From Meta-heavy to full-funnel balance with 2.7× ROAS.

About Aazol

Aazol sells Maharashtrian recipes the way they were meant to be made, by women-led producers, no factory shortcuts. But the marketing leaned almost entirely on Meta, and the funnel was held together with guesswork. A premium heritage brand was scaling like a hobby. We rebalanced the whole engine across Meta and Google, cut CAC by 70%, and pushed revenue past ₹22.5L a month.

The challenge

Aazol was running on autopilot, leaning hard on Meta Advantage+ with little control or clarity on what was actually working. Google sat almost untouched, and the creative did not do justice to a premium, heritage product. Product-market fit was real, but ROAS swung wildly and CAC ran too hot to scale with confidence.

What we corrected

We rebuilt the strategy from the ground up. We found the hero SKUs that drive higher order value and repeat purchases and built around them. We broke the Advantage+ dependency with a 60:40 mix, 60% manual targeting on specific cohorts for control, 40% Advantage+ for scale. And we overhauled the creative so it finally looked as premium as the product tasted.

Our approach

Hero SKUs led the charge, and every cohort, first-timers, cart-abandoners, category switchers, got creative and messaging built for exactly where they were. The content did real work: what the product is, why it matters, why Aazol is not just another label. And we woke Google up with fresh keyword maps and landing pages built to convert, not just to exist.

The results

Four months in: CAC down nearly 70%, ROAS close to doubled, and revenue past ₹22.5L a month. More importantly, Aazol now has a balanced, predictable engine across Meta and Google, the kind you can actually scale, instead of one channel you pray keeps working.

What we ran