- Home Decor · E-com
- Google Ads
- Engagement: 6 months
Cutting CAC by 38% while scaling ad spend 3×
A Jaipur-based home-decor brand was profitable on paper but bleeding margin to inefficient ad buying. Here's what we changed.
- Cost per acquisition
- −38%
- Return on ad spend
- 4.8×
- Revenue in 6 months
- ₹1,24,00,000
The challenge
When Kiran came to us, they were spending ₹6 lakh a month across Google and Meta with a blended ROAS of 1.9×. Orders were growing, but so was cost per acquisition — every new customer was more expensive than the last, and margin was quietly disappearing.
What we did
We restructured the account around profit, not volume, over three phases.
- 1/ Rebuilt campaign structure around product margin tiers, not just categories.
- 2/ Killed 40% of keywords that spent without converting, redirected budget to winners.
- 3/ Introduced server-side tracking so we could finally trust the attribution.
- 4/ Launched a retention flow that lifted repeat purchase rate by 22%.
Results
Within six months, spend tripled while cost per acquisition fell by more than a third — the definition of profitable scale.
| Metric | Before | After |
|---|---|---|
| Monthly ad spend | ₹6,00,000 | ₹18,00,000 |
| Return on ad spend | 1.9× | 4.8× |
| Cost per acquisition | ₹840 | ₹520 |
| Repeat purchase rate | 18% | 40% |
“They found margin we didn’t know we were losing. Six months in, we’re spending three times more and making more per order.”