Activewear brand
The ads were doing push-ups. The landing page was eating glue.
₹64,20,110
The starting problem
The activewear brand had healthy CTRs and a dying funnel: a 5.4 second mobile load, a size chart hidden three taps deep, and a checkout that asked for a login before showing shipping cost. The ad account was being blamed for a website problem.
The change we made
We froze creative testing for three weeks and rebuilt the funnel first. New PDP structure led with the two questions session recordings showed people leaving to ask: "will it survive a wash" and "what size am I". Reviews were mined and placed as objection-handlers, not decoration.
How it ran
Once CVR crossed 2%, we reopened the ad throttle. Same audiences, same budget, nearly double the output. Then creative iterated against the new page so ad promise and landing experience spoke one language.
What held
CVR settled at 2.6%, ROAS at 2.9x. The lesson The activewear brand paid for once and keeps forever: media buying cannot outrun a slow site.
The result did not come from one magic ad. It came from cleaner signal, fewer moving parts, and a creative loop that stopped guessing in public. Figures shown are representative; the operating pattern is the point.