Advice

Google Ads Case Study — Sathya Narayanan Google Ads · Case Study I don’t sell clicks. I build the account so the clicks convert. Six Google Ads accounts. Five countries. Real estate, EdTech, wellness, coaching, and a legal tech app. Same method every time — diagnose what’s actually broken before touching the budget. ₹1.04 cost per conversion on a rebuilt campaign that replaced one costing ₹20.46 — a 19x efficiency gain, same account, same market Across the accounts I manage Conversions, one campaign 17,018 at ₹1.04 each — Luminar Technolabs Conversion growth +91% Google Ads only, 8-month engagement — Shanoor Homes Local impressions 3.43M across 3 locations — Lotus Wellness Spa Absolute top of page 17.80% highest of all real competitors — Lucky Relaxation, Sharjah Markets managed live 5 countries UAE · US · UK · Canada · Australia — Coach2Reach Client came back for round two off the strength of round one — Obsqura Luminar Technolabs EdTech · Data Science courses, multi-city Kerala · Local, Search, Performance Max, Video Cost / Conversion₹1.04 Conversions17,018 GMB Calls+131% Best Local CTR6.63% “Previous agency’s Performance Max campaign cost ₹20.46 per conversion. Mine cost ₹1.04 — with more total conversions, on a fraction of the budget.” Rebuilt the account from scratch: local ads across Kochi, Calicut, and Trivandrum, plus Search and Video Google Business Profile optimization grew organic profile interactions 71% in two months and direction requests 88% month-on-month Local ad CTRs ran as high as 6.63% at a CPC under ₹2.30 — well above account averages for the category Shanoor Homes Real Estate · Trivandrum · Google Ads, Oct 2025 – Jun 2026 Conversions+91% Cost / Conversion-27% CPC-14% Conversion Rate10.9% Google Conversions grew from 2,444 to 4,666 while cost per conversion dropped from ₹535 to ₹389 Diagnosed the real problem before touching a single bid: a measurement gap, not a targeting gap — proposed a 4-layer fix (UTM tagging, CRM disposition, Meta CAPI, weekly dashboard) Engagement ended with an in-house digital team hired and a Kochi expansion underway Coach2Reach ICF Coaching · International · UAE / US / UK / Canada / Australia · Active since Jul 2026 Countries Live5 Competitors Tracked15 New Vertical Found14 courses Two campaigns live across five countries within the first week, structured around ICF ACC/PCC and NLP-specific ad groups International messaging tuned per market — NLP leads for UK/Australia, coaching credentials for UAE/US Diagnosed a friction point via Microsoft Clarity: a 5-field signup form, not the ads, was suppressing conversions Spotted and scoped a second revenue line inside the same account — ISO/compliance/AI governance training Lotus Wellness Spa Wellness · 3 locations, Kochi · Local Google Ads, active since Apr 2026 Clicks-to-Call14,400 Impressions3.43M Optimization Score82.2% Top Campaign CTR4.90% Performance Max built around local store visits — call volume was the goal, not just clicks Smart Bidding tuned to real intent signals: Ernakulam, weekdays 11AM–7PM, and branded searches like “lotus spa kakkanad” ₹330,000 managed across three locations with a top campaign CTR of 4.90% Lucky Relaxation Centre Spa · Sharjah, UAE · Performance Max, active since Jul 2026 Abs. Top of Page17.80% Cost per Call₹244 Call Clicks69 Impressions131,685 Ran against real regional competitors — vuespadubai.net, effectspa.ae, goldensevenspa.ae — and still landed the highest absolute top-of-page rate in the set Budget scenarios (₹1,500/day vs ₹2,300/day) modeled and handed to the client before any commitment First international spa account run entirely on video and poster creative built for the local market Obsqura Google Ads Management · Through Eleven:11 Services “They came back after the first campaign ended, asking for round two. That’s the metric that doesn’t fit in a dashboard card.” Ran a campaign that delivered results the client was genuinely happy with They returned wanting more of the same — the clearest signal a first engagement worked The second round didn’t happen, but not because of results — because the terms had changed. Standing by the value of the work mattered more than keeping the account The Method Google Ads only tells the truth once you’ve spent. None of the results above started with a smarter bid. They started with data — and data only shows up after real spend. Here’s the exact sequence I run on every account, including my own. Steal it. 01 Spend first. On purpose. You can’t optimize a signal that doesn’t exist yet. Let the campaign run until it’s generated real impressions and clicks — this is your baseline, not wasted budget. 02 Wait for Impression Share to cross 10%. Below 10%, your data is too thin to mean anything — any pattern you see is noise, not signal. This is the single most skipped step, and it’s why most accounts “optimize” too early. 