Studio13

Studio13 — a homegrown ceramics and tableware brand — had never run paid media. Their products were selling on the strength of the brand itself, and when they decided to put money behind it, the assumption was straightforward: Meta is where our customers are, so Meta is where we spend. Everything else felt like a distraction.

It's a reasonable assumption for a visual, design-led brand. It just wasn't the full picture.

"Meta is where our customers are, so Meta is where we spend."

The starting assumption

We started on Meta, because that part of the instinct was right — it built awareness, it made the catalogue discoverable, and it gave us fast creative feedback. But while we were scaling it, we kept looking at what people were typing into Google.

There was real, consistent demand for exactly what Studio13 sells — dinnerware, gift sets, kids' sets, stationery — and the brand wasn't showing up for any of it.

Meta kept doing what it does best — discovery and creative testing — and became the thing that created the searches Google then closed. Around it, we built four channels, each with a specific job.

Alongside it, we built the creative engine around what the data rewarded: collection-led video, carousels for the gifting range, and category campaigns split so budget followed margin instead of assumption.

Monthly revenue moved from roughly ₹5L to ₹12L. Google went from 4 orders a month to 98, and from under 10% of paid revenue to 61% of it.

Meta was never the wrong answer. It just wasn't the only one.