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We didn't touch the ads for the first three weeks. We fixed the funnel.
D2C Brand
Performance Marketing
Before increasing ad spend, the funnel was rebuilt to improve flow, messaging, and conversion points. By month two, the numbers started shifting — stronger conversions, better-quality leads, and improved performance overall.
Client
D2C Fashion Brand
Category
Performance Marketing
Work Period
August 2024 – November 2024
Industry
Direct-to-Consumer / Fashion Retail
The Challenge
The client was running ₹4L/month in Meta and Google ad spend with a steadily worsening cost-per-lead and a stagnant ROAS of 1.1. They had worked with two previous agencies and assumed the problem was targeting.
It wasn't.
When we audited the setup, we found a landing page converting at under 1.2%, no CRM connected to the ad forms, zero retargeting for cart abandoners, and a checkout flow with four unnecessary steps. Traffic was arriving. The system around it was letting it leak out.
Our Strategy
Funnel Architecture First Before touching a single campaign, we rebuilt the conversion system. A new landing page with a simplified hierarchy, trust signals above the fold, and a single CTA. Checkout flow reduced from 4 steps to 2. Product page copy rewritten around intent, not features.
CRM Integration & Lead Capture Connected Meta Lead Ads directly to their CRM via API. Built automated follow-up sequences for captured leads — email within 5 minutes, WhatsApp nudge at 24 hours, retargeting ad trigger at 72 hours of no purchase.
Retargeting Stack Rebuilt Meta and Google retargeting campaigns segmented by funnel stage: viewed product, added to cart, initiated checkout, and past purchasers. Each segment received different creative and messaging.
Ad Creative Overhaul Replaced generic lifestyle imagery with outcome-focused UGC-style creatives and direct-response copy. Tested 3 hooks per ad set, killed underperformers at day 7.
Media Budget Reallocation Reduced spend on cold audiences by 30% and shifted budget to retargeting — where intent already existed. Total spend stayed the same. Output changed.
The Results
After 90 days of the rebuilt system running:
58% reduction in cost-per-lead (from ₹380 to ₹159)
ROAS moved from 1.1x to 3.4x
Landing page CVR improved from 1.2% to 4.7%
Cart abandonment rate dropped by 41%
CRM captured 3,200+ leads in 90 days vs. 410 in the prior quarter
The ads weren't broken. The system around them was. Once the funnel worked, the ad spend compounded.
