Suraj Dev

Part 9 of the growth marketing series. Part 1: what actually moves the needle . Part 2: finding your funnel leak . Part 3: landing pages . Part 4: paid media waste . Part 5: AI in paid media . Part 6: retention flows . Part 7: attribution . Part 8: SEO . Eight posts in, and I haven't touched the one lever that changes every number in all of them — the offer itself. A founder once asked me to fix his ad creative because conversion rate had been sliding for four months. Fresh angles, new hooks, better hooks again. Nothing moved it. I asked to see his discount history instead of his ad account. Every single day, without exception, for over a year: 20% off. Sometimes 25% during a "flash sale" that ran the entire month. His customers had learned something his creative team never accounted for. 20% off wasn't a deal anymore. It was the price. Anyone paying attention — which is most of your repeat browsers — knew to wait, or to feel slightly cheated ...

Part 6 of the growth marketing series. Part 1: what actually moves the needle . Part 2: finding your funnel leak . Part 3: landing pages . Part 4: paid media budget waste . Part 5: where AI actually helps in paid media . This one's about the customers you've already paid for — and why most brands lose them right after the sale. A skincare brand came to me spending well on acquisition — CAC was healthy, first-purchase conversion rate was solid, the ads were working exactly as intended. Then I asked for their repeat purchase rate. 90 days after first order: 11%. Eleven percent. Which meant 89 out of every 100 people they'd paid to acquire bought once and vanished, from a product category — skincare — where repurchase should be the entire business model. This wasn't a traffic problem or a paid media problem. Nobody had ever built a single lifecycle email beyond an order confirmation. We built four flows over three weeks: a proper welcome series...

Part 4 of the growth marketing series. Part 1 was what actually moves the needle . Part 2 covered finding your funnel leak . Part 3 got surgical on landing pages . This one is about where your ad budget is actually going. A client came to me spending ₹9 lakh a month across Meta and Google. Good product, decent margins, and a marketing team of three people who genuinely worked hard. I pulled the account. Forty-one active ad sets. Fourteen of them had spent money in the last 30 days without a single conversion. Nobody had touched the campaign structure in five months because nobody wanted to be the one to "break something that's working." It wasn't working. It was just running. We killed 26 ad sets in one afternoon, rebuilt the account into four campaigns instead of eleven, and redirected the budget those dead ad sets were quietly eating. Same total spend. CAC dropped 34% in five weeks. Nothing about the creative changed. Nothing about t...

Part 3 of the growth marketing series. Part 1 covered what actually moves the needle . Part 2 was about finding your funnel leak . This one gets surgical on landing pages. Landing pages are where money is made or lost. Not in the ad. Not in the product. On the page someone lands on after they've already shown interest. I've audited over 50 landing pages in the last three years — D2C brands, SaaS tools, service businesses, local agencies. Different industries, different budgets, wildly different traffic sources. But the same seven mistakes keep showing up. Every single time. Some of these you'll read and think "obviously." And then I'll ask you to go check your own page. Because nine times out of ten, the obvious mistakes are the ones nobody's actually fixed. Mistake 01 The headline talks about you, not them Most landing page headlines lead with what the brand does. "India's leading performance ma...

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...