Hey, I am Nandhagopal Madheswaran, a Performance Marketer with 7+ years of experience in paid advertising.
I provide performance marketing services for startups and established businesses that want to acquire customers, improve their advertising efficiency and scale their paid campaigns.
Over the years, I have managed more than $40M in ad spend and worked with 170+ clients across India, the US, UK, Canada, Australia and UAE.
My experience includes managing campaigns across Meta, Google, Microsoft Ads, LinkedIn, Amazon, Flipkart, AdRoll and Taboola. I have worked with businesses in Automobile, B2B, D2C, EdTech, Healthcare, Real Estate and SaaS.
Currently, I manage multiple advertising accounts with an average monthly ad spend of around $500K.
But I did not start here.
I started with smaller accounts, where I learnt how customer acquisition actually works. Over time, I learnt how to test campaigns, understand what is going wrong, improve performance and scale what is working.
That practical experience is still the basis of how I approach performance marketing today.
What I Do as a Performance Marketer
When I work with a business, my role is not limited to launching campaigns and monitoring the ad account.
I try to understand the complete picture.
Which platform should we use?
Who should we target?
What message should we communicate?
How should the campaigns be structured?
Where are we losing potential customers?
Why is CAC increasing?
What happens when we increase the budget?
Which campaigns should we scale and which ones should we stop?
These are some of the questions I work on while managing paid advertising.
My performance marketing services cover the complete process, including strategy, campaign setup, optimisation, testing, scaling and reporting.
The objective is simple.
Help businesses acquire more customers, spend their advertising budget better and build a scalable customer acquisition system.
When Businesses Usually Approach Me
Businesses approach me at different stages of their paid advertising journey.
Some are planning to start advertising and want to build the account properly from the beginning.
Some are already running campaigns but are struggling with inconsistent results, increasing CPL or CAC, poor lead quality or low sales.
Others already have campaigns that are working, but they are finding it difficult to increase the budget without affecting performance.
I work across all three situations.
Before making changes, I first try to understand where the actual problem is.
Sometimes it is targeting.
Sometimes it is the campaign structure.
Sometimes it is the messaging or customer journey.
Sometimes a different advertising channel needs to be tested.
And sometimes the ads are not the actual problem.
My role is to identify these issues, test possible solutions and make decisions based on the performance data.
Performance Marketing Results
I have managed campaigns for businesses with different objectives, budgets and customer journeys.
Here are a few examples of the results.
Chennai Real Estate Business
This business was already running Meta Ads, but the leads were expensive and the quality was not good enough.
Instead of continuing with only the existing campaigns, I introduced WhatsApp Ads as another way to generate enquiries.
Over 60 days, the campaigns generated:
Ad Spend: ₹1.46L
Revenue: ₹18.25L
WhatsApp Ads ROAS: 21.2x
WhatsApp Ads generated approximately 3x better ROAS compared to the other campaigns and also brought in people with better intent.
For me, the important learning here was not just the ROAS.
Changing how potential customers contacted the business made a significant difference to the overall performance.
Tier 2 City Gym
For this business, I used Meta Lead Generation Ads along with Call Ads.
Within 14 days:
Ad Spend: ₹8,589
Revenue: ₹1.27L
Call Ads ROAS: 24.8x
The campaigns generated so many enquiries that the business eventually asked me to pause the ads.
This is also a good example of why increasing the advertising budget is not always the immediate goal.
The campaign has to work according to the capacity and requirements of the business.
Chennai Physiotherapy Business
When I started working on this account, the advertising budget was around ₹1,000 per day.
Over the next six months, I gradually scaled the budget to around ₹20,000 per day.
I used a combination of WhatsApp Ads, Call Ads and Lead Generation Ads.
The business went from receiving approximately 15 to 20 calls per day to around 300 to 400 enquiries per day.
We also used doctor-led reels in the campaigns to build trust with potential patients.
Over time, the Thursday consultation slot became fully booked every week.
Instead of increasing the budget immediately, I focused on finding what was working and gradually scaling it.
Women’s Fashion D2C Brand
This was a new women’s tops brand based in Gurugram.
Since the brand did not have an existing paid advertising system, I started by building the basic advertising infrastructure.
This included:
Ad account setup
Pixel and tracking
Product catalogue
Campaign structure
Three-stage advertising funnel
Within the first 60 days, the campaigns generated:
42 purchases
₹64,608 in revenue
3.8x ROAS from the warm audience
The objective during this stage was not just to generate the first few sales.
It was also about creating a proper advertising foundation that could be tested and scaled further.
Premium Office Interior Company in India
I have managed Google, Meta and LinkedIn Ads for this business for more than two years.
Across 25 months, the campaigns generated:
5.94M+ impressions
224 paid leads
21 Sales Qualified Leads
The CPC was also approximately 15% better than the original plan.
One important learning from this account was around lead quality.
LinkedIn generated fewer leads compared to some of the other platforms, but the quality of those leads was stronger and it generated the highest number of Sales Qualified Leads.
This is why I do not look at CPL alone while evaluating a campaign.
A cheaper lead is not useful if it does not move further in the sales process.
Premium Office Interior Company in Singapore
I have also managed Google, Meta and LinkedIn Ads for the Singapore market for more than two years.
