Lead generation, search and social built around the numbers the business cares about: CAC, CPL and return.
Digital marketing in India rewards teams that plan for the phone first, for many languages, and for audiences far beyond the metros.
Writing filed here covers performance campaigns, SEO, social, marketing automation and measurement: choosing the metric that matters, and building everything else around it.
Kanika Pahuja’s experience in performance and digital marketing
- Kanika managed a ₹1.2 Cr monthly performance budget at VLCC across Google, Meta and affiliate networks.
- Performance campaigns she conceived there cut cost per lead by 15% and lifted click-through by 20% year on year.
- She directed national marketing for 100+ centres, where every lead had to turn into a booked visit at a real location.
Questions about performance and digital marketing
How do you calculate return on ad spend?
Return on ad spend (ROAS) equals average order value times conversion rate, divided by cost per click. Because the three multiply, modest gains in each beat a big gain in one: ₹1,200 order value, 2% conversion and ₹12 per click gives 2.0x; raising them to ₹1,440, 2.5% and ₹10 gives 3.6x on the same budget.
Why are cheap leads often expensive?
Cheap clicks and leads usually come from audiences that rarely buy, so conversion falls further than cost does. The real cost then shows up in sales or contact-centre time spent on people who never book.
Work with Kanika Pahuja on performance and digital marketing
- Performance marketing review
An independent review of your Google, Meta and affiliate spend: where the money goes, what each lead really costs, and what to change first.
Articles on performance and digital marketing
Nothing filed here yet. New articles on performance and digital marketing will appear here first.
Other topics
- Brand and growth strategy
Brand strategy kept in step with the P&L, and communication plans built to hit measurable targets.
- Digital transformation and AI in marketing
AI chatbots, CRM, customer-journey automation and AI-led digital business, put to work rather than piloted.
- Web, apps and content
Sites, apps and content that load fast, launch well and turn attention into customers.
- Healthcare and wellness marketing
One industry lens: marketing for clinics and wellness brands, where trust matters more than reach.
- Marketing law and compliance
The rules that govern advertising, data and promotions in India, the USA, the UK, Latin America and the UAE, one rule per article.