��11 crore in ad spend: 7 lessons for efficient scale

1. Protect signals like revenue

The biggest budget wasters were not bid multipliers; they were broken signals. Every pod now audits signals weekly:

• Server-side conversions (Meta CAPI or Google Enhanced Conversions) with deduplication checks
• Offline conversion uploads for call or branch closures
• Audience suppressions based on inventory and CRM statuses

2. Forecast before scaling

We stopped approving scale requests without forecast models. A simple media mix model with guardrails prevented 19 percent overspend and gave finance teams confidence.

3. Automate the boring stuff

Budget pacing scripts, creative fatigue alerts, and anomaly detection saved dozens of hours. Automation should not be fancy��start with preference rules and Slack alerts.

4. Creative velocity beats creative perfection

Accounts that shipped 12+ new assets weekly beat those with polished quarterly campaigns. Pair creative and media pods so iteration cycles are measured in hours, not weeks.

5. Experiment cadence matters

We instituted a simple rhythm:

1. Monday: Lock experiment backlog for the week.
2. Wednesday: Mid-week stand-up to swap out underperformers.
3. Friday: Document results and promote winning plays to the global library.

6. Blend media with CRO

Our best-performing accounts aligned landing page tests with media experiments. A creative change without a matching landing page usually capped uplift at 10%.

7. Weekly finance sync

High-scale accounts include finance in weekly reviews. Align on guardrails before chasing arbitrary ROAS targets��profitability beats vanity metrics.

Summary dashboard

We track these KPIs weekly for every account above ��25 lakh monthly spend:

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