Daily bid management, ROAS-targeted campaign architecture, festival ramp planning, and ad-copy A/B testing across Nykaa Fashion's full ad stack โ Sponsored Listings, PLA, and Brand Boost. 200+ brands. Average 6.5x ROAS.
Nykaa Ads Are Smaller Than Myntra Ads โ That's the Advantage
Nykaa Fashion's ad ecosystem is materially smaller than Myntra's โ fewer ad units, smaller auction depth, less daily inventory. That sounds like a constraint, but it's actually an advantage if you're a disciplined operator. The CPCs are lower, the auction noise is lower, and the ROAS ceiling is meaningfully higher than mass marketplaces โ we routinely hit 7โ9x on category-targeted Sponsored Listings.
The catch: Nykaa's ad backend is less mature than Amazon or Myntra. There's no robust automated bidder, no deep negative-term mining tools, and no out-of-the-box dayparting. Everything has to be operated manually with daily bid touches. That's exactly what most brands skip โ and exactly where the operating leverage lives.
We run Nykaa ads for 200+ brands. Average portfolio ROAS sits at 6.5x. Best-quartile brands run at 8.5x+. We'll show you exactly how.
What's Included
Campaign architecture
Category / brand / high-converter campaign tiers with discrete ROAS targets.
Daily bid touches
Every active campaign reviewed daily โ bids adjusted per CPC, CTR, position.
Ad copy A/B testing
Title + bullet variants rotated on a 14-day cadence.
Festival ramp planning
Pre-festival spend ramp with ROAS guardrails.
Negative term mining
Daily exclusion lists to protect spend on the wrong intent.
Brand Boost placements
Homepage + category banner negotiation with Nykaa's media team.
Weekly ROAS report
Spend, GMV, ROAS, CPA, and trending search terms.
Quarterly category review
Bigger-picture spend re-allocation across category vs brand campaigns.
How We Run Ads
- 1
Week 1: Account Audit & Baseline
Current campaigns audited, ROAS baseline established, wasted-spend pockets identified, hero SKUs mapped.
- 2
Week 2: Campaign Re-Architecture
New campaign structure built โ category, brand, and high-converter tiers โ each with its own ROAS target.
- 3
Week 3+: Daily Operations
Daily bid touches, weekly ad-copy testing, weekly negative-term mining, fortnightly category-level review.
- 4
Festival Cycle (6-week prep)
Pre-festival spend ramps with ROAS guardrails. Spend escalation 3 weeks before, peak during festival, post-festival debrief.
- 5
Quarterly Strategy Review
Spend re-allocation across category vs brand campaigns, new SKU prioritization, brand-boost placement negotiation.
Nykaa Ads Management Pricing
Ad-Spend < โน2L/m
- Daily bid management
- Weekly ROAS report
- Standard campaigns
Ad-Spend โน2Lโโน10L/m
- Min โน70,000 /month
- Everything in Lean
- A/B testing + festival ramps
- Brand Boost negotiation
Ad-Spend โน10L+/m
- Dedicated PLA strategist
- Custom dashboards
- Quarterly strategy reviews
Categories We Run Ads For
Recent Ads Wins
3.1x โ 8.4x ROAS in 6 weeks
A brand running โน3.5L/month on a single flat campaign at 3.1x ROAS โ spend wasted on long-tail intent.
Result: Restructured into category + brand + high-converter tiers. Daily bid touches + weekly negative mining. 6 weeks later: 8.4x ROAS at โน4.8L spend.
Festival ramp delivered โน19L in 14 days
No festival prep historically โ brand traditionally pulled โน4L over the EOSS window.
Result: Our 6-week prep cycle: pre-ramped spend, exclusive hero SKUs, brand-boost placement. EOSS pull: โน19L (+375%).
Spending on Nykaa ads but ROAS isn't budging?
Free audit. We'll show you exactly where the spend is leaking โ and what we'd do in the first 30 days.
Get a Free Ads AuditIn-House vs Agency Ads Management
| Metric | In-House Solo Operator | Zaroori Retail |
|---|---|---|
| Daily bid touches | Inconsistent | Every active campaign daily |
| Negative term hygiene | Monthly at best | Daily mining |
| Ad copy A/B cadence | Quarterly | Every 14 days |
| Festival prep | Reactive | 6-week proactive cycle |
| ROAS lift in 90 days | +30โ50% | +80โ180% (typical) |
| Brand-Boost negotiation | Limited access | Direct media-team line |
Founder Insight โ Nykaa Ads Reward Daily Discipline, Not Big Ideas
The single biggest gap between top-quartile and median Nykaa ad accounts is daily-touch discipline, not strategy. Top accounts have a human reviewing every active campaign every day for 20 minutes. Median accounts have campaigns running on auto-pilot with weekly check-ins. That single behavioural delta accounts for most of the ROAS spread we see across our 200+ brand portfolio.
Why daily matters specifically on Nykaa: the auction depth is shallower than Myntra or Amazon, so CPC volatility on a 24-hour window can be ยฑ40%. A bid set on Monday morning is mispriced by Wednesday afternoon. Daily touches keep the bids inside the efficient frontier. Weekly touches don't.
About the Author โ Deepinder Ahluwalia
Deepinder Ahluwalia
Founder & CEO, Zaroori Retail
Deepinder has personally led the marketplace onboarding of 4,000+ brands across Myntra, Nykaa, AJIO, Tata Cliq Luxury, Amazon, Flipkart and 30+ premium marketplaces. An IIM Lucknow alumnus with 8+ years in Indian e-commerce, he runs Zaroori Retailโs three-office operation (Ludhiana / Noida / Dubai) with a 50+ person team covering category management, compliance, photography, catalog ops and PLA growth.
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