This case study outlines how I scaled paid marketing for Invesmate, a stock market education platform, from a monthly ad spend of ₹60,000 in 2022 to nearly ₹25 lakh per month by January 2026. The journey was not just about increasing budgets—it was about fixing foundational issues, evolving creative strategy, building a brand alongside performance marketing, and creating systems that could scale sustainably.
The Starting Point
When I joined Invesmate in 2022, the advertising strategy was fairly basic. The platform was spending around ₹60,000 per month, primarily on Facebook lead generation campaigns with detailed interest targeting focused on stock markets and investing.
The creative approach was limited to standard promotional videos and testimonials. The focus was heavily on bottom-of-the-funnel audiences—users already inclined to convert. While this worked at a smaller scale, it quickly showed limitations as budgets increased.
Early Scaling Challenges
As I began scaling Invesmate’s ad spend to ₹2 lakh and then ₹5 lakh per month, several performance issues emerged. One of the most significant challenges was duplicate leads, where the same users repeatedly submitted forms, increasing costs and reducing lead quality.
I addressed this by restructuring campaigns and excluding users who had already filled out lead forms. Though a simple change, it played a crucial role in improving efficiency and laid the groundwork for further scaling.
Building a Scalable Performance System
To support higher budgets, I strengthened the technical foundation of Invesmate’s ad ecosystem.
I implemented:
This ensured that high-quality conversion data flowed back into Meta, allowing the algorithm to optimize for real business outcomes instead of just form submissions. Over time, this significantly improved campaign stability and ad account maturity.
Creative Evolution
One of the most impactful shifts came from rethinking how ads were designed.
Instead of creating creatives that looked like traditional advertisements, I focused on making ads that felt like content:
Capitalizing on Market Trends and Timely Campaigns
I also introduced campaigns aligned with real-time market trends. For example, during the gold investment hype in December 2025, I launched targeted campaigns around that topic for Invesmate.
These campaigns delivered exceptionally low cost per lead by tapping into existing market interest and urgency, proving the value of timely, context-driven advertising.
Beyond Performance Marketing
As budgets scaled further, I realized that performance marketing alone was not enough. It primarily serves bottom-of-the-funnel audiences and can lead to saturation at higher spends.
To counter this, I introduced:
This approach helped expand the top and middle of the funnel and ensured continuous discovery of new audiences.
Creative as the New Targeting
By early 2026, Invesmate’s ad account had matured significantly, supported by strong conversion signals and diverse creatives. This allowed me to reduce dependence on detailed interest targeting.
Instead, I leaned into:
At scale, this confirmed a key belief: creative is the new targeting.
Faster Execution Through Rapid Landing Page Development
To support fast testing and iteration, I adopted tools like laravel.dev to build and modify landing pages quickly.
This allowed me to:
Speed of execution became a critical advantage while scaling aggressively.
Final Outcome
By January 2026, I was successfully managing ₹25 lakh per month in Meta ad spend for Invesmate—not just profitably, but with stability and long-term vision.
More importantly, Invesmate evolved from a purely performance-driven funnel into a brand with:
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