Performance marketing that holds when you scale.
Sales come in, you push budget, and ROAS falls off a cliff. I run Meta and Google as one profit-first system, so spend goes up without your margin coming down.
Spend is easy to increase. Keeping it profitable is the hard part.
Scaling breaks accounts. Creative fatigues, CPAs drift, and platform ROAS starts telling a nicer story than your bank account. I work backwards from real profit (MER, margin, LTV), then build the account structure, creative testing and funnel around numbers the business can actually support. No guessing. No vanity ROAS.
Your ROAS looks healthy. Your bank account disagrees.
Platform ROAS counts every assisted click. Real profit, MER, margin and LTV often tell a very different story.
Push the budget, and performance falls off a cliff.
Accounts that hum at $5K a day break at $12K. Structure, creative and funnel have to scale together, or they do not scale at all.
Your creative testing runs on luck, not a system.
When winners come from luck instead of a repeatable process, you cannot brief the next one, and fatigue quietly eats your returns.
Real campaigns. Real spend. Real results.
A few accounts where the system did what it is meant to do: hold performance while budget went up.
Clothing brand: $325K spent, $2.08M in 30 days
Spending $10K to $12K a day on Meta, the account needed a tight ship or CPAs would run away. I reworked the offer end to end, rebuilt the funnel around a new landing page, then paced spend hard: cut high-CPA ads fast, scaled what was holding margin.
Beauty brand: $125K spent, $450K+ in 30 days
A premium beauty brand needed tight CPA control while scaling, without letting creative fatigue eat the returns. I ran disciplined CPA management across 10+ ad sets with multi-angle creative testing, feeding fresh creative weekly to fight fatigue and hold the winners.
Baby clothing brand: scaled spend 33% and stayed profitable
A small brand ready to grow, but only worth scaling if the business stayed in the black through the push. I tracked well beyond ROAS: net profit, MER, NCPA and net margin in Triple Whale, so every budget increase was tied to real economics.
Results speak for me.
The same testing system, run from $2K per month boutiques to $750K per month platforms.
Dietary supplement
A major sports-personality supplement brand in North America. Tight CPA management at $100K+ per month.
Top-10 D2C platform
Google Ads at scale with disciplined conversion tracking, impression share and quality score management.
Cosmetics
Premium cosmetics with strong website-purchase performance across multi-attribution windows.
Vegan beauty
Search plus Social with disciplined ROAS tracking. Search drove volume while Meta scaled top campaigns.
Luxury automotive
Lead generation across HNI audiences for a global high-end car manufacturer.
Boutique jewellery
Proof the testing system holds even at lean spend. CPA kept under $20 across the scaling ad sets.
Real Google Ads account evidence.
Anonymised screenshots from a live Google Ads account: Search, Shopping, Performance Max and Demand Gen running together, with Target ROAS, Target CPA and Maximize Conversions strategies. Click any to view.
Clear system. Strong creatives. Clean data.
Structured testing
Multiple angles: product, lifestyle, proof, urgency, emotion. New creatives weekly. Cut weak fast, scale what works.
The first 3 seconds
Hooks, messaging, clarity. The opening seconds decide the ad. Most spend is wasted because the hook never earned attention.
Beyond ROAS
MER, margin ratios, LTV. I check whether the business can support scale before pushing spend. ROAS alone is not the answer.
Funnel diagnosis
Click to ATC to purchase. When something drops, I know exactly where. Clear decisions, no guessing.
Capabilities
- Paid media buying (Meta, Google, Amazon)
- Creative strategy, static plus UGC
- MER, margins and LTV analysis
- Funnel diagnosis and optimisation
- A/B testing frameworks
- Custom conversion tracking
- Triple Whale and Atria reporting
- Landing page CRO, spend pacing and bid strategy
Tools I use daily
I also built Imagive.ai, an AI creative-intelligence tool that reads an account, scores each ad across roughly 67 signals, and maps which creative speaks to which persona.
Creative is the growth lever, not the bottleneck.
Three years building creative systems for DTC and ecommerce brands: personas, angles, static and UGC concepts, and the landing pages behind them.
Persona first
Every concept starts with who it is for. I define the personas, then map hooks, angles and formats to each one.
Systematic testing
Static and UGC concepts briefed weekly across angles, so winners come from a process, not luck.
Page and offer testing
The click is half the job. I test landing pages and offers so the ad and the page pull in the same direction.
Powered by Imagive.ai
My own tool reads the account, scores each ad across roughly 67 signals, and maps creative to persona.
The creative angle library I test from
Every account gets mapped across these angles by awareness stage. These are frameworks I brief and test against your personas, not client campaigns.
Problem / Solution
Cold / Problem awareUGC Proof
Problem / SolutionFounder POV
Solution awareComparison
Solution awareBefore / After
Most awareMyth Busting
Problem awareListicle
Problem / SolutionExpert Led
Problem awareSocial Proof
Solution awareCuriosity
Problem awareEducation
Problem awareOffer
Most awareStuck at $30K a month? It is usually not your ads.
$30K is where most brands stall. The offer works, you have a few winning creatives, and then growth flattens. Pushing more budget into the same setup just raises your CPA. Here is what actually moves it.
Rebuild around profit, not ROAS.
At $30K you can finally read MER and margin clearly. Set the real target the business can support, then structure spend to it, not to a platform number.
Break the one-angle habit.
Most stalled accounts ride two or three winning creatives. Testing across angles, formats and personas is what unlocks the next tier of spend.
Fix the leak before you add spend.
If click to ATC to purchase drops somewhere, more traffic just pours money into the hole. Diagnose the funnel first, then scale.
Feed fresh creative every week.
At scale, fatigue is the tax. A repeatable creative pipeline keeps CPAs flat while the budget climbs.
100% job success, five-star reviews.
“Great working with Rahul. Will rehire in the future when we have enough work.”
4x 5.0 ratings across Meta media buying contracts
100% Upwork Job Success score
Verified freelancer, working US and EU hours
I treat ads as a system, not a set of campaigns.
I am a paid media buyer and creative strategist focused on one thing: making performance hold when you scale. I work with DTC and SaaS brands that are already spending but stuck, where the moment spend goes up, performance drops.
Across 30+ brands in the US, UK and EU, on budgets from $5K to $500K a month, I have learned the account, the creative and the funnel are one machine. Move one without the others and the numbers slip. My job is to keep all three honest, and tied to profit, not just platform ROAS.
Questions I hear a lot.
What exactly do you do?
Paid media buying and creative strategy for DTC and ecommerce brands. I run Meta and Google as one system: account structure, creative and funnel, and work backwards from real profit (MER, margin, LTV), not vanity platform ROAS.
What kind of brands do you work with?
DTC and ecommerce brands that are already spending but stuck when they scale, usually between $5K and $500K a month, across the US, UK and EU.
You are based in India. Can you work with US brands?
Yes. I work fully remote, on US, UK and EU hours, and have run accounts for brands across all three. Timezone has never been the problem.
What happens on the discovery call?
It is a 30 minute call, no pitch. I will tell you honestly whether I can help and where the fastest wins are. If it is not a fit, I will say so.
How do you measure success?
Beyond ROAS. I track MER, margin, net profit and LTV, usually in Triple Whale, so every budget increase is tied to economics the business can actually support.
Are you available for freelance or fractional work?
Yes, both. Send a quick note about where your account is stuck and we will take it from there.
If your spend is going up but your margin is going down, let us talk.
A 30 minute discovery call. I will tell you honestly whether I can help and where the fastest wins are.