E-Commerce Growth Through Multi-Channel Marketing
Giri Trading Agency - e-commerce, PPC, SEO. Scaled monthly ad spend from ₹0.5L to ₹3L across India, the US, and Canada while protecting margin.
The challenge
Giri Trading Agency needed to grow paid and organic channels simultaneously across three very different markets - India, the US, and Canada - without paid growth cannibalising margin or organic growth stalling while attention went to ads.
What we did
On the paid side, we scaled monthly ad spend from ₹0.5L to ₹3L in stages, restructuring Google Shopping feeds by margin and demand tier before increasing budget, so growth in spend tracked growth in profitable volume rather than just impressions.
Facebook merchandise campaigns ran in parallel, targeting each market with locally relevant creative and offers rather than one global campaign translated three ways.
On the organic side, a full technical SEO pass covered the 10,000+ product catalogue: structured data for products and breadcrumbs, Core Web Vitals fixes prioritised by traffic volume, and a content plan built around the highest-intent category and comparison searches.
The results
- Ad spend scaled 6× - from ₹0.5L to ₹3L per month - while maintaining profitability across all three markets
- 180% growth in organic traffic, driven by technical SEO fixes and structured data at scale
- 45% improvement in overall ROI, from tighter Shopping feed segmentation and smart bidding by margin tier
- A repeatable playbook for launching the same catalogue into a new market without starting SEO from zero
Paid and organic weren't run as separate workstreams - Shopping campaign data informed which product categories got SEO investment first, and vice versa.