03 Open Auction Insights. Once you’re past 10%, this tab stops being decoration. It shows you exactly who else is bidding on the same searches — and how often you’re actually winning against them. 04 Read the competitors, not just your own numbers. Overlap rate tells you who you’re really fighting. Position above rate tells you who’s winning more often. Top-of-page rate tells you where the real budget in your category is going. 05 Fix the ad, not just the bid. Once you know who’s outranking you and why, the fix is almost never “spend more.” It’s better creative, sharper keywords, or a landing page that matches the intent you’re now bidding on. That’s the whole loop. It’s not complicated — it’s just skipped, on almost every account I’ve inherited from someone else. Your ads aren’t the problem. Your account might be. I build the same system for every account — diagnose first, then spend. Six businesses, five countries, one method. Talk to me on WhatsApp Sathya Narayanan · Performance Consultant · sathyanarayanan.co

Case Study · Legal Tech · App Marketing They Had 50K Installs and No System. In 60 Days — I Built the System. Court Click — Digilaw Legal Software Pvt. Ltd.  ·  Feb – Apr 2026  ·  Kerala + UAE + International 15,538 New installs generated in 60 days ₹2.63 Best cost per install achieved ₹1.34L Total ad spend managed How it started A late-night call from an old colleague. Dinner out. A chance meeting with Allen — founder of Court Click. We talked. He understood what I do. The next day we sat down, I laid out what was possible, and I got the work. No pitch deck. No proposal. Just a conversation that led to one of the most complete app marketing builds I’ve done. About Court Click Court Click is a Kerala-based legal tech app that lets lawyers, litigants, and NRIs track court cases in real time — hearing dates, orders, cause lists, certified documents — all on their phone. Built by Digilaw Legal Software Pvt. Ltd., it serves both Kerala residents and the large Malayali diaspora in the Gulf who need to track cases back home. Rated 4.7 stars. The situation when I came in Court Click already had around 50,000 installs — the app had real traction. But there was no structured campaign strategy, no tracking infrastructure, no weekly reporting, no international expansion, and no retargeting system. Growth had happened organically but plateaued. They needed a system to scale deliberately. What I built from scratch Meta Pixel — full website & landing page tracking Facebook SDK — in-app event tracking setup Google Tag Manager — complete tag architecture App event tracking — Purchase, Activate, Install events Heatmap setup for landing page optimisation Complete 3-phase campaign strategy from scratch Weekly performance reports with next-step action plans International expansion — UAE, Qatar, Oman, UK, USA Retargeting framework to convert installs → purchases Malayalam cultural creative concept and direction CPI scaling rules and campaign decision framework The strategy — 3 phases Phase 1 Awareness Build brand recognition across Kerala + UAE before spending on installs. Warm the audience first. 16L reach Phase 2 Traffic Drive warm audiences to the site. Discover the best-performing creative. Build retargeting pools. 34K+ LPVs Phase 3 Install Conversion Convert warmed audience to installs using proven Malayalam creative at industry-beating CPI. ₹2.63 CPI The awareness and traffic spend wasn’t wasted — it was investment. The traffic phase discovered the Malayalam creative at ₹0.25 per landing page view. That same creative, switched to an install objective, became the best-performing campaign at ₹2.63 CPI. The phase-by-phase approach is why the numbers look the way they do. The campaign that changed everything Star Campaign · Malayalam Creative “അറിഞ്ഞില്ലേ?കോടതി ക്ലിക്കായി!” A Malayalam hook — “Don’t you know? Court Click is here!” Not a product ad. A conversation. It resonated with Kerala audiences instantly. The traffic version warmed the audience at ₹0.25 per view. The install version converted that warm audience at ₹2.63 CPI — the best performing campaign on the account. 34K+ Landing page views (traffic phase) ₹0.25 Cost per landing page view ₹2.63 CPI — install phase Results — 60 days App Installs Generated by Sathya’s Campaigns Meta app installs 12,560 5 campaigns Google app installs 2,978 App campaigns Total new installs 15,538 In 60 days Best CPI ₹2.63 Malayalam creative Blended CPI ₹5.13 App spend only Total spend managed ₹1.34L Meta + Google Awareness & Traffic Built Total reach 16L+ People Landing page views 34,000+ Warm audience built YouTube views 2,14,000 @ ₹0.05/view App Events (SDK Tracked) App activations 75,500 All time In-app purchases 186+ Paying users Cost per paying user ₹472 All time Google Ads Total spend ₹21,585 7 campaigns Conversions 3,237 24.8% conv. rate Cost per conversion ₹6.67 Avg CPC ₹1.65 International Expansion — Country Breakdown Country Installs CPI Status Qatar 258 ₹12.79 Best performer UAE 368+ ₹23–34 