You are spending on ads. But you are not buying outcomes. You are buying impressions and hoping the math works out.
We build full-funnel paid media programs across Google, Meta, LinkedIn, and YouTube, with AI-generated creative variants, daily optimization, and reporting that connects every rupee of ad spend to pipeline revenue.
Why paid media feels like a money pit for most mid-market companies
Rising CPCs with no change in strategy
Your cost per click has climbed 20-40% year over year, but your campaign structure has not changed since it was set up. The same broad-match keywords, the same two ad variants, the same landing page from 2023. Platforms get more expensive every quarter. Your approach needs to get smarter at the same rate.
No funnel architecture: everything is bottom-of-funnel
You are running search ads targeting people ready to buy — the highest-cost segment on any platform. Meanwhile, you have no awareness or consideration campaigns warming up the 97% of your market that is not ready to purchase today but will be in 3-6 months.
Creative fatigue you cannot outpace manually
Your ads stop performing after 2-3 weeks because the audience has seen them too many times. Your team can produce one or two new variants per week. You need ten. The creative bottleneck is quietly bleeding your ROAS.
Reporting that tells you what happened, not what to do
Your monthly report has 15 pages of charts showing impressions, clicks, and spend by channel. What it does not have: which campaigns drove qualified leads, what the cost per opportunity is, or where the next INR 1 lakh of budget should go.
Audit first. Build the architecture. Then optimize every single day.
Week 1 — Audit & Infrastructure
5-7 days
We audit your existing campaigns, tracking setup, and conversion attribution. We implement or fix pixel/tag setups, verify conversion tracking end-to-end, build audience segments (first-party data, lookalikes, intent-based), and define the measurement framework before a single rupee of new spend goes out.
Deliverable: Campaign audit report, tracking infrastructure verification, audience segment library, measurement framework document, channel-level budget allocation plan
Week 2 — Campaign Architecture & Launch
5-7 days
We build a TOFU/MOFU/BOFU campaign architecture tailored to your buyer journey. Top-of-funnel: awareness and education (YouTube, Display, Meta reach). Mid-funnel: engagement and consideration (retargeting, lead magnets, LinkedIn). Bottom-funnel: conversion (Google Search, branded terms, high-intent retargeting). AI generates 10+ ad copy variants per campaign; we launch with structured A/B tests from day one.
Deliverable: Full campaign build across selected channels, 10+ ad copy variants per campaign, creative brief for visual assets, A/B testing plan
Week 3-4 — Optimize & Establish Baselines
2 weeks
Daily monitoring begins. We adjust bids, pause underperformers, scale winners, and rotate creative to combat fatigue. By end of month one, we have baseline CPCs, CPLs, and conversion rates by channel and funnel stage. Every optimization decision from here builds on that data.
Deliverable: Week-over-week performance snapshots, initial baseline metrics report, first creative refresh cycle, budget reallocation recommendations
Month 2+ — Scale & Compound
Ongoing monthly retainer
With baselines established, we enter the optimization loop: weekly creative tests (new copy, new visuals, new formats), monthly budget reallocation based on CAC by channel, quarterly strategy reviews to introduce new channels or campaign types. AI automates reporting and surfaces anomalies before they become expensive.
Deliverable: Weekly creative test results, monthly performance report with CAC by channel and funnel stage, quarterly strategy review with recommendations, automated anomaly alerts
Week 1 — Audit & Infrastructure
5-7 days
We audit your existing campaigns, tracking setup, and conversion attribution. We implement or fix pixel/tag setups, verify conversion tracking end-to-end, build audience segments (first-party data, lookalikes, intent-based), and define the measurement framework before a single rupee of new spend goes out.
Deliverable: Campaign audit report, tracking infrastructure verification, audience segment library, measurement framework document, channel-level budget allocation plan
Week 2 — Campaign Architecture & Launch
5-7 days
We build a TOFU/MOFU/BOFU campaign architecture tailored to your buyer journey. Top-of-funnel: awareness and education (YouTube, Display, Meta reach). Mid-funnel: engagement and consideration (retargeting, lead magnets, LinkedIn). Bottom-funnel: conversion (Google Search, branded terms, high-intent retargeting). AI generates 10+ ad copy variants per campaign; we launch with structured A/B tests from day one.
Deliverable: Full campaign build across selected channels, 10+ ad copy variants per campaign, creative brief for visual assets, A/B testing plan
Week 3-4 — Optimize & Establish Baselines
2 weeks
Daily monitoring begins. We adjust bids, pause underperformers, scale winners, and rotate creative to combat fatigue. By end of month one, we have baseline CPCs, CPLs, and conversion rates by channel and funnel stage. Every optimization decision from here builds on that data.
Deliverable: Week-over-week performance snapshots, initial baseline metrics report, first creative refresh cycle, budget reallocation recommendations
Month 2+ — Scale & Compound
Ongoing monthly retainer
With baselines established, we enter the optimization loop: weekly creative tests (new copy, new visuals, new formats), monthly budget reallocation based on CAC by channel, quarterly strategy reviews to introduce new channels or campaign types. AI automates reporting and surfaces anomalies before they become expensive.
