I don't run ads.
I engineer results.
From learning the first time Meta Ads Manager loaded on my screen to running campaigns for 11 brands across India — this is the story of how I turned curiosity into measurable growth.
The Origin
It started with
one question:
why do some ads work?
I'm Yash. I study Computer Software Engineering at PDEU, Ahmedabad — but honestly, what grabbed me wasn't just code. It was the intersection of systems thinking and human behaviour. Why does one Instagram ad stop a scroll while another gets buried? That question pulled me in.
The answer, I found, was never magic. It was data, structure, and relentless iteration. I started self-learning performance marketing the way I learn most things — by building something real before I felt ready.
Over the past 1.5 years that instinct has compounded. 11 brands. ₹5+ lakhs in managed ad spend. ₹80+ lakhs in combined revenue generated. Industries ranging from pharma B2B to luxury candles to automotive dealerships to art workshops.
Every project taught me something different. Some campaigns 14×'d their budget. One generated zero orders. I keep both in my portfolio — because understanding failure is the only honest way to repeat success.
Most ads fail
because they
start with the ad.
Before I ever touch a campaign, I need to understand the business. Who is the customer? What is the real problem the product solves? Where is the friction in the funnel? What does a conversion actually feel like from the buyer's side?
Performance marketing without that foundation is just expensive guessing. I don't guess. I audit, map, hypothesise — and then I spend.
Work & Case Studies
8 Campaigns · 11 Brands01 — B2B Lead Generation · Pharma
Turning a broken campaign into a B2B growth engine
Believe Wellness is a pharma manufacturer trying to reach retailers and wholesalers across India. When I came in, the campaign was bleeding. CPL was sitting above ₹200, Advantage+ was casting a net so wide it caught everyone and converted nobody, and the client was spending money with nothing to show for it.
I killed the broad campaigns entirely. The real problem wasn't the creative — it was that we were talking to the wrong people. I rebuilt the targeting architecture from scratch: state-level isolation first (Maharashtra, Bihar, Jharkhand), then profession-level segmentation — doctors, retailers, wholesalers — each in their own ad set, each with messaging calibrated to how a business decision-maker actually thinks.
Then I layered in age, gender, and business-profile micro-targeting. Not because demographics always matter, but because in B2B healthcare distribution, the buyer persona is very specific — and precision targeting is the only honest way to serve that.
The results hit fast. In Maharashtra alone, CPL dropped from ₹200+ to ₹41.28 — a 72% reduction. Engagement cost stabilised at ₹30–₹40 per conversation. More importantly, the quality of leads transformed completely. We stopped collecting form fills and started onboarding actual business partners. 10 new B2B clients signed in December alone, from a total ad spend of ₹16,000.
“The market doesn't care about your tech stack or your creatives. It cares about whether you're talking to the right person. Better segmentation beats better creatives every time.”
02 — Event Marketing · Art & Craft
₹9,000 in spend.
₹1.44 lakh in tickets sold.
Riya's Creative Den ran a series of art and craft workshops across 5 cities in Gujarat — Rajkot, Ahmedabad, Vadodara, Surat, and Gandhinagar. Six workshops. A tight budget. And every single seat needed to fill.
The challenge with event marketing is that urgency is everything. People don't buy tickets weeks in advance for a local workshop unless the ad makes them feel like missing it would be a mistake. I structured the campaigns around that psychology — city-specific targeting so each ad felt hyper-local, creative that leaned into the handmade, tactile, personal nature of the workshops, and audience building that focused on people already interested in art, DIY culture, and creative hobbies in each city.
Campaigns ran across Instagram and Facebook Ads. The conversion ratio told the real story — 180 students across all 6 workshops, averaging 30 students per city, at ₹800 a ticket. Total revenue: ₹1,44,000 from ₹9,000–₹10,000 in ad spend.
That's a 14.4× return. Every workshop in the series sold out. For me, this project proved that with the right audience targeting and creative framing, even a local, offline event can be scaled predictably through digital advertising.
03 — Automotive · Social + Paid
Shreeji Tata, Surat
A ₹100+ crore Tata Motors dealership. I handled engagement campaigns, reel creation and boosting, billboard support, and a dedicated launch campaign for the Tata Punch. The account grew from 1,200 to 3,300 Instagram followers — a 175% increase — and generated 2–3 direct car purchase conversions. Still active today.
