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Performance Marketing Portfolio, Manav Mahendru
Performance Marketing Portfolio

Performance marketing built around intent, testing & growth.

Performance Marketing Specialist | Technical Performance Marketing · Content Strategy · Organic Growth

Paid media is not just about spending more. It is about sharper targeting, stronger creative, disciplined testing and measurable business outcomes.

View campaign work
5K+Qualified Leads
10x+ROAS
370%+Revenue Growth
< ₹9CPL
1,000+Orders
5%+Conversion Rate
Tools & PlatformsGoogle ad-platform·Google Analytics 4·Semrush·Claude·ChatGPT·Keyword Research·Technical Audits·SERP Analysis
Performance Marketing Approach

From business objective to optimisation.

The Performance Marketing approach connects search intent with the website, content and commercial objective behind it. The focus is on making pages easier to understand for both users and search engines, while using data to decide what deserves attention next.

01

Audience Strategy

Define the people, intent signals and buying contexts that matter.

02

Creative Strategy

Build creative around the problem, promise, proof and action.

03

Campaign Architecture

Structure campaigns for control, learning and scalable delivery.

04

Measurement

Track the journey from click to lead, sale and revenue.

Case Study · Hospitality · Performance Marketing

Performance campaigns built for measurable business outcomes.

An end-to-end performance marketing case study: taking a hospitality brand from negligible online presence to a Shopify-led digital sales channel and then scaling paid acquisition around measurable commercial outcomes.

Hospitality brand Shopify gross sales and orders performance
Hospitality Brand: Shopify + Paid Media Growth

The brand had historically operated offline with negligible online presence. The engagement started from scratch: building the Shopify storefront, establishing the digital sales journey, setting up acquisition campaigns and then continuously optimising creative, audiences, budgets and conversion performance.

₹2L+Monthly online sales1 Aug to 30 Sep 2026
₹1L+Monthly sales milestone1 Apr to 31 Jul 2026
650Total ordersPeriod shown in Shopify
₹11.59LGross salesPeriod shown in Shopify
34.62LImpressions9 campaigns
Case Study: Hospitality Performance Marketing
Starting Point

The brand was primarily offline, with negligible online presence and no established digital sales engine. There was no meaningful Shopify-led acquisition funnel to scale.

Approach
  • Built the Shopify website and online buying journey from scratch
  • Established paid acquisition across performance campaigns
  • Tested single-reel, influencer, catalogue and retargeting campaigns
  • Used campaign, sales and order data to continuously optimise spend and creative direction
  • Scaled the online channel from its initial baseline toward consistent monthly sales
Results: Documented Screenshots
₹2L+monthly online sales in both August and September (1 Aug to 30 Sep 2026)
₹1L+monthly sales milestone reached across April to July (1 Apr to 31 Jul 2026)
₹3.11Lspend across the 9 campaigns shown
34.62Limpressions generated across those campaigns
₹89.72blended CPM shown in the campaign report
Outcome

Built an online sales engine from the ground up and moved the brand from negligible digital presence to a sustained ₹2L+ monthly sales run-rate for two consecutive months, following the ₹1L+ monthly milestone achieved earlier in the year.

Evidence

The case is supported by Shopify sales/order dashboards and the paid-campaign report shown below, keeping the story tied to observable commercial and media metrics.

Campaign Evidence · Shopify + Paid Media

Four screenshots document the progression: overall Shopify sales and orders, campaign-level media delivery, the 1 April to 30 June 2026 sales period and the 27 July to 30 September 2026 sales period.

Paid media campaign report showing spend, impressions and CPM01 · Paid media campaign report
Shopify gross sales and orders · 1 April to 30 June 202602 · 1 April to 30 June 2026 · Shopify performance
Shopify gross sales and orders · 27 July to 30 September 202603 · 27 July to 30 September 2026 · Shopify performance
Real Campaigns · Real Numbers

Selected performance case studies, shown through evidence.

Campaign dashboards, ad-platform evidence and measurable business outcomes are presented together so the work can be reviewed through actual performance data.

01 Performance Marketing · Meta Ads Kulreeti
PERFORMANCE CASE STUDY

Kulreeti: Meta Ads Performance

A campaign-level view connecting advertising spend with purchases, acquisition cost, purchase conversion value and overall ROAS.

