DHRUV MARKETS
01 / Meta media + scaling

Creative volume is the only lever left.

The two services The index
Hook rateHold rateThumbstopCreative hit rateProduction rateFormat mixFrequencyCTRLearning phaseLive ad floorCBOABOAdvantage+CAPIEvent Match QualitySignal captureiROASMERBlended CACContribution marginGross-profit LTV : CACCAC payback30/60/90 cohort

Platform ROAS is a claim, not a measurement.

Two services. That is the entire menu.

The account and the economics around it are one job. Splitting them into six line items is how agency scope grows and accountability disappears.

01 / Service

Meta ads

Andromeda took audience targeting off the table. What remains is how many genuinely distinct concepts you put into the auction each week, and how fast you retire the ones that do not hold. At a five percent hit rate, forty ads a month find two winners. Five ads find none.

Consolidate the account, diversify the creative. Two to four campaigns. Broad by default. Ten or more live ads per ad set. Exclusion layers removed. The audience work now happens in the edit, not in the ad set.

  • Account architecture
  • Event audit and CAPI rebuild
  • Creative production at spend rate
  • Hypothesis-form concept briefs
  • Hook and hold reads before ROAS
  • Pre-committed kill thresholds
  • Incrementality where volume allows
02 / Service

Brand scaling

Scaling is a margin problem before it is a spend problem. Under fifteen percent contribution margin per order, more budget buys the loss faster. We model the unit economics first and tell you the ceiling.

Most brands lose money on the first order, which makes retention part of acquisition rather than a separate department.

  • Unit economics from your P&L
  • Offer and price architecture
  • Positioning as the source of angles
  • Modular creative system
  • Funnel architecture by format
  • The four retention flows
  • 30/60/90 cohort reporting
  • Channel expansion with an exit condition
02 / Index  ·  17 terms

There are no case studies on this site.

We will not publish other people's numbers without permission and we will not invent our own. What you get instead is the whole method, before you pay for any of it. Every figure below is a definition, a platform requirement, or a cited industry range — labelled as such in the last column.

Term Formula Threshold → action Basis
Hook rate 3s plays ÷ impressions Cold-feed medians sit near 22%. Under 20%, rewrite the opening. Industry band
Hold rate 15s plays ÷ 3s plays State the denominator before quoting it. Sources disagree only because some measure at 15s and some at 75% completion. Definition
Creative hit rate winners ÷ new creatives shipped 4–8% is normal. Plan volume around it, not against it. Industry band
Production rate 1 new ad ÷ $3,000 monthly spend A rate, not a slogan. $30,000 is ten ads a month. $300,000 is a hundred. Our rate
Format mix statics ÷ total live ads Direct-to-consumer accounts commonly run near 65% static. A static is 30–60 minutes of work; a video is 4–8 hours. Industry band
Frequency impressions ÷ reach Past 3.0 on prospecting, retire the ad. Our threshold
CTR clicks ÷ impressions Under 1%, or down 20% week over week, retire the ad. Our threshold
Learning phase 50 optimisation events ÷ ad set ÷ week A platform requirement, not a target. Below it, the ad set gets merged, not retargeted. Platform
Live ad floor active ads ÷ ad set Meta's own guidance is ten or more. Advantage+ Shopping wants fifteen to twenty. Platform
Event Match Quality Meta's 1–10 server-event match score Floor 7.0. Target 8.0 to 9.0. You can read this yourself in Events Manager. Platform
Signal capture matched events ÷ actual conversions Browser pixel alone sees roughly two thirds. Pixel plus CAPI on one shared event_id sees roughly 95%. Industry band
iROAS incremental revenue ÷ spend Commonly 30–60% below platform-reported ROAS. Platforms over-attribute to themselves. Industry band
MER total revenue ÷ total marketing spend The strategic number. ROAS is the daily tactical one. Definition
Blended CAC total marketing spend ÷ all new customers The honest number. Paid CAC is the flattering one. Definition
Contribution margin revenue − COGS − shipping − processing − returns We use a 15% floor per order to fund fixed costs before scaling spend. Our threshold
Gross-profit LTV : CAC gross-profit LTV ÷ blended CAC 3:1 minimum. Revenue LTV flatters every account ever built. Our threshold
CAC payback days to recover blended CAC Days, not months. Under twelve months non-subscription, under six subscription. Our threshold
03 / Method  ·  Five stages

Weekly, not monthly.

