Selected engagements
D2C / BeautyPerformance + CRO6 months
Cut CAC by 43% and scaled paid spend 4× — without breaking unit economics.
A fast-growing D2C skincare brand had hit a ceiling. CAC rose every time they pushed spend up, CVR was stuck at 1.1%, and no one agreed on which channels were actually working. We rebuilt the site, rebuilt the creative system, and wired first-party attribution — then scaled.
The problem
What was broken
- Blended CAC rising ~18% MoM while ROAS stayed flat — spend was buying diminishing returns
- Site CVR peaked at 1.1%, well below the category median of 2.4%
- Attribution was fragmented across GA4, Meta Ads Manager, and spreadsheets — no single source of truth
- Product pages prioritised ingredients over outcomes; mobile UX caused unnecessary drop-off at cart
The work
How we fixed it
- Rebuilt the PDP from scratch — outcome-first copy, social proof above fold, one-tap mobile checkout
- Launched a 14-concept creative sprint across Meta and Google; weekly performance reviews to cut losers fast
- Implemented server-side GTM + first-party identity layer; deduplication reduced reported CAC inflation by 22%
- Weekly CRO sprints with pre-registered hypotheses — A/B tested headline, image, and CTA independently
- Consolidated audiences into fewer, larger cohorts to let the algo learn faster
Impact
What actually moved.
Blended CAC
−43%
₹1,240₹708
Site CVR
+1.8pp
1.1%2.9%
Monthly paid spend
+4.1×
₹14L₹58L
Contribution margin
+9pp
17%26%
Metrics source: Verified against Shopify analytics, Meta Ads Manager, and client P&L. Figures represent 6-month average vs. 6-month pre-engagement baseline.
We'd tried three agencies before this. The difference was that they actually understood unit economics — they weren't optimising for ROAS, they were optimising for margin.— Founder, D2C skincare brand (name withheld at client request)
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SaaS / B2B · Website + Positioning
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