₹18,13,000Total Ad Spend
7,581Purchases
₹239.10Average Cost / Purchase
₹94,14,000Purchase Conversion Value
5.19Overall ROAS
Approach
  • Structured campaigns around purchase-focused conversion goals
  • Monitored spend and purchase volume
  • Evaluated cost per purchase across campaigns
  • Compared conversion value against advertising spend
  • Used ROAS to understand acquisition efficiency
Outcome

The campaign generated ₹94.14 lakh in purchase conversion value from ₹18.13 lakh in advertising spend, delivering an overall 5.19 ROAS while generating 7,581 purchases.

Meta Ads Manager Sales Report showing campaign spend, purchases, cost per purchase, purchase conversion value and ROAS META ADS MANAGER · DASHBOARD EVIDENCE
Meta Ads Manager Sales Report showing campaign spend, purchases, cost per purchase, purchase conversion value and ROAS
02 E-commerce · Meta Ads Jolly Girls
PERFORMANCE CASE STUDY

Jolly Girls, Meta Ads Sales Performance

Across 3 Meta Ads campaigns, Jolly Girls generated ₹124,147 in sales from ₹11,586.06 in ad spend, delivering an overall 10.72 ROAS. The campaigns recorded an average ₹218.60 cost per purchase.

₹11,586.06Ad Spend
~568Purchases (calculated)
₹218.60Average Cost / Purchase
₹124,147Sales
10.72Average ROAS
Approach
  • Purchase-focused Meta Ads campaigns
  • Campaign-level spend and purchase monitoring
  • Cost-per-purchase evaluation
  • Conversion value compared with advertising spend
Outcome

The campaigns connected ad spend directly to sales, purchase volume and return, with 10.72 overall ROAS across the three campaigns.

Jolly Girls Meta Ads campaign performance screenshot META ADS · CAMPAIGN EVIDENCE
Jolly Girls Meta Ads campaign performance screenshot
03 E-commerce · Google Ads Kulreeti
PERFORMANCE CASE STUDY

Kulreeti: Google Ads Performance

Kulreeti is a clothing brand offering children's and occasion wear, including mother & daughter twinning, dresses, gowns and Indian wear. The Google Ads campaign was focused on driving measurable customer actions and commercial value.

644Conversions
₹6.84Average CPC
~₹1,269Calculated Ad Spend
15,200Conversion Value
11.98xActual ROAS
Campaign Snapshot
  • Google Ads campaign performance for Kulreeti's online clothing business
  • 644 conversions recorded during the campaign period shown
  • 15,200 conversion value reported in Google Ads
  • ₹6.84 average CPC with 11.98x actual ROAS
Outcome

The campaign generated 644 conversions while reporting 15,200 conversion value and 11.98x actual ROAS, demonstrating measurable commercial performance from paid search.

Kulreeti Google Ads campaign dashboard showing 644 conversions, 15,200 conversion value, ₹6.84 average CPC and 11.98x actual ROAS GOOGLE ADS · DASHBOARD EVIDENCE
Kulreeti Google Ads campaign dashboard showing conversions, conversion value, average CPC and actual ROAS.
04 Hospitality · Normal & Wedding Leads Shaantam Resorts & Spa
PERFORMANCE CASE STUDY

Shaantam Resorts & Spa, Normal & Wedding Leads to Revenue

Across two Meta lead-generation campaigns, Shaantam Resorts & Spa generated 1,503 leads from ₹72,600 in ad spend. The campaign outcome included 1 wedding lead worth ₹16 lakh from ₹40,670 in spend and 62 bookings worth ₹11.66 lakh from ₹31,900 in spend.

1,503Total Leads
₹48.30Weighted Cost Per Lead
₹72,600Total Ad Spend
₹27,66,000Revenue Generated
38.10xCalculated ROAS
Approach
  • Lead-generation campaigns covering normal and wedding demand
  • Monitored lead volume and cost per lead across campaigns
  • Tracked campaign spend against bookings and revenue outcomes
  • Connected lead-generation activity with measurable business revenue
Outcome

The campaigns generated 1,503 leads on ₹72,600 in ad spend and contributed to ₹27,66,000 in revenue, representing a calculated ROAS of 38.10x.

