{
  "version": "https://jsonfeed.org/version/1.1",
  "title": "Scaling Socials — D2C growth notes",
  "home_page_url": "https://scalingsocials.com/blog/",
  "feed_url": "https://scalingsocials.com/feed.json",
  "description": "Practical notes on Meta and Google Ads, unit economics, creative and CRO for Indian D2C brands.",
  "language": "en-IN",
  "items": [
    {
      "id": "https://scalingsocials.com/blog/who-we-turn-down-and-why/",
      "url": "https://scalingsocials.com/blog/who-we-turn-down-and-why/",
      "title": "The brands we turn down, and why saying no is the service",
      "summary": "Scaling Socials declines brands without a working budget, without a long-term view, or unwilling to act on findings. Here is the reasoning behind each.",
      "content_text": "Scaling Socials turns down brands without a working marketing budget, without a long-term view, or unwilling to act on what an audit finds. Saying no early saves both sides a quarter of discovering the same thing expensively, and it is why the accounts we do run tend to work.",
      "date_published": "2026-09-06T00:00:00.000Z",
      "date_modified": "2026-09-06T00:00:00.000Z",
      "tags": [
        "Agency selection",
        "D2C"
      ],
      "authors": [
        {
          "name": "Tayeb Khan",
          "url": "https://www.linkedin.com/in/tayebmohammedkhan/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/ask-your-agency-for-their-worst-month/",
      "url": "https://scalingsocials.com/blog/ask-your-agency-for-their-worst-month/",
      "title": "Ask an agency for their average. Then ask for their worst month",
      "summary": "An average ROAS can hide two great months carrying five poor ones. The floor tells you what you can plan around. Here is what to ask before you sign.",
      "content_text": "Scaling Socials publishes the worst month of every account it writes up, because an average can be built from two spectacular months carrying five poor ones. When judging an agency, the floor tells you what your business can plan around and the average does not.",
      "date_published": "2026-08-31T00:00:00.000Z",
      "date_modified": "2026-08-31T00:00:00.000Z",
      "tags": [
        "Agency selection",
        "Paid media"
      ],
      "authors": [
        {
          "name": "Tayeb Khan",
          "url": "https://www.linkedin.com/in/tayebmohammedkhan/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/in-house-versus-outsourced-agency-work/",
      "url": "https://scalingsocials.com/blog/in-house-versus-outsourced-agency-work/",
      "title": "Ask who is actually doing the work on your account",
      "summary": "The person who sells the retainer is often not the person running the account. Scaling Socials on why that gap matters and what to ask before signing.",
      "content_text": "Scaling Socials keeps media, creative, store and CRO in-house because quality control ends the moment work leaves the building. Before signing with any agency, ask who will actually run the account day to day, how much large-budget experience they have, and which services are subcontracted.",
      "date_published": "2026-08-27T00:00:00.000Z",
      "date_modified": "2026-08-27T00:00:00.000Z",
      "tags": [
        "Agency selection",
        "D2C"
      ],
      "authors": [
        {
          "name": "Khushal Sharma",
          "url": "https://www.linkedin.com/in/khushal-sharma-836783120/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/guides/shopify-store-speed/",
      "url": "https://scalingsocials.com/guides/shopify-store-speed/",
      "title": "Shopify store speed: what actually costs you orders in India",
      "summary": "A practical guide to Shopify store speed for Indian D2C brands: which Core Web Vitals matter, how to find the real culprits, and what to fix in what order.",
      "content_text": "Scaling Socials treats Shopify store speed as a revenue problem rather than a score. This guide explains which Core Web Vitals actually affect orders, how to find the gap between ad clicks and landing page views, and the fixes that matter in what order on Indian mobile networks.",
      "date_published": "2026-08-22T00:00:00.000Z",
      "date_modified": "2026-08-22T00:00:00.000Z",
      "tags": [
        "Shopify",
        "Core Web Vitals",
        "CRO"
      ],
      "authors": [
        {
          "name": "Tayeb Khan",
          "url": "https://www.linkedin.com/in/tayebmohammedkhan/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/creative-that-survives-repetition/",
      "url": "https://scalingsocials.com/blog/creative-that-survives-repetition/",
