MogliExpress is a hyperlocal logistics and porter service platform operating across major Indian metros. When I built and took over their Google Ads account, they needed a city-by-city growth strategy that could acquire customers profitably — across both their porter service and truck verticals — with aggressive expansion targets.
Hyperlocal logistics is intensely competitive and hyper-geographic — a search in Noida behaves entirely differently from one in Gurugram or Chennai. The account launched in October 2024 with just 2 campaigns, a high CPL of ₹536 in month 2, and no city-level structure. Scaling required a fundamentally different architecture.
All NCR traffic funnelled into a single campaign — no Delhi vs Noida vs Gurugram separation, missing city-intent signals
Porter and Truck verticals competing under the same campaigns, diluting bid signals and CVR data
No brand campaign protecting branded search in any city — competitor ads capturing high-intent branded traffic at low CPC
No Demand Gen presence — the brand was invisible at the top-of-funnel for new user acquisition
The mandate was clear: grow conversion volume aggressively while keeping CPL commercially viable for a marketplace business model. Every city needed its own strategy — what works in Chennai (high brand awareness) is different from a new market like Ahmedabad or Greater Noida.
Launch city-level brand campaigns across all 6 NCR sub-cities to own branded search affordably
Separate Truck vertical into its own campaign with dedicated keywords, bid strategy, and budget
Build Demand Gen campaigns for top-of-funnel brand awareness with video and display creative
Expand into Kolkata, Ahmedabad, and Pune with city-specific keyword sets and RSA variants
A city-first, vertical-first account architecture designed for a hyperlocal marketplace at scale
Launched 6 dedicated brand campaigns for Delhi, Noida, Gurugram, Faridabad, Ghaziabad, and Greater Noida — each with city-specific RSAs, 29+ branded keywords, and individual budgets. This captured high-intent branded searches at ₹8–₹30 CPC instead of losing them to competitors.
Separated the Truck product into mExpress_Truck — its own campaign with 49+ broad match + 42 phrase match + 11 exact match keywords, a dedicated budget, and separate bidding. The result: ₹25 CPL and 18.22% CVR — the best-performing campaign in the entire account.
Built dedicated Single-Keyword-Only (SKO) campaigns for the Porter service — isolating highest-intent porter searches for maximum Quality Score and Ad Rank. Added 46 negative broad match keywords to each SKO campaign to prevent cannibalisation from broad non-porter queries.
Launched Demand Gen campaigns (both pan-India and NCR-specific) using video and image ads. Continuously optimised creative assets across 4 video ad variants and 2 image ad variants. Added audience segments and applied bid adjustments to improve targeting efficiency.
Across 22 campaigns, I ran ongoing RSA asset testing — refreshing headlines, descriptions and CTAs based on search term performance. NCR Delhi alone saw 26 RSA edits, with ad copy aligned to local intent signals (neighbourhood names, service speed, pricing cues).
Moved the 5 new NCR city brand campaigns onto a shared Portfolio Maximize Conversions strategy — allowing the bidding algorithm to allocate budget dynamically across Faridabad, Ghaziabad, Gurugram, Noida, and Greater Noida based on real-time conversion likelihood.
Isolating the Truck vertical into its own dedicated campaign was the single highest-impact structural decision. By building a focused keyword set across broad, phrase, and exact match — and separating the budget from the Porter campaigns — the algorithm could learn the distinct conversion patterns of truck-seeking users and optimise aggressively.
The result: 3,039 conversions from ₹76,743 spend in 2025 alone. That's a CPL of ₹25 in a category where average industry CPL typically runs 5–10x higher.
Account started with just mExpress_NCR and mExpress_Truck. November CPL spiked to ₹536 at 3.38% CVR — a clear signal that structure and keywords needed an overhaul. 528 conversions total.
Massive expansion — launched Chennai, Pune, Kolkata, Ahmedabad city campaigns. Built Porter SKO campaigns. CVR hit 20% in Chennai; CPL ranged ₹50–₹98. 23,000+ conversions in 6 months.
Launched 5 new NCR sub-city brand campaigns (Noida, Gurugram, Faridabad, Ghaziabad, Gr. Noida) on portfolio bidding. NCR_Delhi alone managed 69 keyword pauses + 26 RSA edits this period. 16,000+ conversions.
Account delivering consistently — 7,116 conversions in Q1 2026 at ₹134 CPL with 9.92% CVR and 13.4% CTR. Spend of ₹9.5L managed across 7 active campaigns.
Key metrics from the 20 campaigns active in 2025 — the account's breakthrough year
| Campaign | Conversions | CPL (₹) | CVR | CTR | CPC (₹) |
|---|---|---|---|---|---|
|
mExpress_Truck
⭐ Best CPL
Pan India
|
3,039 | ₹25 | 18.22% | 8.1% | ₹4.60 |
|
mExpress_Chennai
Chennai
|
8,478 | ₹37 | 12.76% | 20.0% | ₹4.71 |
|
mExpress_Pune
Pune
|
6,470 | ₹69 | 15.45% | 12.4% | ₹10.61 |
|
mExpress_NCR
NCR (Broad)
|
10,216 | ₹91 | 14.24% | 10.4% | ₹12.95 |
|
NCR_MogliExpress_Porter_Keywords
NCR Porter
|
1,221 | ₹76 | 11.67% | 15.1% | ₹8.84 |
|
NCR_MogliExpress_Porter_Single_KW
Porter SKO
|
804 | ₹81 | 11.51% | 13.4% | ₹9.36 |
|
Pune_MogliExpress_All_Search
Pune All Search
|
1,995 | ₹100 | 13.70% | 12.5% | ₹13.67 |
Splitting NCR into 6 city campaigns didn't just improve CVR — it enabled portfolio bidding, per-city budget control, and city-specific ad copy. The Noida user behaves differently from the Gurugram user. Treating them the same leaves conversions on the table.
The mExpress_Truck campaign's ₹25 CPL would have been masked if truck keywords were bundled with porter searches. Separation gave the algorithm clean, vertical-specific conversion data — and it responded with dramatically better efficiency.
Launching dedicated brand campaigns across all NCR sub-cities captured high-intent users at ₹8–₹30 CPC — far below the non-brand average. Without these, competitors would have intercepted users already searching for MogliExpress by name.
Whether you're in logistics, marketplace, or on-demand services — I can build the city-level Google Ads infrastructure that scales profitably.