The Problem
Kalakaari Haath (KHS) is a premium home decor brand with beautiful products, local buyers and a distinct voice in the market but their performance hit a ceiling. Despite already running ads across multiple categories, they couldn’t scale spends confidently without risking their strict profitability benchmarks.
The client had one clear ask: Scale, but don’t compromise on ROAS.
Everything looked fine on the surface – the product was good, awareness was decent, and campaigns were live but the results didn’t reflect the effort.
That’s when we stepped in.
Why Kalakaari Haath Chose staging.blackcoffee.media/ as Their Performance Marketing Partner
Kalakaari Haath partnered with staging.blackcoffee.media/ to unlock scalable growth without compromising on profitability. As their dedicated performance marketing partner, our role was to rebuild their funnel structure, streamline ad strategy, and ensure ROAS remained strong as spend increased.
This performance marketing case study is a clear example of how brands in niche categories — like premium home décor — can drive consistent revenue by aligning structure, messaging, and budget with user intent. Whether you’re looking to reduce wasted ad spend, improve efficiency, or expand reach across new markets, staging.blackcoffee.media/ helps brands achieve measurable growth with performance marketing that’s both strategic and sustainable.
Looking for a trusted performance marketing partner for your brand? staging.blackcoffee.media/ specializes in helping D2C businesses like Kalakaari Haath increase ROAS with performance marketing that’s tailored, full-funnel, and built for scale.
The Insight
Most brands rush to fix what’s visible – the ad creatives, the offers or the audience but we chose to zoom out.
We did a full-funnel audit to understand how the entire system was functioning from the first click to final purchase. We looked at every layer: the technical setup, the audience structure, the budget flow, and how each touchpoint contributed to – or derailed – the buying journey.
The goal wasn’t to find one broken lever.
It was to understand where momentum was being lost and why scaling felt risky, despite Kalakaari Haath (KHS) having steady brand awareness.
And once we mapped the full picture, the issues became clearer:
- Overlapping audiences were unknowingly competing against each other, driving up costs and lowering efficiency
- Budgets were heavily front-loaded towards top-of-funnel campaigns with little support for mid or bottom-funnel stages.
- Low-performing ad sets weren’t being paused fast enough and were quietly draining spend with little return.
- And no clear signal existed to identify high-intent users, making it hard to distinguish between window shoppers and actual buyers
This system just wasn’t built for scale so instead of pushing more spend into a leaky structure, we rebuilt the foundation and made sure every piece of the puzzle clicked into place.
The Strategy
Once we had clarity on where the funnel was leaking, we focused on rebuilding the system step by step by fixing the structure and aligning the messaging to where the user actually was in their journey.
1. The Funnel Reset.
- Ran a deep audit across pixel, spend, audience structure, and tracking.
- Reallocated budget intentionally across TOF – MOF – BOF to reflect actual buyer behavior.
- Paused underperformers not just based on CTRs, but on their real spend to outcome ratio.
- Applied volume thresholds to determine which campaigns were ready to scale.
Alongside structural changes, we also refined how we approached creatives and we followed a simple logic: say the right thing, to the right person, at the right time.
Top Funnel: Focused on aspiration – showing the aesthetic appeal of KHS wallpapers, inspiring users to imagine how their space could look.
Mid Funnel: Introduced trust and quality markers – highlighting craftsmanship, sustainability, and design credibility to reassure interest.
Bottom Funnel: Used timely nudges – showcasing ease of ordering, customization options, and limited-time offers to push conversions gently.
We updated creatives regularly to make sure it reflects what users needed to see at each stage.
The Outcome
Once the structural fixes and creative strategy were in place, everything started working together:
- The brand was able to scale their ad spends confidently
- Campaigns delivered consistent sales across multiple product categories
- KHS expanded its reach into wider cities
- Despite backend disruptions and platform challenges, performance stayed stable
- Most importantly, revenue and ROAS targets were met — month after month.
Results we achieved for Kalakaari Haath:
