performance Monitoring: Regularly reviewed campaign metrics such as purchases, ROAS, and cost per purchase to track effectiveness across catalog, prospecting, and retargeting campaigns.
• Budget Reallocation: Shifted budgets towards high-performing campaigns (ROAS > 4.0), particularly festive launches and catalog ads, while reducing spend on underperforming ad sets to ensure maximum efficiency.
• Ad Creative Adjustments: Continuously tested new creatives, including product lifestyle images, festive collection highlights, and storytelling videos. Optimized ad copy to highlight sustainability and exclusivity, resulting in improved engagement and higher purchase intent.
• Frequency Capping: Applied frequency capping on retargeting campaigns to prevent ad fatigue, ensuring the audience was engaged without being overwhelmed by repeated ads.

Results

Before SAAA (Jan–Nov 2024):

• Total Spend: ₹328,187
• Purchases Conversion Value: ~₹302,357
• Average ROAS: ~0.92 (low efficiency)
• Many campaigns but weak returns

After SAAA (Dec 2024 – Sep 2025 with us):

• Total Spend: ₹3,61,573 + ₹23,630
• Purchases Conversion Value: ₹13,37,934 + ₹90,584
• Average ROAS: 3.7 – 3.8
• Multiple campaigns hitting ROAS 4–5+
• Highly efficient retargeting & catalog campaigns

Conclusion

• By focusing on fashion-conscious women and audiences with a strong interest in ethnic and sustainable wear, the campaigns successfully attracted a highly relevant audience, leading to stronger purchase intent and improved ROAS. Optimized campaign distribution involved excluding underperforming ad sets and reallocating spend towards high-performing catalog and festive campaigns.
• Regular analysis of performance metrics enabled data-driven budget shifts, ensuring maximum efficiency by scaling campaigns that consistently delivered ROAS above 4.0. Additionally, creative testing and ad rotations kept the audience engaged while preventing ad fatigue, which further strengthened campaign performance.
• The strategic increase in budgets for festive launches, retargeting, and catalog sales campaigns, coupled with continuous optimization, contributed to achieving over ₹14 lakh in revenue at an average ROAS of 3.7+ — well above industry benchmarks.