Overview
Shopoplaine is a mid-luxury women's leather bag brand running its own Meta Ads. Before we took over the account, spend was going out the door with almost nothing coming back: an audit of the account found ₹41,486 spent for a single ₹903 purchase — a 0.02x ROAS. Monthly spend under the previous setup averaged roughly ₹11,262. The problem wasn't the product. It was the funnel.
The Challenge
Near-zero returns on real spend
The audit period showed one converting purchase against ₹41,486 in spend — a 0.02x ROAS that made the account effectively un-scalable in its current state.
A funnel losing people before they saw a product
Of everyone who clicked an ad, 74% never made it to a product page. Add-to-cart sat at 0.30% of clicks — roughly a tenth of the 3–5% healthy range for accessories in India.
Budget concentrated in the wrong placements
Instagram Reels alone had consumed 46% of spend (₹19,043) with zero conversions. A separate link-clicks campaign spent ₹4,833 for just 2 add-to-carts across 14,716 clicks. Feed placements, by contrast, had produced the account's only sale.
Our Approach
A three-phase funnel instead of one undifferentiated campaign
We rebuilt the account around a 14-day structure with a distinct job for each phase:
- Notice (days 1–5): pure brand awareness through emotional storytelling — no ask, no conversion objective.
- Imagine (days 6–10): a product-focused conversion push, carrying 45% of total spend.
- Decide (days 11–14): final-touch retargeting on warm audiences, carrying 25% of spend and set to the account's highest-expected-ROAS phase.
Creative built around authenticity, not polish
The creative brief for the account states it directly: "She's not polished — she's real. The bags are not the hero. She is." That meant real moments over staged photoshoots, founder-led storytelling, and craftsmanship detail doing the persuading before any feature list — emotional resonance first, specs second.
Precision over broad reach
Prospecting combined broad targeting with lookalikes of past purchasers, focused on women 25–40 in metro cities, layered with interest targeting around an active lifestyle (pickleball, tennis, athleisure). Retargeting ran separately against video viewers (50%+ watched), site visitors, cart abandoners, and product-page viewers — with existing purchasers excluded from the awareness phase so budget wasn't spent re-introducing the brand to people who already knew it.
Reallocating away from what the audit had flagged
Feed placements — the only thing in the old account that had actually converted — got prioritized. Reels and low-intent link-click campaigns, which the audit showed were absorbing budget without producing results, were pulled back.
Results — April 2026 (first full month of management)
- ROAS improved from 0.02x to 0.55x (Shopify-attributed; Meta's own reported figure was 0.32x, with a known tracking gap between the two platforms)
- Spend scaled to ₹1,28,359 — over 10x the previous agency's ₹11,262 monthly average
- Reach: 29.2 lakh people (+140% vs. the prior period)
- Impressions: 44 lakh (+162%)
- Website clicks: 74,741 (+188%)
- 7 Shopify orders, average order value ₹10,075
- The best-performing campaign, "New Products — Traffic," delivered 47,925 website clicks at ₹0.57 per click — the lowest cost-per-click in the account
What's Next
April was deliberately an investment month — rebuilding audience signal after the funnel overhaul, not chasing ROAS immediately. The documented plan shifts budget toward the warm audiences that month built, targeting ₹90,000–₹1,00,000 in monthly revenue and a 1x ROAS by June 2026.
Conclusion
Going from one ₹903 sale to a structured, scaling funnel didn't happen by spending more on the same campaigns — it happened by finding out exactly where the old ones were leaking, and rebuilding around a funnel with a specific job for every stage of the customer's decision.