Indian Supplement Brand - 2.6X Revenue Growth

This is a fast-growing supplement brand based in India, selling three products including NMN and a sleep supplement — categories experiencing significant search growth. The brand operates on an e-commerce model with a strong repeat customer rate of 35%, indicating high product satisfaction and a strong Customer Lifetime Value (LTV). The brand was previously managed by an agency until June 2025, after which a full account restructure was implemented.

The data covers January 2025 to February 2026.

Agency-led inefficiencies: The previous agency relied heavily on multiple Performance Max campaigns with overlapping audience signals, creating budget fragmentation and lack of campaign clarity.

Lack of channel diversification: The account lacked branded traffic capture, non-branded search coverage, and upper-funnel awareness campaigns — leaving a significant portion of demand untapped.

Scaling plateau: Monthly spend had stagnated between ₹70K–₹87K with revenue around ₹4–6 lakhs, and no clear path to scaling without sacrificing ROAS.

Cold traffic acquisition: The brand needed a reliable system to acquire new customers at an acceptable ROAS, knowing that the strong repeat rate would make even modest first-purchase ROAS worthwhile over time.

When taking over in July 2025, the fragmented multi-PMAX setup was replaced with a clean, purpose-driven campaign structure:

1 Performance Max campaign — targeting cold/unaware audiences

Branded Shopping campaign — to capture branded search intent on product listings

Non-Branded Shopping campaign — to supplement PMAX and capture generic demand

Branded Search campaign — to cover branded text search

Generic Search campaign — targeting non-branded, cold keywords

YouTube / Demand Gen campaign — for awareness and top-of-funnel traffic

Recognising the brand's strong LTV, the strategy prioritised acquiring new customers even at a 4–5x ROAS, knowing repeat purchases would compound returns over time. This unlocked scalable growth that the previous ROAS-protective approach had been limiting.

Top-performing Meta ads were repurposed and uploaded directly to YouTube — no platform-specific creatives needed. YouTube Shorts drove approximately 60 orders, proving the channel's value even without custom content. Demand Gen campaigns were run as a branding exercise with a resulting 2x ROAS — acceptable for an awareness-focused objective.

Revenue crossed ₹10 lakhs/month in January 2026 and hit ₹13 lakhs in February 2026

Spend scaled 2.3x while ROAS baseline was maintained or improved

Diversified channel coverage across Search, Shopping, Display, YouTube, and Gmail