The Journal
Performance & Ads.
Playbooks, teardowns and straight talk on growth marketing in India, written by the clan that runs it daily.
Performance Marketing Red Flags: 7 Signs Your Ad Budget Is Being Wasted
Seven warning signs your performance marketing agency is burning budget: vanity reporting, account lock-in, no creative testing, and how to fix each one.
Read it → 01What Is Performance Marketing and Why Does Every Business in India Need It in 2026
Key highlights Performance marketing ties spend directly to measurable outcomes such as leads, sales or installs. Google and Meta have both shifted toward automated bidding, making…
Read it → 02Google Ads vs Meta Ads: Which Should Indian Businesses Prioritise in 2026?
Key highlights Google Ads captures existing demand; Meta Ads creates demand among people not yet searching. Google usually wins for high-intent, considered purchases with clear search…
Read it → 03How Much Does Digital Marketing Cost in India? The Honest 2026 Guide
No fake rate cards. How digital marketing pricing actually works in India in 2026: the five factors that move every quote, the three market price bands,…
Read it → 04Performance Marketing in India: The Complete Guide for 2026
Key highlights India’s digital advertising market crossed Rs 50,000 crore in 2025 and continues growing at roughly 15% per year. Performance marketing tracks every rupee against…
Read it → 05Performance Marketing vs Brand Marketing: Where Should Indian Startups Spend?
Performance or brand: the honest framework for Indian startups deciding where the next rupee of marketing budget should go in 2026.
Read it → 06Quick Commerce Advertising in India: The New Battleground for Brands in 2026
Key highlights Quick commerce advertising places brands inside 10-minute delivery apps where purchase intent is immediate. Blinkit, Zepto and Instamart each run distinct ad ecosystems that…
Read it → 07Meta & Google Ads in 2025: Strategies That Are Working Right Now
Key highlights AI-driven bidding, privacy regulation and shifting consumer behaviour reshaped Google and Meta advertising in 2025. Creative quality became the primary controllable lever as platform…
Read it → 08Engagement First: Why Short-Form Video and Ads Will Dominate in 2025
Key highlights Short-form video continues to dominate attention and ad delivery across major platforms. The first two seconds determine retention, making the hook the single highest-leverage…
Read it → 09Prefer results over reading?
Let's write your case study instead.
One call. We map your growth gaps and tell you honestly what we'd do first.
Start a project →