Shaantam Resorts & Spa Meta Ads campaign dashboard showing 1,503 leads, ₹72,568.42 spend, reach, impressions and cost per result META ADS · DASHBOARD EVIDENCE
Shaantam Resorts & Spa Meta Ads campaign dashboard
05 Relocation Kits · Lead Generation · Meta Ads Relokart
PERFORMANCE CASE STUDY

Relokart, Meta Lead Generation

A Meta lead-generation campaign for Relokart, a brand providing relocation kits to people who have recently relocated, generated 244 Facebook leads from ₹3,000.15 in ad spend.

244Facebook Leads
₹12.30Cost Per Lead
20,248Reach
24,188Impressions
₹3,000.15Total Ad Spend
Approach
  • Lead-generation campaign built around Relokart's relocation-kit offering
  • Audience delivery monitored through Meta Ads
  • Lead volume and cost per lead tracked against campaign spend
Outcome

The campaign generated 244 Facebook leads while reaching 20,248 people and delivering 24,188 impressions at a ₹12.30 cost per lead.

Relokart Meta Ads lead generation campaign screenshot META ADS · LEAD GENERATION EVIDENCE
Relokart Meta Ads lead generation campaign screenshot
06 Performance Marketing · Meta Ads Anvita Handloom
PERFORMANCE CASE STUDY

Driving sales for handmade sarees through Meta Ads

Anvita Handloom sells handmade sarees. The campaign was focused on generating sales and orders through performance marketing.

12Orders
56,376Reach
86,346Impressions
₹43,000Sales Generated
4.61xCalculated ROAS
Campaign Snapshot
  • Meta Ads campaign for Anvita Handloom's handmade saree offering
  • 144 messaging conversions recorded in the campaign dashboard
  • 56,376 people reached with 86,346 impressions
  • ₹9,322.03 total ad spend shown in the campaign dashboard
Outcome

The campaign generated ₹43,000 in sales from 12 orders, supported by the Meta campaign activity shown in the dashboard.

Anvita Handloom Meta Ads campaign dashboard showing messaging conversions, reach, impressions, cost per result and amount spent META ADS · SALES CAMPAIGN EVIDENCE
Anvita Handloom Meta Ads campaign screenshot
07 E-commerce · Google Ads Kulreeti
PERFORMANCE CASE STUDY

Kulreeti: Google Ads Performance

Kulreeti is a clothing brand offering children's and occasion wear, including mother & daughter twinning, dresses, gowns and Indian wear. The Google Ads campaign was focused on driving measurable customer actions and commercial value.

644Conversions
₹6.84Average CPC
~₹1,269Calculated Ad Spend
15,200Conversion Value
11.98xActual ROAS
Campaign Snapshot
  • Google Ads campaign performance for Kulreeti's online clothing business
  • 644 conversions recorded during the campaign period shown
  • 15,200 conversion value reported in Google Ads
  • ₹6.84 average CPC with 11.98x actual ROAS
Outcome

The campaign generated 644 conversions while reporting 15,200 conversion value and 11.98x actual ROAS, demonstrating measurable commercial performance from paid search.

Kulreeti Google Ads campaign dashboard showing 644 conversions, 15,200 conversion value, ₹6.84 average CPC and 11.98x actual ROAS GOOGLE ADS · DASHBOARD EVIDENCE
Google Ads overview showing conversions, conversion value, average CPC and actual ROAS for Kulreeti.
08 Digital Marketing Services · Google Ads CIS
PERFORMANCE CASE STUDY

CIS, Digital Marketing Lead Generation

CIS ran a Google Ads campaign to generate leads for its digital marketing services. Two leads generated through the campaign converted into paying clients.

2Leads Converted
8,700Clicks
5,690Google Ads Conversions
₹1,35,000Contracted Revenue
3.84xCalculated ROAS
Campaign Snapshot
  • Google Ads campaign focused on generating leads for CIS's digital marketing services
  • 2 generated leads converted into paying clients
  • One client retained the service for 3 months at ₹15,000 per month
  • One client retained the service for 6 months at ₹15,000 per month
Outcome

The campaign converted 2 leads into clients, generating ₹30,000 in monthly recurring revenue and ₹1,35,000 in contracted revenue across the two client engagements.

