₹1 Lakh Store
⌘K
GETTING STARTED
FIND — Get an Idea
VALIDATE — Hit PMF (Phase 3)
UNIT ECONOMICS — First (Phase 4)
SCALE — Build to ₹1L/mo
    • Meta Ads Architecture
    • Campaign Structure (CBO/ABO)
    • Creative Testing Framework
    • UGC Ad Script Templates
    • Audience Targeting Playbook
    • Retargeting Funnel SOP
    • Google Ads for D2C
    • YouTube Performance Ads
    • WhatsApp Marketing Flows
    • Email Marketing Sequences
    • Push Notification Strategy
    • Influencer ROI Calculator
    • Micro-Influencer Playbook
    • Content Calendar Template
    • SEO for D2C Brands
    • Budget Scaling Rules
AI & AUTOMATION
ANALYTICS & DATA
FINANCE
TOOLS & CALCULATORS
RESOURCES
  1. SCALE — Build to ₹1L/mo
  3. Meta Ads Architecture

10 — Marketing

Meta Ads Architecture

Meta (Facebook + Instagram) is the primary acquisition channel for Indian D2C brands. Structure your ad account correctly from day one to enable scaling without wasted spend.
₹500-800/Day1.5-3% CTR₹15-50 CPC2.5-3x ROAS

₹500-800

Daily Budget

Start small, scale what works

1.5-3%

Target CTR

Click-through rate benchmark

₹15-50

Target CPC

Cost per click (cold audiences)

2.5-3x

Target ROAS

Return on ad spend

Meta Ad Account Structure

LevelWhat It ControlsBest Practice
CampaignObjective & budgetStart with Traffic objective until pixel has 50+ events, then switch to Conversions
Ad SetAudience, placement, scheduleStart with 1 interest per ad set for clean data
AdCreative, copy, CTATest 3-5 creatives per ad set minimum

Campaign Types

Conversion Campaign (Step 3)

When: Pixel has 50+ purchase events

Objective: Purchases

Budget: ₹500-800/day to start

Audience: Interest-based cold audiences

Pixel Event: Purchase

Traffic Campaign (Step 1)

When: Brand new store, 0–50 pixel events

Objective: Link clicks (build data first)

Budget: ₹300-500/day

Audience: Broad interest targeting

Goal: Build pixel data fast — don't skip to Purchases

Add-to-Cart Campaign (Step 2)

When: 50+ Add-to-Cart events but <50 purchases

Objective: Conversions optimizing for Add to Cart

Budget: ₹400-600/day

Audience: Interest-based cold audiences

Goal: Train algorithm on purchase intent before switching to Purchase objective

Retargeting Campaign

Objective: Conversions

Budget: 10-20% of total ad spend

Audience: Site visitors, ATC, IG engagers

Creative: Social proof, reviews, urgency

Expected ROAS: 4-8x

Budget Context: At ₹500-800/day, monthly spend is ₹15,000-24,000. This fits within the ₹50K total budget (₹20K for marketing). If you have a ₹15K budget, start at ₹300-500/day. If you have a ₹30K budget, start at ₹500-700/day. Scale only when ROAS consistently exceeds 2.5x after all costs.
Meta Ads Setup Checklist