# Nikhil Sharma > Shopify, Meta Ads, Google Ads and email — notes and case studies on growing DTC brands. ## About Nikhil Sharma (legal name Divyansh Sharma), born in Bohani, Madhya Pradesh, India. eCommerce consultant and engineer for DTC brands. Founder of Dessus Media. Author of "The Ultimate Shopify Store Marketing Checklist" (2024). 5+ years scaling Shopify brands. Managed $5M+/month in combined Meta and Google ad budgets. Consulted 50+ Shopify brands. I'm Nikhil Sharma. I write about Shopify, paid ads, email, and the systems I build for the DTC brands I work with. ## What I do - Shopify store setup, optimization, and growth - Meta Ads (Facebook & Instagram) campaign strategy and scaling - Google Ads, Google Merchant Center, and free shopping listings - Klaviyo email marketing for DTC brands - DTC case studies and revenue breakdowns - Operational systems and automation for eCommerce ## Expertise Shopify, DTC marketing, Meta Ads, Facebook Ads, Instagram Ads, Google Ads, Email marketing, Klaviyo, Conversion rate optimization, eCommerce growth, Kafka, Event-driven architecture, AI for eCommerce, Generative AI for marketing, Gemini API integration, Claude API integration, OpenAI GPT integration, Agentic commerce, LLM optimization for e-commerce, AI-driven ad monitoring, Conversational commerce ## Notable case studies - Ella's beauty brand: scaled from Etsy to Shopify, then to $500K (Canada + EU expansion) - A Texas Shopify brand: 23X return using Facebook and Google Ads - An American real estate business: $15K generated via Facebook + Google + Calendly - One of the largest furniture retailers in New York ## Book - [The Ultimate Shopify Store Marketing Checklist](https://nikhil.pro/book) (2024) — A practical marketing checklist for small Shopify store owners — Meta Ads, Google Ads, Klaviyo email, tracking, and more. ## Posts - [Why Meta Only Spends on a Few of Your Ads (Creative Similarity Explained)](https://nikhil.pro/meta-ads-creative-similarity-explained/) — 2026-08-05: You launched 30 ads and Meta spent on 4. It isn't a budget bug or bad luck. Andromeda collapses similar-looking ads into one Entity ID, so they compete against each other instead of expanding reach. Here is how to check your Creative Similarity Score and fix it. - [Business Calls Showing Spam Likely? Here's How We Fixed It (US Guide)](https://nikhil.pro/fix-calls-being-marked-as-spam/) — 2026-07-30: How to stop your business calls being labeled Spam Likely on Android and iPhone. Google Business Profile, Free Caller Registry, Hiya, STIR/SHAKEN, branded calling, and DUNS, from someone who fixed it for a real DTC brand. - [AI Workflows for Shopify: A Practical Guide From Things I've Actually Built](https://nikhil.pro/ai-workflows-for-shopify/) — 2026-07-23: A working guide to AI automation for Shopify stores, covering customer support, review pipelines, call analysis, inventory, and carrier logistics. Written from systems I built and ran, including what broke and what I'd do differently - [The most useful AI I built wasn't customer-facing](https://nikhil.pro/the-most-useful-ai-i-built-wasn-t-customer-facing/) — 2026-07-21: Everyone wants the AI that talks to customers. The one that actually earned its keep for me was the one nobody ever saw. - [I Tried Shopify Rollouts. It's Not Ready Yet](https://nikhil.pro/shopify-rollouts/) — 2026-06-17: Shopify's free native A/B testing lives under Markets > Rollouts. I tried it for a homepage test and closed the tab without launching. Here is what it does well, the two gaps that stopped me, and how to decide whether it replaces your testing tool. - [Shopify Quietly Rolled Out Agentic Commerce and llms.txt on Every Store](https://nikhil.pro/shopify-quietly-rolled-out-agentic-commerce-and-llms-txt-on-every-store/) — 2026-05-12: Shopify now generates an llms.txt file, agentic storefront tab, and Model Context Protocol endpoints on every store by default. Here is what they do, how to customize them, and what actually shows up in the ChatGPT and Copilot analytics. - [How I Automated CloudTalk Call Analysis With Gemini 2.5 for a Shopify Brand](https://nikhil.pro/automating-cloudtalk-call-analysis-with-gemini/) — 2026-04-26: The Shopify brand I help operate runs its phones on CloudTalk. Every call gets recorded, which is great in theory, except none of those recordings were doing... - [What Google's UCP Protocol Actually Means for Shopify Brands Running Meta Ads](https://nikhil.pro/what-google-ucp-means-for-shopify-brands/) — 2026-04-25: Or not so quietly. Google announced UCP at NRF 2026, co-developed with Shopify, Etsy, Wayfair, Target, Walmart, and endorsed by 20+ partners like Stripe, Ady... - [Building Our Own FedEx Fulfilment App for A Shopify Brand](https://nikhil.pro/internal-fedex-fulfilment-app-for-a-shopify-brand/) — 2026-03-24: At low order volumes, manual fulfillment is painful but survivable. - [How I Built a Free AI-Powered Meta Ads Monitor Using Google Sheets, Gemini & NotebookLM](https://nikhil.pro/build-ai-meta-ads-monitor-google-sheets-gemini/) — 2026-03-10: