Performance · 7 min · 2026-03-09
The performance marketing playbook we use for Indian D2C
Creative is targeting. Tracking is strategy. Here is how we buy customers profitably on Google and Meta in India.
By Ads House · Rohtak, Haryana
Performance marketing in India fails in predictable ways: broad targeting, weak creative, broken pixels, landing pages that take six seconds, and reports that celebrate CTR while CAC quietly dies.
Our playbook starts with unit economics. What can you pay for a customer and still win? If you cannot answer that, you are not ready for scale — you are ready for a strategy sprint.
Next, we rebuild the conversion path. Ads cannot rescue a slow checkout, a confusing offer, or a page that does not match the promise. We align headline, proof, and primary action before we increase budget.
Creative testing is the growth lever. In Meta especially, the hook in the first second is the targeting. We ship batches of ads — UGC, product cinema, founder, proof, offer — and kill losers on a weekly cadence.
On Google, we harvest intent. Search for high-intent terms, Shopping or feed where relevant, YouTube for demand creation that still has a conversion job. Performance Max is a tool, not a strategy.
Measurement has to survive iOS and messy platform ROAS. We use clean UTMs, server-side where possible, and a simple scorecard: spend, CAC, MER, contribution margin. Founders should not need a media degree to know if it is working.
This is the work Ads House does every week for Indian D2C, fintech, food, and education brands. If you want media that buys customers, start a project.
