My Skills and Achievements So, this is my final Capstone Project where I worked on Practo’s Growth Strategy. To be honest, it was quite a journey to complete these 69 pages! I spent a lot of nights researching how Health-tech works in India and what actually makes people book a doctor online. In this case study, I didn’t just focus on ads, but I tried to understand the “Human side” of the business. Why a user hesitates to use an app for health? And how we can solve that thru better Digital Marketing. What I did in this Project? Deep Research: I looked into Practo’s competitors and found some real gaps in the market. Targeting the Right People: Its not just about showing ads to everyone. I created detailed “User Personas” to find who really needs Practo the most. 3-Month Growth Plan: I made a proper roadmap on how to increase app installs and most importantly, how to get more Doctor bookings. Visual Storytelling: I tried my best to keep the data simple and easy to understand thru visuals (as you can see in the PDF above). My Learnings & Achievements Completing this 69-page report taught me that marketing is more about ‘Problem Solving’ than just selling. It improved my Strategy thinking and Data analysis skills a lot. I’m really proud of how this turned out! If you have any feedback or want to discuss this strategy, feel free to reach out to me.
Meta Ad Campaign
Meta Ad Campaign: Targeting & Growth Strategy for DSK Travels Project Overview This project involves a comprehensive Meta Ads Strategy designed for DSK Travels, a premium Dubai-based travel company. The core focus was to build a high-performance campaign structure that drives Engagement and Lead Generation across 6 global markets. Strategic Campaign Objective The primary goal was to maximize interactions and inquiries for luxury travel packages. By implementing a Highest Volume Bid Strategy and Advantage+ Budget sharing, the campaign was optimized to achieve a perfect 100/100 Campaign Score in Meta Ads Manager. Global Audience & Precision Targeting Multi-Country Reach The campaign targets high-value international travelers across India, UK, Saudi Arabia, South Africa, Canada, and Australia. This ensures a global footprint for the brand in key outbound tourism markets. Behavioral Targeting Instead of basic demographics, I focused on “Frequent International Travelers” and “Luxury Shoppers.” By leveraging Meta’s Advantage+ Detailed Targeting, the strategy allows the algorithm to find high-intent users beyond manual interests, ensuring maximum ROI. Placement & Platform Execution To maintain brand safety and visual impact, I opted for Manual Placements. The ads were strategically distributed across the entire Meta ecosystem, including Facebook, Instagram, Messenger, and Threads, specifically focusing on Feed and Stories for the highest engagement rates. Performance Benchmarks (KPIs) Every strategic move was backed by data, aiming for the following professional benchmarks: Target CTR: 2% – 5% (To ensure high ad relevance). Target ROAS: 3x – 5x (To maintain healthy profitability). Engagement Rate: 3% – 10% (To build brand authority). Why painful the sixteen how minuter looking nor. Subject but why ten earnest husband imagine sixteen brandon. Are unpleasing occasional celebrated motionless unaffected conviction out. Evil make to no five they. Stuff at avoid of sense small fully it whose an. Ten scarcely distance moreover handsome age although. As when have find fine or said no mile. He in dispatched in imprudence dissimilar be possession unreserved insensible. She evil face fine calm have now. Separate screened he outweigh of distance landlord
Google Search Ads Campaign
Google Search Ads Campaign: Scaling Digital Sales for Haldiram Project Overview This project focuses on designing and deploying a high-impact Google Search Campaign for Haldiram Snacks Pvt. Ltd. The goal was to leverage the brand’s legacy and drive online orders across major Tier-1 cities in India through a structured search strategy (Haldiram_G… pp. 1-2). Campaign Objectives & Strategy The campaign was built with a clear focus on Maximizing Clicks and enhancing brand visibility. By targeting specific high-intent search queries, the primary aim was to increase website traffic and boost online sales for snacks and festive gifting products (Haldiram_G… p. 3). Core Execution & Ad Structure Advanced Ad Group Management To ensure high relevance and better Quality Scores, I divided the campaign into dedicated ad groups: AG_Snacks: Focused on Namkeens, Bhujia, and Mixtures. AG_Sweets: Targeted high-intent keywords for Rasgulla, Gulab Jamun, and Soan Papdi. AG_ReadyMeals: Dedicated to the ready-to-eat and frozen food segments (Haldiram_G… pp. 3, 7). Precision Location Targeting The campaign successfully reached over 2.2 Crore+ users by specifically targeting 9 major Tier-1 cities including New Delhi, Mumbai, Bengaluru, Gurugram, and Jaipur, ensuring the budget was spent where the highest demand exists (Haldiram_G… p. 4). Keyword & Optimization Performance Strategic Keyword Planning Using Google Keyword Planner, I implemented a mix of branded and non-branded keywords with Phrase Match and Broad Match types. This allowed for controlled targeting while capturing niche buyers for specific flavors like ‘Elaichi’ or ‘Chocolate’ Soan Papdi (Haldiram_G… pp. 5-6). Optimization & Ad Strength By creating Responsive Search Ads (RSAs) with 14-15 headlines and multiple descriptions, I achieved an “Excellent” Ad Strength rating. The campaign launched with a strong 89.3% optimization score, which was further improved to 93.3% post-launch (Haldiram_G… pp. 9, 11). Key Outcomes & Learnings Professional Deployment: Successfully managed the complete lifecycle of a search campaign—from research to live dashboard monitoring (Haldiram_G… p. 12). Cost Efficiency: Managed an average CPC of ₹5.78 to ₹14.10, ensuring a healthy balance between reach and spend (Haldiram_G… pp. 9-10). Practical Expertise: Demonstrated hands-on knowledge in ad copy creation, keyword research, and live campaign optimization (Haldiram_G… p. 13).
