1L per month to over 15L per month in 10 months

This is one of the most challenging brands we have worked on the Meta ads platform.

We have seen everything with this brand and its team, laying off departments (brand side), cutting down budgets, multiple hour-long internal calls….and then a shining light at the end

If you are a brand owner/founder/marketer then this article will teach you what working on this brand taught us patience and trusting the process. It will again strengthen our belief Bharat Mavens of giving at least 3 months needed to shape the account and brand

Background

This lifestyle brand has been running since 2016 and then the now CEO had acquired this brand in 2019 and started operating it. They also rode the 2020 boom but then reality set in by the end of 2021 and things got rough and tight

It had scaled to over 15L to 17L per month via ads, but they were just burning cash incessantly. But in the next few months, they stopped everything and decided to start from zero

Brand has a good presence on the marketplace and does over 50L+ per month on 7+ marketplaces, now they were focused to get their sales on website up and running.

Had the first call with CEO in the month of November 2023, he was conspicuous

“We are starting again from 0 on the website but this time, I am going to do it in profitable way. We have learned a lesson from the past”

It was clear “Profits over everything”

They had a tax contention with Meta, and so wanted to start with Google until the issue was resolved.

Brand details

Over 1000+ SKU’s
Little to no data on Google, as before they were spending all on Fb only
6+ Collections in 2 categories

Challenges

No data as they were mostly reliant on Meta ads all this while
Some products to be removed from the inventory so pressure to liquidate them first
In a few other products, some prominent fast-moving sizes were missing
They had recently laid off the developer team so the website optimization was still pending

GETTING STARTED

For the initial 3 months due to the tax challenges with Meta, only Google was used. As the tax challenge was resolved we started with Meta from end of March. Unlike many brands that come to us with a history of ad spend and established strategies, this client had lost all previous ad account data due to the Meta issue

Given their bootstrapped nature, we began cautiously, starting with a low budget of about ₹5,000 to ₹6,000 per day on Facebook ads. Our initial focus was on understanding the market response and fine-tuning our approach. By carefully monitoring the performance of our campaigns, we aimed to gather valuable insights that would inform our strategies moving forward.

This lean approach allowed us to maximize the impact of every rupee spent, ensuring that we could scale effectively as we identified winning strategies and high-performing product models.

The Plan & Execution

A Simple, Smart Buyer Journey

Testing Different Ad Styles

With a tight budget to start, we decided to test at least three ad ideas every month. This gave us enough data to see what worked without spending too much. We made different kinds of ads for different people and points in their buying journey. Some were unboxing videos, others were lifestyle clips, customer reviews, relaxing ASMR-style videos, simple product flatlays, and even some fun, quirky content. Each ad focused on showing what made the home appliances special, making sure there was something for everyone.

Scaling What Worked

Once we spotted the ads bringing in the best results, we moved them into a separate campaign. We set spending limits to stay in control while making sure these ads reached more people and kept driving sales. This way, we could grow the good campaigns without blowing the budget.

Quick Adjustments

Early on, we hit a problem. Demand shot up so fast that the client was about to run out of stock within 15 days. We quickly lowered the ad budget to avoid running empty. During this pause, we worked on launching new products. We took what we learned from our first ads and applied it to these new launches. This fast-learning cycle helped us avoid wasting money and kept sales strong.

Bringing Customers Back

We didn’t stop with new buyers. We also ran ads aimed at past customers, showing them the new products. We used what we knew about the best-performing ads to keep improving. This not only brought in more sales but also made people more loyal to the brand.

Keeping Things Organized

We soon realized we needed a clear plan to keep the buzz going. We made a brand calendar with all the important dates—sales, product launches, and festive promotions. This made sure we always had something fresh to talk about, keeping customers interested and driving regular sales boosts.

Big Launch Before the Sale

Right before our sale campaign kicked off, we launched a major new product in a fresh category. This helped us reach a bigger audience and brought in plenty of new customers just in time for the sale.

Spending Wisely

We kept shifting the ad budget based on what was selling best. Some products took off as the season changed, so we gave them more attention. If a product slowed down, we spent less on it.

Knowing When to Move On

Not everything worked. Some tests failed. We didn’t waste time trying to fix what wasn’t working. Outside the festive rush, there’s time to experiment. But during this short sales window, we focused on our winning ads and put more money behind them.

Speedbreakers

Within 30 days, Many of their basilar products were available just in cut sizes
Facebook ad account wasn’t allowing us to spend as it was a fresh ad account and Facebook initially capped per day ad spend, to avoid any malpractices