Luxury lighting brand.
₹1.23 Cr net sales.

01 · The numbers

How to read the numbers.

₹1.23 Cr is total net sales across both channels, the Shopify store and WhatsApp. "About 30x ROAS on Meta spend" is that total divided by Meta ad spend in the same period. It is a blended number, not the ROAS Meta's own dashboard reports, because it counts every sale in the period whatever path the buyer took. We use it because it is the number the business actually banks.

The figure covers the full four months. Ash took over marketing on 14 July, so it is not a "since we started" number. It is one client and one period, not a promise.

The third number is newer. Since the brand switched its store to Noir Commerce on 3 October 2026, the store's conversion rate has been about 1%. It is an early reading over a short window, so read it as a direction, not a final result.

02 · The starting point

The brand, the challenge and where we started.

Designer lighting is a considered purchase. A chandelier or a set of pendant lights is a large ticket, it has to suit a specific room, and buyers want answers before they pay: the size against their ceiling height, the finish, the colour of the light, delivery time and installation. Many of these buyers will not check out on a first visit, however good the product photos are.

Where things stood on 14 July 2026

We had already worked with this luxury lighting brand since April 2026, starting with AI implementation, so we knew the business before taking over its marketing. What we took over:

• A busy, mixed ad account. Years of campaigns sat side by side: one-off sales campaigns for single products, catalogue campaigns and awareness pushes for store launches in Guwahati, Siliguri and the North East, all in the same account. It was hard to see what was actually selling.
• Sales the dashboards could not see. A large share of buyers asked questions and closed the order on WhatsApp, outside Shopify. Judged on website orders alone, the ads looked worse than they were.
• A heavy store on mobile. An audit of the old store found it slow on phones, with large videos on the homepage, which is exactly where people tapping a Facebook or Instagram ad land.

That shaped the brief. Meta ads had to produce sales, not just traffic. WhatsApp had to work as a sales channel with its own numbers, not a support inbox. And the store had to make buying easy for people who were ready, and asking easy for people who were not.

03 · What we did

What we did.

One person owned the whole path from ad to order: the Meta account, the WhatsApp sales flow and the Shopify store. That matters more than any single tactic, because a problem in one part shows up as a bad number in another.

1. Apr 2026Working together

   We start with the brand on AI implementation.

2. 14 Jul 2026Marketing handover

   Ash takes over marketing: the Meta account, the WhatsApp sales flow and the store.

3. Jul–Sep 2026Hero-product campaigns

   Sales campaigns built around the products that sell, with fresh creative and seasonal pushes such as Independence Day.

4. 3 Oct 2026Store on Noir Commerce

   noir-commerce.demo switches to Noir Commerce, our own Shopify theme.

5. Oct 2026Festive season

   Durga Puja campaigns and festive creative.

1. Meta ads (Facebook and Instagram)

The campaigns we ran fell into a few types, each with one job, and all of them were judged on sales rather than clicks or reach:

• Hero-product sales campaigns. Most of the budget went behind products that already sold: the AeroTower Pro tower fan at a sharp price, designer ceiling fans such as Merlin, Swift and ZenBreeze, and Zenblade Pro, and statement pendants and chandeliers.
• Seasonal pushes. Short campaigns for moments buyers care about, such as Independence Day fans and lights, and the Durga Puja season in October.
• Retargeting and lookalikes. Bringing back people who had viewed products, and testing audiences built from past buyers.
• B2B leads. A lead campaign for the Luxury Lighting Brand Design Partner Program, which we built for hotels, restaurants, architects and designers.

What the creative taught us

• One product, shown well, beats a catalogue. A single hero video or static of one product, or a hand-picked carousel, did better than catalogue and dynamic product ads.
• The creative itself makes the difference. The account's biggest seller was one tower-fan creative. A sister ad for the same product, in the same campaign, did far worse.
• Reels and Feed sell; Stories trail. So every campaign needs a vertical 9:16 Reel, especially for lighting.
• Generic "festive sale" ads don't carry a campaign. Seasonal campaigns worked when they led with a product, not just a discount.
• Watch what happens after the click. When a fan campaign tired, clicks held up and the drop came between cart and purchase. That pointed at price, offer and checkout, not the ad, and it is one reason the store mattered as much as the ads.

Static ads we made for the lighting brand’s Meta campaigns.

Stills from vertical product films we made in Higgsfield for the lighting brand's Reels. Watch the films →

2. WhatsApp sales, with an AI agent

For high-ticket, considered products, a conversation often closes the sale that a product page alone cannot. Ash set up an AI agent on AiSensy, on the lighting brand's WhatsApp, so every enquiry gets a fast answer and no warm buyer goes cold:

• 01

  Replies to every enquiry

  Automated replies to inbound questions about size, finish, delivery and installation, at any hour.

• 02

  Product recommendations

  Suggests lights that fit the room and the brief, so the chat moves toward an order.

• 03

  Order confirmations

  Confirms orders on WhatsApp, where the buyer already is.

• 04

  Abandoned-cart recovery

  Follows up with shoppers who left items in their cart.

The point is not the chat button. It is counting those sales. If a brand only looks at website orders, a large share of the revenue its ads create is invisible, and the ads look worse than they are.

3. The store: Noir Commerce, from 3 October 2026

On 3 October 2026 the brand switched its Shopify store to Noir Commerce, the premium Shopify theme we designed and built. It is dark and cinematic, made for products that look best lit, and it keeps the route from ad click to order short on a phone: product pages that answer the questions lighting buyers ask, a clear route to WhatsApp for people who want to talk first, and checkout through GoKwik.

Since the switch, the store's conversion rate has been about 1%. It is early, but it is the direction we wanted.

See Noir Commerce →

04 · Results

Results.

• ₹1.23 Cr net sales from July to October 2026, across the Shopify store and WhatsApp, about 30x ROAS on Meta spend (net sales ÷ Meta spend)
• A store built to sell on a phone, on Noir Commerce since 3 October 2026, with a conversion rate of about 1% since the switch
• WhatsApp running as a sales channel, with an AI agent answering enquiries, recommending products, confirming orders and recovering abandoned carts
• Ad spend behind products that sell, judged on sales, not clicks or reach

05 · Takeaways

What other brands can take from this.

• Measure sales across every channel. If WhatsApp or phone orders are a real part of your business, count them against ad spend. Otherwise you will cut ads that are working.
• Back a hero product with one strong creative. A single product shown well, or a hand-picked carousel, beat catalogue ads here.
• When results drop, look after the click. If clicks hold but sales fall, check price, offer and checkout before you blame the ad.
• Treat WhatsApp as a sales channel. For considered purchases, a fast, knowledgeable reply is part of the funnel, not an afterthought.
• Keep the store, the ads and the sales flow under one owner. Fixes in one place often show up as results in another.
• Read ROAS honestly. A blended figure like this one is useful for the business; it is not a promise of what a platform dashboard will show, and results depend on product, margin and market.