Hi, I started working for Urbansole back in June 2025. A little brief about the brand: it’s a footwear brand based in Jamshuedpur, India. It was started by Mr ShaheRukh Hassan with the aim of bringing quality footwear from local markets to everyone (Quite Generic).
Note: Even though I have been the one working on the brand personally but this client belongs to Life Productions
The Problems that came with Urbansole
After the onboarding call when I sat with them to get info about them here are the list of things I found.
- They have been burned by an Agency before us
- The Instagram Followers are bought bot followers 😱😱
- They have 0 sales and negative ROAS
- They do not have a defined persona, don’t know who they’re selling to 😱
- The most shocking part; Their previous agency were running traffic and add to cart campaigns 😱😱😱
The Proposed Solution
Before I tell you what the solution I proposed is, here are the things that I got from the brand:
- A monthly budget of ₹30,000 plus tax, so that comes to ₹1,000 a day.
- No assets, no shoots, nothing, just the AI-based images they had on a website.
Here is the first thing that I did.
First things first, I told them, bro, this is not going to work. Firstly, we need to have a proper shoot, an e-commerce shoot where we do not want any AI-generated images on the website. What I want from you is real shots of people wearing the shoes, the shoes themselves, and how it would look on humans. That needs to go on the website. People need to see what they are actually buying. That is the first solution of all. I can buy you the best ad inventory possible, but if, after landing on the page, people are not sure what they are buying, they won’t buy anything.
The second thing that I suggested to them is that, instead of doing any awareness campaign or any sort of different types of campaign, we will be doing two campaigns only. Since we are limited by budget, we cannot do a lot of experiments. We will start with a simple catalogue campaign and a retargeting campaign, because the previous agency (even though they were horrible shit fucks who ran engagement campaigns, traffic campaigns, and ad-to-cart campaigns) inevitably helped me with the retargeting audience. I started with these two campaigns.
But before starting with any campaign, my first step is always, always to come up with a media buying plan. Tell the client:
- This is what I’m going to do.
- This is how much money I’m going to spend.
- These are the types of creatives that I’m going to spend money on.
- This is the kind of results you can expect.
With every media buying plan, there comes a note that this media plan provides you with an estimate and does not guarantee any results.
If you don’t know how to come up with a media buying plan or how to make a media buying plan for yourself, then I’ll link it. You can go ahead and read the blog. Give the link to that blog to ChatGPT, and ChatGPT can create it for you.
While the media buying plan for this brand is not something that I can share publicly over here, just let me tell you that it got approved. Moving forward, I started with the two campaigns:
- A catalogue campaign with all products. I do not believe in segregating the products until and unless it is divided between men’s and women’s. In that case also, I will definitely have one particular ad set with all products.
- A CBO campaign with two different ad sets. One ad set was for a broad audience. One ad set was for an interest-based audience, and this is the one on which I ran the ads.
In the retargeting campaign, again, there were two ad sets retargeting the same people, but with A/B testing. On this A/B testing, I was testing different creative types: catalogue versus the single-image creatives. Trust me when I say this: in the first month, from a negative ROAS, they did a ROAS of 3x.
Conclusion
This is not all the testing that I have done with the brand, but I will update those testing results in a later blog.
But the learning that you can take from this blog is: when you have a limited budget, know where you are going to spend it and what things you are going to test your budget on. With a limited budget, there are only so many things you can do, so do not try to do a lot of things with a limited budget. When your budget is limited, try to keep your ad account as simple as possible. Otherwise, you will be like those shitty fuckers who do not know what the exact fuck they are doing.