Performance marketing budgets that actually scale (without burning cash)
Most Indian D2C brands scale spend faster than their funnel can absorb. Here is the pacing model we use to keep ROAS honest past the ₹10L/mo mark.
Rahul M.
Growth Lead, Ampex Web
Scaling ad spend is the easy part. Scaling it without wrecking blended margins is where most teams stall — usually around the ₹8–12L/month mark, when creative fatigue and audience saturation hit at the same time.
The pacing model in one paragraph
We split the monthly budget into a stable base (proven creatives, evergreen audiences) and a volatile lane (new creatives, cold interest expansions). The base defends ROAS; the volatile lane earns the right to graduate into the base.
- 70% base spend on winners with 14-day rolling ROAS above target
- 20% test spend on new creative angles — killed at 3× CPA with no purchases
- 10% brand spend on retention audiences and repeat-purchase nudges
What breaks when you skip this
Without a defended base, one bad creative week collapses the whole account. You end up chasing losses with more spend, which is how ₹10L/month accounts quietly become ₹6L/month accounts.
"Ad accounts do not die from bad creative. They die from unstructured spend."
If you want us to audit your account against this framework, the contact form takes about ninety seconds.