03 · Performance marketing
Ads judged on one number.
And it's yours.
Not impressions. Not reach. Cost per qualified lead, or return on ad spend — agreed before launch, tracked from day one, and reported in language you can act on.
Flat fee · No percentage of ad spend · Your accounts stay in your name
Most ad reporting is designed to flatter the agency.
Impressions go up and to the right on every slide ever made. The only question that matters is what a customer cost you — and whether that number is going down.
One number
What we optimise for
Cost per qualified lead or return on ad spend — agreed before launch, not chosen afterwards
Before spend
Tracking wired
Pixel, events and conversions verified firing before a single rupee goes out
0%
Of your ad spend
Flat fee. Recommending a smaller budget costs us nothing
Weekly
Optimisation
Budget moved to what works, with a one-page monthly read in plain English
The maths
Before we spend anything, we do this sum with you.
Every number below is a lever, and most agencies only ever touch the first one. If your landing page converts at 2% instead of 6%, you need three times the budget for the same result — which is why we fix the page before we raise the bid.
Illustrative figures at typical Indian mid-competition rates, not a promise. We run this with your real numbers in the audit, and sometimes the honest output is "do not advertise yet".
What we run
The right campaign type, not all of them.
Each of these solves a different problem. Running four at once on a small budget is how accounts end up with data nobody can read.
Meta — Facebook & Instagram
Demand creation- Lead campaigns Service businesses that need enquiries, not e-commerce checkouts
- WhatsApp click-to-chat Indian buyers who will message but never fill a form
- Sales & catalogue Stores with a feed — dynamic retargeting does the heavy lifting
- Advantage+ / broad Once creative volume is high enough to feed the algorithm
Google — Search, Performance Max & YouTube
Demand capture- Search campaigns Categories people actively type — urgent services, known products
- Performance Max E-commerce with a clean feed and enough conversion history
- YouTube & Demand Gen Video-led awareness where search volume alone caps you
- Remarketing Bringing back the 95% who did not convert on the first visit
Marketplace ads
Buyer-intent capture- Amazon sponsored Products already listed, fighting for the first screen
- Flipkart ads Category visibility on India's largest domestic marketplace
- Meesho, Nykaa, Ajio Where your category actually indexes — not all of them at once
- Listing optimisation The unglamorous fix that usually beats raising the bid
Before a rupee is spent
Tracking first. Always.
The most common thing we find in a new account is spend running against tracking that never fired properly. Everything after that point was a guess wearing a dashboard.
Pixel & conversions API
Browser and server-side events, so iOS and ad blockers stop eating your data.
Conversion events
Form submit, WhatsApp click, call tap and purchase — defined and verified firing.
GA4 & attribution
Which source produced which enquiry, so budget decisions are not guesses.
Lead quality feedback
Qualified and closed pushed back to the platform, so it optimises for buyers, not form-fillers.
A real campaign
Including the one we killed.
This is our own lead-generation campaign, not a client's. We are showing it because it failed, and because the record of how it was diagnosed and stopped tells you more about how we work than a winning screenshot would.
- ₹245 spent across 2 days
- 1,690 impressions, 5 link clicks
- 0.61% → 0.46% click-through, declining
- 0 conversations started
Delivery was healthy — cost per thousand impressions was falling, frequency was low, reach was growing. That ruled out the audience and pointed at the creative. Zero conversations on 1,690 impressions is a verdict, not a sample size problem, so the ad was paused on day two rather than left to spend its way to the same answer.
The ad set was left untouched so its learning survived, and a video creative was built to run in the same set as a clean image-versus-video test.
Get this level of reporting on your account
Included
What management actually means.
Account structure
Built so results are readable — one variable per test, naming that survives a handover.
Creative testing loop
Wired to our own creative team, so a losing ad is replaced rather than reported on.
Landing page CRO
The page is half the campaign. We fix it rather than blaming the traffic.
Audience testing
Broad versus interest versus lookalike, tested properly and then left alone.
Remarketing
Sequenced by how far someone got, not one ad shown to everyone who ever visited.
Reporting
One page: spend, cost per qualified lead, what changed, what happens next.
How we work
Six steps, and two of them happen before launch.
Most accounts we inherit skipped straight to step four. That is why their data cannot answer the only question that matters.
- 01
Audit & benchmarks
What you have spent, what it returned, and what a lead is worth to you. Without that last number, no campaign can be judged.
