"I don't just run ads. I understand why people buy — and I build campaigns around that."
I'm Tanusri Podder, a performance marketer with 3+ years running paid campaigns across international markets.
My background in Clinical Psychology is the reason my ads work differently. I understand what moves people, what triggers a decision, and how to write creative that speaks to the subconscious before the algorithm even matters.
I've built campaigns for EdTech brands, aesthetic clinics, luxury products, real estate developers, and education programs. I take on a small number of clients so I can do the work properly.
Currently expanding into Google Ads for eCommerce — Shopping campaigns, Performance Max, and product feed optimisation for DTC brands.
What I actually do
Skills & expertise
Not buzzwords. This is what I do every day.
Core
Paid Media
Meta · Google · LinkedIn · Microsoft Full-funnel campaigns, budget management, A/B testing, ROAS and CPL optimisation. Expanding into Google Shopping and Performance Max for eCommerce.
Core
Tracking & Analytics
GA4 · GTM · Meta Pixel Tracking built from scratch. Conversion events, attribution, dashboards, weekly reporting with real insights — not just numbers.
Core
Creative Strategy
Canva · CapCut · AI Tools Ad creative direction, video scripts, psychology-informed copy. Creative that earns attention first, then converts.
Specialist
Funnel Building
Landing pages · Email · Webinars Full cold-to-conversion funnels for education, clinics, and high-ticket products. Mailchimp, GMass, automated nurture sequences.
Specialist
Brand & Social
Instagram · LinkedIn · Facebook Built brand presences from zero. Content strategy, reels, carousels — all aligned with paid campaigns so both work harder together.
Unique Edge
Psychology
MA Clinical Psychology · Neuromarketing Certified Buyer psychology, decision triggers, persuasion architecture. Understanding why people buy is my core advantage in every campaign.
What I offer
Services built for results
01
Performance Advertising
Meta AdsGoogle AdsLinkedIn AdseCommerce
Full-funnel paid campaigns from strategy to scale. I handle audience research, creative brief, setup, testing, and weekly reporting. You always know what's working and why.
02
Aesthetic Clinic Marketing
ClinicsDentistsDermatology
Ads for clinics need trust before clicks. Compliant, psychology-led campaigns — appointment funnels and retargeting sequences that convert sceptical audiences into booked consultations.
03
Luxury & Fashion Brands
FashionJewelleryBeauty
Premium creative meets precision targeting. Catalogue ads, DPA, and retargeting for high-consideration luxury purchases.
04
Real Estate Campaigns
ResidentialPremium Developments
Lead funnels that qualify buyers before they reach your team. Video ads, carousel showcases, retargeting and CRM-connected pipelines for premium property.
05
Education Marketing
International ProgramsEdTechAdmissions
3+ years running international education campaigns. Full-funnel Meta + Google strategy, webinar funnels, email nurturing that moves cold leads to enrolled students.
06
Brand & Social Strategy
InstagramLinkedInContent
From zero to authority. Reels, carousels, content calendars, brand voice — aligned with paid so both work harder together.
How I work
The process
01
Discovery
Your brand, audience, competitors. Full picture before I touch anything.
Optimise CPL and ROAS. Expand audiences. Build retargeting. Grow.
Selected work
Real campaigns. Real numbers.
Case studies from campaigns I've run — strategy, execution, and what happened.
01
EdTech · Lead Generation
500+ Qualified Leads Across 5 Markets Using Meta Ads
Meta AdsFull-FunnelVideo CreativeGA4
→
Objective
Generate qualified leads for international education programs. High CPL benchmark, low brand recognition, audiences that needed educating before they'd convert.
Strategy
• Full-funnel Meta Ads — Awareness → Consideration → Conversion • Video-first + testimonial creatives • Audience segmentation by geography and intent • Retargeting warm audiences — video viewers, leads, page visits • Pixel + GA4 + GTM built from scratch • Continuous A/B testing for CPL
"Creative + audience fit drives the majority of performance — not budget alone."
Results
500+
Qualified leads generated
1.4M+
Total impressions
CPL ↓
Improved through creative testing
5
Markets — scalable structure built
Ad Creatives
02
High-Ticket · Funnel Strategy
Scaling a ₹1.6L Education Program — High-Ticket Funnel
Webinar FunnelConsultation Funnel₹1.5L Budget
→
Objective
Drive high-quality leads for a premium ₹1.6L education program — lead quality over volume. Every unqualified lead wasted sales team time.
Strategy
• Webinar + consultation funnel to pre-qualify audiences • Trust-driven creatives — testimonials, authority content • Retargeting only high-intent users • ₹1.5L budget across 90 days • Full funnel: Ads → Lead → Nurture → Call → Conversion
"For high-ticket, trust and funnel architecture matter more than aggressive scaling."
Outcomes
₹1.5L
Ad spend managed over 90 days
Quality ↑
Lead quality and show-up rate improved
Full Funnel
End-to-end scalable system built
Ad Creatives
03
Brand & Social · From Zero
Built a Brand Presence From Zero — Social Strategy That Fed the Paid Campaigns
InstagramLinkedInContent Strategy
→
Challenge
Launch a brand's social presence from zero — no audience, no voice — while keeping it aligned with live paid campaigns.
