Ad Spend Optimization: Stop Wasting Budget in India
The 5 Most Common Indian Ad Spend Leakage Patterns
1. Audience Over-Broadening
Many Indian advertisers target "All India, 18–55, all interests" — a recipe for wasted impressions. Tighten to city + intent-based interest stacks.
2. Creative Fatigue
A single ad creative running for 30+ days loses 60% of its efficiency by day 21. Rotate creatives every 2–3 weeks.
3. Wrong Bidding Strategy
Manual CPC for top-of-funnel awareness, tCPA for mid-funnel conversions. Mixing these destroys campaign optimization.
4. Ignoring Negative Keywords (Search)
Without an aggressive negative keyword list, search campaigns bleed spend on irrelevant queries. This alone can waste 15–25% of search budgets.
5. No Attribution Window Calibration
Mobile-to-desktop journeys are common in India. A 7-day click, 1-day view attribution window is standard — shorter windows massively under-count conversions.