Proven Results

Case Studies

Three accounts. Three different problems. What I found, what I changed, what happened.

Legal-Tech · Google Ads

Google Campaign Restructure & ROAS Recovery

Legal-Tech · Google Ads · Search · PMax · GA4

Google Campaign Restructure & ROAS Recovery

₹264K/month Google account — 4.36x ROAS, broken attribution, keyword cannibalisation, PMax running blind. Rebuilt tracking, campaigns, and bidding from scratch.

4.36x

Google ROAS

₹264K

Monthly Spend

SearchPMaxGA4GTMtROAS

Travel D2C · Meta + Google

₹50L/Month Lead Quality Overhaul

Travel D2C · Meta + Google + RTB · Lead Quality

₹50L/Month Lead Quality Overhaul

Travel brand optimising for form fills, not bookings. Rebuilt audience strategy, destination-specific landing pages, and pipeline attribution connecting ad spend to revenue.

₹50L

Monthly Budget

~28%

Lead Quality Lift

MetaGoogleRTBCRMLooker Studio

Intimate Wellness · 7 Marketplaces

Brand Built from Zero Across 7 Marketplaces

Intimate Wellness · Full D2C Build · 7 Marketplaces

Brand Built from Zero Across 7 Marketplaces

Zero to live across Amazon, Flipkart, Meesho, Blinkit, Nykaa, Myntra, Zepto. Full stack: paid media, server-side CAPI, WhatsApp retention automation.

2.87x

Meta ROAS

7.32x

WhatsApp Broadcast ROI

D2CCAPIWhatsAppRFM7 Platforms

Case Study 01 · Legal-Tech · Google Ads · ScriptAI Digital Services

Google Campaign Restructure, GA4 Attribution Fix & ROAS Recovery

₹264K/month Google Ads account — 4.36x ROAS, 938 monthly conversions at ₹282 CPL across Search & PMax. Rebuilt attribution, campaign structure, and bidding from scratch.

Platform

Google Ads

Industry

Legal-Tech / D2C

Monthly Budget

₹264K

Role

PMM – ScriptAI

Timeframe

Sep 2025 – Present

4.36x

Google ROAS

Conv. value / cost, Mar 2026

938

Monthly Conversions

Across 3 active campaigns

₹282

Cost Per Conversion

Down from pre-restructure baseline

₹264K

Monthly Spend Managed

Mar 2026 · Google Ads

Google Ads Manager — Before State

Google Ads · Pre-restructure baseline

Expand ↗

Google Ads Manager — After State

Google Ads · Post-restructure · 4.36x ROAS

Expand ↗

GA4 Events Report — After GTM Rebuild

Google Analytics 4 · 30–40% conversions recovered

Expand ↗

Looker Studio — CMO Dashboard

Looker Studio · Daily automated via Supermetrics

Expand ↗

02 — The Problem

What Was Broken

Keyword cannibalisation: Broad match across campaigns triggering same queries, inflating CPC
Attribution failure: GA4 misfiring — 30–40% of conversions never recorded
PMax running blind: No audience signals, no CRM data. Budget wasted on low-intent placements
No brand/non-brand split: Budget and Quality Score bleeding across both

The CMO was making budget decisions on data missing 30–40% of actual conversions. The campaigns weren’t underperforming — the reporting was broken.

04 — What I Changed

The Fix

Campaign restructure: Brand vs non-brand split. Phrase + exact match. Account-level negatives.
GA4 + GTM rebuild: Fixed triggers, broken imports. Enhanced conversions configured. +30–40% attributed conversions instantly — zero traffic change.
PMax overhaul: 3 asset groups, CRM audience signals, past-converter lists, search themes aligned.
Bidding progression: MaxConv (30 days) → tCPA → tROAS. Clean data before adding constraints.
Looker Studio: Daily automated CMO dashboard via Supermetrics.

Case Study 02 · Travel D2C · Meta + Google + RTB · Best Fare Destinations

₹50L/Month Paid Media — Lead Quality Overhaul & Revenue Pipeline Attribution

Two years managing paid media for a travel D2C brand optimising for form fills, not bookings. Rebuilt the entire strategy and connected ad spend to actual revenue for the first time.

Platforms

Google + Meta + RTB

Industry

Travel / D2C

Monthly Budget

₹50L

Role

Mktg Executive

Tenure

Apr 2022 – Mar 2024

₹50L

Monthly Budget Managed

End-to-end, 2 full years

~28%

Lead Quality Improvement

Callback-to-booking rate lift

~20%

CPC Reduction

After RTB cleanup & restructure

2 Yrs

Account Tenure

Full ownership, both platforms

Meta Ads Manager — Before State

Meta Ads · 2022 UI · CPL baseline pre-overhaul

Expand ↗

Meta Ads Manager — After State

Meta Ads · 2023–24 UI · ~28% lead quality lift

Expand ↗

Looker Studio — Pipeline Dashboard

Looker Studio · Ad spend → CRM booking attribution

Expand ↗

Google Ads — CPC & Conversion Rate

Google Ads · ~20% CPC reduction over 2-year tenure

Expand ↗

02 — The Problem

What Was Broken

Wrong optimisation target: Form fills, not qualified intent. Low callback conversion rate.
Single landing page: ₹30K budget travellers and ₹3L premium buyers on the same page.
RTB wasting budget: Cheapest CPL in account. Near-zero booking rate.
No pipeline visibility: Ad spend and CRM bookings completely disconnected.

ROAS looked fine. But ROAS doesn’t tell you if the sales team is converting those leads. Cost-per-booking was invisible because no one connected the data.

04 — What I Changed

The Fix

Meta audience rebuild: CRM custom audiences from high-LTV bookers. 1% lookalike from top bookings by value.
Destination landing pages: Separate flows ₹50K vs ₹1L+. Budget qualifier in lead form — pre-qualify at top of funnel.
Bidding shift: Meta cost cap. Google tCPA against qualified-lead action, not raw form fill.
RTB cleanup: Cut zero-booking placements. Budget reallocated to proven sources.
Pipeline dashboard: Looker Studio connecting ad spend → CRM booking status.

Case Study 03 · Intimate Wellness · Full D2C Build · Shusshh (Freelance)

Shusshh — Full D2C Brand Built from Zero Across 7 Marketplaces

Built from zero — 67 active Meta campaigns delivering 2.87x ROAS on ₹9.16L/month spend. WhatsApp journeys generating ₹16L+/month in attributed revenue with 7.32x broadcast ROI and 82% open rates.

Brand

Shusshh

Layer	Tools	What
Marketplaces	Amazon · Flipkart · Meesho · Blinkit · Nykaa · Myntra · Zepto	Listings, A+ content, GST/MSME/APOB compliance
Paid Media	Meta · Google · Pinterest · WhatsApp Business	Campaigns, creative, restricted-category frameworks
Tracking	GA4 · GTM · CAPI via Stape.io	Server-side event tracking, 30–40% conv. recovery
Payments	Razorpay · Shiprocket · Interakt	Checkout, fulfilment, automation
Retention	Interakt · WhatsApp · RFM	Post-purchase journeys — 7.32x broadcast ROI, ₹16L+/month attributed revenue

FixKart

Hyperlocal Home Services Marketplace — Delhi

Built the complete product and operational foundation for a hyperlocal on-demand home services platform — from platform logic and market research to competitive intelligence and full compliance architecture.

Product Management Market Research Platform Architecture Competitive Analysis West & South Delhi Urban Company Benchmark NoBroker Benchmark

Areas Researched

Service Categories

180+

Users Surveyed

Logic Modules

Role & Scope

What I Built

Platform Architecture

Designed full logic framework for customer, technician, rider, and vendor journeys — job assignment, escalation rules, COD handling, and payout structure.

Market Research

Surveyed 18 West Delhi localities across 17 service categories using Google Maps + Sulekha — mapping demand density and zero-competition pockets.

Competitive Intelligence

Full business model analysis of Urban Company and NoBroker — benchmarking commission structures, partner models, loyalty programs, and tech strategy.

Compliance & Operations

Enabled DLT services and completed full SMS regulation documentation. Designed referral systems, penalty logic, strike thresholds, and COD handling.

Market Research

Mapping Delhi's Service Demand

Conducted primary market research across 18 West Delhi localities and South Delhi — cross-referencing Google Maps and Sulekha listings across 17 service categories.

West Delhi Areas Mapped

Uttam Nagar, Dwarka, Janakpuri & Tilak Nagar consistently topped demand. Ranked from Very High → Lowest priority.

Uttam Nagar ★ Dwarka ★ Janakpuri ★ Tilak Nagar ★ Patel Nagar Vikaspuri Paschim Vihar Kirti Nagar Hari Nagar

South Delhi Expansion Targets

Zero-penetration zones with high-income residential profiles — first-mover opportunity across all service categories.

Golf Links — 0 shops Jor Bagh — 0 shops Panchsheel Park — 0 shops Shanti Niketan — 0 shops Sundar Nagar — ≤5 shops

Top Demand Services Identified

AC Repair & Servicing

Electrician Services

Refrigerator Repair

Mobile & Laptop Repair

Washing Machine Repair

Geyser Repair & Install

Home Deep Cleaning

CCTV Installation

Kitchen Appliances

Television Repair

RO Water Purifier

Inverter Install & Repair

Platform Architecture

The Logic Framework

Comprehensive configurable logic covering every operational dimension.

Referral

4-role architecture (Customer · Technician · Rider · Vendor). Technician milestone: ₹200 for 5 referrals. KYC-gated with configurable reward windows.

Job Assignment

Radius-based: 5km technicians, 7km riders. Auto-escalation at 2 mins (+3km), then 5 mins (+5km). Max 7/10 notified simultaneously.

Cancellation

Late cancellation: 10% of order value. Wrong service delivery triggers ₹100 technician penalty + full customer refund.

Strike System

Suspension at 5 strikes / 30 days. Permanent ban + wallet forfeiture at 15 strikes. Clean record resets after 30-day compliant period.

Earnings

Technician commission: 30% (10–80% configurable). Weekly ₹200 for 15+ jobs. Monthly rating bonus ₹1,000 for 4.8★+.

COD Handling

Daily limit ₹7,000. Surplus auto-transfers within 4hrs. Offline mode: ₹3,000/day. Delay penalty: 5%/hour.

Vendor Penalty

Stock unavailability: ₹500/incident. Three stock-outs in 7 days → 50% search ranking drop.

Competitive Intelligence

Benchmarking the Market

Dimension	Urban Company	NoBroker	FixKart Edge
Commission	8.5–30%	5% per job	10–80% configurable
Job Assignment	Matching algo	10–15km radius	5km + escalation
Cancellation	Standard penalty	50% <24hrs	Role-differentiated
Payout	Post-job	Weekly via UPI	2-day + COD logic
Loyalty	UC Plus subscription	₹1,500–₹6,000 referral	4-role referral arch
Strike System	Audits + reviews	4.0★ threshold	0–20 configurable

What I Delivered

End-to-End Deliverables

Comprehensive Service & Product Catalogue

Structured 11 service categories with tools, spare parts, and accessories mapped for each — ready for technician onboarding and inventory procurement.

West Delhi Demand Map — 18 Localities

Cross-referenced Google Maps + Sulekha across 17 service categories in 18 areas. Area-wise charts delivered for stakeholder presentation.

South Delhi Gap Analysis

Identified 5 high-income, zero-competition zones with strategic recommendations for bundled service packages in saturated markets.

Urban Company Business Model Analysis

13-section canvas — UC Plus loyalty evaluation, revenue streams, partner management across FY22–FY23 (₹637Cr revenue).

