Service / 10 · Meta Ads
Meta Ads expert in Mumbai. Measured properly.
Facebook and Instagram accounts audited for structure, tracking integrity and creative strategy — then reported against booked revenue instead of the ROAS column. No percentage-of-spend billing.
CAC, not reach Years on paid media
12+
Brands grown
50+
Platforms run
04
Client rating
5.0
What I do / 02
Fix the measurement.
Then fix the spend.
Six pieces of work, in roughly this order. Day-to-day account management is agency work — my team at TNXN handles that side.
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01
Account & structure audit
Campaign architecture, audience overlap, learning-phase health, attribution settings, and the fragmentation that quietly starves every ad set of data. Most underperforming Mumbai accounts are not a bidding problem — they are a structure problem with too many ad sets and not enough events each.
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02
Tracking & Conversions API
Pixel and CAPI running together with deduplication, server-side events, proper event parameters, and value passed on purchase. After Apple's ATT changes, an account measuring only browser-side events is optimising on a fraction of its conversions and reporting a fraction of its return.
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03
Creative strategy & testing
Creative is the targeting now. Angle map, hook variations, UGC and static formats, and a testing calendar with enough volume to reach significance instead of three ads guessed at once a quarter. Winners get scaled deliberately, not by doubling the budget overnight.
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04
Advantage+ & consolidation
Where broad and Advantage+ campaigns genuinely beat manual targeting, and where they simply hide what is working. Consolidation plan, exclusion logic, budget distribution, and a clear read on incremental versus retargeted revenue.
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05
Landing page & offer work
The ad is rarely the constraint. Message match, above-fold clarity, form length, page speed, and the offer itself decide whether paid traffic converts. I audit the page alongside the account, because doubling landing page conversion halves your CAC without touching the bid.
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06
Reporting you can act on
One view combining Meta reporting, GA4, and actual booked revenue — CAC by campaign, contribution margin, blended versus platform ROAS. Not a forty-slide deck about reach. If in-platform ROAS and your bank account disagree, the report should say which is lying.
Who it is for / 03
Four kinds of account.
D2C brands stuck at a plateau
Spending steadily but CAC has crept up and every scale attempt breaks efficiency. Usually a creative volume problem sitting on top of a measurement problem, and the order you fix them in matters.
Lead-gen and local services
Clinics, education, real estate, professional services in Mumbai. The metric that matters is qualified enquiries and cost per booked consultation — not cost per lead, which is easy to make look good and useless.
Founders running ads themselves
Doing it yourself, sensibly, but unsure whether the account structure and tracking are sound. An audit plus a working session is usually all this needs — and often costs less than one bad month of spend.
In-house teams needing oversight
You have a media buyer or an agency; you want senior judgment reviewing structure, creative direction and reporting honesty. I sit on your side of the table and review the work.
The honest bit / 04
Three places Mumbai accounts leak money.
Not exotic problems. These three show up in most accounts I open, they are all fixable inside a month, and none of them require raising the budget.
— Leak 01 · Measurement
Pixel only, no Conversions API
Since Apple’s App Tracking Transparency changes, browser-side events alone miss a meaningful share of conversions. The algorithm optimises on the partial set, and your reporting understates or misattributes the rest. Server-side events with proper deduplication is the first fix, every time.
— Leak 02 · Fragmentation
Fourteen ad sets, none of them learning
Budget split across overlapping audiences means no single ad set collects enough weekly conversions to exit the learning phase. You bid against yourself and pay learning-phase prices permanently. Consolidation usually lowers CAC without a rupee more spend.
— Leak 03 · The page
Great ad, slow page, no message match
Traffic lands on a homepage instead of a page about the thing the ad promised, over a five-second load, behind a nine-field form. Doubling page conversion halves CAC — and it is cheaper than any bid strategy. For lead-gen, the agency ships landing pages with Meta campaign setup as one fixed-price bundle.
How it works / 05
Engagement model.
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01
Access & audit
View access to Ads Manager, GA4 and Events Manager. Within a week: a written audit of structure, tracking integrity, creative performance and attribution setup, with findings ranked by likely impact on CAC.
