Questions,
answered.
Everything we get asked before a first call: how engagements work, what things cost, how we measure, and what we will not promise. If your question is not here, ask us directly.
Working with us
How engagements start, what we need and what to expect.
Who runs the work?
A senior strategist leads every engagement and stays on the account. We keep the number of active clients small so that stays true.
Do you work on retainer or project basis?
Both. Paid media and search work usually run as monthly retainers; audits, creative strategy sprints and technical fixes can be scoped as one-off projects.
Can you work with our in-house team?
Yes. Several clients keep production, marketplace operations or development in-house and use us for strategy, media buying and measurement.
How quickly will you reply?
Within two working days. If you have not heard back in three, assume something went wrong and send the message again.
Is there a minimum engagement?
Paid media and search retainers usually run for a minimum of three months, because that is the shortest period in which a test cycle can produce a readable result.
Do you work with brands outside India?
Selectively. Our focus is Indian D2C, because platform behaviour, pricing and creative norms are specific to the market.
Can we start with just one service?
Yes. Most clients start with one channel, usually Meta Ads or Google Ads, and add creative or search work once the basics are working.
How long before we see results?
Paid media changes usually show directional signal in four to six weeks. Search and AI visibility work is slower, typically two to four months before the trend is readable.
Do you produce the creative as well?
We build the strategy, briefs, scripts and iteration system. Production can be handled by your team, by creators we coordinate, or through a production partner we scope with you.
Paid media
Meta, Google and how we judge whether it is working.
What ROAS should we expect?
It depends on your margin, AOV and category. A brand with 65 percent gross margin can run a lower ROAS than one at 30 percent. We set the target from your unit economics in month one, not from an industry average.
Do you need access to our ad account?
Yes, partner access to the ad account and read access to analytics. You keep ownership of everything.
How much creative do you need per month?
Most accounts need eight to fifteen new concepts a month to keep fatigue away, depending on spend. We brief them; production is scoped separately.
Is Meta still worth it in 2026?
For most Indian D2C categories, yes, but it works differently. Broad targeting, strong creative volume and clean conversion data matter more than manual audience stacking.
What happens if results are not working?
We say so early, with the evidence. If the plan is not working after two full test cycles, we either change the approach or tell you we are not the right fit.
Is Performance Max worth using?
It can be, but only with strong feed data, clean conversion values and proper brand exclusions. Without those, it takes credit for traffic you already had.
Should we bid on our own brand name?
Usually yes, defensively and at a controlled budget, but it should be reported separately so it does not flatter overall ROAS.
Do you handle Google Merchant Center?
Yes. Feed setup, diagnostics, disapprovals and attribute improvements are part of Shopping work.
How is this different from Meta Ads?
Meta creates demand by interrupting attention; Google captures demand that already exists. Most D2C brands need both, but the creative and measurement logic differ.
Creative and content
Briefs, creators and how the testing system runs.
Do you shoot the content yourselves?
We direct and brief. Shooting is done by creators, your in-house team, or a production partner, depending on budget and volume.
How many creatives should we test per month?
Eight to fifteen new concepts is a realistic range for most D2C accounts. Fewer than five rarely produces a readable signal.
Do we own the UGC footage?
That is negotiated in the creator agreement. We make sure usage rights and paid amplification rights are explicit before anything goes live.
Can you work with our existing creative team?
Yes. Many clients keep production in-house and use us for strategy, briefs and testing design.
Search and AI visibility
SEO, AEO, GEO and how we measure mentions.
What is the difference between SEO, AEO and GEO?
SEO makes a page crawlable, indexed and relevant. AEO makes it easy to extract a direct answer. GEO makes the brand and its facts quotable across the wider web, which is what AI assistants synthesise from.
Does FAQ schema still help?
It helps when the FAQs are visible on the page and answer real objections. Schema confirms visible content; it cannot rescue a page that says nothing useful.
How do we know if AI engines mention us?
We run a fixed set of buyer prompts across the major assistants every month and record whether you are named, which domains are cited and how you are described. That share-of-mentions number is the leading indicator.
Should we worry about AI crawlers reading our site?
Yes, if your content only appears after JavaScript runs. Many crawlers do not execute scripts reliably, so server-rendered HTML is the safer default.
Can you work with our developer?
Yes. We write implementation notes with exact changes so your team can ship them, or we work directly in the codebase if you prefer.
Evidence and reporting
What we publish and how numbers are reported.
Can we see client results privately?
Where a client has agreed, we can walk through anonymised account performance on a call. We do not share screenshots or names without permission.
Will you publish our results?
Only with written approval, and only with the measurement method and timeframe stated alongside the numbers.
Still deciding?
Send us the short version of your problem and we will tell you honestly whether we are the right fit.