From ₹650 Per Signup to a
Structured, Scalable Growth Engine.
How we fixed measurement, restructured strategy, and reduced Cost Per Signup from ₹650 → ₹145.
Cost Per Signup
₹650 → ₹145
CAC Reduction
~88%
Visit → Signup
11.5%
Phase-2 Conversion
23%
About Cirrus
Cirrus is a fintech platform focused on highly activated users, requiring distinct measurement protocols compared to standard signups. Their model relies on users not just registering, but completing complex financial identity verifications ("Phase-2") to become valuable.
The Challenge: Activity Without Clarity
Before our intervention, the ad account was spending budget but flying blind.
Broken Tracking
Pixel events were firing on page loads rather than button clicks, inflating success metrics artificially.
Broad Targeting Waste
Budget was being deployed to 'Interest' audiences that had high click-through rates but near-zero conversion intent.
No Backend Verification
Ad dashboard data didn't match CRM data. They were optimizing for 'leads' that were actually bots.
Creative Fatigue
The same creative assets had been running for 6 months, leading to skyrocketing frequency and banner blindness.
Our Two-Pronged Approach
Fix the Measurement Layer
- check Implemented Server-Side Tracking (CAPI)
- check Defined "Quality Lead" custom events
- check Excluded internal IP addresses
"You can't improve what you can't measure. We spent the first 10 days auditing code snippets before spending a single rupee on ads."
Restructure Channel Strategy
- check Shifted budget from Awareness to Conversion
- check Launched intent-based search campaigns
- check Created educational landing pages
"We stopped talking to everyone and started talking only to those with high intent. The volume dropped, but the quality skyrocketed."
Performance Data
Raw account metrics comparing the initial audit phase versus the scaled growth engine phase.
| Metric | January Snapshot (Before) | Account Overview (Optimized) | Variance |
|---|---|---|---|
| Cost Per Signup (CAC) | ₹650.42 | ₹145.20 | -77.6% |
| Visit to Signup Rate | 1.2% | 11.5% | +858% |
| Monthly Ad Spend | ₹1,25,000 | ₹85,000 | -32% |
| Verified Users | 192 | 585 | +204% |
The Headline Result
88%
Reduction in Customer Acquisition Cost.
Achieved within 45 days of campaign restructuring.
What Changed? Three Strategic Wins.
Retargeting with Purpose
We stopped retargeting everyone who visited the home page. We only retargeted users who spent >30 seconds or scrolled 50% of the pricing page.
Search Intent Dominance
Moved budget to "Problem Aware" keywords (e.g., "how to verify user identity") instead of "Solution Aware" keywords, capturing demand earlier.
Waste Elimination
Identified that mobile app traffic was converting at 1/10th the rate of desktop. Cut mobile spend by 80% to fuel high-converting desktop campaigns.
Want a Growth Engine —
Not Just Ads?
Stop burning budget on "vanity metrics." Let's build a structured, measurable system for your customer acquisition.
Consultation-first. No hype. Pure Data.