CapShap Paid Ads

CapShap is an Indian online brand selling premium streetwear caps, mostly between ₹1,299 and ₹1,999. The goal: sell more caps on capshap.com, at a return that keeps the ads paying for themselves.

From December 2024 to December 2025 I ran CapShap's Meta and Google ads, with about ₹4 lakh a month to spend, and made the ads myself in Photoshop, Illustrator and Premiere Pro.

I tested one thing at a time:

• Audiences: new people against those who had already visited the site.
• Creatives: static images against short videos and Reels.
• Offers: single caps against the 2 Caps Deal.
• Budget and channels: moving money between Meta and Google toward whatever was selling.

Alongside the ads, I designed and managed the CapShap online store, built the landing pages the ads sent people to, and worked on the shopping flow so more visitors went on to buy. These screenshots are from the live site in October 2026.

• Video and Reels ads sold better than static images.
• The 2 Caps Deal brought in more orders than single-cap ads.
• Retargeting brought back people who had visited the site or added a cap to their cart.
• Google Shopping and Performance Max reached people who were already searching for caps.

Over the year, every ₹1 spent on ads brought in ₹5.5 to ₹6 in sales.

• Every ad has one job. A Reel gets someone to notice the brand, a reminder brings them back, and a search ad is there when they're ready to buy.
• A clear offer can do more than a prettier ad.
• Let the numbers decide. I moved the budget toward what sold, not toward what I liked best.