Mahajan Electronics · CASE STUDY · AI SEARCH · PAID MEDIA · FUNNEL
The 45-year-old store AI learned to recommend.
Mahajan Electronics has earned Delhi’s trust for 45 years. Our job was to make sure the machines saw what its customers already knew. Two and a half years of rebuilding, page by page and campaign by campaign, and AI search is now a seven-figure sales channel, the ads return many times the industry norm, and online revenue has already passed 2024 by 48%.
- Client
- Mahajan Electronics, electronics and home appliances, 45+ years, 5 stores in Delhi
- Practices
- AI Search · Paid Media · Funnel
- Working together since
- March 2024
- Data
- GA4, Search Console, Google Ads, Meta Ads Manager, to 12 Oct 2026
A great store the machines couldn’t see yet.
Mahajan had everything a buyer looks for: 45 years in the business, five stores across Delhi, and a team that knows every product on the floor, from the TV to the AC that has to survive a Delhi summer.
What it didn’t have yet was a presence where the new questions were being asked. Shoppers had started asking ChatGPT which air purifier to buy, and the answers named a handful of stores. Mahajan, with more product knowledge than most of them, wasn’t one of them. AI assistants had sent it zero sales.
No shortcuts. We rebuilt it all, by hand.
There was no trick to this. It took two and a half years of patient, unglamorous work: the plumbing nobody sees, the campaigns nobody notices when they work, and guide after guide written and rewritten until it deserved to be the answer. This is what went into it.
- 01
Rebuilt the store, funnel and tracking 2024
Every purchase now reports to GA4, Google Ads and Meta from one clean setup, so every number in this story comes from the same source of truth.
- 02
Pointed paid media at real purchases 2024 onwards
Performance Max and Meta optimise for purchases on the store, with each platform’s standard attribution, and we kept tuning them month after month. Nothing counts that the store didn’t sell.
- 03
Rebuilt the buying guides, one at a time 2026
Category by category: air purifiers, room heaters, geysers, water purifiers and more. Each guide starts from the questions customers ask at the counter and answers in its first sentence, in the store’s own voice.
- 04
Checked real search data before every rewrite Every page
Before touching any page, we pull its Search Console history, so the queries that already bring buyers are protected, not rewritten away. Not one URL changed.
- 05
Sent every page for approval Every page
Each rebuilt guide went to the client as a draft first. Nothing went live until they signed it off.
- 06
Measured one number every month Ongoing
Sales from AI assistants, by source in GA4: ChatGPT, Perplexity, Gemini, Claude and Copilot. The same yardstick, every month.
Ads that earn 27x the industry norm.
None of this happened on day one. Two and a half years of search work built something most advertisers never have: a large, warm audience of people who had already read Mahajan’s guides and browsed its pages.
Performance Max and Meta’s AI now find those people and bring them back automatically, and clean purchase data tells the platforms exactly who buys. That is why Mahajan’s returns run about 27x the industry norm on Performance Max and 36x on Meta. It is the payoff of the whole system compounding, not a campaign setting anyone can switch on.
The day ChatGPT started recommending Mahajan.
The knowledge was always there, in the people behind the counter. We put it on the page. Guide by guide, category by category, we rebuilt the store’s buying guides from the questions customers actually ask in the store, with the real answer in the first sentence, so an AI assistant could quote it.
In 2025 the first sales from AI assistants arrived. By October 2026, AI search had become a seven-figure sales channel, already 22% past all of 2025 with the festive season still to come. Across retail, AI assistants send about 1% of visits. They send Mahajan about 3%.
Google’s clicks collapsed. Mahajan’s didn’t.
2025 and 2026 were brutal years for organic search. Where Google shows an AI Overview, click-through rates fell 61%, and stores everywhere watched their traffic drain into the answer box.
Mahajan’s went the other way. Its search listings were clicked 2.6x as often in September 2026 as a year earlier, its average position climbed, and organic sessions from January to September ran 31% ahead of 2025. Search Console now shows the store inside Google’s AI answers every day.
Growing more than twice as fast as the market.
Indian ecommerce grew about 11% in 2025. Mahajan’s online revenue grew 27%, and 2026 has already passed all of 2024 by 48%.
Credit where it’s due: the products, the prices and 45 years of service are Mahajan’s. The system that puts them in front of today’s buyers is what we built, together, and we are proud of every page of it.
-
2024The foundation
- REBUILTStore, funnel and tracking, so every sale traces to its source
- LIVEPerformance Max and Meta pointed at real purchases
-
2025The growth year
- +27%Online revenue, more than twice the market
- OPENEDAI search becomes a sales channel: the first sales from ChatGPT and other assistants
- +15%Organic search sessions
-
2026So far, to 12 October
- +48%Online revenue already above all of 2024, festive season still to come
- 7-FIGURESales from AI search, already 22% past all of 2025
- +31%Organic search sessions, January to September vs 2025
- 36xMeta ROAS against the ecommerce norm, Performance Max at 27x
“Our Performance Max returns now run more than 27x the industry norm, and our cost per conversion is down 40%. For a legacy retail brand like ours, that’s a real shift.”
WHAT WE didn’t do.
We didn’t change a single URL.
Every guide we rebuilt kept its address, so the rankings and links it had earned stayed with it.
We didn’t put prices or stock claims in the content.
Guides use price bands, never exact prices, so every page reads true on any day of the year.
We didn’t count traffic as the win.
Every result in this story is sales or return on spend. Visits are a means, not the result.
We didn’t publish without sign-off.
Every rebuilt page went to the client as a draft first. Nothing went live until they approved it.
