Digital marketing, run by operators

Paid search and paid social are the core of our work as a digital marketing company in Delhi: Google and Meta campaigns for brands across India, from Delhi NCR to Mumbai and Bengaluru, planned against your margin and reported as one weekly number.

What we run for brands that sell online

We run Google Ads and Meta Ads for brands that sell physical products online, and we judge them by the sales they produce, not by clicks or reach. The work is split into three services, built to run together.

• Performance marketing is the planning layer: targets set from your margin, a monthly budget split across channels, weekly pacing and the report. Our performance marketing services page sets out the method.
• Paid search and social is the campaign work: search, Shopping and Performance Max on Google, Facebook and Instagram on Meta, product feeds, creative and bids. See Google Ads and Meta Ads management for how we run it.
• Tracking and attribution is the measurement underneath: GA4, Google Tag Manager, the Meta Pixel and Conversions API, Consent Mode v2 and UTM rules. Without it the other two are guesswork, so our conversion tracking setup comes first.

Alongside Google and Meta, we coordinate sponsored ads on Amazon, Flipkart, Meesho, Myntra and Ajio, and the Shopify or WooCommerce storefront where your ads land. A buyer often meets more than one of these before ordering, so we plan them as one budget.

Media spend, the money paid to Google, Meta or a marketplace for the ads themselves, stays in your own accounts and is billed to you by the platforms. Our fee covers the planning, the campaign work and the reporting.

What “an operator, not an agency” means

It means we run our own ecommerce brands on the same marketplaces and ad platforms we run for clients, with our own money at stake. We see auction prices, returns and settlement statements from the seller’s side before we advise anyone.

That changes what we look at first. A platform dashboard can show a healthy return on ad spend while the business behind it loses money on every order. A seller cannot work from that view, because the real costs arrive later, in the settlement.

Running our own brands has taught us to check five things before calling an ad account healthy:

• the margin left after product cost, marketplace commission, shipping, payment charges and GST, not the selling price;
• cash-on-delivery orders refused at the door and sent back, known as RTO (return to origin), which cost two shipments and earn nothing;
• customer returns, which add reverse shipping and sometimes write off the product;
• stock, because an ad pointing at a sold-out size pays for a click that cannot convert;
• the marketplace sale calendar, which moves auction prices and buyer behaviour on every platform at once.

None of this shows in Google Ads or Meta Ads Manager. It shows in your order reports, shipping invoices and marketplace settlements, which is where we start every audit.

Who this work suits and who it doesn’t

It suits brands that sell physical products online and want their ads judged by profit, not reach. Four situations fit it well:

• D2C brands on Shopify or WooCommerce that buy traffic from Google and Meta and need that spend tied to margin.
• Marketplace sellers on Amazon, Flipkart, Meesho, Myntra or Ajio who are opening a storefront and need ads that bring buyers to it.
• Brands with an in-house ad team who want targets, pacing and reporting held by someone outside the daily work, which our performance marketing service offers on its own.
• Brands whose marketplace accounts we already run through our ecommerce brands arm, where ads and seller operations then sit with one team.

Category changes the plan. In apparel and fashion, as in footwear, returns follow size; home textiles and furnishings sell on photographs and fabric detail; festive and gifting sells mostly around festivals. We build those patterns into targets and budgets from the start.

Readiness matters more than size. A brand needs stock to sell, a product page that converts, and enough margin after costs to pay for ads at all. If one of those is missing, we say which, and what to fix first.

It is likely the wrong fit if you need app installs, leads for a service business, or awareness with no sales target. We would rather say so on the first call than take a fee for work we do not do for our own brands.

How Google, Meta and marketplace ads fit together

They do different jobs for the same buyer, so we plan them as one budget with one target. Google catches people already searching, Meta reaches people who were not looking yet, and marketplace ads compete for the buyer at the shelf.

Google: search, Shopping and Performance Max

Search and Shopping ads answer demand that already exists: someone types “cotton double bedsheet” and sees your product and its price. We keep searches for your brand name apart from product searches, because a buyer who already knows you should cost less to reach.

Performance Max runs a single budget across Search, Shopping, YouTube and Google’s other surfaces, with fewer controls than a standard campaign. We use it where your product feed is clean and your tracking reports real purchases.

Meta: Facebook and Instagram

Meta Ads create demand rather than catch it. The buyer was scrolling, not shopping, so the creative carries the sale: the product in use, the price, and a reason to buy now. Creative on Meta wears out, so testing never stops.

For brands that sell from their own storefront, our guide to Meta ads for D2C brands goes further into campaign structure and creative.

Marketplace sponsored ads

Sponsored ads on Amazon, Flipkart and the other marketplaces lift your listing in the marketplace’s own search results. The buyer is already shopping there, but so are your competitors, one row away.

These ads pay only when the listing itself is strong, because a sponsored slot sends more buyers to whatever the listing already is. Where we also run the seller account through marketplace account management, listing and ads sit with one team.

Your D2C storefront

Your own storefront keeps the margin a marketplace would take in commission, but it has to earn trust without a marketplace’s name behind it. Ads that send buyers to a slow or confusing site waste money, so we review landing pages before raising spend.

Where the fixes are larger than a page edit, our D2C storefronts team can build them on Shopify or WooCommerce.

Each platform claims the sales it touched, so the totals across Google, Meta and the marketplaces often add up to more than you sold. We judge the mix against total revenue and spend, and use each platform’s report to decide where the next rupee goes.

How we tell which ads actually worked

We compare three views of the same weeks and trust a result most where they agree. Each platform’s own report, your GA4 data and your orders from the storefront and marketplace reports each miss something different.

• Platform reports see every ad interaction on their own platform, but credit themselves for sales another channel also touched.
• GA4 sees visits to your site from every channel, but loses visitors who refuse consent or block scripts, and never sees marketplace sales.
• Order reports are the truth about money, but say little about which ad caused which order.

Each platform counts a sale as its own only inside its attribution window, a set number of days after someone clicked or saw an ad. Default windows differ by platform, one reason their totals disagree, so we note the window beside every figure.

When the views disagree badly, we test rather than argue. Switching a channel off in some regions, or keeping a slice of the audience from seeing a campaign, shows what sales it adds that would not have happened anyway.

How we set targets before any spend

We start from what an order is worth to you after costs, then work out what you can afford to pay in ads to win it. The target follows from the margin, not from what a platform or a competitor reports.

Three measures carry most of the weight, and we define them the same way in every report:

• ROAS, return on ad spend: the sales credited to ads divided by what those ads cost. Useful inside one platform, misleading when added up across several.
• CAC, customer acquisition cost: what you spend in ads to win one new customer. It tells you whether growth is affordable.
• MER, marketing efficiency ratio: total revenue over total marketing spend, whatever each platform claims. It is the check on the other two.

Marketplace ad consoles report their own measure, ACoS (advertising cost of sale: ad spend divided by the sales those ads produced, the inverse of ROAS). Our guide to ROAS, ACoS and TACoS sets the three side by side.

From your costs we work out break-even, the point where an order pays for its ads and nothing more, then agree a target above it. The full method, with a worked illustration, is part of our performance marketing work.

Targets differ by channel. Brand search should return far more than Meta prospecting, and a first order in a category people reorder can justify a thinner margin if your repeat data supports it. We set each target in writing so nobody moves it quietly.

We also count new customers apart from repeat buyers, where your storefront records the difference. Paying ads to win back a buyer who would have reordered anyway flatters every ratio and grows nothing.

What the weekly report shows you

It shows one headline number first, agreed with you at the start, then the channel detail and the decisions behind it. If the number is off target, the first line of the report says so.

Three rules hold for every report we send:

• platform-reported sales never appear without the reconciled figure from your own orders beside them;
• a missed target is reported where the headline is, not below the good news;
• no number changes its definition mid-year without a note saying when and why.

Platform numbers are also thinner than they used to be, because visitors who refuse cookies are measured partly by modelling. Our article on attribution after Consent Mode v2 explains what that changes for your reports.

The report is built in Google Sheets or Looker Studio on your own Google account, so its history stays with you. You read it without logging in to any tool of ours.

Once a month we step back from the weekly view, look at the season ahead, and reset targets if your costs or prices have changed.

When we tell you to spend less

We recommend cutting or pausing spend whenever an extra rupee of ads would lose you money, and we agree the conditions before launch. Typical triggers are a channel running below break-even, stock running short, tracking failing, or a site or listing that cannot convert.

A lower bill is not a failure if it protects margin. When we pull spend back, the weekly report names the rule that applied and the condition for restarting.

Restarting follows rules too: stock back above the agreed level, tracking confirmed with a test order, or the listing restored. Spend comes back in steps rather than all at once, because a sudden jump unsettles automated bidding.

A rupee we decide not to spend is reported like a rupee spent: with the reason.

The same applies in the other direction. When a channel runs comfortably above target and stock allows, we ask for more budget in writing, with the evidence, rather than spending past the plan you approved.

What changes when we also run your marketplaces

Ads and seller operations stop working against each other. When the same house runs your marketplace accounts and your ads, a price change, a stock gap or a listing problem reaches the campaigns before it wastes spend.

• Sale participation is decided with the ad budget in view, so a deal is not paid for twice, once in discount and again in bids.
• Return reasons from the marketplace feed back into creative: a size complaint changes the size chart and the ad copy together.
• Price differences between your storefront and the marketplaces are deliberate, so a Shopping ad does not send buyers to a price they can beat one tab away.
• Settlement data, including commission and fees, updates the margin model that sets your ad targets.

Our catalogue and listings work matters here too, because no bid makes up for thin images or missing product attributes.

Which engagement fits your brand

Choose by what you need done, not by the size of your budget. The three engagements differ in scope, which you can compare line by line in the engagements table further down this page; each is quoted separately once we have read your accounts.

