Your ads are running.
Your ROAS isn’t.
Let’s fix that.
I’m Kanishk Harlalka — a Performance Marketing Specialist from Mumbai who’s managed paid campaigns for Swiggy, Birkenstock, Zee5 Global, Tata Cliq Luxury & More. I build ad systems that cut CAC, grow ROAS, and actually scale.
15-20%
CPS Reduction
@ Zee5 Global
+ROAS
Full Funnel Growth
@ Tata Cliq Luxury
₹1.5M+
@ SME
Your competitors aren't spending more. They're just spending smarter.
Every founder and agency head I talk to faces the same 5 problems. Recognise yours.
🔥
Reported by 70%
"My Meta ROAS was 4×. Now it's 1.8× and I have no idea why."
It’s not bad luck. Meta’s Andromeda update changed how ads are retrieved and delivered. Brands still running the same campaign structure from 2023 are getting algorithm-taxed. Creative fatigue hits every 7–14 days now — not monthly.
💸
CAC up 25-40% YoY
"We scaled spend to ₹20L/month but profit didn't follow."
Revenue scaling is easy. Profitable scaling is the skill. When you scale without fixing unit economics first — higher margins on higher spend — you’re just accelerating losses. The D2C brands winning in 2025 have CAC baked into their product pricing before the first rupee is spent.
📊
iOS ATT still breaking data
"Our attribution is broken. Meta says 200 conversions, GA4 shows 80."
This isn’t a glitch — it’s the new normal. iOS privacy changes, Conversions API gaps, and modelled reporting have permanently reduced visibility. Most brands are optimising on incomplete data and don’t even know it. The fix isn’t simple, but it’s knowable.
😤
The #1 agency complaint
"Our agency sends a 40-slide deck monthly. ROAS is still the same."
Agencies optimise for retainers, not results. Founders in r/entrepreneur and D2C communities repeat this constantly: “They ran the same 5 ads for 3 months.” Without a creative refresh system, frequency spikes, CPMs rise, and ROAS tanks — every single time.
🤖
PMax black box problem
"Google's Performance Max is spending our budget. We don't know where."
PMax’s AI automation is powerful — but only if you feed it the right inputs: asset quality, audience signals, and conversion data. Without this, it defaults to brand search cannibalization and wastes 40–60% of budget on existing customers. It’s not the tool — it’s the setup.
🎯
India-specific
"COD leads look amazing on the dashboard. But RTO is killing us."
India’s COD-heavy market creates a uniquely misleading metric problem. High lead volume + high RTO = negative ROAS in reality. Optimising for prepaid orders, WhatsApp confirmations, and address validation is the difference between a campaign that looks good and one that actually is.
"The problem is never just 'bad ads.' It's always a system problem — wrong structure, broken tracking, creative fatigue, or scaling without margin room."
Sound familiar? I fix exactly this. Scroll to see how. ↓
The playbook that worked in 2022 is actively hurting you in 2025.
Here’s what’s changed — and what you need to do differently. Most brands are 2 years behind.
Was working: 2021–2022
Manual targeting + interest stacking
Layering 6 detailed interests, tight age ranges, and saved audiences gave you control. The algorithm needed human direction.
⚠️ Now actively restricts learning
What works now: 2026
Broad targeting + Advantage+ + creative signals
Meta’s Andromeda engine now does audience matching itself — better than human targeting. Your job is to give it diverse, high-quality creatives every 7–14 days.
✓ Currently outperforming manual
Was working: 2021–2022
Keyword-heavy Google Search campaigns
⚠️ Manual CPC being phased out
What works now: 2026
AI-first: PMax + Demand Gen + Smart Bidding
✓ 32% higher ROAS with proper setup
The new non-negotiable: 2025
Server-side tracking + Conversions API
⚠️ Most brands still haven't done this
The new lever: 2026
Creative volume as competitive advantage
✓ The brands winning are creative factories
Not sure where your campaigns stand on this spectrum?
I've sat in the same seat as your media buyer. I know exactly where it breaks.
I started as a freelancer in 2018 — building websites, running ads, and doing SEO for local businesses on shoestring budgets. I made every mistake possible before learning what actually moves the needle. That foundation — equal parts technical and strategic — made me dangerous when I walked into a global agency.
At Performics, Publicis Groupe I managed paid campaigns for household names — Zee5 Global (global OTT across 190+ countries, Meta + Google), Birkenstock India (luxury D2C footwear), and Tata Cliq Luxury (India’s premium retail platform), resolving Appsflyer attribution gaps for iOS & Android, and building campaign structures that scaled without breaking.
Today at Yowza I manage performance for Swiggy — food delivery, Swiggy Trains, and delivery partner acquisition via Google & Meta — optimising full-funnel conversions across one of India’s most complex ad accounts.
Outside of agency work I’ve built 10+ websites on Shopify and WordPress for D2C brands and SMEs, run SEO campaigns for Mahindra, Forever 21, Van Heusen, Louis Philippe, Peter England, and Tasva at FCB SIX (Kinnect), and generated ₹1.5M+ in leads through Meta and Google campaigns for small businesses.
I’ve also integrated AI into campaign workflows — creative performance analysis, audience segmentation, and reporting — so campaigns run smarter, not just harder.
