₹1 TO ₹8 ROAS: REBUILDING A FAILING AD ACCOUNT
Turning a loss-making Google Ads account into the primary growth engine for a logistics startup.
ZipFreight, a B2B logistics startup, was burning ₹3.2L/month on Google Ads with a ROAS of 1.1× — effectively losing money on every conversion. We rebuilt the account architecture, redesigned their landing pages, and developed a creative testing framework that pushed ROAS to 8×.
WHAT WE Inherited
ZipFreight had inherited an ad account built by a generalist freelancer — broad match keywords with no negatives, a single landing page for all traffic, no conversion tracking beyond form submissions, and creative that hadn't been updated in nine months. Every rupee spent was barely returning itself.
HOW WE Solved It
Full Account Audit & Rebuild
We audited 18 months of campaign data, identifying ₹1.8L in wasted spend on irrelevant search terms. The account was rebuilt with a tightly themed ad group structure, exact and phrase match keywords, and an initial negative keyword list of 340 terms.
Conversion Tracking & Analytics
Full GA4 and Google Ads conversion tracking was implemented — covering form fills, phone calls, WhatsApp clicks, and quote completions. For the first time, ZipFreight had accurate data on which campaigns, ad groups, and keywords were actually generating revenue.
Landing Page Redesign
We designed and built three service-specific landing pages — replacing the single generic page that had been receiving all traffic. Each page was structured around the specific search intent, with relevant social proof, a clear value proposition, and a friction-minimised lead form.
Creative Testing Framework
We implemented a systematic creative testing programme — testing headlines, USP messaging, call-to-action variants, and visual formats on a two-week rotation. The winning variants from each cycle were promoted and the underperformers cut. Creative quality compounded month over month.
WHAT WE Delivered
By month five, ROAS had improved from 1.1× to 8.1×. Monthly ad spend was reduced from ₹3.2L to ₹2.1L while revenue from paid search grew 340%. Cost-per-qualified-lead dropped from ₹4,200 to ₹880.
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