The brand sells organic products, sugarcane juice, jaggery, farm-fresh staples, primarily through their Shopify storefront. But they also run a separate WooCommerce portal for bulk and institutional buyers. These two revenue streams had never been looked at together, so the team had no real picture of which geographies were driving value across both channels. Their Google Ads campaigns were running on autopilot with broad national targeting. No one had the bandwidth to dig into regional performance. Every campaign was national, which meant paying the same CPM in cities where their products barely moved as in the ones where they flew off the shelves. They had a hunch that certain regions were completely different in terms of demand. They just couldn't prove it.