# Scaling Socials > Scaling Socials is an omni-channel ecommerce growth agency in Bengaluru, India, serving D2C brands across India and the UAE. Founded 2021. Specialises in Meta Ads, Google Ads, Shopify development, web development, SEO, social media, and conversion rate optimisation. Publishes honest public teardowns of real D2C brands. ## Services - [Performance marketing](https://scalingsocials.com/performance-marketing-agency-bangalore/): Meta and Google Ads for D2C and ecommerce brands. - [SEO](https://scalingsocials.com/seo-agency-bangalore/): Ecommerce, technical, and local SEO. - [Shopify development](https://scalingsocials.com/shopify-development-company-bangalore/): Store builds, migrations, speed and redesign. - [Web development](https://scalingsocials.com/web-development-company-bangalore/): Fast, measurable sites that sell. - [Social media marketing](https://scalingsocials.com/social-media-marketing-agency-bangalore/): Content and community that supports paid. - [Conversion rate optimisation](https://scalingsocials.com/conversion-rate-optimisation-services/): Fix the leaks between click and checkout. ## Explore - [Case studies](https://scalingsocials.com/case-studies/): Seven anonymised accounts with real before/after result tables. - [Creative gallery](https://scalingsocials.com/work/): Ad creative Scaling Socials produces in-house for D2C brands. - [Teardowns](https://scalingsocials.com/teardowns/): Honest public CRO and ads teardowns of real D2C brands. - [Tools](https://scalingsocials.com/tools/): Free calculators for D2C operators. - [Glossary](https://scalingsocials.com/glossary/): Every metric, defined with a rupee example. ## Guides - [D2C unit economics: the four numbers that decide if ads can work](https://scalingsocials.com/guides/d2c-unit-economics/): 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. - [A creative testing system for Meta that does not waste budget](https://scalingsocials.com/guides/meta-ads-creative-testing/): 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. - [Shopify store speed: what actually costs you orders in India](https://scalingsocials.com/guides/shopify-store-speed/): 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. ## Writing - [Ask an agency for their average. Then ask for their worst month](https://scalingsocials.com/blog/ask-your-agency-for-their-worst-month/): 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. - [Brief creative that survives repetition, not creative that spikes](https://scalingsocials.com/blog/creative-that-survives-repetition/): 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. - [What the first 90 days of a new D2C ad account should look like](https://scalingsocials.com/blog/first-90-days-of-a-new-d2c-ad-account/): 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. - [Ask who is actually doing the work on your account](https://scalingsocials.com/blog/in-house-versus-outsourced-agency-work/): 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. - [Your Meta ads get traffic but no sales. It is probably not the ads](https://scalingsocials.com/blog/meta-ads-traffic-but-no-sales/): 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. - [What a realistic ROAS looks like for an Indian D2C brand](https://scalingsocials.com/blog/what-realistic-roas-looks-like/): 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. - [Four things to fix before you blame the ads](https://scalingsocials.com/blog/what-to-fix-before-blaming-the-ads/): Product, price, website and content decide whether ads can work at all. Scaling Socials on how to check each one before restructuring a campaign. - [When to scale ad spend, and when to sit on your hands](https://scalingsocials.com/blog/when-to-scale-spend-and-when-to-hold/): Scaling always costs some efficiency. Scaling Socials on setting a floor before you push, and why the lightest month often returns the most. - [The brands we turn down, and why saying no is the service](https://scalingsocials.com/blog/who-we-turn-down-and-why/): 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. - [Why '5x in 30 days' is the clearest red flag in an agency pitch](https://scalingsocials.com/blog/why-5x-in-30-days-is-a-red-flag/): An agency that promises a return multiple before seeing your margin is guessing. Scaling Socials on what a realistic first-quarter conversation sounds like. ## Feeds - RSS: https://scalingsocials.com/rss.xml - JSON Feed: https://scalingsocials.com/feed.json ## Contact - Website: https://scalingsocials.com/ - Email: support@scalingsocials.com - Phone: +91-96067-13608 - WhatsApp: https://wa.me/919606713608 - Address: 203, CMR Main Rd, next to Vasan Eye Care, HRBR