About Iba Cosmetics
Iba Cosmetics is a leading Indian vegan, halal-certified, cruelty-free beauty brand offering skincare, haircare, makeup and personal care products. Their focus is on clean and ethical beauty that works for Indian skin types and Indian climate.
They were already strong as an offline brand with good product demand, and they were expanding their presence through their online website and marketplace channels.
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What They Needed
Iba Cosmetics was mainly an offline-driven brand and had recently started their online website.
They needed support in setting up complete digital foundations and getting started with performance marketing.
Set up all key marketing channels from scratch
GTM setup
Google Analytics setup
Build complete tracking structure
Create channel-wise campaign strategy
Launch campaigns on Google Ads and Meta Ads
Find relevant audience segments
Get initial consistent traffic
Achieve basic sales targets in early phase
Build a stable plan for long-term consistent sales
Improve ROI month-on-month
How We Helped
Our engagement with Iba Cosmetics was consulting-only, where we acted as their performance marketing guide and strategy partner.
Our role included:
Guiding the website framework from ROI perspective
Planning complete performance marketing channel strategy
Complete GTM setup
Helping them optimise campaigns to achieve initial sales targets
Creating a roadmap for consistent sales and profitable scale
Supporting them in building a long-term ROI-focused vision
Services We Provided
Website Optimisation (ROI Focus)
Improved structure and flow for better conversions.
GTM Setup
Clean and accurate tag management for all platforms.
Tracking Setup
Proper tracking for Google and Meta to avoid data loss.
Google Strategy & Planning
Complete approach for Search, Shopping and Retargeting campaigns.
Meta Strategy & Planning
Audience segmentation, funnel planning and revenue-driven structure.
Analytics Analysis
Continuous monitoring of user behaviour and performance.
Internal Team Training
Helping their team understand performance metrics and campaign execution.
Key Outcomes
- Transitioning from Magento to Shopify helped the brand improve ROI through a faster and more stable website.
- Earlier the direct tracking had many issues. After GTM setup, tracking became accurate and the website was free from multiple heavy codes.
- Google Ads was almost inactive. We helped them set up Shopping, Search and Retargeting, which started delivering stable sales. Even though Meta was the primary channel, Google contributed positive ROI from the first month, improving overall revenue mix.
- On Meta, we tested multiple campaigns with deep audience segmentation. Funnel-based campaigns (TOF, MOF, BOF) worked very well and BOF brought strong results.
- Analytics setup played a crucial role. Since the brand was running campaigns across multiple channels, accurate data was required for decision-making. After GTM implementation, clean analytics data helped the brand decide where to invest more, which became a major win for long-term ROI planning.
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Testimonials
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Hemang’s whole team have provided us with comprehensive, fast and well-planned digital marketing services that have yielded great results in terms of Traffic and Leads. His team is a pleasure to work with, as well as being fast to respond and adapt to the needs of your brand.
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