The problem
A digital-product launch with a ₹3K–₹5K test budget and a landing page that would burn it before the creative even got tested.
12-section strategy brief delivered pre-launch. Four conversion-killing LP issues caught before a rupee was spent on Meta. Honest ROAS reality-check included.
Market context: D2C digital product · ₹299 price point · ~100% margin · impulse-buy decision window · Tier 1+2 Indian mothers as ICP.
Duration · Pre-engagement brief
See the live buildThe result · in numbers
4
Critical LP issues caught pre-spend
12
Sections in the strategy brief
6
Competitor ads analysed
₹2K
~$24
Minimum spend saved by LP-first fix
The brief
What the client actually needed.
A digital-product launch on Meta — a ₹299 kids activity worksheet bundle with ~100% margin. The client wanted to commit ₹3K–₹5K to a first test campaign and asked for an audit before launch. The stated brief was "audit the LP." The real brief was different — the founder wanted an honest answer to "is 3× ROAS realistic on the first ₹5K?" before sending money to Meta.
The problem
What was broken — in numbers.
Three problems stacked. None of them would have been caught by running ads first and waiting for the dashboard to tell us.
- LP issue: "6–7 day delivery" on a digital download
- P1 — kills trust
- LP issue: zero social proof on a no-name brand
- P1 — kills conversion
- LP issue: WhatsApp-grade product images
- P2 — drops perceived value
- Test budget vs Meta learning-phase minimum
- ₹5K vs ~₹15K/wk needed per ad set
The approach
What we did. Why.
Diagnostic-first. The ₹5K is for data, not guaranteed returns — and the data is only useful if the LP doesn’t burn the spend before the creative gets a chance to work.
- ROAS reality check — honest math: 3× achievable in cycle 2 or 3, not the first ₹5K. Realistic first-campaign range: 1.5×–2.4×.
- LP audit with severity-tagged fixes (4 P1/P2 issues caught before any ad spent)
- Competitor ad intelligence — 6 brands analysed, including a winner running for 10+ months ("screen-free" hook + checklist format)
- Full campaign architecture — 1 campaign, 2 ad sets, Advantage+ vs interest-targeting bet, budget math day-by-day
The execution
Inside the work.
12-section pre-launch brief
ROAS reality check · LP audit · competitor ad intelligence · ICP definition · campaign architecture · audience-targeting stack-by-stack · budget math · creative strategy with 3 ad-copy variants and a 15-second video script · technical setup checklist · launch timeline · post-launch optimisation levers · final call.
Honest budget conversation
₹3K is "don’t bother — too little data." ₹5K is "minimum viable test, evaluate at Day 7." ₹8K–10K is "ideal first-campaign budget, 3× ROAS becomes achievable." The brief gave the client the information to make the budget call themselves rather than over-promising on the lower tier.
The outcome
What moved. And why.
A pre-engagement strategy document the client can use to decide whether to commit, when to commit, and what to commit to.
- 4 conversion-killing LP issues identified and prioritised before ad spend
- 3 ad copy variants drafted (Hinglish, English, and customer-voice style) with a 15-second video script
- Honest answer to the founder’s real question: "3× isn’t delusional, but it’s not guaranteed on the first ₹5K — plan for cycle two."
What didn’t work
Every honest case study has one. This builds more trust than ten testimonials.
The strategy brief is only as valuable as the LP fixes that follow it. A diagnostic that surfaces 4 P1 LP issues only translates to saved budget if those fixes ship before the campaign goes live. We framed the deliverable as "do not run ads until LP issues are fixed" — but a founder under launch pressure will sometimes run anyway and learn the lesson with their own money. The brief is the right artifact; the discipline of waiting for the LP fix is the harder part.
Launching on a tight budget? Bring the brief to the Clarity Call — we’ll diagnose first.
Book the Clarity Call
Bring one problem.
Leave with one framework.
The Clarity Audit is how every Clicknify engagement starts. 30 minutes, live, with the Founder. We diagnose one thing — a stuck channel, a leaky funnel, a brand decision that keeps slipping — and leave you with the framework to fix it. Yours to keep, regardless.
- 30 minutes · live diagnostic
- One channel, one funnel, or one brand decision
- Yours to keep — no pitch unless you ask for one
- Founder on every call
Ashwani Srivastava, Founder, on every call. Responses within 2 hours during IST business hours · same-day for international enquiries.