Creative refresh needed Oman 65 ₹26–30 Small audience UK / USA Testing — Early stage What this engagement was really about Court Click didn’t need someone to just run ads. They needed a system — tracking, strategy, creative direction, weekly accountability, and a clear path from installs to paying users. That’s what was built in 60 days. The 15,538 installs are the output. The system is the real asset they now own. Engagement completed April 2026. Court Click now has a fully structured digital marketing system — tracking infrastructure, proven creative formats, international market data, and a retargeting framework ready to convert their installer base into paying subscribers. They are positioned to scale independently from here. Want results like this? 15,538 installs. ₹2.63 best CPI.Built from zero in 60 days. Let’s Talk →

Over the past few weeks, I’ve had the opportunity to meet with several local clients — gym owners, textile shop owners, small brand owners, and other passionate entrepreneurs. While I’m genuinely excited to collaborate with them and help grow their businesses, I couldn’t ignore a recurring theme in our conversations: their collective frustrations with digital marketing. Most of them are disillusioned by their experiences, calling digital marketing a money drain. They’ve invested their hard-earned money, put in the effort, and placed their trust in marketers, only to feel abandoned when results don’t match expectations. This pattern is concerning and sheds light on some deeper issues within the industry. Why Is This Happening? Two major reasons stand out: 1. Lack of Knowledge for Business Owners Many business owners lack a basic understanding of how digital marketing works. They don’t fully grasp how ads function, the strategies required, or the realistic outcomes they should anticipate. Without this foundational knowledge, it’s easy for skepticism to creep in. When results don’t align with their expectations, they lose trust in the process and dismiss digital marketing as ineffective. 2. Outdated Marketers This issue hits closer to home. Some digital marketers stop learning once they’ve mastered the basics. They fail to stay updated with the latest trends, evolving consumer behaviors, or emerging tools. Marketing isn’t a “set-it-and-forget-it” endeavor — it demands constant adaptation. When marketers don’t evolve, they fail to deliver results, leaving clients frustrated and disillusioned. This cycle — misaligned expectations from business owners and outdated strategies from marketers — creates a domino effect of disappointment. Over time, it fosters a widespread skepticism toward digital marketing itself. Digital Marketing in 2025: The Road Ahead As we step into 2025, digital marketing continues to evolve at a rapid pace. The future belongs to marketers who are prepared to embrace change and adapt their strategies to meet the demands of an increasingly digital-first world. Here’s what every digital marketer should focus on: Embrace AI and Automation: Leverage tools that can help automate repetitive tasks, analyze data more effectively, and create personalized marketing campaigns. AI is no longer a luxury — it’s a necessity. Short-Form Video Dominates: Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the way in consumer engagement. Create content that is concise, visually appealing, and value-driven to capture your audience’s attention. Prioritize Privacy-First Marketing: With stricter privacy laws and the decline of third-party cookies, marketers must focus on building trust through transparent practices and first-party data collection. Focus on Client-Centric Strategies: Understand your client’s unique needs, market, and audience to craft tailored campaigns. One-size-fits-all approaches will no longer suffice. My Advice to Digital Marketers If you’re a digital marketer, here’s how you can break this cycle and rebuild trust: Learn Something New Every Day: Whether it’s diving into case studies, exploring new tools, or understanding external factors influencing your clients’ industries, make continuous learning a non-negotiable habit. Avoid Copy-Paste Strategies: Every business is unique, and what works for one might not work for another. Tailor your strategies to each client’s specific needs and goals. Educate Your Clients: Transparency builds trust. When clients understand what you’re doing, why you’re doing it, and what results they can expect, they’re more likely to stay invested in the process. To Business Owners Digital marketing does work — when done the right way. It’s not about blindly spending money or following generic strategies. It’s about crafting a data-driven plan that aligns with your business goals, market, and customers. As a digital marketing consultant based in Trivandrum, I’m committed to driving real success for businesses. Let’s work together to demystify digital marketing, build trust, and grow your brand sustainably.