Scaling D2C Ad Spend

As a D2C brand in India, scaling your ad spend from ₹5L to ₹50L monthly can be a daunting task. It requires careful planning, strategic execution, and continuous optimization. At Skymetric, we've helped numerous brands achieve this feat, and in this post, we'll share a stage-by-stage guide to help you do the same.

Our experience with clients like Coursera and XOXO Cherrys Beauty has taught us that scaling ad spend is not just about increasing budget, but also about refining your strategy, team, and technology. In this post, we'll break down the key changes you need to make at each spend level to ensure sustainable growth.

What Changes at the ₹5L Spend Level?

At the ₹5L spend level, your primary focus should be on setting up a solid foundation for your paid media campaigns. This includes defining your target audience, creating high-quality ad creatives, and establishing a robust attribution setup. We saw this with Coursera, where we designed multilingual paid-media funnels and used performance analytics to identify high-value learners, resulting in a 4.1× month-1 sign-up multiplier.

Your team at this stage should consist of a dedicated paid media specialist who can handle campaign setup, bid management, and basic optimization. You should also start exploring different ad channels, such as Google Search & Shopping, Meta, and LinkedIn B2B, to determine which ones work best for your brand.

• Define target audience and create buyer personas
• Develop high-quality ad creatives
• Establish robust attribution setup
• Explore different ad channels

What Changes at the ₹10L Spend Level?

As you scale to the ₹10L spend level, you need to start refining your campaign structure and team. This includes creating separate campaigns for different ad channels, setting up more advanced attribution models, and hiring a dedicated creative team to produce high-quality ad assets. We saw this with XOXO Cherrys Beauty, where we built an AI-optimised content calendar and automated influencer briefing workflows, resulting in 1.4M reel views in 30 days.

Your team should now consist of a paid media specialist, a creative team, and a data analyst who can help you make data-driven decisions. You should also start exploring more advanced ad formats, such as video and carousel ads, to increase engagement and conversions.

• Refine campaign structure
• Set up advanced attribution models
• Hire dedicated creative team
• Explore advanced ad formats

What Changes at the ₹20L Spend Level?

At the ₹20L spend level, you need to start focusing on scalability and efficiency. This includes automating repetitive tasks, such as bid management and ad rotation, and implementing more advanced technology, such as AI-powered ad optimization. We saw this with Cottons, where we launched an omnichannel campaign combining Instagram Shopping, Google Local Inventory Ads, and micro-influencer partnerships, resulting in 180% online sales growth and 45% store footfall increase.

Your team should now consist of a paid media specialist, a creative team, a data analyst, and an automation specialist who can help you streamline your campaigns. You should also start exploring more advanced data analytics tools to gain deeper insights into your customers and campaigns.

• Automate repetitive tasks
• Implement advanced technology
• Hire automation specialist
• Explore advanced data analytics tools

What Changes at the ₹50L Spend Level?

At the ₹50L spend level, you need to start focusing on strategic partnerships and advanced marketing strategies. This includes partnering with influencers and other brands to reach new audiences, and implementing advanced marketing tactics, such as account-based marketing and customer journey mapping. We saw this with our average ROAS of 3.5× and average CPL reduction of 28% across our clients.

Your team should now consist of a paid media specialist, a creative team, a data analyst, an automation specialist, and a strategic partnerships manager who can help you identify and pursue new opportunities. You should also start exploring more advanced marketing technologies, such as AI-powered marketing automation and customer data platforms.

• Focus on strategic partnerships
• Implement advanced marketing strategies
• Hire strategic partnerships manager
• Explore advanced marketing technologies

Conclusion

Scaling D2C ad spend from ₹5L to ₹50L monthly requires careful planning, strategic execution, and continuous optimization. By following the stage-by-stage guide outlined in this post, you can set yourself up for success and achieve sustainable growth.

At Skymetric, we've helped numerous brands achieve this feat, and we'd love to help you too. Book a strategy call with us today to learn more about how we can help you scale your D2C ad spend and achieve your marketing goals.

FAQs

Q: What is the most important factor in scaling D2C ad spend?

A: The most important factor in scaling D2C ad spend is having a solid foundation in place, including a well-defined target audience, high-quality ad creatives, and a robust attribution setup.

Q: How can I automate repetitive tasks in my paid media campaigns?

A: You can automate repetitive tasks in your paid media campaigns by implementing advanced technology, such as AI-powered ad optimization, and hiring an automation specialist to help you streamline your campaigns.

Q: What is the average ROAS for D2C brands in India?

A: The average ROAS for D2C brands in India varies depending on the industry and target audience, but at Skymetric, we've achieved an average ROAS of 3.5× across our clients.

Q: How can I get started with scaling my D2C ad spend?

A: You can get started with scaling your D2C ad spend by booking a strategy call with Skymetric today. Our team of experts will help you develop a customized plan to achieve your marketing goals and scale your ad spend sustainably.