Six layers of modelling — demand, returns, break-even guardrail, platform benchmarks, friction multipliers and a phased ramp — instead of one flat number from an agency deck.
How the six layers work →This is the number we commit to. Expected and Stretch below assume benchmarks hold or beat.
CPC 20% above benchmark, CVR 15% below benchmark.
Benchmarks hold.
Strong creative, listing score above 85, favourable auction.
At this margin and target, the required spend exceeds what the unit economics support. Either raise price, improve margin, or lower the revenue target.
Month 1 results are not the verdict. Spend and efficiency both step up.
Data collection phase. Ads are buying information, not profit. Meta and Amazon algorithms need conversion volume before efficiency improves.
Winners identified, losers cut. Efficiency climbing.
Steady state. Organic rank now supporting paid, blended efficiency improving.
Every multiplier applied to the benchmark spend.
What would actually reduce this number.
Estimates are directional, built on India category benchmarks and adjusted for your brand stage, listing quality, category competition, and season. Actual performance depends on creative quality, price competitiveness, stock availability, and auction dynamics. Budgets are reviewed and revised monthly against live performance data.