      "title": "Brief creative that survives repetition, not creative that spikes",
      "summary": "A hook that burns out in three weeks costs more than a weaker one that runs for months. Scaling Socials on briefing for durability instead of week-one spikes.",
      "content_text": "Scaling Socials briefs creative for durability rather than for a week-one spike, because every rebuild resets the learning phase and buys the same answers again. A hook that fatigues in three weeks costs more than a slightly weaker one that runs for eight months.",
      "date_published": "2026-08-15T00:00:00.000Z",
      "date_modified": "2026-08-15T00:00:00.000Z",
      "tags": [
        "Creative",
        "Meta Ads"
      ],
      "authors": [
        {
          "name": "Maaz Khan",
          "url": "https://www.linkedin.com/in/maazing/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/when-to-scale-spend-and-when-to-hold/",
      "url": "https://scalingsocials.com/blog/when-to-scale-spend-and-when-to-hold/",
      "title": "When to scale ad spend, and when to sit on your hands",
      "summary": "Scaling always costs some efficiency. Scaling Socials on setting a floor before you push, and why the lightest month often returns the most.",
      "content_text": "Scaling Socials decides the acceptable return floor before increasing spend, then scales only against proven performance. Scaling always costs some efficiency, so deciding the floor in advance turns that into a decision rather than a surprise, and a soft month is spent lighter rather than pushed through.",
      "date_published": "2026-08-11T00:00:00.000Z",
      "date_modified": "2026-08-11T00:00:00.000Z",
      "tags": [
        "Paid media",
        "Budgeting"
      ],
      "authors": [
        {
          "name": "Maaz Khan",
          "url": "https://www.linkedin.com/in/maazing/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/guides/meta-ads-creative-testing/",
      "url": "https://scalingsocials.com/guides/meta-ads-creative-testing/",
      "title": "A creative testing system for Meta that does not waste budget",
      "summary": "How Scaling Socials tests Meta creative for D2C brands: what to judge in the first days, when to kill a loser, and how to concentrate budget behind a winner.",
      "content_text": "Scaling Socials tests Meta creative by ranking new ads on early attention metrics, capping every underperformer at a few hundred rupees, and concentrating budget behind the one campaign that proves it returns. This guide sets out that system, including what to judge on day one and when a decline is fatigue rather than failure.",
      "date_published": "2026-08-06T00:00:00.000Z",
      "date_modified": "2026-08-06T00:00:00.000Z",
      "tags": [
        "Creative",
        "Meta Ads",
        "Paid media"
      ],
      "authors": [
        {
          "name": "Maaz Khan",
          "url": "https://www.linkedin.com/in/maazing/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/first-90-days-of-a-new-d2c-ad-account/",
      "url": "https://scalingsocials.com/blog/first-90-days-of-a-new-d2c-ad-account/",
      "title": "What the first 90 days of a new D2C ad account should look like",
      "summary": "A brand-new ad account has to buy its answers before it buys revenue. Scaling Socials on what to expect, what to measure, and when to scale.",
      "content_text": "For a brand with no pixel history, Scaling Socials treats the first 90 days as buying answers as cheaply as possible: testing wide, capping losers at a few hundred rupees, and scaling only once something has proven it returns. Revenue is the second goal in that period, not the first.",
      "date_published": "2026-07-31T00:00:00.000Z",
      "date_modified": "2026-07-31T00:00:00.000Z",
      "tags": [
        "Paid media",
        "D2C",
        "Creative"
      ],
      "authors": [
        {
          "name": "Maaz Khan",
          "url": "https://www.linkedin.com/in/maazing/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/meta-ads-traffic-but-no-sales/",
      "url": "https://scalingsocials.com/blog/meta-ads-traffic-but-no-sales/",
      "title": "Your Meta ads get traffic but no sales. It is probably not the ads",
      "summary": "When a D2C store gets clicks but few purchases, the cause is usually product, price, the website or the content. Here is how to tell which one it is.",
      "content_text": "When a store gets healthy traffic from Meta but few purchases, Scaling Socials looks at product, price, website and content before touching the ad account. Restructuring campaigns cannot fix a problem that lives after the click, and in Indian D2C that is where the problem usually is.",