Google Display Campaign
Google Display Campaign: Visual Branding & Growth for Aesthetic Envy Project Overview (This project features a complete Google Display Network (GDN) Campaign strategy for Aesthetic Envy, a premium aesthetic clinic based in Sacramento, CA. The objective was to build high-quality brand awareness and drive bookings for premium services like Botox, Fillers, and Laser Hair Removal through visually compelling ad creatives. Strategic Campaign Configuration (To ensure maximum impact within a specific geographic area, the campaign was configured with a focus on local reach and high-intent audience segments. Hyper-Local Targeting Geofencing: Targeted a 20-mile radius around Sacramento, CA, ensuring the ads only appear to potential clients who can visit the clinic. Ad Schedule: Optimized to run from Mon-Sat, 9:00 AM – 8:00 PM, aligning with the clinic’s operating hours for immediate response. Budget & Bidding: Implemented a Manual CPC strategy with a daily budget of ₹5,000, with a plan to transition to Target CPA once sufficient conversion data is collected. Audience & Content Intelligence Demographic Precision The campaign specifically targets Women aged 25-55 in the top 21-50% household income brackets, ensuring the ads are shown to an audience with the purchasing power for premium aesthetic treatments. Contextual Topic Targeting To place ads on relevant websites and apps, I selected 5 core industry topics: Cosmetic Procedures & Anti-Ageing. Beauty Services & Spas. Face & Body Care Products. Laser Hair Removal & Skin Care. Ad Creative Excellence I developed two Responsive Display Ads (RSAs) that achieved an “Excellent” Ad Strength rating, focusing on clear value propositions and strong Calls to Action (CTAs). Creative 1 (Injectables): Focused on “Rejuvenating Skin” with a “Book Now” CTA, driving traffic to the Botox and Fillers service page. Creative 2 (Laser Hair Removal): Highlighted “Smooth Skin” and “Pain-Free Technology” to attract clients looking for long-term hair removal solutions. Projected Impact & Results Massive Reach: The campaign is estimated to deliver 5.5 Million+ Impressions weekly, significantly boosting local brand recall. High Engagement: Projected to generate between 1.4K to 24K Clicks per week, funneling high-intent traffic to the clinic’s website. Full-Lifecycle Management: Demonstrated expertise in end-to-end GDN setup—from audience mapping and bidding to creative design and launch.
SEM Strategy
SEM Strategy: Lead Generation for Nitido Design, Mumbai Project Overview This project involves a comprehensive Search Engine Marketing (SEM) campaign designed for Nitido Design, a luxury interior design firm in Mumbai. The primary goal was to drive high-quality leads by targeting affluent homeowners and property developers through precision-targeted Google Search Ads. Strategic Campaign Configuration To maximize ROI and minimize wasted ad spend, the campaign was structured with specific location and network settings. Precision Geo-Targeting Target Areas: Focused on Mumbai (23.2M reach), Navi Mumbai, and Thane, specifically using ‘Presence-based targeting’ to reach users physically located in these service areas. Language & Network: Ads were served in English on the Google Search Network, ensuring alignment with an affluent, high-intent audience. Bidding & Budget Performance Average CPC: Optimized at ₹25.54, keeping the lead acquisition cost competitive. Weekly Output: The strategy is estimated to deliver 411 Clicks per week, providing a consistent flow of potential client inquiries. Keyword Research & Match Type Strategy I conducted extensive research using Google Keyword Planner to identify high-volume, high-intent terms that align with luxury home interiors and turnkey projects. Multi-Layered Match Type Approach **Exact Match: ** Used for high-intent terms like [best interior designers in mumbai] to capture users ready to hire. Phrase Match ” “: Applied to terms like “luxury interior designers in mumbai” to capture relevant long-tail variations. Broad Match: Used strategically for awareness and broader reach in the interior design space. Negative Keyword Filtering (Budget Protection) To ensure the budget is spent only on potential clients, I identified and excluded irrelevant search terms like: free interior design software, interior design course, jobs for interior designer. This filtering prevents ‘education’ or ‘DIY’ intent traffic from clicking on paid ads, significantly improving CTR. Key Outcomes & Learnings Full Funnel Mastery: Demonstrated the ability to reach users at every stage—from initial awareness to final conversion. Data-Driven Decisions: Used detailed keyword stats (Monthly volume: 100-5000+) to justify the selection of top-performing search terms. Operational Excellence: Built a structured SEM roadmap—from initial keyword research and spreadsheet management to live Google Ads setup.
