PERFORMANCE MARKETING
Baftic operates in the competitive luxury watch space, where getting in front of the right audience is only one part of the acquisition journey. The bigger opportunity was to create a stronger connection between advertising, the website experience and actual purchases.
Client
Baftic
Luxury Titan Watches
Sector
Luxury Watches & E-commerce
Engagement
Performance Marketing
Duration
Under 60 Days
THE CHALLENGE
Baftic was already investing in Google and Meta advertising, but the opportunity was to make that investment work more effectively across the complete customer journey. Traffic alone was not enough; the website experience, campaign structure, audience targeting and creative direction all needed to support the path towards purchase.
The challenge was to make paid media work as a complete growth channel, not just a source of website traffic.
Around ₹95K was being spent monthly, but 0.3X ROAS made the existing setup unsustainable.
Campaign traffic needed a more conversion-focused landing and sales journey.
Campaigns needed to target stronger purchase intent instead of broad audiences.
Google and Meta campaigns required better structure, testing and ongoing budget optimisation.
THE REBUILD
The strategy combined website conversion improvements with paid campaign restructuring, audience refinement and creative testing. The objective was to improve the quality of traffic while making better use of the existing advertising budget.
01
The website was reworked with a conversion-focused sales funnel, giving visitors a clearer path from discovering Baftic through an ad to exploring the products and moving towards purchase.
Output
Conversion-focused sales funnel
Stronger product discovery
Purchase-oriented website flow
02
The paid strategy moved towards audiences with stronger signals of purchase interest, helping campaigns focus on people more relevant to Baftic’s luxury watch offering.
Output
High-intent audience targeting
Audience segmentation
More focused paid traffic
03
The existing advertising activity was reorganised across Google and Meta to create a more focused campaign setup, with greater alignment between audience intent, products and advertising objectives.
Output
Google Ads restructuring
Meta Ads restructuring
Campaign-level optimisation
04
Creative testing became an active part of the acquisition process. Different approaches were evaluated to understand what resonated with the target audience and contributed to stronger campaign performance.
Output
Messaging variations
Audience-response analysis
Ongoing performance refinement
Paid advertising reached a 2.5X return on ad spend, compared with 0.3X at the starting point.
Monthly ad spend reduced to ₹55K, while the campaigns generated significantly stronger returns.
Order volume reached 40+ in a month, creating a substantially stronger sales contribution from paid acquisition.
The key performance movement was established within a period of under 60 days through campaign and funnel optimisation.
THE TAKEAWAY
Performance was tracked through ROAS, monthly ad spend and order volume. Within the engagement period, ROAS reached 2.5X, monthly spend came down to ₹55K and order volume reached 40+ per month.
The engagement gave Baftic a more focused paid acquisition setup, connecting audience targeting, campaign structure, creative testing and the sales funnel around a clearer path to purchase. This created a stronger relationship between advertising activity and the outcomes that matter commercially.
The value extends beyond the initial performance gains. With a more structured approach across Google and Meta, campaigns can continue to be tested, refined and optimised around audience response, product interest and purchase behaviour.
The next stage is about building on this foundation with continued optimisation and smarter allocation of advertising spend, allowing Baftic to develop its paid acquisition as the brand and its customer base continue to grow.
See all case studiesTechnology • Growth • Systems
