We pulled every campaign Ekam Yoga has run since January — 113 of them across seven months — and mapped where the budget is actually going. This is that audit, and the plan to fix it.
Spend has climbed steadily. Returns haven't followed. Not one month crossed 1.8x ROAS — and the cost to reach 1,000 people has more than tripled since January.
distinct campaigns launched Jan–Jul, competing with each other for the same audience
of those campaigns spent under ₹1,000 total — closed before they ever left learning phase
average total spend per campaign across the account — nowhere near enough for Meta's algorithm to optimise
of the entire budget sat in just 10 campaigns — the rest was spread paper-thin across 103
The real leak isn't at checkout. Once someone adds to cart, ~7 in 10 make it all the way to purchase — a healthy back-end. The problem is upstream: only 1 in 10 landing page visitors ever add to cart in the first place. That's a landing page and offer-match problem, not a checkout problem.
113 campaigns in 7 months means the account never stabilises. Meta and Google both need volume concentrated in a handful of campaigns to exit learning phase and optimise delivery. Spreading ₹95,000/month across 15–30 campaigns guarantees every one of them stays in permanent learning.
Recommended: 3–5 active campaigns at a time
CPM has gone from ₹65 in January to ₹204 in June — a 3x jump. That's the auction cost of running near-identical "Testimonial" and "AMI" creative concepts on repeat for months without a genuine refresh, forcing the account to pay more for the same reach.
CTR sits at 0.61% — below the 1.0%+ benchmark for this category
Only 1 in 10 people who land on the page add to cart. With checkout-to-purchase performing well, this points squarely at the landing page — offer clarity, load speed, or page-to-creative mismatch — not the payment flow.
LPV → ATC: 9.99%
Lead-gen budget grew from ₹384 in January to ₹69,000+ by June — nearly a third of some months' spend — but under ₹34,000 in tracked purchase value came back from it across all seven months combined. Without CRM close-loop tracking, there's no way to tell if those leads are actually converting offline.
₹2.1L+ into leads, ₹33.6k in tracked sales value
Instead of 15–30 campaigns competing with each other, we run four — each with a defined job, enough budget to exit learning phase, and a landing page built to match the offer.
| Platform | Campaign | Landing page focus | Budget / mo | CPM | Impressions | Clicks | CTR | CPC | CVR | Purchases | Cost / purchase | AOV | Total sales | ROAS | LTV | LTV ROAS |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Search | Specific yoga programme | ₹20,000 | 600 | 33,333 | 417 | 1.25% | ₹48.00 | 5.00% | 21 | ₹960.00 | ₹1,400 | ₹29,167 | 1.46x | ₹87,500 | 4.38x | |
| Performance Max | Specific yoga programme | ₹20,000 | 120 | 1,66,667 | 1,083 | 0.65% | ₹18.46 | 2.50% | 27 | ₹738.46 | ₹1,400 | ₹37,917 | 1.90x | ₹1,13,750 | 5.69x | |
| Sales | Specific yoga programme | ₹50,000 | 225 | 2,22,222 | 2,667 | 1.20% | ₹18.75 | 2.25% | 60 | ₹833.33 | ₹1,400 | ₹84,000 | 1.68x | ₹2,52,000 | 5.04x | |
| Lead gen | Lead capture, CRM-tracked | ₹10,000 | 185 | 54,054 | 514 | 0.95% | ₹19.47 | 1.00% | 5 | ₹1,947.37 | ₹1,400 | ₹7,189 | 0.72x | ₹21,568 | 2.16x | |
| Total monthly budget | ₹1,00,000 | 210 | 4,76,276 | 4,680 | 0.98% | ₹21.37 | 2.42% | 113 | ₹884.55 | ₹1,400 | ₹1,58,273 | 1.58x | ₹4,74,818 | 4.75x | ||
Industry-standard modelling for a fresh, consolidated account — the same benchmark figures behind the numbers on the previous slide.
Projections are built on industry-standard benchmarks, since we didn't have a clean current-performance baseline to model from until this audit. Month 1 runs from a fresh, focused account structure with zero prior learning — ROAS improves as the algorithm accumulates purchase signal on a concentrated campaign set, the same pattern visible in your own May and July numbers whenever spend briefly consolidated.
+ 18% GST, management fee. One-time setup below applies only once, at onboarding.
| Ad spend / month | Management fee |
|---|---|
| Account setup & integration | ₹10,000 one-time |
| Integration only (account already live) | ₹7,000 one-time |
| Up to ₹60,000 | ₹20,000 + 18% GST |
| ₹60,001 – ₹1,00,000 | ₹30,000 + 18% GST |
| ₹1,00,001 – ₹1,50,000 | ₹35,000 + 18% GST |
| ₹1,50,001 – ₹2,00,000 | ₹45,000 + 18% GST |
| ₹2,00,001 – ₹5,00,000 | ₹65,000 + 18% GST |
| Above ₹5,00,000 | 13% → 10% of spend + 18% GST |
Onboarding takes 7–15 days: access, audit, campaign build, then a phased launch — shortest campaign first, QC at every stage, full account live within three weeks.