Detailed look
at the work

The Problem

A cosmetic brand focused on solving hair loss and scalp-related problems had an active Meta Ads presence but lacked a structured growth strategy. Campaigns were running without a clear funnel strategy, budget allocation was inconsistent and scattered, there was no structured retargeting approach, and scalability was limited due to lack of a testing framework. Performance was unstable, and growth was capped despite ongoing ad spend.

The Strategy

1. 01Implemented a full-funnel Meta Ads strategy: TOF (broad/interest targeting), MOF (retargeting engaged users & video viewers), BOF (high-intent audiences including past purchasers)
2. 02Rebuilt the account structure with clearly defined campaign objectives and controlled testing frameworks for creatives and audiences
3. 03Reorganized campaigns from a random structure into a performance-based system with ABO and CBO strategies for testing and scaling
4. 04Built layered retargeting audiences (30, 60, 180 days) and continuously optimized based on real-time data
5. 05Tested multiple creative formats: UGC, Before & After visuals, Customer testimonials, Static creatives. UGC delivered the strongest performance

The Results

The Problem

The cosmetic brand needed to maximize revenue from warm audiences who had already interacted with the brand. Instead of relying only on cold traffic, they needed a structured retargeting strategy to convert high-intent users efficiently and turn existing traffic into a highly profitable revenue stream.

The Strategy

1. 01Segmented audiences based on intent and engagement level: Website visitors, Engaged users (social interactions, video viewers, Add to cart, Initiate Checkout), Past purchasers (180 days)
2. 02Built dedicated HOT & WARM audience campaigns with tailored messaging for each segment
3. 03Layered retargeting based on user behavior, each segment targeted with messaging designed to push users further down the funnel
4. 04Used high-converting creatives (UGC, testimonials, offers) optimized based on purchase data and frequency

The Results

The Problem

An emerging eCommerce brand in the premium perfume niche was operating on WordPress with a basic theme and limited scalability. The store faced slow loading speed affecting UX, non-branded basic theme with weak brand perception, low conversion rate despite consistent traffic, tracking and attribution issues (Meta + Google Ads), scaling limitations for paid advertising, unoptimized UX and weak CRO structure, and fragmented data tracking across platforms.

The Strategy

1. 01Executed complete migration from WordPress to Shopify with zero data loss and no downtime. Products, order history, and customer data seamlessly transferred
2. 02Implemented premium Ella Shopify theme with fully customized UI for a branded, luxury perfume store look with mobile-first responsive design
3. 03Installed Meta Pixel with proper event tracking (ViewContent, AddToCart, Purchase), GA4 full eCommerce tracking, and Google Search Console configuration
4. 04Set up COD (Cash on Delivery) system optimized for local market with checkout flow improvements for frictionless purchase journey
5. 05Improved product page layout, enhanced trust signals (reviews, structured sections, clear CTAs), and optimized funnel from landing → product → checkout

The Results

The Problem

The brand needed consistent, scalable performance from Meta Ads, but without a structured testing approach, winning creatives were not identified efficiently, budget was not being utilized on top performers, and scaling was inconsistent. The lack of a systematic framework meant ad performance was unpredictable.

The Strategy

1. 01Implemented a creative-first approach where every decision was driven by performance data. Multiple creatives tested simultaneously using ABO structure
2. 02Each creative given a minimum 7-day testing window, evaluated on CTR, CPC, and hook & hold rate
3. 03Established clear kill criteria: creatives paused if CTR dropped below benchmark, CPC increased beyond acceptable range, or showed poor engagement
4. 04Tested multiple formats: UGC, static ads, product-focused creatives, influencer-style visuals. UGC generated 60-70% of total revenue
5. 05Winning creatives pushed to broad audiences for scale, budget increased gradually (20–25% increments) based on last 7 days performance

The Results

The Problem

A growing eCommerce brand was facing a critical visibility issue on Google. Despite having strong brand demand, they were losing top positions to competitors bidding on their branded keywords. When users searched for the brand name, the brand ranked 2nd or 3rd organically, competitors were taking top positions through paid ads, no Google Ads campaigns were active, and the brand had low impression share on its own keywords. This resulted in loss of high-intent traffic, missed conversions, and competitors capturing branded demand.

The Strategy

1. 01Implemented a Branded Search Protection Strategy: launched a dedicated branded search campaign targeting exact brand + high-intent variations
2. 02Complete Google Ads account setup from scratch with a structured high-priority branded campaign
3. 03Aggressively optimized bidding to dominate auctions, focused on top of page rate, absolute top position, and impression share
4. 04Ensured consistent presence on brand name searches and brand + product intent keywords

The Results