The campaigns generated:
1M+ impressions
28 Marketing Qualified Leads
9 Sales Qualified Leads
Approximately 32% MQL-to-SQL conversion rate
LinkedIn again performed well in terms of lead quality.
Once the campaign efficiency improved, the next challenge was to increase the volume while maintaining the same quality.
This is a common challenge I see when scaling paid advertising.
Getting a campaign to work is one stage.
Scaling it without affecting efficiency is another.
My Approach to Performance Marketing
I do not follow one fixed campaign structure for every business.
The right approach depends on the product, target audience, sales cycle, existing performance, advertising budget and business objective.
However, my overall process is usually similar.
Diagnose
I first understand what is already happening.
I look at the existing campaigns, performance data, tracking, audiences, messaging and customer journey.
The objective is to identify where the problem or opportunity exists.
Fix
If there are clear issues with the existing setup, I work on fixing them before increasing the advertising spend.
There is no point in scaling something that is already inefficient.
Test
Once the basic structure is in place, I start testing different opportunities.
This can include audiences, messaging, creatives, campaign types or advertising channels.
Not every test will work, and I do not expect every test to work.
The objective is to understand what produces better results for that particular business.
Scale
When a campaign or strategy starts producing consistent results, I gradually increase the budget.
While scaling, I closely monitor CAC, CPL, lead quality, sales and other relevant business metrics.
The objective is not simply to spend more.
It is to increase the advertising spend while maintaining the required level of efficiency.
Expand
Once the existing campaigns become stable, I start looking at additional opportunities.
Depending on the business, this could mean testing new audiences, platforms, campaign types or markets.
Who I Work With
I generally work with three types of businesses.
Startups Ready to Start Paid Advertising
If you already have a working product, website or brand and want to start acquiring customers through paid advertising, I can help build the advertising setup and strategy from the beginning.
I do not see paid advertising as a replacement for the product, offer or website.
All of these things have to work together.
Businesses Spending Below ₹2 Lakhs Per Month
These businesses are usually already advertising but struggling with consistency.
The common problems I see include increasing CPL, inconsistent campaign performance, poor lead quality and leads that are not converting into sales.
In this situation, my focus is on understanding what is going wrong, testing different approaches and improving the overall acquisition process.
Businesses Spending ₹2 Lakhs or More Per Month
These businesses usually know that paid advertising works for them.
The challenge is scaling.
The account may perform well at the current budget, but CAC starts increasing when the spend increases.
At this stage, I look at how the existing campaigns can become more efficient and where the next growth opportunity can come from.
This could involve new audiences, campaign structures, advertising platforms or other opportunities within the customer acquisition journey.
Performance Marketing Platforms I Work With
My experience includes managing paid advertising across:
Meta Ads: Facebook and Instagram
Google Ads
Microsoft Ads and Bing Ads
LinkedIn Ads
Amazon Ads
Flipkart Ads
AdRoll
Taboola
I do not believe a business needs to advertise on every available platform.
The right platform depends on where the potential customers are, what the business is selling and how the customer makes a buying decision.
My role is to identify the channels that make sense for the business and allocate the advertising budget accordingly.
Industries I Have Worked With
Over the years, I have managed paid advertising campaigns across:
Automobile
B2B
D2C
EdTech
Healthcare
Real Estate
SaaS
Every industry has a different customer journey.
For example, generating an ecommerce purchase is very different from generating a qualified B2B lead.
That is why I prefer to understand the business and customer journey before deciding how the campaigns should be structured.
How I Started My Digital Marketing Journey
I started my digital marketing journey in 2019 as an intern.
During the initial stage, I took courses, completed internships and spent time learning different areas of digital marketing.
But practical implementation taught me much more.
I started working with smaller advertising accounts and learnt how campaigns behave when real money is involved.
I made mistakes.
I tested different things.
Some worked.
Some did not.
That process helped me understand customer acquisition much better than simply learning how an advertising platform works.
During COVID, I started focusing more on freelancing and began working with multiple businesses.
The accounts gradually became bigger, the advertising budgets increased and the problems became more complex.
Today, I have worked with 170+ clients, managed more than $40M in advertising spend and handled accounts with combined monthly spend of around $500K.
Two clients who trusted me when I was still an intern continue to work with me today.
For me, that long-term trust matters.
Performance marketing keeps changing.
Advertising platforms change.
Algorithms change.
Campaign types change.
New tools come in.
But the basic responsibility remains the same.
Understand the business, look at the data, make the right decisions and keep improving the customer acquisition process.
What You Can Expect From Me
I take ownership of the paid acquisition work I manage.
If something is working, I look at how it can be improved or scaled.
If something is not working, I am comfortable saying that it is not working.
Then I look at what needs to change.
It could be the targeting.
It could be the messaging.
It could be the campaign structure.
It could be the advertising platform.
Or the issue could be somewhere else in the customer journey.
My responsibility is not just to keep campaigns running.
My responsibility is to make decisions that can improve paid customer acquisition for the business.
Looking for Performance Marketing Services?
If you are planning to start paid advertising, trying to fix campaigns that are not producing consistent results or looking to scale an account without significantly increasing CAC, I can help.
I will look at where the business currently stands, understand the existing customer acquisition process and identify what can be improved.
From there, the focus will be on testing, learning and scaling what works.
If you are looking for performance marketing services and think I can help with your paid acquisition, let us have a conversation.