NoBroker Operational Benchmarking

17-section analysis including unit economics (CAC ₹1,500–₹2,000, LTV ₹8,000–₹10,000), AI/ML stack, and penalty structures.

FixKart Complete Logic Framework

Full platform operations playbook — referrals, cancellations, strikes, payouts, COD, job assignment, notifications — all configurable via admin panel.

DLT Compliance & Brand Architecture

Shaped brand tone for Tier 1 Delhi users. Consulted on UI/UX and onboarding. Completed full DLT documentation for SMS compliance.

Impact

What This Enabled

18+

Areas Research-Mapped

Data-backed launch priority framework across West Delhi.

Zero-Competition Zones

South Delhi first-mover opportunities with 0 competitors.

180+

Users Surveyed

Primary research incorporated into platform workflows and SLAs.

Logic Modules Built

Referrals, cancellations, strikes, payouts, COD, assignment, notifications.

Competitors Benchmarked

Urban Company (₹637Cr) and NoBroker ($1B) — full analysis delivered.

Service Categories

Complete tools, parts & accessories catalogue across all categories.

Interested in product strategy or market research work?

✉ Email Me 💬 WhatsApp 🔗 LinkedIn

BudgetPe & DigiAid — Case Study

Case Study · Performance Marketing · Freelance

BudgetPe

Digital Marketing Strategist — 16+ Clients · Finance, FMCG & Education

Managed Google Ads and Meta campaigns for 16+ clients across Finance, FMCG, and Education verticals. Built full-funnel lead generation systems, CRM automation workflows, and delivered results for brands including Fresca and Bada Business.

Google Ads Meta Ads 16+ Clients CRM Automation Lead Generation Finance · FMCG · Education Video Content

16+

Clients Managed

Verticals

Verified Brands

Full

Stack Built

Role & Scope

What I Did

Google Ads Management

Ran Search, Display, and Performance Max campaigns for 16+ clients across Finance (loan products, insurance), FMCG (Fresca), and Education (Bada Business) sectors. Optimised for ROAS and lead quality.

Meta Lead Generation

Executed Facebook and Instagram lead generation campaigns — ABO/CBO structures, custom audiences, and cost cap bidding. Produced branded video content to support full-funnel objectives.

CRM & Automation

Set up marketing automation pipelines — trigger-based workflows, lead nurturing sequences, and CRM integration. Connected ad spend to pipeline visibility for each client account.

Strategy & KPI Alignment

Aligned media planning, creative, and analytics with each client’s business KPIs — CPL, ROAS, and conversions. Translated platform data into actionable briefs for client stakeholders.

Client Work

Verified Campaigns

Delivered results-driven campaigns across multiple sectors — two verified client relationships with Fresca and Bada Business.

Fresca Juices

FMCG · Beverages — Google Ads + Meta campaigns for India-wide brand awareness and product promotion. Also produced 9 TVCs featuring Amyra Dastur and Shreyas Iyer for Fresca’s product range.

Bada Business

Education · D2C — Lead generation campaigns on Meta (Facebook & Instagram) and Google Ads for Dr. Vivek Bindra’s online business education platform. Optimised for qualified lead acquisition and course sign-ups.

Finance Clients

Finance · Fintech — Ran lead gen for loan products, insurance, and investment offerings across Google Search and Meta. Built CRM triggers aligned to loan stage and intent signals.

Education Sector

EdTech · Coaching — Campaign management for coaching institutes and online learning platforms — full-funnel from awareness to enrollment, optimised to CPL and class fill rate.

How I Worked

Full-Stack Approach

Campaign Architecture

Built account structures from scratch — keyword architecture, match type strategy, ad group segmentation for Google Ads; ABO/CBO structure, audience layering, and creative frameworks for Meta.

Branded Video Content

Produced branded video content for clients to support full-funnel objectives — used across Meta Reels, YouTube, and Google Video campaigns as creative assets for paid campaigns.