Layout 3rd Block, Keshava Nagar, Kacharakanahalli, Bengaluru, Karnataka, 560043, India - Hours: Monday-Friday 10:30-18:30 IST - Serves: IN, AE - Free audit: https://scalingsocials.com/audit/ — a written audit in three working days, whether or not you hire Scaling Socials. --- ## About Scaling Socials is an omni-channel ecommerce growth agency in Bengaluru, India, serving D2C brands across India and the UAE. Founded 2021. Specialises in Meta Ads, Google Ads, Shopify development, web development, SEO, social media, and conversion rate optimisation. Publishes honest public teardowns of real D2C brands. Scaling Socials manages Meta and Google Ads for D2C and ecommerce brands and builds and optimises their Shopify stores. Engagements run on a build-test-scale cycle, scoped to each brand; ad spend is separate and never marked up. ## Results Across the seven client ad accounts Scaling Socials documents publicly: INR 2.77 crore in tracked revenue on INR 42.1 lakh of ad spend, a blended 6.58x return. Client names are withheld to protect competitive accounts; each is identified by niche and situation, and every case study publishes that account's worst month alongside its average. ## Glossary definitions ### Advantage+ Shopping Advantage+ Shopping is Meta's largely automated campaign type for ecommerce, which hands audience selection, placement and budget distribution to Meta's algorithm in exchange for less manual control. Source: https://scalingsocials.com/glossary/advantage-plus-shopping/ ### AOV uplift AOV uplift is the measured increase in average order value produced by a deliberate change such as a bundle, a shipping threshold or a post-purchase offer. Source: https://scalingsocials.com/glossary/aov-uplift/ ### AOV Average order value, or AOV, is the average revenue a single order generates, calculated as total revenue divided by the number of orders in a period. Source: https://scalingsocials.com/glossary/aov/ ### Attribution window An attribution window is the period after someone clicks or views an ad during which a resulting purchase will still be credited to that ad by the advertising platform. Source: https://scalingsocials.com/glossary/attribution-window/ ### Blended ROAS Blended ROAS is total revenue from all sources divided by total advertising spend across all platforms, ignoring which channel any individual sale is attributed to. Source: https://scalingsocials.com/glossary/blended-roas/ ### CAC Customer acquisition cost, or CAC, is the total sales and marketing cost required to win one new paying customer over a given period. Source: https://scalingsocials.com/glossary/cac/ ### Checkout abandonment Checkout abandonment is the share of shoppers who begin the checkout process but leave before completing payment. Source: https://scalingsocials.com/glossary/checkout-abandonment/ ### CLV:CAC ratio The CLV:CAC ratio compares the gross profit a customer contributes over their lifetime with the cost of acquiring them, expressed as a multiple. Source: https://scalingsocials.com/glossary/clv-cac-ratio/ ### Contribution margin Contribution margin is the money a single sale leaves behind after every variable cost of fulfilling it, and it is the pool from which advertising and fixed costs must be paid. Source: https://scalingsocials.com/glossary/contribution-margin/ ### CPC Cost per click, or CPC, is the amount an advertiser pays each time someone clicks their ad, calculated as ad spend divided by total clicks. Source: https://scalingsocials.com/glossary/cpc/ ### CPM Cost per mille, or CPM, is what an advertiser pays for one thousand impressions of an ad, regardless of whether anyone clicks it. Source: https://scalingsocials.com/glossary/cpm/ ### Creative fatigue Creative fatigue is the decline in an ad's performance caused by the same audience seeing it repeatedly, rather than by any change in the offer or the targeting. Source: https://scalingsocials.com/glossary/creative-fatigue/ ### CTR Click-through rate, or CTR, is the percentage of people who click an ad after seeing it, calculated as clicks divided by impressions. Source: https://scalingsocials.com/glossary/ctr/ ### CVR Conversion rate, or CVR, is the percentage of visitors to a site or landing page who complete a purchase in a given period. Source: https://scalingsocials.com/glossary/cvr/ ### First-purchase profitability First-purchase profitability is whether the gross profit from a customer's very first order is greater than what it cost to acquire that customer. Source: https://scalingsocials.com/glossary/first-purchase-profitability/ ### Hook rate Hook rate is the percentage of people who are still watching a video ad three seconds after it