Author
Ajay Kumar
Founder, ScaleWin · Performance marketer
Ajay has spent 12+ years in performance marketing and has personally managed ₹300 crore+ in ad spend across D2C, beauty, fashion, wellness and fintech brands. He built ScaleWin so that the daily work of a performance marketer - reading numbers, pausing losers, scaling winners - happens automatically.
12+ yrsin performance marketing
₹300 Cr+ad spend managed personally
21articles on this blog
What Ajay writes about
How these articles are written
- Topics come from real ad accounts. Each article starts from a question or problem seen while running Meta and Google campaigns for Indian brands.
- AI-assisted drafting. Drafts are written with the help of AI, then checked against the official Meta and Google documentation before they go live.
- Kept up to date. Ad platforms change often. When something changes, the article is updated and its "Updated" date changes with it.
- Corrections. Spotted a mistake? Email [email protected] and it will be fixed.
Articles by Ajay
- Meta Ads Optimization: How to Exit the Learning Phase Faster (Without Learning From Bad Data)What Meta's learning phase needs, which edits reset it, the 7.1x CPA budget maths, an edit calendar for big accounts and when Learning limited is fine.
- How to Reduce Cost per Purchase on Meta Ads (2026)Lower your Meta ads cost per purchase in 2026: re-baseline after the March attribution change, set a break-even CPP, fix CAPI, then structure and creative.
- Meta Ads Optimization With AI: The 7-Day Breakdown MethodMeta ads optimization with AI, day by day: what to trust on Days 1-7, how to use Meta's AI connectors read-only, and when to batch edits.
- Meta Ads Optimization: The Complete 2026 GuideMeta ads optimization for 2026: separate real drops from reporting changes, fix CAPI, size learning to your budget, and optimise for profit after GST and RTO.
- Why your 3x ROAS campaign might still be losing money
- Break-Even ROAS: Formula, Calculator and Examples for Indian D2C Brands
- Performance Max vs Search Campaigns in 2026: Which Should You Start With?Performance Max or Search first? Clear rules for brands spending ₹10 lakh+ a month on ads, a side-by-side comparison table and a 90-day Google Ads plan.
- Meta Ads Creative Fatigue: How to Spot It and Fix It Before ROAS Drops
- How to Plan a ₹10 Lakh Monthly Ad Budget: A Week-by-Week PlanHow to split a ₹10 lakh monthly budget between Meta and Google Ads: setup checklist, split by business type and a week-by-week plan.
- Product Page SEO: 6 Fixes That Move Rankings Fastest for Shopify and D2C Stores
- Negative Keywords in Google Ads: How to Find Them (+ Starter List for Indian Businesses)
- How to Run Facebook Ads in 2026: A Step-by-Step Launch Guide for Growing BrandsHow to run Facebook and Instagram ads in 2026 at ₹10 lakh+ a month: business setup, Pixel, objective, budget, audience, creative and your first week.
- Google Ads vs Facebook Ads: Which Is Better for Your Business in 2026?
- What Is PPC Advertising? How Pay-Per-Click Works (Simple Guide for 2026)
- CPC, CPM, CTR, CPA and ROAS Explained: The PPC Metrics That Actually Matter
- Best AI Tools for Facebook and Google Ads in 2026: An Honest Comparison
- AI in Advertising (2026): How AI Is Changing Meta and Google Ads - and What Still Needs You
- Meta Advantage+ Campaigns Explained (2026): Sales, Leads and How to Set Them Up
- Facebook Ad Account Disabled or Restricted? How to Fix It (2026 Guide)
- Meta Pixel and Conversions API: Setup Guide for Shopify and WooCommerce (2026)
- Google Ads Quality Score: What It Is and How to Improve It (2026)