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We didn't touch the ads for the first three weeks. We fixed the funnel.
Performance Marketing
Funnel Rebuild
Client
D2C Fashion Brand
Category
Performance Marketing · Funnel Rebuild
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
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.
