Gemsmantra x FTA Global
Profitable Growth Through Smart Ad Strategy
1777%
8.97
Category: Spiritual and Lifestyle E commerce
Engagement Period: February 2025 to July 2025
The Challenge
The account was not structured in a way that supported scale. Budgets were tight, and a large portion of high intent audiences was not being reached effectively.
At the same time, conversion tracking and Merchant Centre data were not aligned. This made it difficult to measure what was actually working and limited the team’s ability to optimise campaigns with confidence.
Shopping campaigns delivered a stable ROAS but conversion rate remained low at 1.11 percent.
International campaigns were incorrectly configured and underfunded, leading to missed revenue opportunities.
The business target was clear. Increase ROAS beyond 2.8 while driving consistent revenue growth without reducing efficiency.
Strategy
FTA Global started with a full account and data audit to fix the foundation before scaling.
Conversion tracking was aligned with Merchant Centre to ensure accurate reporting. Campaign structures were simplified and rebuilt for clarity and control.
Key actions included:
- Refreshed listing groups with updated product segmentation and performance ready creatives
- Built audience signals using all website visitors and existing customer data
- Implemented advanced bidding strategies including tCPA and tROAS
- Adjusted bids to prioritise new customer acquisition
- Scaled Performance Max, Search and Shopping campaigns after stabilising performance
- Rebuilt international campaigns by excluding non performing locations and applying the right bid strategies
- Introduced user generated content to improve trust and engagement
- Planned seasonal campaigns around Puri Rath Yatra, Sawan and Rakshabandhan
- Launched and tested a new Mala product line, achieving a ROAS of 8.97
Outcome
Structured optimisation and controlled scaling delivered measurable impact.
- Revenue increased by 87 percent with a strategic rise in ad spend
- Conversion rate improved by 33.46 percent after removing low return markets
- International campaigns recorded 1777 percent revenue growth with a 38.20 percent improvement in ROAS
- The Mala product line achieved a ROAS of 8.97, setting a new internal benchmark
The Paradigm Shift
Performance improved once the account moved from fragmented execution to structured decision making.
Accurate tracking enabled reliable data. Clean campaign architecture improved control. Audience driven bidding ensured budgets were directed toward high intent users.
Scaling was introduced only after performance stability, which protected efficiency while increasing revenue.
Gemsmantra moved from inconsistent outcomes to a repeatable growth system built on testing, measurement and optimisation.
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