CIS Google Ads campaign dashboard showing clicks, conversions, conversion rate and cost per conversion GOOGLE ADS · LEAD GENERATION EVIDENCE
CIS Google Ads campaign dashboard showing campaign-level performance.
09 Fitness Coaching · Lead Generation · Meta Ads Regain Fitness Zone
PERFORMANCE CASE STUDY

Regain Fitness Zone, Lead Generation

Regain Fitness Zone is a fitness training business. Meta lead-generation campaigns generated leads that converted into two paying clients, with monthly retainers of ₹15,000 and ₹18,000.

2Leads Converted
255Total Leads
₹88.28Cost Per Lead
₹15,000/moClient 1 Monthly Value
₹18,000/moClient 2 Monthly Value
Campaign Snapshot
  • Meta Ads lead-generation campaigns for Regain Fitness Zone
  • 255 total leads generated across the two campaigns shown
  • 74,059 people reached with 131,501 impressions
  • ₹88.28 average cost per lead
  • ₹22,511.97 total ad spend across the campaigns shown
Outcome

2 leads converted into paying clients, with one client at ₹15,000 per month and the other at ₹18,000 per month, representing a combined monthly client value of ₹33,000.

Regain Fitness Zone Meta Ads campaign dashboard showing 255 leads, reach, impressions, cost per lead and amount spent META ADS · LEAD GENERATION EVIDENCE
Regain Fitness Zone Meta Ads lead generation campaign screenshot
10 E-commerce · Instagram Growth · Meta Ads Frugal Carts
PERFORMANCE CASE STUDY

Frugal Carts, Instagram Growth Campaign

A Meta campaign for Frugal Carts focused on driving Instagram profile activity and audience growth. The campaign generated 6,453 Instagram profile visits while reaching more than 207,000 people.

1,000+Followers Increased
6,453Instagram Profile Visits
₹1.31Cost Per Profile Visit
207,914Reach
297,905Impressions
Campaign Snapshot
  • Meta Ads campaign focused on Instagram profile activity and audience growth
  • 6,453 Instagram profile visits recorded in the campaign dashboard
  • 207,914 people reached with 297,905 impressions
  • ₹1.31 cost per Instagram profile visit
  • ₹8,474.55 total ad spend shown in the dashboard
Outcome

The campaign generated 6,453 Instagram profile visits, and the client reported an increase of 1,000+ followers during the campaign period.

Frugal Carts Meta Ads campaign dashboard showing Instagram profile visits, reach, impressions, cost per result and amount spent META ADS · INSTAGRAM GROWTH EVIDENCE
Frugal Carts Meta Ads Instagram growth campaign screenshot
11 Education · Lead Generation · Meta Ads Enlightened Services & Solutions
PERFORMANCE CASE STUDY

Enlightened Services & Solutions, APSC Course Lead Generation

Enlightened Services & Solutions offers courses for the Assam Public Service Commission (APSC). The Meta lead-generation campaigns were focused on generating course enquiries and converting qualified leads into paying students.

20+Leads Converted
233Facebook Leads
₹150.80Cost Per Lead
₹10,00,000+Converted Sales Value
28.46x+Minimum Calculated ROAS
Campaign Snapshot
  • Five Meta lead-generation campaigns were shown in the dashboard
  • 233 Facebook leads generated across the campaigns shown
  • 427,230 people reached with a ₹150.80 average cost per lead
  • ₹35,135.53 total ad spend across the campaigns shown
Outcome

20+ leads converted into customers at an average ticket of ₹50,000, representing ₹10,00,000+ in converted sales value.

Enlightened Services & Solutions Meta Ads lead generation campaign dashboard META ADS · APSC COURSE LEAD GENERATION EVIDENCE
Enlightened Services & Solutions Meta Ads lead generation campaign screenshot
12 Brand Growth · Meta Ads Prakamya by Priyanka
PERFORMANCE CASE STUDY

Prakamya by Priyanka, Audience & Engagement Growth

A Meta Ads growth programme spanning follower growth, Instagram profile visits, post engagement, reach and impressions as the campaign objectives evolved.

