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I Wasn't Optimising Campaigns.
I Was Optimising the System.

Scaling a D2C supplements brand on Meta means owning everything between the ad and the order — creative, landing page, checkout and the tracking that tells you which of them is broken.

Protein Godam D2C · Health & Nutrition · Meta Ads · 3-year engagement
The Result
6–8×
Account-level ROAS, held across a three-year engagement
₹30K/day
Meta Ads budget
— account level
₹1.8–2.4L/day
Website revenue — account level
₹1,733 average order value 3 years continuous engagement ₹3.2Cr+ cumulative spend Derived 104–138 orders/day Derived 12–17% acquisition cost as share of order value
The Problem & What I Changed

The Unit Economics

₹30,000/day in spend returning ₹1.8–2.4 lakh/day in website revenue — a 6× to 8× return, at account level. At a ₹1,733 average order value that is roughly 104–138 orders a day, at a cost per order of about ₹217–₹289 Derived. Acquisition cost running at 12–17% of order value is what makes spend at this level safe to scale — and holding that ratio for three years, through creative fatigue cycles and rising Meta CPMs, is the harder achievement.

Why Full-Funnel

At ₹30K a day, a one-point drop in checkout conversion costs more than most brands' entire media budget. Campaign-level optimisation alone hits a ceiling fast: you can only lower cost per click so far. The compounding gains sit further down — in what the landing page does with the click, what the checkout does with the cart, and whether the tracking is honest enough to tell you which is failing.

The Funnel I Owned

01
Ad
Creative strategy and structured testing — a testing engine, not one-off winners
02
Landing Page
CRO on the page the spend actually lands on, where a point of conversion is worth the most
03
Checkout
Checkout optimisation — the last place a paid-for customer is lost
04
Purchase
Conversion tracking and measurement so scaling decisions rest on real orders

Where the Work Went

Creative Testing
A systematic testing cadence so the account always has the next winner in the pipeline, rather than riding one ad until it fatigues.
Landing Page CRO
Rebuilding the page traffic lands on. At this spend level, conversion rate is a cheaper lever than cost per click.
Tracking
Implementation and measurement fixes so Meta's optimisation and my budget decisions ran on accurate purchase data.
Campaign Optimisation
Architecture, audience strategy, budget allocation across campaigns, and the scaling calls on what earns more spend.
01

Cost per order only means something next to order value. ₹217–₹289 against a ₹1,733 AOV is the number that decides whether the account can scale.

02

Campaign optimisation has a floor. The funnel doesn't. Once cost per click is efficient, every further gain comes from the landing page and checkout.

03

Tracking accuracy caps everything above it. Meta optimises toward whatever you report as a purchase. Report it wrong and the algorithm scales the wrong buyer.

04

Creative is a system, not an asset. A brand spending daily at this level needs a testing pipeline, because every winner eventually fatigues.

Scaling spend but unsure the funnel can hold it?

Let's Talk

Spend, ROAS and average order value are account-level figures provided by the client. Revenue per day, orders per day, cost per order and cumulative spend are derived — calculated from the stated ₹30,000/day budget, the 6–8× ROAS range, a ₹1,733 average order value and a three-year engagement, not read from a platform export. All amounts INR.