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02
Fix the measurement
CAPI, deduplication, event parameters and conversion values before any spend decisions. Optimising against broken data is how accounts spend six months buying the wrong customer confidently.
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03
Restructure & test
Consolidated structure, an exclusion plan, and a creative testing calendar with defined budgets and success thresholds. Execution sits with your buyer, your agency, or my team — the plan and the sign-off stay with me.
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04
Review cadence
Fortnightly review against CAC and contribution margin, monthly strategic recalibration. If paid is not the right lever this quarter, I will tell you that instead of billing you to find out slowly.
If what you actually need is someone running the campaigns week to week — creative production, media buying, landing pages, reporting — that is agency work, and my team at tnxn.agency delivers it. Every service and number is published on one price list, so you can decide before a sales call rather than during one.
FAQ / 06
Meta Ads questions, answered.
- What does a Meta Ads expert actually do that my agency is not doing? +
- Three things, usually. Verifies that the account is measuring what it claims to measure — Pixel plus Conversions API with deduplication, not browser events alone. Fixes structure so ad sets get enough conversions to leave the learning phase instead of fragmenting the budget across a dozen audiences. And reports against booked revenue rather than in-platform ROAS. Agencies optimise inside the account they inherited; the expensive problems usually live in how it was set up.
- Why did my Meta ads stop working? +
- Most often creative fatigue meeting a measurement gap. The winning ad has been running long enough that frequency has climbed and CTR has decayed, while post-ATT signal loss means the account is optimising on partial conversion data and reporting a rosier ROAS than your bank statement supports. Occasionally it is simply seasonality or a competitor bidding harder. The audit distinguishes these — they need opposite responses.
- What is the minimum budget worth running Meta ads on? +
- Below roughly ₹30,000–50,000 a month, Meta ads rarely get enough conversion events to optimise properly, and you spend most of the budget in the learning phase. Under that, the honest advice is usually to fix the landing page, get Google Business Profile and local SEO working, and come back to paid once there is enough volume for the algorithm to learn from. I will say that on the call rather than take the retainer.
- Do you run the ads or advise on them? +
- On this page, advise: audit, structure, creative direction, measurement, and review — the senior judgment layer, with execution sitting wherever it already sits. If you want the account managed day to day, that is agency work and my team at TNXN handles it, alongside the landing pages and creative the campaigns need. Same thinking, different delivery model.
- Should I use Advantage+ or manual campaigns? +
- It depends on your data volume and catalogue. Advantage+ genuinely outperforms manual targeting on accounts with strong signal and enough conversion history to learn from, and it is very good at claiming credit for retargeted purchases that would have happened anyway. On lower-volume lead-gen accounts, controlled structure with clean exclusions usually reads better and scales more predictably. The test is incrementality, not the in-platform ROAS column.
- Do you work on Google Ads too? +
- Yes, and the strategic answer is usually both. Meta creates demand; Google captures it. Running Meta alone means paying to generate intent you then let a competitor harvest on search. The channel mix, budget split and the measurement layer that makes them comparable are part of a consulting engagement rather than separate line items.
- How do you measure success? +
- CAC against contribution margin, and blended CAC across all channels — not in-platform ROAS in isolation. For lead-gen: cost per qualified enquiry and cost per booked consultation, which needs your CRM or booking data joined to ad spend. Every account I audit that reported a great ROAS and a flat bank balance had this gap, and closing it is the first deliverable.
- What does it cost? +
- The audit and the consulting engagement are quoted as a fixed fee after a discovery call — scope and account complexity set the number, and there is no percentage-of-spend billing, which rewards spending more rather than spending well. For managed campaigns with published prices, my agency lists every service and number publicly, including landing-page-plus-Meta-campaign bundles for lead-gen.
— Next step
Give me view access. I will find the leak first.
Ads Manager, GA4 and Events Manager, read-only. Within a week you get a written audit ranked by likely impact on CAC — and an honest answer on whether paid is the right lever this quarter or whether the budget belongs somewhere else. For managed campaigns, my agency runs paid media with published pricing.
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