I don’t just run ads. I build systems — paid, organic, and AI-assisted — that survive algorithm changes, creative fatigue, and budget pressure.
PGP in Advanced Digital Marketing — IIDE, The Digital School
Currently: Performance Marketing Manager · Yowza
Based in Mumbai · Available for remote & hybrid work
GA4 · GTM · Appsflyer · Adobe Omniture · Shopify · WordPressMy 4-step system.
No black boxes.
This is exactly what I do for every client — whether it’s a ₹2L/month D2C brand or a global OTT platform.
1
Audit & Diagnose — Find the Money You're Wasting
2
Strategy & Architecture — Build for How 2025 Actually Works
3
Launch & Test — Let the Data Tell the Story
4
Scale & Protect — Pour Fuel on What's Working
Real campaigns.
Verified results.
Each one started with a broken account, a brief, and a goal. Here’s what happened.
Don't take my word.
Let results speak.
From agency colleagues, brand managers, and business owners who’ve seen the work up close.
Industries I've worked across
Choose your entry point.
Every one gets real results.
Structured around your actual situation — not a one-size-fits-all retainer.
🔍
Account Audit
The fastest way to know exactly what’s broken and what to fix. I review your Meta + Google accounts end-to-end in 5 days.
- Full campaign structure review
- Tracking & CAPI health check
- Creative fatigue analysis
- Written report + Loom walkthrough
- 30-day action roadmap
₹15,000
🎯
Paid Media Strategy
For brands serious about building a 2025-ready paid media system from scratch — aligned with Andromeda, PMax AI, and proper attribution.
- Full-funnel architecture build
- CAPI + server-side tracking setup
- Creative strategy & brief system
- Campaign launch + 30-day management
- Weekly performance reviews
From ₹40,000
📈
Monthly Retainer
Your embedded performance partner — without the full-time overhead. I work alongside your team or handle it all.
- Weekly campaign optimisation
- Creative refresh every 7–14 days
- Monthly reporting + strategy calls
- Slack / WhatsApp direct access
- Ongoing tracking maintenance
From ₹60,000/mo
💼
Full-Time Opportunity
Looking for a performance lead to own your paid media in-house? Let’s explore if the vision and culture align.
- 3+ years hands-on agency experience
- Global brand exposure (OTT, luxury)
- Cross-platform expertise
- Tracking, analytics & creative strategy
- Open to the right opportunity
Open to discuss
– FAQ
Your questions,
answered honestly.
The things founders and marketing leads ask before working with me.
What's the minimum budget you work with?
I work best with brands spending at least ₹1–2L/month on ads — that’s where structured optimisation creates meaningful ROI. Below that, I’ll recommend you start with the free checklist or a one-time audit call instead. I’d rather give you honest advice than take money for something that won’t compound.
You work at Performics full-time. How does consulting work?
I take on a limited number of consulting and freelance clients alongside my full-time role — which is exactly why spots are capped. The benefit for you: you’re getting agency-level thinking + execution without agency overhead or junior handoffs. I cap it at 2 active clients at a time.
How is your approach different from an agency?
Agencies optimise for retainers. I optimise for results you can see. You own your ad accounts (always — never give an agency account ownership). You get direct access to the person actually working on your campaigns, not a junior exec managing 12 accounts. And I benchmark against current 2025 standards — Andromeda-aware, CAPI-first, creative-system thinking — not 2022 playbooks.
Can you fix our broken attribution / tracking?
Yes — this is actually one of my strongest areas. I’ve fixed Appsflyer tracking for iOS & Android at Zee5 Global, set up GTM + CAPI from scratch for D2C brands, and diagnosed the “Meta says 200 conversions, GA4 shows 80” problem for multiple clients. Tracking fixes alone often deliver 15–25% apparent performance improvements before any campaign changes.
Do you guarantee ROAS improvements?
Nobody who’s honest guarantees ROAS numbers — too many variables outside any marketer’s control (product, pricing, logistics, market conditions). What I guarantee: a systematic approach, transparent reporting, clear ownership, and relentless iteration. My track record speaks: 15–20% CPS reduction at Zee5, positive ROAS growth at Tata Cliq Luxury, ₹1.5M+ in SME leads.
What platforms do you specialise in?
Meta Ads (Facebook + Instagram — including Advantage+, ASC, Reels), Google Ads (Search, Shopping, Performance Max, Demand Gen, Display, YouTube), and Snapchat Ads. For analytics and tracking: GA4, GTM, Adobe Omniture, and Appsflyer for mobile campaigns. SEO via SEMrush and on-page optimisation.
Are you open to full-time roles?
Selectively, yes. I’m currently at Performics (Publicis Groupe) and open to strong opportunities at high-growth D2C brands, OTT/media companies, or premium agencies where I can own a performance function and work on brands that challenge me. Reach out with details — if there’s a fit, I’ll be honest about it.
Ready to stop
guessing and start
scaling profitably?
Fill the form. I’ll personally review your situation and respond within 24 hours with an honest, no-jargon assessment — and what I’d do differently with your account right now.
Tell me about your situation 🚀
No pitch. No pressure. Just an honest conversation about your growth.
🔒 Confidential. Replies within 24 hours. No spam.
