The Problem
Cold traffic was visiting and bouncing. The brand needed to clear a 2x ROAS bar before they could justify pouring money in — but the existing single-campaign setup made every additional rupee less efficient.
What We Did
Reset the account around a Cold / Warm / Retargeting funnel with separate budgets and creatives at each stage. Installed Meta Pixel + Conversion API for clean event signals. Shot problem–solution UGC creatives, ran weekly A/B tests, and scaled only ad sets that held CPA below the threshold.
Funnel restructure
Cold → warm → retargeting separation so spend goes where it converts.
Tracking rebuild
Meta Pixel + CAPI for accurate event signal under iOS restrictions.
UGC creative engine
Problem–solution scripts in Hindi/English; weekly fresh angles.
Disciplined scaling
Budget doubled only on ad sets sustaining target CPA for 3 days.
The Outcome
ROAS held above 2.5x while spend grew. CPA fell ~35% from baseline. Most importantly, the account became scalable — predictable enough to plan inventory against.