Project Overview:
Dukaan, a leading platform for small businesses and D2C sellers, aimed to scale its paid acquisition without inflating CAC. The goal was to build a performance-driven media strategy that could bring in merchants at volume, while improving campaign efficiency across Meta and Google.
Objective:
The primary objective was to develop a high-performance paid media system that could acquire quality merchants at scale without sacrificing cost-efficiency. This included optimizing campaign structures, tightening audience targeting, and driving conversions with high-performing creative assets tailored to business owners.
Challenges:
Brand Alignment: Maintaining Dukaan’s clear, product-first brand voice while adapting it to aggressive acquisition channels.
Audience Precision: Targeting quality merchants, not just traffic, without wasting spend on low-LTV or unqualified users.
Scaling Without Waste: Scaling across multiple geos and funnels while keeping CAC consistent and sustainable.
Design Process:
Research & Discovery
Audited historical campaigns, broken funnels, and prior performance baselines across Meta and Google.Strategy Development
Designed a multi-tiered acquisition plan using bid caps, funnel segmentation, and creative sequencing.Creative Production
Launched targeted creatives designed for business owners, sellers, and solopreneurs—focusing on use cases, urgency, and product utility.Launch & Optimization
Deployed high-conversion campaigns with tight control on spend. Optimized daily for ROAS and install-to-activation flow.Scaling & Iteration
Identified top-performing audiences and scaled across lookalikes, retention segments, and broader merchant intent pools.Reporting & Refinement
Delivered weekly sprint-based performance reviews, optimizing for deep-funnel events and return on paid spend.
Outcome:
The paid strategy brought down CAC and improved lead quality, turning Meta into a reliable, scalable channel. Performance creatives resonated well with business owners, enabling faster testing and compounding results across geos.
Key Achievements:
CAC Reduction: Dropped CAC by over 30% within the first 4 weeks through structural rebuilds and tighter audience targeting.
Improved ROAS: Achieved a 2.3x ROAS across blended channels, with Meta outperforming Google in direct acquisition.
Better Activation Rates: Users acquired through new campaigns showed a 22% higher activation rate within 7 days.
Creative Efficiency: Over 120 ad variants tested in 4 weeks—allowing us to quickly identify hooks and visuals that scaled.
Founder-Fit Messaging: Copy and assets were aligned to solopreneur pain points, improving CTR and onboarding quality.
Sustainable Scaling: Built a replicable growth loop that allowed Dukaan to scale into new markets without retriggering CAC spikes.
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