Paid growth that
survives scrutiny.
Performance marketing is the work of turning ad spend into profitable orders you can explain. At Sugary Citrus that means building a measurement base you trust, structuring Meta and Google campaigns around how your customers actually decide, testing creative in a disciplined loop, and reviewing the numbers monthly instead of celebrating a single good week.
Book a scoping callWho this is for
Best fit: D2C brands spending at least Rs 3 lakh a month on ads, with a working product page and enough order volume to read results. Founders who want to know contribution margin, not just ROAS.
Not a fit: brands with no tracking in place, pre-launch products, or teams looking for someone to simply press buttons in Ads Manager.
What the work includes
Every engagement is scoped, but the standard build covers:
- A measurement audit: pixel and Conversions API health, event definitions, purchase value passing, and a source of truth for reporting.
- Account structure: campaign and ad set architecture, budget allocation, bid and optimisation event choices.
- Audience strategy: cold prospecting, retargeting, exclusions, and where broad targeting beats manual interest stacks.
- Creative testing: a monthly testing slate with named hypotheses, one variable per test, and a decision rule agreed before launch.
- Funnel analysis: landing page, offer, price, AOV and repeat rate, because most ROAS problems start after the click.
- Monthly reporting: spend, CPA, ROAS, contribution margin, and a written read of what changed and why.
How we read performance
Blended ROAS hides too much. We report on the level your finance team cares about: contribution after ad spend, shipping and returns. New customer versus returning customer is reported separately, because a healthy retargeting ROAS can mask a prospecting problem.
We also expect variance. Indian D2C accounts swing with sale events, festival calendars, creative fatigue and seasonality. A single bad week is data, not a verdict.
How the month runs
Week one: review last month, set the test slate, brief creative. Week two: launch tests, check delivery and landing page behaviour. Week three: read results, kill losers, scale winners carefully. Week four: consolidate, document learnings and prepare the report. You get a written readout every month and a call to discuss it.
What it costs
Fees depend on spend, channels and how much creative support you need. Most single-channel engagements sit between Rs 40,000 and Rs 1,00,000 a month, with combined Meta and Google retainers higher. Ad spend is paid directly to the platforms and is separate from our fee.
Frequently asked questions
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.
Related work
Sugary Citrus works with a small number of D2C brands at a time. If the fit is not right, we will say so and point you somewhere better.