begins, measured as three-second views divided by impressions. Source: https://scalingsocials.com/glossary/hook-rate/ ### Incrementality Incrementality is the additional revenue an advertising campaign genuinely caused, as distinct from the revenue it was credited with by an attribution model. Source: https://scalingsocials.com/glossary/incrementality/ ### Landing page CVR Landing page conversion rate is the percentage of people arriving on a page from an ad who go on to complete a purchase in that visit. Source: https://scalingsocials.com/glossary/landing-page-cvr/ ### LTV Customer lifetime value, or LTV, is the total gross profit a customer contributes across every order they place, for as long as they keep buying. Source: https://scalingsocials.com/glossary/ltv/ ### MER Marketing efficiency ratio, or MER, is total business revenue divided by total marketing spend across every channel, regardless of what any platform claims to have caused. Source: https://scalingsocials.com/glossary/mer/ ### Payback period CAC payback period is the time it takes for the gross profit from a customer to cover what it cost to acquire them. Source: https://scalingsocials.com/glossary/payback-period/ ### Performance Max Performance Max is Google's automated campaign type that serves a single set of assets across Search, Shopping, YouTube, Display, Gmail and Discover from one budget and one goal. Source: https://scalingsocials.com/glossary/performance-max/ ### Retention cohort A retention cohort is a group of customers who first purchased in the same period, tracked over time to see how many buy again and how much they spend. Source: https://scalingsocials.com/glossary/retention-cohort/ ### ROAS Return on ad spend, or ROAS, is the revenue an advertising campaign generates for every rupee spent on it, calculated as attributed revenue divided by ad spend. Source: https://scalingsocials.com/glossary/roas/ ### Thumb-stop ratio Thumb-stop ratio is the share of impressions where a viewer stopped scrolling long enough to register the ad, commonly measured as three-second video views divided by reach. Source: https://scalingsocials.com/glossary/thumb-stop-ratio/ ## Guide summaries ### D2C unit economics: the four numbers that decide if ads can work 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. Source: https://scalingsocials.com/guides/d2c-unit-economics/ ### A creative testing system for Meta that does not waste budget 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. Source: https://scalingsocials.com/guides/meta-ads-creative-testing/ ### Shopify store speed: what actually costs you orders in India 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. Source: https://scalingsocials.com/guides/shopify-store-speed/ ## Article summaries ### Ask an agency for their average. Then ask for their worst month 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. Source: https://scalingsocials.com/blog/ask-your-agency-for-their-worst-month/ ### Brief creative that survives repetition, not creative that spikes 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. Source: https://scalingsocials.com/blog/creative-that-survives-repetition/ ### What the first 90 days of a new D2C ad account should look like 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. Source: https://scalingsocials.com/blog/first-90-days-of-a-new-d2c-ad-account/ ### Ask who is actually doing the work on your account 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. Source: https://scalingsocials.com/blog/in-house-versus-outsourced-agency-work/ ### Your Meta ads get traffic but no sales. It is probably not the ads 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. Source: https://scalingsocials.com/blog/meta-ads-traffic-but-no-sales/ ### What a realistic ROAS looks like for an Indian D2C brand 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. Source: https://scalingsocials.com/blog/what-realistic-roas-looks-like/ ### Four things to fix before you blame the ads 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. Source: https://scalingsocials.com/blog/what-to-fix-before-blaming-the-ads/ ### When to scale ad spend, and when to sit on your hands 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. Source: https://scalingsocials.com/blog/when-to-scale-spend-and-when-to-hold/ ### The brands we turn down, and why saying no is the service 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. Source: https://scalingsocials.com/blog/who-we-turn-down-and-why/ ### Why '5x in 30 days' is the clearest red flag in an agency pitch 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. Source: https://scalingsocials.com/blog/why-5x-in-30-days-is-a-red-flag/