Customer story
A hair care brand grows revenue 4.2x with Webzenia.
A D2C hair care brand poured every rupee into Meta Ads, with no plan for what happened after the first order. Webzenia rebuilt the channel mix across Meta, Google, SEO and WhatsApp so each platform did the job it is good at.
The challenge
A D2C hair care brand had a product people repurchased and a distribution plan that did not exist beyond one channel. Every rupee of budget went into Meta Ads, which returned a 2.1x ROAS and nothing else. There was no plan for what happened after the first order.
The single-channel bet capped the brand. CAC sat at Rs. 820 and rose whenever the team pushed for volume, because Meta was carrying intent it was never built to capture. Buyers who searched for the product by name found a generic landing page. Past customers were never contacted again.
Monthly online revenue had stalled at Rs. 8.2 lakh. The repeat purchase rate was 18%, so almost every sale had to be bought fresh from the auction.
The approach
Webzenia rebuilt the channel mix from scratch, with each platform doing the job it is good at. Meta Ads Manager was reserved for reaching new buyers with creative and prospecting audiences, not for chasing people already ready to purchase.
Google Ads picked up the purchase intent. The team built branded and category campaigns so demand the brand had created elsewhere converted on search instead of leaking. SEO began capturing the ingredient and concern queries buyers used before deciding.
WhatsApp carried retention. Webzenia set up order updates, replenishment reminders, and win-back messages on the WhatsApp Business API, turning a one-time buyer base into a repeat one. Razorpay and Shopify handled checkout so the path from message to reorder stayed short.
GA4 and Looker Studio measured the blend, not the silo. Spend moved across Meta, Google, SEO and WhatsApp based on contribution, and the team read one blended ROAS number every week.
The results
Monthly online revenue grew 4.2x in 5 months, from Rs. 8.2 lakh to Rs. 34.6 lakh, with no change to the product. Blended ROAS moved from 2.1x to 4.8x as the spend stopped overloading a single channel.
CAC fell 62%, from Rs. 820 to Rs. 310. Splitting prospecting, intent and retention across the right channels meant Meta stopped paying to capture demand it never created.
The repeat purchase rate climbed from 18% to 41% on the WhatsApp flows. The brand now grows on customers it keeps, not only customers it rents.
The stack behind it
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