URBANROOTS — SUSTAINABLE HOME & LIVING D2C BRAND

GOOGLE ADS, META ADS & AI-POWERED ADVERTISING

UrbanRoots is a direct-to-consumer home and living brand specializing in eco-friendly furniture, organic bedding, and sustainable kitchenware. Operating in a crowded marketplace dominated by mass-market giants, they had built a passionate niche community but struggled to scale profitably beyond their organic Instagram following. Their paid media was bleeding budget on broad audiences with little return, and they needed a precision-driven performance engine to match their mission-driven brand.

PROBLEM FACED

UrbanRoots approached Own the Digital with the following challenges:

Skyrocketing Customer Acquisition Costs

Their Meta Ads CAC had climbed to ₹3,400 over 12 months due to iOS privacy changes and increased competition. Google Ads were driving traffic but at a 1.1x ROAS that made scaling impossible.

Poor Audience Targeting & Ad Fatigue

They were running the same 3-4 static assets across all audiences. Ad fatigue set in within 10 days, CTR dropped below 0.8%, and frequency scores were hitting 4.5+ without conversion.

No Cross-Channel Attribution

Google and Meta were taking credit for the same conversions. The team couldn't determine which channel was actually driving first-time purchases versus repeat buys, leading to duplicate ad spend and blind budget allocation.

Scaling Without Profitability

Every attempt to increase daily spend beyond ₹25,000 resulted in a proportional drop in ROAS. They were stuck in a "spend more, earn less" loop with no predictive model to guide safe scaling.

SOLUTIONS IMPLEMENTED

To address these challenges, Own the Digital implemented AI-powered automation across marketing and customer support.

Google Ads Restructure with AI-Powered Smart Bidding

Search Campaign Overhaul — Rebuilt search campaigns from 12 generic ad groups to 42 keyword clusters. Deployed dynamic search ads with AI-generated responsive headlines matched to high-converting landing pages.
Performance Max with Feed Optimization — Integrated AI-driven product feed optimization for Shopping campaigns, sub-categorizing products by real-time search demand and competitor pricing.
YouTube Video Campaigns — Launched targeted in-stream and discovery ads using AI-generated video assets, targeting in-market audiences for sustainable living and home renovation.

Meta Ads Precision Engine

AI Lookalike Stacking — Built stacked lookalike audiences (1%, 3%, 5%) from high-LTV customer segments, refreshed every 14 days using AI predictive modeling.
Retargeting Funnel Architecture — Designed a 4-stage retargeting flow: View Content → Add to Cart → Initiate Checkout → Past Purchasers, each with tailored creative and offer logic.
Dynamic Creative Optimization (DCO) — Deployed 60+ creative variations (UGC-style, product demos, founder stories, sustainability explainers) with AI auto-optimization at the ad-set level.

AI-Powered Cross-Channel Advertising

Predictive Budget Allocation — Implemented an AI bidding algorithm that analyzed cross-channel data every 4 hours, automatically shifting budget from underperforming campaigns to high-intent pockets.
Creative Fatigue Detection — AI monitoring flagged ad fatigue before CTR dropped, triggering auto-rotation of fresh creative variants.
Unified Attribution Modeling — Deployed a custom data-driven attribution model across Google and Meta, giving UrbanRoots true visibility into the customer journey and eliminating double-counted conversions.

RESULTS ACHIEVED

Our Comprehensive Approach Led To Significant Improvements in The Client's Online Performance:

5.8:1META ADS ROAS

Improved Meta Ads ROAS from 2.2:1 to 5.8:1 within 6 months through AI-powered audience targeting and creative optimization.

6.2:1GOOGLE ADS ROAS

Increased Google Ads ROAS from 1.8:1 to 6.2:1 within 6 months using AI smart bidding and campaign restructuring.

₹1,180BLENDED CUSTOMER ACQUISITION COST

Reduced blended CAC from ₹3,400 to ₹1,180 within 6 months with predictive budget allocation and ad optimization.

₹32 LAKHMONTHLY AD SPEND

Scaled monthly ad spend from ₹8 lakh to ₹32 lakh while maintaining profitable returns within 8 months.

₹1.02 CRMONTHLY AD REVENUE

Increased ad-driven monthly revenue from ₹18 lakh to ₹1.02 crore within 8 months.

94%ATTRIBUTION ACCURACY

Improved cross-channel attribution accuracy from approximately 40% to 94% using AI-driven attribution modeling.

CLIENT TESTIMONIAL

Here what our client had to say about their transformation with Own the Digital.

FOUNDER & CEO, URBANROOTS

“Own the Digital turned our ad spend from a guessing game into a profit machine. The AI doesn't just optimize, it predicts. We scaled 4x in revenue while our CAC dropped by 65%. That's not marketing, that's alchemy.”

Through the Deployment of Multi-Variate Ad Testing and AI Budget Allocation, UrbanRoots Successfully Scaled Paid Channels, Minimizing Creative Fatigue and Unlocking Sustainable, Profitable Growth.