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ECOMTUSHAR ECOMTUSHAR.
COM @ECOMTUSHAR
free cheatsheet
SCALE vs. KILL

the Indian ecom
profit guide
by @EcomTushar
A STEP-BY-STEP GUIDE
Started ecom but feeling stuck? Let this
guide show you the way.
optimisation
hierarchy
ALWAYS SCALE OR KILL YOUR ADS IN THIS
PARTICULAR ORDER:
1. Ads
2. Ad sets
3. Campaign
If you’re getting bad results on a

campaign, first see if there are any
bad ads slowing down good ads.
Then check if there are any bad ad

sets making good ones
unprofitable.
If nothing is working, kill campaign.
MORE ON ECOMTUSHAR.COM
ECOMTUSHAR ECOMTUSHAR.COM @ECOMTUSHAR
4 steps to optimise
your ads in a cash
on delivery market
No more wondering. You have the cheat code.

Step 1:
Calculate Breakeven ROAS
(BEROAS) using this formula:
SELLING PRICE x 100

= BEROAS
(SELLING PRICE – ALL COSTS)
Step 2:
Assume 40% average delivery
rates (only applicable to COD
markets)
Step 3:
Ship 50-100 initial orders to get
ACTUAL delivery rates (only
applicable to COD markets)
Step 4:
DO NOT scale by a lot until you
know your REAL delivery rates
(only applicable to COD markets)
Step 4 Exception:
ROAS > 10x or CPP < $1/₹80
10 proven rules to
scale or kill your
ad sets & ads
Follow these rules and you’re bulletproof.

Rule 1:
Only scale when you’re profitable,
scaling in hope to become
profitable will never pay off.
Rule 2:
Do not get emotionally attached to
your campaigns or even products.
Rule 3:
Always follow the data. If data says
kill the product, kill the product.
Rule 4:
Do not sit in front of your ads
manager refreshing all the time. Go
take a walk.
Rule 5:
DO NOT try to optimize every
single day.
Rule 6:
Follow the optimisation hierarchy.
Rule 7:
Do not overscale unless you have
a high tolerance for risk.
Rule 8:
Look at weekly data sets for the
most accurate data.
Rule 9:
Not every product can be scaled to
the moon. Learn your limits.
Rule 10:
Scaling rules are NOT ABSOLUTE,
focus on developing the skill.
the scaling guide

that generates
₹1 crore per month
Use this to become wealthy.

Before you start, caculate
the following:
1. Your BEROAS
2. Your net profit %
And assume the following

delivery rates:
ROPOSO Shipping + COD Form =
30% delivery rate
Self Shipping + COD Form =

50% delivery rate
Self Shipping + One Click Checkout =

70% delivery rate
Follow the rules:
All calculations will be done on
ACTUAL ROAS, not on Facebook
ROAS.
For our example, we are assuming a

BEROAS = 1.9
Objective:
ONLY SCALE WHEN PROFITABLE
Launch budget:
$50-100/day (₹5000-10000)
Scaling & Killing Metrics:
BY SALES:
If 0 sales after 1 day, kill the product and

move on.
BY ACTUAL ROAS:
If Actual ROAS > 4x, SCALE

If Actual ROAS = Between 2-4x, NOTHING
If Actual ROAS < 2x, KILL
BY CPP:
If CPP < ₹80, SCALE (like there’s no

tomorrow)
If CPP = Between ₹80-₹200, DO NOTHING
If CPP > ₹200, KILL (potentially)
Scaling & Killing Metrics:
BY CTR:
If CTR > 2%, SCALE

IF CTR = Between 0.75-2%, NOTHING
IF CTR < 0.75%, KILL (potentially)
BY CPM:
If CPM < ₹60, SCALE

If CPM = Between ₹60-₹150, NOTHING
If CPM > ₹150, KILL (potentially)
What to do after 3 days of
launch (when profitable):
Your numbers should be
profitable to scale
10-20% reduction in profitability

is normal when scaling to 2-3x
your ad spend
Keep killing ad sets that fall

below your profitable metrics
every 3 days
Keep scaling winning ad sets

every 2-3 days by doubling
budgets
CBO campaigns are easier to

scale on budgets than ABO
the full Facebook

Ads guide that
made ₹15 crores in
10 months
The only guide that will make you rich.

the money you can make.
without any bullsh*t.
the returns you can get.
without any problems.
Invested Return
Invested Return
the knowledge it contains.
which will level up your life.
60+ videos, 11+ hours of content
Full A-Z in-depth course on how to

run Facebook Ads to make money
6+ hours of content on 15 different

methods of finding products that
scale to ₹1 crore/mo
A full ₹4 crore case study

breakdown where I’ll reveal the
product, my website, my ads, and
personal Facebook dashboard
List of 25 winning Products + Ads

+ Pre-Built Product Pages
the knowledge it contains.
which will level up your life.
Access to our private community
Access to weekly live calls to

clarify questions & doubts
Lifetime access to all course

content
ENROL NOW
Limited spots. It’s time to level up.
got questions?
send me a DM or
email me.
ENROL NOW
ECOMTUSHAR @ECOMTUSHAR
Let’s make some money together.

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ECOMTUSHAR ECOMTUSHAR.

SCALE vs. KILL

If you’re getting bad results on a

Then check if there are any bad ad

If nothing is working, kill campaign.

No more wondering. You have the cheat code.

SELLING PRICE x 100

Follow these rules and you’re bulletproof.

the scaling guide

Use this to become wealthy.

And assume the following

Self Shipping + COD Form =

Self Shipping + One Click Checkout =

For our example, we are assuming a

If 0 sales after 1 day, kill the product and

If Actual ROAS > 4x, SCALE

If CPP < ₹80, SCALE (like there’s no

If CTR > 2%, SCALE

If CPM < ₹60, SCALE

10-20% reduction in profitability

Keep killing ad sets that fall

Keep scaling winning ad sets

CBO campaigns are easier to

the full Facebook

The only guide that will make you rich.

60+ videos, 11+ hours of content

Full A-Z in-depth course on how to

6+ hours of content on 15 different

A full ₹4 crore case study

List of 25 winning Products + Ads

Access to our private community

Access to weekly live calls to

Lifetime access to all course

Limited spots. It’s time to level up.

Let’s make some money together.

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