<aside> 🌿
Noorvi Botanics — Ayurvedic skincare D2C (face serums, ubtan, kumkumadi oil) · Greater Noida (warehouse: Kasna Industrial Area) · Shopify · July 1, 2026 → September 30, 2026 · Spec / portfolio case study
</aside>
<aside> 📈
MER
1.62 → 2.74
</aside>
<aside> 🎯
CAC
₹462 → ₹283
</aside>
<aside> 💰
Monthly revenue
2.9x (₹2.59L → ₹7.40L)
</aside>
<aside> 📦
Orders / month
346 → 955
</aside>
Apr–Jun avg: ₹1.6L/month spend pe MER 1.62, CAC ₹462 — unprofitable
Meta pe 14 overlapping ad sets, audience overlap 40%+, frequency 4.8
Saare creatives static product shots — koi UGC / reel nahi
Google pe sirf ek broad Search; brand searches competitors le ja rahe the
Sirf Purchase pixel event, CAPI nahi → ~22% conversions under-report
| Step | 🔵 Meta | 🎨 Creative | |
|---|---|---|---|
| 1. Fix tracking | CAPI + Shopify integration; Event Match Quality 5.1 → 8.3 | GA4 + enhanced conversions | Creative naming convention for testing |
| 2. Restructure | 14 ad sets → 4 campaigns (Advantage+, LAL, Retargeting, Testing) | Brand Search alag; Generic exact + phrase; PMax with feed | Static → Hinglish UGC reels |
| 3. Scale | Retargeting 14d, exclude 30d purchasers | Demand Gen — top reels on YouTube Shorts | 6 new reels/week, kill on 3-sec hook rate |
Geo: Delhi NCR (Noida, Greater Noida, Gurugram, Delhi), Mumbai, Bengaluru, Pune, Hyderabad — NCR mein next-day delivery messaging.
| Creative | Format | Hook (first 3 sec) | Hook Rate | CTR | ROAS |
|---|---|---|---|---|---|
| C-07 | UGC Reel (founder) | "Dadi ka nuskha, ab bottle mein 🌿" | 41% | 2.1% | 3.4 |
| C-12 | Before/After Reel | "7 din, sirf raat ko 3 drops…" | 38% | 1.9% | 3.1 |
| C-03 | Unboxing Reel | "₹699 mein kumkumadi? Pehle dekho" | 34% | 1.6% | 2.6 |
| C-15 | Static Carousel | Ingredient breakdown | — | 0.9% | 1.4 |
| → Hinglish UGC reels ne static ko CTR pe ~2x beat kiya; founder-face videos ka hook rate sabse high. |
Month-on-month (Shopify, deduplicated)
| Month | Ad Spend | Revenue | Orders | MER | CAC |
|---|---|---|---|---|---|
| Jul 2026 | ₹2,10,000 | ₹4,41,000 | 590 | 2.10 | ₹356 |
| Aug 2026 | ₹2,40,000 | ₹5,86,000 | 765 | 2.44 | ₹314 |
| Sep 2026 | ₹2,70,000 | ₹7,40,150 | 955 | 2.74 | ₹283 |
| Total | ₹7,20,000 | ₹17,67,150 | 2,310 | 2.45 | ₹312 |
| Meta Ads | |||||
| Campaign | Spend | Impressions | CPM | Clicks | CTR |
| --- | --- | --- | --- | --- | --- |
| Advantage+ Shopping (Prospecting) | ₹2,20,000 | 31,40,000 | ₹70 | 41,500 | 1.32% |
| Retargeting (VC/ATC 14d) | ₹80,000 | 6,20,000 | ₹129 | 12,400 | 2.00% |
| Reels Creative Testing (ABO) | ₹1,10,000 | 18,90,000 | ₹58 | 24,600 | 1.30% |
| Lookalike 1–3% Purchasers | ₹70,000 | 9,80,000 | ₹71 | 13,700 | 1.40% |
| Meta Total | ₹4,80,000 | 66,30,000 | ₹72 | 92,200 | 1.39% |
| Google Ads | |||||
| Campaign | Spend | Impressions | Clicks | CTR | Avg CPC |
| --- | --- | --- | --- | --- | --- |
| Brand Search | ₹25,000 | 48,000 | 9,600 | 20.0% | ₹2.60 |
| Generic Search (Non-brand) | ₹65,000 | 2,10,000 | 9,450 | 4.50% | ₹6.88 |
| Performance Max | ₹1,20,000 | 24,00,000 | 30,000 | 1.25% | ₹4.00 |
| Demand Gen (YT Shorts) | ₹30,000 | 12,00,000 | 6,000 | 0.50% | ₹5.00 |
| Google Total | ₹2,40,000 | 38,58,000 | 55,050 | 1.43% | ₹4.36 |
Top non-brand keywords
| Keyword | Match | Conv. | CPA |
|---|---|---|---|
| kumkumadi oil for face | Exact | 64 | ₹298 |
| ayurvedic face serum | Phrase | 41 | ₹361 |
| ubtan for glowing skin | Phrase | 38 | ₹318 |
| natural skincare brand india | Phrase | 22 | ₹442 |
| kumkumadi tailam price | Exact | 25 | ₹329 |
Website funnel (Shopify + GA4)
| Stage | Count | Rate |
|---|---|---|
| Sessions | 1,32,000 | — |
| Add to Cart | 9,900 | 7.5% |
| Checkout | 4,620 | 46.7% of ATC |
| Purchases | 2,310 | 1.75% CVR |
Geo split (orders): Delhi NCR 878 (38%) · Mumbai 393 (17%) · Bengaluru 347 (15%) · Pune + Hyderabad 300 (13%) · Rest of India 392 (17%) Platform-attributed (1,515 + 1,165 = 2,680) vs Shopify 2,310 orders — attribution overlap; decisions MER pe.