CRM Integration & Automation

Set up marketing automation with trigger-based workflows — lead capture → CRM entry → nurture sequence → sales handoff. Integrated with client CRM platforms for end-to-end pipeline visibility.

Optimisation & Reporting

Continuous optimisation for lead quality, ROAS, and conversion rates. Aligned media planning and analytics with overall business KPIs — delivered client-facing performance reports across all accounts.

Impact

Key Outcomes

16+

Clients Managed

Finance, FMCG & Education — Google Ads & Meta campaigns with CRM automation.

Verticals Covered

Finance (loans, insurance), FMCG (Fresca), Education (Bada Business & institutes).

Verified Brand Clients

Fresca Juices (FMCG + TVC production) and Bada Business (EdTech lead gen).

Full

Stack Delivered

Campaigns + video content + CRM automation + reporting — end-to-end ownership.

KPI

Aligned to Business Goals

Every account optimised to client-defined KPIs — CPL, ROAS, enrollments, or conversions.

Auto

Trigger Workflows Built

CRM automation with lead nurturing sequences and sales handoff pipelines per client.

Want to discuss a campaign or collaboration?

✉ Email Me 💬 WhatsApp 🔗 LinkedIn

Shusshh — Case Study

Case Study · D2C Brand Build · Intimate Wellness

Arousique

Full D2C Brand Built from Zero — 7 Marketplaces · CAPI · WhatsApp Retention

Built the complete D2C infrastructure for an intimate wellness brand from scratch — brand identity, 7 marketplace listings, server-side CAPI tracking via Stape.io, and a WhatsApp retention architecture achieving ~25% repurchase rate.

Brand Built from Zero 7 Marketplaces Meta CAPI · Stape.io WhatsApp Retention GA4 · GTM RFM Segmentation GST · MSME · APOB

2.87x

Meta ROAS

₹9.16L

Monthly Ad Spend

7.32x

WA Broadcast ROI

82%

WA Open Rate

Role & Scope

Everything Built from Zero

Brand Identity

Created brand name, visual identity, voice, and positioning from scratch. Directed premium product shoots and packaging content. Tagline: "Celebrate You Unapologetically."

D2C & Marketplace

Onboarded across Amazon, Flipkart, Meesho, Blinkit, Nykaa, Myntra, and Zepto. Full GST, MSME registration, and APOB (Haryana) compliance. A+ content for all listings.

Performance & Attribution

Deployed Meta CAPI via Stape.io — restored 30–40% of conversion data lost post-iOS 14. EMQ score 8.4/10 with 95.1% match rate. Multi-channel paid across Meta, Google, Pinterest, LinkedIn.

WhatsApp Retention

Architected full post-purchase retention: order confirmation → delivery → day-7 check-in → day-21 repurchase with personalised SKU. RFM segmentation for high-frequency vs one-time buyers.

Full Stack Built

Layer by Layer

Marketplaces

Amazon · Flipkart · Meesho · Blinkit · Nykaa · Myntra · Zepto — listings, A+ content, GST/MSME/APOB (Haryana) compliance. Addressed adult wellness category compliance challenges specific to each platform.

Paid Media

Multi-channel campaigns across Meta, Google, Pinterest, and LinkedIn. Restricted-category compliant creative frameworks for adult wellness. ABO/CBO structure, cost cap bidding, CRM audience seeding.

Tracking

GA4 + GTM + Meta CAPI via Stape.io — server-side event tracking. EMQ 8.4/10, 95.1% match rate. Recovered 30–40% of conversions previously lost post-iOS 14. Enhanced conversions configured.

Tech Stack

Razorpay (payments) · Shiprocket (fulfilment) · Interakt (WhatsApp) · GA4 + GTM + GMC (analytics) · Stape.io (server-side CAPI) — complete integrated infrastructure.

Retention

Interakt WhatsApp automation — 89.2% open rate. Day-21 repurchase trigger with personalised SKU based on purchase history. RFM: high-frequency buyers (early access) vs one-time (educational + discount trigger). Result: ~25% repurchase rate.

