In an industry obsessed with vanity metrics and surface-level strategies, Conversions, a performance marketing agency headquartered in Delhi, is doing something most agencies wouldn’t dare: it’s publicly calling out the industry’s overuse of engagement-based KPIs—and doubling down solely on ROAS (Return on Ad Spend).

Founded by Himanshu Soni in 2024, Conversions has ruffled more than a few feathers in marketing circles. While other agencies boast about reach, impressions, likes, and followers, Conversions unapologetically dismisses these as “irrelevant distractions” unless they contribute directly to revenue. The bold stance has garnered both admiration and criticism, but the numbers paint a compelling picture.

To date, the agency has handled ₹164 million+ in ad spends and helped clients generate more than ₹1.14 billion in revenue, with an average ROAS of 7.2x. These results didn’t come from playing it safe or following industry playbooks. Instead, they came from questioning everything.

“When a brand comes to us asking for more followers or viral reach, we politely say no,” says founder Himanshu Soni. “Our mission is to turn marketing into profit, not popularity.”

This blunt approach isn’t for everyone—and that’s precisely the point. Conversions has walked away from multiple deals where clients wanted short-term visibility over long-term revenue. In one instance, the agency declined a luxury fashion label’s ₹50 lakh ad contract because the client demanded “influencer-led visibility” without measurable sales outcomes.

“Turning down a client is controversial,” says an unnamed senior consultant who previously worked with the agency. “But Conversions has made it clear: they’d rather be effective than liked.”

Despite its polarizing philosophy, Conversions’ clientele keeps growing. High-growth eCommerce brands, B2C startups, and even established names like HFCL, Taj Luxury Tours, and Knest Manufacturing have signed on, praising the agency’s results-first attitude. Some say it’s arrogant. Others call it revolutionary.

And then there’s the platform strategy. While most digital marketing agencies lean heavily on Meta and Google, Conversions aggressively explores TikTok Ads, Amazon Ads, and Pinterest for eCommerce, often challenging platform norms. The agency once ran a TikTok ad campaign targeting 35+ audiences for a medical device brand—a demographic marketers typically avoid on that platform. The result? A 6.5x ROAS and a 40% drop in cost-per-acquisition.

This willingness to challenge assumptions has given the agency a cult following among early-stage D2C founders, especially those disillusioned with traditional digital marketing firms.

“Conversions is controversial because they don’t cater to egos,” says a founder of a skincare brand who prefers to remain anonymous. “They cater to balance sheets.”

Still, not everyone is on board. Critics say the agency’s revenue obsession limits long-term brand equity and customer lifetime value. In response, Conversions has published multiple case studies showing repeat purchase rates, increased average order values, and loyalty program enrollments—all part of what they call their “revenue-focused full funnel.”

“Branding without sales is like applause without a show,” Soni quips. “We’re building both.”

Interestingly, Conversions also challenges the traditional agency-client relationship model. Instead of monthly retainers and vague deliverables, they offer performance-based contracts, meaning they earn more only if their clients do. This model isn’t new, but few agencies adopt it due to the risk involved.

“Most agencies don’t want that accountability,” says one former client-turned-partner. “But Conversions thrives on it.”

Their blog is equally unapologetic. Titles like “Stop Obsessing Over Clicks—They Don’t Pay the Bills” and “Your Marketing Agency Is Probably Wasting Your Money” are part education, part provocation.

Controversy has its costs, of course. Not all brands are ready to abandon the safety net of brand awareness campaigns and influencer hype. But those who’ve taken the leap with Conversions report higher profitability, tighter campaign structures, and better clarity on what actually moves the needle.

As the marketing industry continues to evolve, agencies like Conversions may represent the next wave: uncompromising, data-led, and unbothered by tradition. Whether you agree with their philosophy or not, it’s hard to argue with their outcomes.

And in a world where marketing speak often dilutes impact, Conversions is doing the unthinkable—they’re backing up their noise with numbers.

To learn more about Conversions and their ROI-first approach to advertising, visit https://conversions.co.in.