- 02
Wire the tracking
Pixel, conversions API, events and GA4 verified before launch. Spending without this is buying data you cannot read.
- 03
Structure & plan
Platform, campaign types, budget split and the one metric we are optimising toward, written down and agreed.
- 04
Launch controlled
Small, deliberate spend with a testing plan. Enough budget to leave the learning phase, not enough to lose money learning.
- 05
Read & cut
Weekly. Winners get budget, losers get killed against rules agreed in advance rather than argued about in the moment.
- 06
Scale what works
Raise budget on proven performers, feed fresh creative before fatigue, expand to the next platform only when the first one pays.
Proof
A track record you can actually check.
Public Upwork profile - every contract, rating and comment, including the platform's own reliability score.
5.0
Average rating
100%
Job success
27
Jobs delivered
0-4 hrs
Response time
Freelance contracts on Upwork under the founder's profile, not agency client counts. Verified 2026-08-30.
Client success stories
Their words, not our paraphrase.
Copied verbatim from completed contracts. Every quote is on the public profile if you want to check it.
One of the best editors I've worked with. He understands storytelling, pacing, and audience retention really well. Highly Recommended.
Excellent experience, only way to describe Ashish services is he goes above and beyond. Excellent attention to detail, he's a project partner and asset.
Ashish is a great freelancer to work with. He is timely, professional, takes feedback and implements it very well and also gives good suggestions on helping us meet our goals for the videos that we talk about. He has a good skill set and we will be using him moving forward.
Ashish completed a small project for me and delivered quality work. He was communicative and met his deadlines, which is highly appreciated. You should consider working with him.
Traits clients selected when endorsing the work
- Collaborative ×4
- Committed to quality ×4
- Accountable for outcomes ×3
- Detail oriented ×3
- Clear communicator ×2
- Reliable ×1
Questions
Paid ads, answered honestly.
01 What is performance marketing?
Performance marketing is paid advertising measured against a business outcome — a qualified lead, a sale, or return on ad spend — rather than impressions or clicks. It covers Meta and Google campaigns, marketplace ads, conversion tracking, landing page optimisation and the weekly work of moving budget toward what is actually producing customers.
02 How much should I spend on ads to start?
For one platform in India, ₹30,000–60,000 a month of media is a realistic starting point for readable data, plus management. Below roughly ₹500 a day a Meta campaign never exits its learning phase, so you get noise instead of a decision. If your budget is smaller than that, we will usually recommend fixing the page and the follow-up first and advertising later.
03 Do you charge a percentage of ad spend?
No. Percentage-of-spend pricing pays an agency more for spending more of your money, regardless of what it returns. We charge a flat management fee, so recommending a lower budget or pausing a campaign costs us nothing. Media is billed by the platform directly to you, never marked up.
04 Google Ads or Meta Ads — which should I start with?
It depends on whether people already search for what you sell. If they do, Google captures existing demand and is usually the faster win. If nobody is searching for your category, Meta creates demand and is the only real option. Splitting a small budget across both funds two half-experiments and is the most common expensive mistake we see.
05 How soon will I see results?
Tracking and page fixes show up within the first two to three weeks because they improve the conversion of traffic you already have. Paid campaigns need a testing window — typically three to six weeks before cost per qualified lead settles into a range you can plan against. Anyone promising a fixed number before seeing your market and margins is guessing.
06 Who owns the ad accounts?
You do. We work inside your Meta Business Manager, your Google Ads account and your pixel. All of it stays in your name, so the spend history and the algorithm learning belong to you if we ever stop working together.
07 Do you make the ad creative too?
Yes, in-house — and that is deliberate. Platform targeting is largely automated now, so the creative is the main variable left. An agency that manages campaigns but outsources creative is optimising the half that matters least.
08 What happens if a campaign is not working?
We say so, in the weekly read, with the number that proves it. Kill rules are agreed before launch — a cost-per-result ceiling and a spend limit — so a failing campaign gets paused on evidence rather than on argument. We have done exactly that to our own campaign, and the record of it is on this page.
Start here
Give us read access. We'll tell you what is wrong.
A free account audit: what your tracking is actually recording, where budget is being wasted, and whether paid ads are the right place for your next rupee at all.
- Written findings, yours to keep
- Kill rules agreed before any launch
- No percentage of spend, ever
Prefer to talk? +91 98518 62131 or WhatsApp.
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