Fresh batter. Fresher numbers.
A new storefront and psychology-led creative made every additional media rupee work harder: monthly link clicks grew 4.3 times while Meta CPC fell 58%.
Reported results: Morphiaas Case Studies 2026.
A traditional product with a very modern buyer.
Rishta Foods sells stone-ground batter and coconut chutney across quick-commerce and marketplace channels. Its old website felt like a wholesale catalogue, while the real buyer was younger, mobile and ordering breakfast late at night.
Rebuild the destination before scaling the ads.
The new site was warm, fast and scannable, with one-tap paths to Blinkit, Zepto, Instamart and BigBasket. Every paid click now landed on a destination designed around the buyer and the purchase moment.
Make the food behave like feed content.
Generic product shots gave way to feed-native hooks such as “idli mini pizza” and “jumbo dosas for higher cravings.” Creative relevance improved because the work spoke to how the audience scrolls and eats.
Scale winners and kill losers every week.
Thirty-one campaigns moved through a weekly scale-or-kill cycle. From December to March, spend grew 1.8 times while link clicks grew 4.3 times and cost per link click fell from ₹0.26 to ₹0.11.
Use the same conversion signals across channels.
Google Search and Performance Max were rebuilt on real conversion signals. Average CPC fell from ₹0.64 to ₹0.23, CTR rose from 6.77% to 11.24%, and monthly clicks grew from 47.5K to 109.7K.
What the sequence shows
Feed-native hooks replaced generic product photography. Thirty-one campaigns were tested, scaled or killed.
More results from each additional rupee.
The source reports 8.4 million impressions and 1.18 million clicks across Meta and Google. Google Ads ROAS reached 7.0 times in March, up from 3.9 times in September.
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