Tailwind Marketing
Unprofitable to Profitable – Taking a Patisserie to 3+ ROAS in 2 Months
About
We deliver bold, fusion-inspired designs that combine creativity and strength to make impactful statements. Each project focuses on blending diverse stylistic elements into a cohesive visual identity that is both unforgettable and dynamic. My design ethos embraces risk-taking and innovation, tailored to brands seeking to stand out with confidence and originality. By merging artistic expression with strategic intent, every design amplifies the brand’s bold personality.
Year
Sep 25, 2025
Industry
Sep 25, 2025
Type of work
Sep 25, 2025
Timeline
Sep 25, 2025
3× ROAS
Achieved in 2 months
Our challenge
Cakes taste great, but are hard to sell on a website.
Think about it. When was the last time you bought a cake from a website?
The client’s challenge
Poor ROAS from the wrong locations
Zinque is a patisserie local to the city of Mumbai, India.
They sell cakes & other pastry products on their website.
They use a van to deliver their cakes across the city every day.
More than 60% of their business was being driven from the outskirts of Mumbai. This made delivery expensive, time-consuming, and often led to angry customers. Talk about a lose-lose situation.
To add to it, they were losing money on every sale. Their ROAS was 2.5, and they needed to be at 3+.
Zinque had not been profitable since the beginning
The Dilemma
A classic catch-22
Fixing one problem would make the other worse. There was no obvious path forward – until we found one.
Option A
Fix the locations?
Exclude outskirts and cut costly deliveries. But 60% of revenue disappears overnight. CPCs inside Mumbai city are higher due to heavier competition.
📉 Sales volume collapses
or
Option B
Fix the ROAS?
Improve return on ad spend without touching locations. But this means delivery costs remain high, customers stay unhappy, and margins stay thin.
📦 Delivery nightmare continues
We fixed both – the locations and the ROAS at the same time. Here's how.
Fixing Google Ads
1: Structural changes to the campaigns
We knew that, after excluding the locations that were driving 60% of their website sales, we were going to see a hit. To soften the blow, we identified areas of improvement in campaign structures and bidding strategies. This is based on the data they had in the account and a technical know-how of Google’s algorithm and bidding system.
More than 60% of their business was being driven from the outskirts of Mumbai. This made delivery expensive, time-consuming, and often led to angry customers. Talk about a lose-lose situation.
To add to it, they were losing money on every sale. Their ROAS was 2.5, and they needed to be at 3+.
We expected the first month of us running the account to be poor, given the shock we administered to the algorithm by excluding our top-selling locations and discarding 90+% of the campaigns in the account
2: Full-funnel fixes
We want to do our best to reduce friction in the customer’s journey. Right from targeting → ads → website → checkout, we audited and implemented changes to reduce friction across the board. This even included building out new landing pages on the website for specific campaigns.
🎯 Targeting
→
📣 Ad Creative
→
🌐 Landing Page
→
🛒 Checkout
A snippet of the hero section of a landing page we built for driving Google Ads traffic.
In the month of May, and thereafter, we started seeing performance hit the numbers they needed us to hit.
May ROAS
Zinque finally started making money on ads for the first time in over a year, within two months of us taking over the account. What’s more, it was from the locations that were cost-efficient and convenient for them - within Mumbai city.
June ROAS
July ROAS
Fixing Meta Ads
If Google was a problem, Meta was a bigger problem. It barely drove any revenue for them, and they stopped advertising on it altogether, multiple times.
Fixing Meta Ads
We decided almost immediately that we would not release creatives that just looked good; if it was not strategic, we wouldn’t do it. We had a reason behind releasing every piece of creative that we put out there.
To add to it, they were losing money on every sale. Their ROAS was 2.5, and they needed to be at 3+.
Month 1
Month 2
Within two months, they were profitable
Month 3
Zinque continues to work with us today, and we are currently focused on scaling their spend, profitably.