Set-up and audit

A one-off piece of work for brands that run their own campaigns, or are about to hire someone. We audit the tracking and the ad accounts, fix or specify the tracking, and hand over a written plan with targets, budget ranges and stop rules.

Managed campaigns

A monthly engagement in which we run Google Ads and Meta Ads against the agreed targets: structure, feeds, creative testing, bids and pacing. You get the weekly report and a monthly review. We advise on landing pages, and your team or developer makes the changes.

Campaigns plus marketplaces

Everything in managed campaigns, plus sponsored ads on the marketplaces where you sell, planned in the same budget and reported in the same weekly number. Listing and storefront changes are coordinated with our ecommerce team, so price changes and stock gaps reach the ads.

What happens after you say yes

We follow the same order every time, because changing campaigns before the tracking is right only produces confident, wrong numbers.

1. We take user access to your accounts and read the history without changing anything.
2. We test the tracking with test orders and fix, or specify, whatever is broken.
3. We rebuild what each channel earned, net of cancellations, returns and RTO, and write the plan: targets, budget range and stop rules.
4. You approve the plan. Campaign changes then begin in stages, with the old structure running until the new one has proved itself.
5. The first weekly report follows, and the routine continues from there.

Nothing in this order is skipped for urgency. A sale event close at hand changes how fast we move through it, not whether the tracking gets checked.

What the first audit looks at

The first audit reads your accounts as they are, before we change anything, and ends in a written list of what to keep, fix and stop. It covers:

• tracking: whether each purchase is recorded once, with the right value, in GA4, Google Ads and Meta;
• Google Ads: brand and non-brand separation, the search terms you paid for, Shopping and Performance Max coverage, and bid strategy settings;
• Meta: campaign structure, the event each campaign optimises for, audience overlap and the age of the creative;
• product feeds: disapproved products, missing attributes, and titles that do not match how buyers search;
• marketplace ads: campaigns left running unattended, keywords that spend without selling, and listings that cannot convert;
• landing pages: speed on a phone, stock shown, price, delivery information and checkout steps.

The audit is the first deliverable of every engagement, including the one-off set-up. Your team can act on it with or without us.

What you pay for, and what you don’t

You pay us a fee for the work, and you pay the platforms for the media, separately. Media spend goes from your own billing settings to Google, Meta and the marketplaces, so you see every rupee of it in their invoices, not ours.

Our fee is quoted after we have read your accounts and agreed the engagement. GST on our services, at 18%, appears on its own line of the quotation and the invoice.

The quotation reflects the work involved:

• how many ad platforms and marketplaces are in scope;
• the size of the catalogue and the state of the product feed;
• how much creative needs testing each month;
• whether tracking needs repair before anything else;
• how often you want to review results with us beyond the weekly report.

Your own time is a cost too. Expect questions at the start, a plan to approve, and one report a week to read. A decision-maker who can approve a budget move without calling a meeting keeps the plan on schedule.

What we need from you to start

We need access, cost data and one person who can decide. Access is given by adding us as a user on your accounts, never by sharing passwords.

• Access: user roles on your Google Ads, Merchant Center, GA4, Tag Manager and Meta accounts, the ad console of each marketplace in scope, and limited staff access to your Shopify or WooCommerce admin.
• Numbers: product costs, shipping costs, and return and RTO rates by category.
• Plans: stock, launches, and the marketplace sales you intend to join.
• Material: brand guidelines, and the photographs and video you already own.
• A person: one decision-maker who can approve budget moves and new ads.

If cost data is incomplete, we start from your own order history and refine the figures as better numbers arrive. A target built on rough costs is still more useful than a target built on none.

What to ask before hiring anyone for ads

If you are comparing digital marketing agencies in Delhi, ask each one how it will be judged, and on whose numbers. These are the questions we would want answered if we were hiring for our own brands:

1. Who owns the ad accounts? They should be in your name, with the provider added as a user.
2. Which number are they held to? A platform’s ROAS, or your revenue against total spend?
3. Is that number net of returns and RTO? Cash-on-delivery refusals can make a good week look better than it was.
4. What happens when tracking breaks? Someone should notice within the week, not at the monthly review.
5. How is the fee related to spend? If the fee rises with spend, ask who decides when spend should fall.
6. Do they spend their own money on these platforms? It changes how carefully a budget is treated.

We answer each of these in writing before an engagement starts, and the answers go into the plan you approve.

Working with our Delhi team from anywhere

We work from Gandhi Nagar, New Delhi, and serve brands across India remotely. Ad accounts, reports and calls do not need a shared city, so the work happens in your accounts and in the weekly report.

A brand in Mumbai, Bengaluru or Hyderabad gets the same plan, weekly report and call as one in Delhi NCR, where we can also meet in person in Gandhi Nagar.

The same house runs ecommerce operations, so ads, listings and stock can be planned together rather than handed between separate firms. If you want one team across marketplaces and paid media, the ecommerce and marketing arms work from the same plan.

To start, write to accounts@kavitabrands.com, call +91 72330 03016, or use the form at the end of this page. Our contact page has the full address and what to include for a useful first reply.