This is part 2 of an ongoing series on growth marketing that actually works. If you haven't read part 1 , start there. A founder reached out to me last year. Decent-sized brand, ₹3 lakh a month in Meta ads, solid creative, good product reviews. But conversions were dying. His first instinct was to blame the ads. "Maybe the targeting is off. Maybe we need better creatives. Maybe we should try Google." I asked him one question: "What happens to someone after they click your ad?" Long pause. That pause told me everything. He had no idea what the experience felt like on the other side. Nobody on his team had mapped it out. They were so focused on getting people to click that they'd completely ignored what happened next. We audited the funnel. The ads were fine. The product page was fine. The problem was everything in between — a slow landing page, a confusing offer, no follow-up sequence, and a checkout flow with four unneces...
I've Spent 6 Years in Growth Marketing — Here's What Actually Moves the Needle (And What's Just Noise)
6 years. 100+ brands. A lot of wasted budget and a few campaigns that actually changed things. This is the unfiltered version. Let me tell you about a campaign I was genuinely proud of. Spent three weeks on it. Beautiful creative. Tight copy. Segmented audiences. The works. Launched it on a Tuesday because I'd read somewhere that Tuesday was optimal for engagement. The results? Flat. Embarrassingly flat. Meanwhile, a quick retargeting ad I built in 40 minutes — ugly banner, basic copy, ₹8,000 budget — ran the same week and brought in 23 qualified leads. That gap between what looks like good marketing and what actually works — that's been the most expensive lesson of my six years in this industry. And nobody really talks about it honestly. So this is me being honest. Why I'm Writing This I've worked with 100+ brands across industries. Startups burning VC money on brand awareness before they had retention figured o...