What I Did
Full content strategy, brand voice, aesthetic. Educational reels, authority carousels, testimonial content. Consistency systems so content compounded over time.
"Organic and paid should say the same thing in different ways. That's when trust builds at scale."
Results
0 → 10K+
Organic following from scratch
Authority
Recognised voice in niche, 6 months
Sample Work
Creative & Marketing Work
Work samples
Ad creatives, social media content, brochures and event marketing — all produced or directed by Noraya.
Meta Ad
Reach 143K · CPR ₹3.86
Meta Ad
Reach 128K · CPR ₹2.00
A/B Test Creative
CPR ₹1.99
Conversion Creative
Pain-point hook
Medical Program
12 Leads · CPL ₹125
Trust Creative
Doctor-facilitated
Data Science
Reach 106K · 18 Leads
Authority Creative
IIT + Ivy League
Instagram Post
EdTech · Imerxn
Workshop Content
Stress Management
Workshop Post
Online Workshop
Feed Content
Education Brand
Brand Building
Authority Content
Engagement Post
Community Growth
Client Brochure
Designed & directed
Event Marketing
Teenr · MTS Chithirai
Marketing Material
College Prep Campaign
Live numbers — Meta Ads Manager
Campaign data
Pulled directly from the platform. No estimates. No fluff.
Ad 1 · Career Camp
143,808
Reach
CPR ₹3.86 · Spent ₹555.35
Ad 2 · Career Camp
98,192
Reach
CPR ₹3.95 · Spent ₹387.45
Ad 3 · Career Camp
94,284
Reach
CPR ₹1.99 · Spent ₹187.16
Ad 4 · Harvard Alumni
128,453
Reach
CPR ₹2.00 · Spent ₹257.20
Video Ad
47,025
Reach · ₹487 Spent
CPV ₹0.01 · 25% playtime: 319
Medical Pathway
12
Leads · ₹1,507 Spent
CPL ₹125.63 per lead
500+
Qualified Leads
1.4M+
Total Impressions
5
Markets
3+
Years
Thinking out loud
Marketing without the fluff
Real talk on paid media, creative strategy, and what's actually changing.
📊
Ad Stories
The ₹555 campaign that reached 143,808 people
A small budget, the right hook, and systematic testing. What actually happened and what it taught me about creative-first marketing.
May 2025 · 5 min read
🔮
Marketing Trends
Where marketing is heading in 2025–26
AI tools, shrinking attention, trust collapse. The shifts happening right now and how to stay ahead of them.
April 2025 · 6 min read
⚡
Honest Marketing
3 things every marketer struggles with (nobody says out loud)
Attribution that lies. Clients without budgets. Creative fatigue. The real challenges — and how to handle them.
March 2025 · 5 min read
Ad Stories
The ₹555 campaign that reached 143,808 people
May 2025 · Tanusri Podder Noraya
Most people think big results need big budgets. What actually drives performance is the right creative, the right audience, and a system for learning fast.
This is a campaign I ran for an education brand. Objective: reach parents of teenagers exploring career programs. Tight budget. Short timeline. High expectations.
The setup
Three angles — aspirational, fear-based, and testimonials. Same audience, same budget split. The aspirational angle lost in week one. Fear-based had the best CPR but the lowest lead quality. Testimonials had a slightly higher CPR — but leads were significantly more qualified. They showed up. They asked real questions.
What happened
80% of budget to testimonial creative. Warm retargeting from video viewers. Result: 143,808 reach, ₹555.35 spend, CPR ₹3.86. Meta rewards engagement. A creative that resonates gets cheaper distribution over time.
The lesson
Budget doesn't create performance. Creative does. Spend is fuel. Creative is the engine.
Marketing Trends
Where marketing is heading in 2025–26
April 2025 · Tanusri Podder Noraya
Not a trends article dressed in jargon. These are shifts I'm watching in my actual campaigns right now.
1. Trust is the new targeting
The brands growing fastest aren't the ones who found a new hack. They're the ones whose ads people actually want to see. Trust, built through consistent creative and honest messaging, is becoming a real competitive moat.
2. AI is a tool, not a replacement
AI can write a hundred hooks. Only a human who understands the audience knows which one will land. Use AI for volume, human judgment for strategy.
3. Short-form video is the new display
Reels and Shorts outperform static in most industries I work in. Brands not making video for ads are giving up a significant CPR advantage.
4. High-ticket funnels are getting longer
One ad to one page doesn't work for anything above ₹50K anymore. The brands winning at high-ticket are building trust sequences, not just campaigns.
Honest Marketing
3 things every marketer struggles with — and nobody talks about
March 2025 · Tanusri Podder Noraya
Three years, multiple niches, same three challenges over and over.
1. Attribution that lies to your face
Meta says 40. Google says 28. CRM shows 15. The real answer: build first-party tracking, accept no platform gives a perfect number, and triangulate from multiple sources.
2. Clients who want results without the requirements
Set expectations in writing before you start, and be honest early when something won't work. Costs you a client sometimes. Saves your sanity every time.
3. Creative fatigue nobody plans for
Creative is infrastructure. You need a system for producing it regularly, testing systematically, and cycling before the old stuff dies. The brands that understand this outperform everyone else in their niche.
Let's build something good.
I take on a small number of clients at a time. If you're serious about growth, let's talk.
