A consultations app spending ₹1 crore+ a quarter on acquisition, run as a daily discipline: four ad accounts, eight category lines, budgets rebalanced weekly at the level of individual creatives and languages. The client is unnamed by agreement.
At ₹1 lakh a day of spend, small inefficiencies compound into lakhs. The work here was less about clever ads and more about a system that finds winners fast and kills losers faster.
Creative testing at volume. 200+ new creatives tested every month, fed by competitor research running to hundreds of briefs. Problem-solution angles won consistently.
Persona-segmented campaigns. Separate campaigns per buyer persona (marriage, career, relationships and more), built to buy higher-value users, not just cheaper installs.
Budget science. Roughly ₹1 lakh a day orchestrated across four ad accounts and eight category lines, rebalanced weekly at the creative-and-language level against day-zero and trailing return windows.
Diagnostic rigour. When click-through rates dipped, a twelve-hypothesis root-cause audit ran across accounts before a rupee of budget moved.
700,000+ installs at ₹13 to ₹20 each and 80,000+ in-app purchases in under four months, with day-zero ROAS doubling over the period as the creative system and persona segmentation matured alongside the client's own pricing work.
200 creatives a month is not chaos. It is a system with a very high metabolism.
Tell us what you sell and where the yes lands.