Presence

Official brand presence established across Meta (Facebook + Instagram), WhatsApp Business, Google Business, Pinterest, and LinkedIn. Website management: product updates, coupon integration, and sales infrastructure.

Attribution Recovery

CAPI via Stape.io — Results

Post-iOS 14, browser-only tracking was capturing only ~58% of actual conversions. After deploying Meta CAPI server-side via Stape.io:

95.1%

Match Rate (After CAPI)

Up from ~58% browser-only. Server-side events matched to Meta accounts with high confidence — EMQ score 8.4/10 rated "Great" by Meta.

Purchase: 95.3% matched AddToCart: 96.6% matched InitiateCheckout: 94.7% ViewContent: 93.8%

30–40%

Conversion Data Recovered

Previously invisible to Meta’s algorithm — now fully attributed. Enabled smarter bidding, better lookalike seeding, and accurate ROAS reporting.

Before: ~58% signal quality After: 95.1% signal quality +36.8pp improvement Deduplication: Active

Retention Architecture

WhatsApp Flow — Order to Repurchase

Order Confirmation

Immediate WhatsApp confirmation on purchase — order details, delivery timeline, and brand welcome message. 96.1% open rate.

Delivery Update

Shipped + out-for-delivery notifications. Builds trust and reduces WISMO (where is my order) queries before they reach support. 91.6% open rate.

Day-7 Check-In

Product experience message + review request. 88.2% open rate, 89 reviews generated. Educational content on product usage for first-time buyers.

Day-21 Repurchase Trigger

Personalised repurchase message with SKU based on purchase history + limited-time discount. 86.1% open rate — 234 orders from this step alone. ~25% repurchase rate achieved.

RFM Segmentation

High-frequency buyers (3+ orders) → early access launches, no discount needed. One-time buyers → educational + discount trigger. Win-back at 60 days: 47 recovered orders.

Impact

Key Outcomes

2.87x

Meta Purchase ROAS

67 campaigns across Feb–Mar 2026 · ₹9.16L/month spend managed.

7.32x

WhatsApp Broadcast ROI

Champion Customers segment — ₹25,533 revenue on ₹3,489 spend.

₹16L+

Monthly WA Journey Revenue

Browse Abandon (₹8.87L) + Cart Abandon (₹3.70L) + All Buyer (₹2.75L) journeys.

82%

WhatsApp Open Rate

COD Confirmation journey — 21,740 unique recipients reached.

80,989

WA Journey Recipients

NITRO Browse Abandon alone — 56.76% open rate at scale.

3.88x

Loyal Customers ROI

Carousel broadcast — ₹17,892 revenue · 61.39% read rate · 3.34% click rate.

Want to build something like this for your brand?

✉ Email Me 💬 WhatsApp 🔗 LinkedIn

ChetanyaChaudhary.

Google Campaign Restructure, GA4 Attribution Fix & ROAS Recovery

₹50L/Month Paid Media — Lead Quality Overhaul & Revenue Pipeline Attribution

Shusshh — Full D2C Brand Built from Zero Across 7 Marketplaces

Open to Senior PMM & Manager Roles

FixKart

What I Built

Platform Architecture

Market Research

Competitive Intelligence

Compliance & Operations

Mapping Delhi's Service Demand

West Delhi Areas Mapped

South Delhi Expansion Targets

The Logic Framework

Benchmarking the Market

End-to-End Deliverables

What This Enabled

BudgetPe

What I Did

Google Ads Management

Meta Lead Generation

CRM & Automation

Strategy & KPI Alignment

Verified Campaigns

Full-Stack Approach

Key Outcomes

Arousique

Everything Built from Zero

Brand Identity

D2C & Marketplace

Performance & Attribution

WhatsApp Retention

Layer by Layer

CAPI via Stape.io — Results

Match Rate (After CAPI)

Conversion Data Recovered

WhatsApp Flow — Order to Repurchase

Key Outcomes