Jaseel — performance marketing consultant
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India

Performance Marketing Consultant for D2C Brands in India

Jaseel M helps Indian D2C brands on Shopify and WooCommerce grow profitably on Google and Meta — with tracking that understands COD, RTO and WhatsApp, and targets that understand margin.

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In brief

For Indian D2C brands I run Google Ads, Shopping, Performance Max and Meta against what the business actually keeps: contribution margin after cash-on-delivery refusals, returns and shipping, not platform ROAS. The work starts with tracking — purchases, WhatsApp and calls, deduplicated — because in India a large share of buying happens outside the checkout. I work with Shopify and WooCommerce brands across India, remotely from Kozhikode, Kerala.

What Indian D2C brands get wrong about ROAS

A 3× ROAS sounds healthy. On an Indian D2C store it can easily lose money once you subtract:

  • COD refusals and RTO — orders placed, shipped and returned unopened, each costing two-way shipping.
  • Returns and exchanges, especially in fashion and footwear.
  • Payment gateway and marketplace fees.
  • GST included in the revenue the ad platforms report.
  • Discounts that the platform counts at full value.

So targets are set from delivered, net revenue and contribution margin. The break-even ROAS calculator shows how much higher your real break-even is than most dashboards assume.

Tracking for how Indians actually buy

  • WhatsApp and phone — tracked as conversions, because many considered purchases start there. For Thoppia, a premium home furnishings store, tracking WhatsApp and calls was the change that let campaigns optimise against real demand.
  • UPI and gateway redirects — checked so purchases are not lost when customers return from a payment app.
  • COD vs prepaid — passed as a parameter so campaigns can be judged on prepaid share and delivered revenue.
  • Deduplication across plugins, apps and GTM so each order is counted once.

Channel mix for Indian D2C

Channel Role
Meta (Advantage+ shopping, catalogue) Demand creation, usually the largest budget for D2C
Google Shopping & Performance Max Capturing product search, strongest for considered categories
Google Search Brand protection and high-intent category terms
YouTube / Demand Gen Reach for brands with video creative
ChatGPT Ads Available in India from August 2026 via OpenAI's partners — worth testing once tracking is in place

Bengaluru, Mumbai, Delhi and the rest

I take on D2C brands from anywhere in India, remotely — Bengaluru, Mumbai, Delhi NCR, Kochi and elsewhere. Being an independent consultant rather than an agency means the person on your calls is the person in your ad account.

Shopify or WooCommerce

Both are common among Indian D2C brands. See Shopify marketing and WooCommerce marketing for platform-specific tracking and feed work.

What does a D2C performance marketing consultant do?

Plans and runs paid acquisition — mostly Meta and Google — for brands selling directly to consumers, and makes sure it is measured against delivered, profitable orders rather than platform-reported revenue.

Do you work with Bangalore D2C brands?

Yes, and across India. The work is remote, with calls during Indian working hours.

Frequently asked questions

How do you charge Indian brands?

A fixed project fee or a flat monthly retainer in INR, never a percentage of ad spend. For smaller budgets an audit is usually better value than a retainer.

Can you reduce RTO?

Paid media can help by optimising for prepaid orders and better-qualified buyers; the larger levers are often checkout, COD verification and logistics. I will show where the RTO is coming from.

Do you work with marketplaces like Amazon or Flipkart?

My focus is your own store, where you own the customer and the margin. I do not run marketplace ads as a service.

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