How we run ad accounts

The ads we make

• We make ad videos, creator videos, static images, carousels and catalogue ads.
• Our ad videos are creator testimonials, product demos, problem and fix videos, unboxings and founder-led videos.
• Every script has five beats: the opening, the problem, the product, the proof and the offer. The opening changes most, so that is what we test.
• The edit desk cuts every video into opening versions, and each version runs as its own test.

How we test and keep ads

• The openings come at the buyer from different sides: the problem and its fix, curiosity, proof from other buyers and the plain benefit.
• New ads go live in their own test on a small daily budget, with the same money for each idea.
• We judge each idea after five to seven days, once it has spent two to three times the cost per purchase we agree with the brand.
• When an ad is shown more often and fewer people click, it is wearing out. Its replacement goes live before it stops selling.
• We change the smallest part that has stopped working. A new opening comes first, then a new middle, then a new idea.
• Refreshed ads go up as new ads, so the old winner keeps selling while the new one proves itself.
• On Meta the ad itself decides who sees it, so new ads are the main lever we have.
• Ads tire, and one winner rarely lasts more than a few weeks at high spend.

One job per campaign

• New-customer ads. Most of the budget goes to the campaign that finds new customers. It carries the ads that have already proved they sell.
• Return-visitor ads. Reviews, demos, offer reminders and catalogue ads for people who visited, added to cart or watched a video. Past buyers are left out.
• Creative tests. New ads start in their own test on a small daily budget, so a weak batch never drags down the campaign that pays the bills.

By industry

• Beauty and skincare. For beauty and skincare we make texture shots, routines, ingredient explainers, creator reviews after weeks of use and unboxings for gifting lines. Claims stay honest, and before and after images stay out, because Meta restricts them. We look at which ads bring customers who reorder, not only customers who buy once.
• Electronics. For electronics we show the product working on screen, such as a speaker playing next to a running timer. We shoot vertical for Reels and Stories, with captions for people watching without sound. Creator-style videos carry the testing, and a few polished lifestyle videos carry launches and premium products. Gadget ads tire fast, so one hero video never runs for months.
• Ethnic wear. For ethnic wear we make occasion edits for festivals, weddings and pujas, and the creative changes by region around Eid, Durga Puja and Navratri. Catalogue ads from a clean product feed show each person the pieces closest to what they viewed. Try-on videos show the size on screen, and fabric close-ups show the texture and how it falls.
• Fashion and apparel. For fashion we run catalogue ads from a clean product feed, so each person sees the products closest to what they viewed. The products that carry the season get try-on videos on different body types with the size on screen, one piece styled three ways and fabric close-ups. People who viewed but did not buy see customer photos, size advice and the exchange policy.
• Food and beverage. We make recipe videos, and ingredient and sourcing stories for premium products. Sound and movement do the work, because the buyer cannot taste the product until it arrives.
• Health and wellness. For wellness we make ingredient explainers, routine videos, taste and texture tests, founder stories, expert explainers and pack shots. The ads show the product being used and never promise results.
• Home and kitchen. For home and kitchen the demo is the ad. We show the product doing a job the buyer already does every day. We cook Indian food on camera, put a hand or a steel glass in frame to show size, and show the cleaning too. Each product gets many versions with different openings, different dishes and different people. Home ads tire more slowly than fashion ads, but they still tire. Lifestyle videos carry tableware, décor and furnishings, where the setting justifies the price.
• Jewellery. We make close-ups of the clasp and the stone setting, gifting reveals, styling videos and proof on camera such as the hallmark or a certificate. Each ad does one job. A close-up sells the craft, a creator video sells the feeling and a proof video removes the last doubt. We test several openings on the same piece before we decide a product does not sell. When an ad is shown more often and fewer people click, it gets a new opening.
• Kids and baby. For kids and baby brands we make parent-led reviews and demos, not posed studio shots. We show the proof up close: seams, labels, the BIS mark and the ingredient list. We test openings by the child's age and by the buyer: a new parent, a parent of a toddler and a gifting buyer. Safe practice shows in every frame, because parents notice mistakes.

What we see across client accounts

These figures pool many client ad accounts. They describe our accounts as a whole, not any one case study, and no case study page uses them.

Meta ad data pooled from 42 client ad accounts whose data we pulled through Meta’s API, October 2023 to September 2026 (not every account we ran in that time); no account named.

• In the middle account, the top 10% of ads take 53% of the ad spend (41 accounts in the same data).
• 3 in 4 ads ran for one month or less (the same data).
• Across 28 client ad accounts whose campaign names show their job, 24 Aug to 22 Oct 2026, 76% of ad spend went to new-customer campaigns, 12% to return-visitor campaigns and 12% to creative tests.

Read on

All case studies · How our case studies are recorded and reviewed