Monday we read at ad level. Wednesday we ship the next batch. Friday we reconcile spend against the blended number. Monthly reporting is where accounts go quiet.

  1. 01 · Week 1

    Audit

    We read the ad account at ad level for 90 days, Events Manager for match quality and deduplication, the P&L for contribution margin, and the flows for revenue share. You get a written ranked list of what is broken, including the things we cannot fix. You get the list whether or not you sign.

  2. 02 · Weeks 1–2

    Signal

    Server-side Conversions API alongside the browser pixel. One event_id shared so nothing double-counts. Hashed email and phone passed with the click IDs. Event Match Quality to 8.0 or above. Naming and UTM schema written down and applied. We do not touch budget before this closes.

  3. 03 · Weeks 2–6

    Creative system

    Concept map, hook bank, brief template. Production rate set from spend. Six to eight distinct static formats live. Refresh cycle every 7 to 14 days. Every brief is written as a hypothesis: format, hook type, placement, control, mechanism. The library and its naming convention are yours.

  4. 04 · Weeks 4–12

    Structured scale

    Consolidate to two to four campaigns, broad by default, ten or more live ads per ad set. CBO as the default. ABO only for equal spend across variants in a controlled test. Budget steps sized so no ad set drops below fifty optimisation events a week. Fatigue runs on the written thresholds, not on opinion.

  5. 05 · Weeks 6–16

    Retention and margin

    Four flows live: welcome, cart recovery, post-purchase, win-back. Repeat rate by 30, 60 and 90-day cohort. Gross-profit LTV and payback in days recomputed. The spend ceiling is reset from the new payback before any channel expansion is considered, and the exit condition is agreed before the first dollar.

Your pixel sees about two thirds of your conversions.

Meta ads Brand scaling Five stages Weekly cadence
04 / About

Our position on agency websites.

Dhruv Markets is a two-service shop. We buy media on Meta and we do the scaling work that decides whether that spend survives contact with the P&L.

Small on purpose. The person reading your ad account at ad level on Monday morning is the person you talk to, and the book is capped at the number of accounts that can be read that way.

We took the position that an agency site should show its method rather than someone else's screenshots. So the method is on this page in full, and there is nothing on it you have to take on trust. Ask what we would turn off. On the first call we will name the campaigns we would kill, the events we would rebuild, and the one thing in your funnel we cannot fix.

05 / Terms

What we don't do

  • No two-month onboarding at full price.
  • No ROAS guarantees.
  • No reporting on platform-attributed revenue alone.
  • No creative we cannot brief as a hypothesis.
  • No white-labelled subcontractors.
  • No SEO retainer, no social media management, no rebrand.
  • No account we do not hand back clean. Your ad account, your pixel, your event setup, your creative files, your naming convention documented. If we stop, nothing needs rebuilding.
06 / Fit

When we're not a fit

  • At one new ad per $3,000 of monthly spend, forty ads a month is a $120,000 budget. Below the spend where that production rate is affordable, the volume argument gets weaker, and we will say so on the call.
  • Under fifteen percent contribution margin per order, more budget buys the loss faster. Fix the margin first.
  • No product-market fit is not a media problem. We will say so on the call and not take the money.
  • If creative approval runs through five people, the testing cadence will not work.
  • If the account has to stay fragmented for internal reporting reasons, we will disagree in week one.
07 / Contact

Ask what we would turn off.

First call, we name the campaigns we would kill, the events we would rebuild, and the one thing in your funnel we cannot fix. Send the ad account ID and the last 90 days of revenue. That is enough to answer.

info@veydros.com