      "date_published": "2026-07-27T00:00:00.000Z",
      "date_modified": "2026-07-27T00:00:00.000Z",
      "tags": [
        "Paid media",
        "CRO",
        "Meta Ads"
      ],
      "authors": [
        {
          "name": "Jamal Khan",
          "url": "https://www.linkedin.com/in/jamal-mohammed-khan-4555001b2/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/what-to-fix-before-blaming-the-ads/",
      "url": "https://scalingsocials.com/blog/what-to-fix-before-blaming-the-ads/",
      "title": "Four things to fix before you blame the ads",
      "summary": "Product, price, website and content decide whether ads can work at all. Scaling Socials on how to check each one before restructuring a campaign.",
      "content_text": "Before restructuring an ad account, Scaling Socials checks four things that decide whether advertising can work at all: the product, the price against perceived value, the website, and whether the creative shows the product honestly. Campaign changes cannot fix a constraint that sits outside the ad account.",
      "date_published": "2026-07-20T00:00:00.000Z",
      "date_modified": "2026-07-20T00:00:00.000Z",
      "tags": [
        "CRO",
        "Paid media",
        "D2C"
      ],
      "authors": [
        {
          "name": "Jamal Khan",
          "url": "https://www.linkedin.com/in/jamal-mohammed-khan-4555001b2/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/guides/d2c-unit-economics/",
      "url": "https://scalingsocials.com/guides/d2c-unit-economics/",
      "title": "D2C unit economics: the four numbers that decide if ads can work",
      "summary": "Work out contribution margin, break-even ROAS, CAC and payback for an Indian D2C brand, with rupee examples at every step and the traps that flatter each one.",
      "content_text": "Scaling Socials uses four numbers to decide whether paid media can work for a D2C brand: contribution margin, break-even ROAS, customer acquisition cost and payback period. This guide works each one through in rupees, in the order they depend on each other, and names the mistake that most often flatters the result.",
      "date_published": "2026-07-15T00:00:00.000Z",
      "date_modified": "2026-07-15T00:00:00.000Z",
      "tags": [
        "Unit economics",
        "Paid media",
        "D2C"
      ],
      "authors": [
        {
          "name": "Jamal Khan",
          "url": "https://www.linkedin.com/in/jamal-mohammed-khan-4555001b2/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/what-realistic-roas-looks-like/",
      "url": "https://scalingsocials.com/blog/what-realistic-roas-looks-like/",
      "title": "What a realistic ROAS looks like for an Indian D2C brand",
      "summary": "There is no universal good ROAS, only a number relative to your margin. Scaling Socials on setting an honest target and what our own accounts return.",
      "content_text": "There is no universally good ROAS, only a number relative to your contribution margin: a 40% margin brand breaks even at 2.5x and a 20% margin brand at 5x. Scaling Socials sets targets from a brand's own economics, and publishes both the average and the worst month of every account it documents.",
      "date_published": "2026-07-11T00:00:00.000Z",
      "date_modified": "2026-07-11T00:00:00.000Z",
      "tags": [
        "Unit economics",
        "Paid media"
      ],
      "authors": [
        {
          "name": "Jamal Khan",
          "url": "https://www.linkedin.com/in/jamal-mohammed-khan-4555001b2/"
        }
      ]
    },
    {
      "id": "https://scalingsocials.com/blog/why-5x-in-30-days-is-a-red-flag/",
      "url": "https://scalingsocials.com/blog/why-5x-in-30-days-is-a-red-flag/",
      "title": "Why '5x in 30 days' is the clearest red flag in an agency pitch",
      "summary": "An agency that promises a return multiple before seeing your margin is guessing. Scaling Socials on what a realistic first-quarter conversation sounds like.",
      "content_text": "An agency that promises a specific return multiple before seeing your contribution margin is guessing, because break-even ROAS is set by margin and nothing else. Scaling Socials sets expectations against a brand's own economics, and treats the first quarter of a new account as buying answers rather than hitting a number.",
      "date_published": "2026-07-05T00:00:00.000Z",
      "date_modified": "2026-07-05T00:00:00.000Z",
      "tags": [
        "Agency selection",
        "Paid media"
      ],
      "authors": [
        {
          "name": "Tayeb Khan",
          "url": "https://www.linkedin.com/in/tayebmohammedkhan/"
        }
      ]
    }
  ]
}