04 — E-commerce · Fashion
Akshi — Serkaa.com
Launched a traditional ethnic wear brand from day one — 9 drops over 9 days of Navratri. The campaign generated 25–30 confirmed orders at ₹8,000–₹9,000 per dress, including international orders. Estimated revenue: ₹2–2.25 lakhs. I owned the complete ad strategy from brand understanding.
05 — D2C · Luxury Products
House of Batti
Premium handcrafted candles sold direct via Instagram and Facebook — no website, no storefront. The campaign validated the product fast: 10 confirmed orders at ₹1,500 each (₹15,000 total revenue) with an excellent conversion ratio. The brand closed later due to time constraints, but the market signal was real.
06 — B2B · Agency Services
DPG Media (In-house)
Ran two campaigns to generate B2B leads for DPG's own billboard and social media services. Billboard campaign generated 8–10 qualified leads, converting 3+ clients. The social media campaign underperformed — a reminder that channel selection matters as much as execution. Key learning: billboard outperforms social for B2B services.
07 — E-commerce · Healthcare
Clemetise Hair Oil
A homeopathic hair oil brand where I wore multiple hats — built the complete website from scratch, managed performance marketing across Facebook, Instagram, Amazon and Flipkart, and coordinated with DPG for ongoing social media. Active brand with continuous revenue generation., now closed due to internal issues.
08 — Ongoing + Learning
Kalatmak & Kon India
Kalatmak Artistry — corporate hampers and gifting brand. Campaign active, early stage, metrics still building. Kon India — Surat streetwear brand. Spent ₹4,000–₹5,000, generated no orders. Discontinued. I keep it in my portfolio because not every campaign works, and knowing why something failed is as valuable as knowing why something succeeded.
The Process
How I approach every campaign, every time
Understand the business
Before any budget moves, I map the business model, customer persona, product-market fit, and where the funnel leaks.
Audit & benchmark
Review existing assets, creatives, past performance, competitor positioning, and platform-specific opportunities.
Build & test
Structure campaigns with clear hypotheses — audience splits, creative variants, placement strategies — before going live.
Optimise relentlessly
Read the data daily. Kill what doesn't work fast. Scale what does. Iterate creatives based on what the numbers tell me.
“The best marketers aren't the most creative people in the room — they're the ones most willing to be wrong fast and learn faster.”
— Something I actually believe
My Stack
Tools I work with daily
I believe in knowing your instruments. Each tool below is something I've used on a real campaign — not just explored in a tutorial.
Meta Ads Manager
Campaign creation, audience targeting, A/B testing, budget management, and performance analysis — my primary advertising platform.
Canva
Building creatives that convert — static ads, reels thumbnails, story assets. Quick iteration cycles between creative testing.
Meta Business Suite
Scheduling content, managing brand pages, reading organic performance alongside paid — understanding the full picture.
Zoho CRM
Tracking leads and understanding the customer lifecycle beyond the click — because ROAS alone isn't the whole story.
AI Tools
Copy ideation, audience research prompts, creative brainstorming, and campaign structuring — AI as a thinking partner, not a crutch.
Website Analytics
Connecting campaign performance to actual store behaviour — tracking conversions, product page drops, and cart abandonment signals.
What's Next
Where I'm
headed next
I'm focused on helping businesses and e-commerce brands move beyond surface-level marketing — building systems that combine high-performing websites with data-driven, conversion-focused strategies.;
I'm actively exploring the intersection of marketing and AI — developing smarter workflows and lightweight web applications that simplify execution, improve decision-making, and reduce dependency on manual optimisation.
Every campaign I run today is research for the platforms I'll build tomorrow.
Services
What I can do for your brand
If you're a small business or e-commerce brand looking to grow through paid marketing, here's exactly how I help.
Meta Ads Campaign Setup & Management
Strategy, audience build, creative brief, launch, and continuous optimisation
Performance Audit & Strategy
Review existing campaigns and identify exactly where money is being wasted
Creative Strategy & Ad Copy
Hooks, angles, copy frameworks, and visual direction for high-performing ads
Full-Funnel Growth Planning
Connecting paid traffic to your landing pages, Shopify store, and retention loop
Reporting & Performance Transparency
Clear dashboards, plain-language reporting — you always know what your money is doing
06 — Contact
I'd love to learn about your business.
Two quick questions and I'll get back to you.
Looking forward to it.
— Yash