Deliverable: Weekly creative test results, monthly performance report with CAC by channel and funnel stage, quarterly strategy review with recommendations, automated anomaly alerts
What you receive, by phase
Setup (Week 1-2)
- Full audit of existing paid media campaigns with specific recommendations
- Pixel/tag implementation and conversion tracking verification across all channels
- Audience segment library: first-party, lookalike, interest-based, and intent-based segments
- TOFU/MOFU/BOFU campaign architecture document
- Channel-level budget allocation plan with projected CPL ranges
- 10+ AI-generated ad copy variants per campaign
- Creative brief for visual/video assets
- A/B testing roadmap for the first 90 days
Ongoing Management (Monthly)
- Daily campaign monitoring and bid optimization
- Weekly creative tests: new copy variants, format experiments, audience tests
- Monthly performance report: spend, impressions, clicks, CPL, CAC, ROAS, broken down by channel, campaign, and funnel stage
- Monthly budget reallocation based on performance data
- Creative refresh cycles every 2-3 weeks to combat ad fatigue
- Competitor ad monitoring and opportunity identification
Strategic Reviews (Quarterly)
- Quarterly strategy review with recommendations for new channels, campaign types, or budget shifts
- Full-funnel attribution analysis: which touchpoints drive pipeline, not just clicks
- Creative performance retrospective: what worked, what failed, and why
- Updated audience strategy based on conversion data
Scope boundaries, and where to find the rest
Organic content creation and SEO
Paid and organic are complementary channels. If you want blog content, pillar pages, and organic search rankings alongside your paid campaigns, our SEO and content marketing services cover that.
Learn moreLanding page design and development
We optimize ad copy and targeting, but the landing page experience is equally critical to conversion rates. If your landing pages need a rebuild, our website design service handles that.
Learn moreVideo production and graphic design
We provide creative briefs and AI-generated copy variants, but custom video production, motion graphics, and bespoke design assets are scoped separately. We can recommend production partners or coordinate with your in-house design team.
Learn moreBuilt for companies past the experimentation phase
Right for you if
- Mid-market companies (50-500 employees) spending or ready to spend a minimum of INR 50,000/month on ad platforms. Below that threshold, the management overhead does not justify the investment.
- Companies with a clear product or service to sell and an existing conversion path (website, demo booking, lead form). We optimize the pipeline; we do not build the product.
- Marketing teams or founders who want a performance partner, not a vendor who runs reports. You want someone who will tell you to cut spend on an underperforming channel even if it reduces their fee.
Not right if
- Pre-revenue startups looking to 'test' paid ads with INR 20-30K/month. At that spend level, you will not generate enough data for any real optimization. Build organic traction first, then layer in paid.
- Companies expecting guaranteed ROAS numbers before the first campaign launches. We are rigorous about optimization, but anyone guaranteeing a specific return before seeing your data is guessing.
Where this service has moved the numbers
Problem
A HR-tech SaaS company was spending INR 8 lakh/month on Google Search ads with a CPL of INR 4,200. All budget went to bottom-of-funnel search terms. Pipeline was growing linearly, not exponentially, because the total addressable search volume was capped.
What we did
We restructured the campaign into a TOFU/MOFU/BOFU architecture. Launched LinkedIn awareness campaigns targeting HR directors, Meta retargeting for website visitors, and refined Google Search campaigns with tighter keyword targeting and 12 AI-generated ad variants. Shifted 30% of budget to top-of-funnel.
Outcome
CPL dropped from INR 4,200 to INR 2,600 within three months. Total lead volume increased 45% as the awareness layer warmed new audiences. Pipeline revenue attributed to paid grew 2.1x quarter over quarter.
Problem
A premium home goods brand was running Meta ads with a single campaign type: product catalog ads targeting broad interests. ROAS had declined from 4.5x to 2.1x over eight months as the audience saturated.
What we did
We introduced a funnel approach: video view campaigns for new audience discovery, engagement retargeting for warm prospects, and dynamic product ads only for high-intent visitors. AI generated 15 copy variants per product category. Weekly creative refreshes broke the fatigue cycle.
Outcome
ROAS recovered from 2.1x to 3.8x within six weeks. New customer acquisition rate increased 30% as the awareness layer brought fresh audiences into the funnel.
Problem
A management consulting firm had never run paid campaigns. Their only lead source was referrals, which were inconsistent and unscalable. They needed a predictable pipeline.
What we did
We launched a LinkedIn Ads program targeting CXOs in target industries with thought leadership content (whitepapers, industry analysis). Mid-funnel retargeting drove prospects to a 'Schedule a Diagnostic' landing page. Google Search captured intent for consulting-related keywords.
Outcome
Generated 35 qualified inbound leads in the first quarter from paid channels, a source that previously contributed zero. Cost per qualified lead stabilized at INR 6,500, well within the firm's acceptable range for high-value engagements.
What a typical paid media engagement looks like
ROAS from 2.3x to 3.6x in 90 days, 40% revenue growth at flat ad spend
The company was spending INR 15 lakh/month across Google and Meta with a blended ROAS of 2.3x, below their breakeven threshold of 2.5x. Campaign structure had not changed in 12 months. Creative was refreshed once a month. Attribution was last-click only, masking the real contribution of upper-funnel channels.
Week 1: Audited all campaigns, fixed conversion tracking (discovered 15% of conversions were not being attributed), and built audience segments from first-party purchase data. Week 2: Rebuilt campaign architecture into TOFU (YouTube + Meta video views), MOFU (Meta engagement retargeting + Google Display), BOFU (Google Search + Dynamic Product Ads). Launched with 40+ AI-generated ad copy variants. Month 2-3: Weekly creative tests, budget reallocation toward best-performing combinations, and introduction of a multi-touch attribution model.
Blended ROAS improved from 2.3x to 3.6x within 90 days. Monthly revenue from paid channels grew 40% without increasing total ad spend. New customer acquisition cost dropped 28% as the funnel architecture warmed audiences before conversion campaigns reached them.