Ads & Analytics

For Instacart, managed digital advertising campaigns for both in-house brands and external advertisers advertising on our platform. My role focused on optimizing ad placements, overseeing budgets and ensuring maximum ROI across performance channels.

For Instacart, I managed digital advertising campaigns for both in-house brands and external advertisers on their platform. My role focused on optimizing ad placements, overseeing budgets, and ensuring maximum ROI across performance channels.

Categorized Ads into four Segments

High Potential

Emerging products with growth opportunities, supported by targeted ad spend to accelerate discovery. Optimized budget allocation toward categories with the highest return.

Hero Products

Proven best-sellers prioritized for maximum visibility and consistent performance. Provided actionable insights to external advertisers through the Instacart dashboard.

Zombie Products

Low-engagement products revived through refreshed creatives, repositioning and new targeting. Strengthened sales performance for Instacart’s in-house brands while maintaining healthy ROI.

Non-Performers

Underperforming products were systematically identified through performance metrics such as CTR, CPC, and conversion rates. Instead of allowing them to drain budgets, reallocated spends toward stronger-performing categories

Collated data from all 4 Sources

This consolidation enabled us to compare patterns, identify cross-segment insights and make informed decisions on budget shifts, creative testing and targeting refinements.

Excluded products which are not profitable

Non-profitable products were excluded from active campaigns after detailed margin and performance analysis. This prevented wasted ad spend on items that could not deliver sustainable returns and allowed budgets to be redirected toward profitable and potential scalable product categories.

ROAS (Return on Ad Spend)

By segmenting campaigns, reallocating budgets and excluding non-profitable products consistently improved efficiency and delivered an average 3.8x ROAS across Instacart’s in-house and even higher ROAS of 5.5 for external advertiser campaigns. This demonstrated the impact of structured optimization in driving sustainable and scalable growth.