01
Demand Audit
Mapped 400+ hard water and softener keywords across Indian cities. Found high-intent searches were 4x cheaper to convert than cold traffic.
- Keyword intent mapping
- Competitor ad analysis
- City-level demand audit
About Scale-O
Scale-O makes salt-free water softeners that sit inside overhead tanks in Indian homes, villas and bungalows. They needed a way to explain a new category simply and turn hard water frustration into confident online orders.
Moved from broad awareness ads to intent-led Google Search and problem-first Meta creatives. Hard water education content turned a low-awareness product into a steady demand engine.
Challenges
The brand was spending on broad awareness ads that drove clicks but very few sales. Their buyers were actively searching for hard water fixes but landing on competitors. Product pages did not answer tank size and installation doubts, so conversion rates stayed low.
- Broad awareness campaigns with no search intent capture
- Rising CPAs from generic product ads with weak hooks
- Product pages missing tank size and installation clarity
- No conversion tracking across Google, Meta and Shopify
The Peakpilot Solution
We shifted the focus from 'selling a device' to 'solving hard water'. Here is how we scaled Scale-O.
02
Search Engine Setup
Built tightly themed Google Search and Shopping campaigns around tank size, problem and comparison queries.
- Intent-based ad groups
- Shopping feed cleanup
- Negative keyword control
03
Meta Education Funnel
Launched problem-first reels showing scaling on taps and fittings, then retargeted engaged viewers with model guides.
- Before and after creatives
- Explainer reel series
- Model-fit retargeting
04
Optimization
Weekly bid, keyword and creative reviews to push budget into winning cities and combo plans while cutting waste fast.
- Bid strategy testing
- Combo plan upsells
- CPA-based optimization
Impact & Results
- Scale-O delivered a strong lift in core performance, with roas achieved reaching 3.8x in within 90 days. This came from tighter funnel structuring, faster optimization cycles, and more focused execution on high-intent audiences.
- The team also improved quality of acquisition and conversion consistency, driving 52% in cpa reduction with from search intent capture. Better creative testing and clearer offer positioning helped convert stronger purchase intent at scale.
- Commercial impact followed quickly, with ₹28L in monthly revenue and new scaling peak. The account became more stable and profitable, while giving the brand a stronger base for continued month-on-month growth.
What's Next
We continue compounding growth through iterative testing, faster creative cycles, and channel-wise optimization.
Empathize
- Hard Water Pain Points
- Buyer Search Behaviour
- Installation Doubts
Define
- ROAS Targets
- City Priorities
- Model-Fit Messaging
Ideate
- Keyword Clusters
- Problem-First Hooks
- Combo Offers
Design
- Search Ad Copies
- Explainer Reels
- Product Page CRO
Test
- Bid Strategy A/B
- Creative Testing
- Weekly Reports
Google AdsMeta AdsShopifyGA4
Conclusion
"Peak Pilots made our product easy to understand for every homeowner. We went from random clicks to steady daily orders from people who actually need a softener."
Founding Team
Founder, Scale-O
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