800+Followers Gained
12,092Profile Visits
9,387Post Engagements
280,205Reach
406,389Impressions
Campaign Snapshot
  • Follower growth was one of the campaign objectives, with 800+ followers gained.
  • A highlighted profile-visit campaign generated 12,092 Instagram profile visits.
  • A separate engagement campaign generated 9,387 post engagements.
  • A highlighted campaign reached 280,205 people and generated 406,389 impressions.
  • Campaigns also included reach and profile-visit objectives across different periods.
Outcome

The campaign mix supported audience growth while also building measurable visibility, profile traffic and post engagement for Prakamya by Priyanka.

Prakamya by Priyanka Meta Ads campaign performance dashboard CAMPAIGN DASHBOARD · PERFORMANCE EVIDENCE
Prakamya by Priyanka Meta Ads dashboard showing follower-growth, profile-visit, engagement, reach and impression campaigns
13 E-commerce · Google Ads Cutedoll
PERFORMANCE CASE STUDY

Cutedoll, Google Ads Revenue Performance

Google Ads campaigns for Cutedoll, a children’s dresses brand, focused on driving measurable conversions and revenue while maintaining an efficient acquisition cost.

102,000Conversions
₹17,70,000Advertising Cost
₹170Cost / Conversion
₹81,40,000Conversion Value
4.61xActual ROAS
Campaign Snapshot
  • Google Ads generated ₹81,40,000 in conversion value.
  • The account recorded 4.61x actual ROAS.
  • 102,000 conversions were reported across the displayed campaign period.
  • Average cost per conversion was ₹170.
  • Total displayed advertising cost was ₹17,70,000.
Outcome

The campaign generated substantial conversion value for Cutedoll while maintaining a 4.61x actual ROAS and ₹170 cost per conversion.

Cutedoll Google Ads performance dashboard CAMPAIGN DASHBOARD · PERFORMANCE EVIDENCE
Cutedoll Google Ads dashboard showing conversion value, actual ROAS, cost and cost per conversion
14 Confidential · Google Ads Confidential Client
PERFORMANCE CASE STUDY

Confidential Client, Google Ads Performance

A confidential client campaign focused on sustained Google Ads performance over the period shown in the dashboard. The client name is intentionally withheld.

102,000Conversions
₹0.84Average CPC
₹25,70,000Advertising Cost
~₹1,06,60,000Calculated Conversion Value
4.15xActual ROAS
Campaign Snapshot
  • The dashboard covers Mar 18, 2021 to Dec 4, 2024.
  • 102,000 conversions were reported across the displayed period.
  • Average CPC was ₹0.84.
  • Actual ROAS was 4.15x.
  • Total displayed cost was ₹25,70,000.
Outcome

The campaign delivered 102,000 conversions at ₹0.84 average CPC, with 4.15x actual ROAS across the period shown.

Confidential client Google Ads performance dashboard CAMPAIGN DASHBOARD · PERFORMANCE EVIDENCE
Confidential client Google Ads dashboard showing actual ROAS, conversions, average CPC and cost
CAMPAIGN OUTCOMES

7 campaigns. 7 business problems. Measurable movement.

Selected outcomes from documented performance campaigns, using the strongest business metrics across sales, leads, conversions and revenue.

SHAANTAM RESORTS & SPA1,503 leads generated
₹48.30 CPL
→
₹27.66L REVENUE
KULREETI · META ADS7,581 purchases generated
₹18.13L SPEND
→
₹94.14L VALUE
JOLLY GIRLS3 Meta campaigns scaled for sales
₹11.59K SPEND
→
₹1.24L SALES
ENLIGHTENED SERVICES20+ leads converted into customers
233 LEADS
→
₹10L+ SALES
KULREETI · GOOGLE ADS644 conversions at ₹6.84 CPC
644 CONVERSIONS
→
11.98× ROAS
CISLead generation converted into clients
2 CLIENTS
→
₹1.35L REVENUE
DIVINE RESORTBuilt the digital sales channel from scratch
₹1L+ / MONTH
→
₹2L+ / MONTH

The work behind efficient paid acquisition.

A practical Performance Marketing stack covering research, page optimisation, technical foundations, content and measurement.

01

Audience & Offer Strategy

Map audiences, intent, offers and buying triggers before media spend.

Research
02

Campaign Architecture

Build campaign structures that make performance and learning easier to isolate.

Strategy
03

Creative Testing

Test hooks, formats, offers and messages against measurable outcomes.

Execution
04

Landing Page Alignment

Align ad promise, landing-page experience and conversion path.

Foundation
05

Tracking & Attribution

Connect platform activity to meaningful business actions.

Content
06

Optimisation & Reporting

Use performance signals to reallocate spend and improve efficiency.

Evidence
Measurement Stack

Performance decisions need evidence.

The portfolio evidence is built around campaign performance, rankings, clicks, impressions, CTR and business outcomes, not screenshots without context.

Google ad-platform·Google Analytics 4·Search Performance·Keyword Research·Technical Audits·On-Page Analysis
Google ad-platform·Google Analytics 4·Search Performance·Keyword Research·Technical Audits·On-Page Analysis
01Reach

How effectively campaigns expanded visibility among relevant audiences.

02Impressions

The total number of times campaigns were served to the target audience.

03CTR

How effectively creative and messaging turned ad visibility into traffic.

04CPL

The average cost of generating each lead through performance campaigns.

05Leads

The enquiries and prospects generated through performance campaigns.

06Conversions

The measurable actions generated, from purchases to bookings and enquiries.

07ROAS

The revenue generated for every ₹1 invested in advertising.

08Revenue

The business value generated through performance marketing campaigns.

Research & Deliverables

What the work looks like before the result.

01

Account & Campaign Audit

Review structure, targeting, placements, spend distribution and conversion setup.

Audit
02

Audience & Offer Mapping

Define who to target, what to offer and where intent is strongest.

Research
03

Creative Testing Plan

Create a testing roadmap for hooks, formats, messages and offers.

Optimise
04

Conversion Tracking

Set up meaningful conversion events and attribution signals.

Content
05

Budget & Bid Optimisation

Shift budget toward efficient campaigns, audiences and creative combinations.

Authority
06

Performance Reporting

Report on spend, leads, sales, CPA, CPL, ROAS and business outcomes.

Measure
Evidence Wall

Different businesses. Different acquisition problems. Measurable movement.

01Hospitality

Shaantam Resorts & Spa

38.10xROAS / REVENUE
1,503 leads₹72,600 ad spend
₹27.66L in revenue generated.
02E-commerce · Meta Ads

Jolly Girls, Meta Ads

10.72xROAS / SALES
~568 purchases₹11.59K ad spend
₹1.24L in sales generated.
03E-commerce

Kulreeti: Google Ads

11.98xROAS / CONVERSION VALUE
644 conversions₹6.84 CPC
15,200 conversion value reported.
Questions

A few practical questions about working together on performance marketing.

What does performance marketing cover?

Paid search, paid social, campaign strategy, creative testing, conversion tracking, optimisation and reporting.

Which metrics matter most?

The right metric depends on the business objective: qualified leads, CPL, CPA, conversion rate, ROAS, revenue or another agreed business outcome.

Do you work across Google and Meta?

The portfolio structure supports both paid search and paid social work, with campaign architecture adapted to the business and funnel.

How do you approach campaign testing?

Testing is structured around audience, creative, offer, landing-page and conversion signals so decisions can be tied back to measurable outcomes.

How do you report performance?

Reporting can cover spend, reach, clicks, CTR, conversions, CPL, CPA, ROAS and revenue, depending on the campaign objective.

Performance Marketing Process

From search intent to optimisation.

A practical process that keeps research, execution and measurement connected.

01

Objective

Define the commercial outcome the campaign must influence.

02

Audience

Build the audience, intent and offer framework.

03

Launch

Structure campaigns, creative and tracking for clean learning.

04

Measure

Read conversion, efficiency and revenue signals.

05

Iterate

Scale what works and cut what does not.

Employer Perspective

What this work demonstrates in a professional environment.

Beyond Performance Marketing execution, the approach brings a cross-functional digital perspective that works effectively with designers, developers, content teams and performance marketers.

01 · Ownership

From objective to execution

Translate commercial goals into audience, media, creative, tracking and optimisation decisions.

02 · Collaboration

Comfortable across functions

Work across marketing, creative, web, analytics and business stakeholders.

03 · Decision-making

Evidence before assumptions

Use platform and business data to guide decisions, testing and budget allocation.