For agencies that grow D2C brands
How does one person run nine marketing channels for Moolwan with ai-dm?
Moolwan is our own manufacturer-direct home décor brand from Bengaluru. One person runs its nine marketing channels on ai-dm in about an hour each working day: ai-dm watches, researches and writes, and the person approves. In three months its pages were shown 344,000 times in Google's AI results, and its weak numbers are shown here too.
344k impressions in Google's AI results · #2 of 17 on Maps · 2.13× Meta ROAS, below a 4× benchmark · MoolwanSearch Console · 25 Jun–23 Sep 2026 · ai-dm · Sep 2026 · real data, no login needed
What you'll see in 10 minutes
- Your first brand's report, built from its domain alone, the same first report Moolwan got.
- Its ad, analytics and social accounts connected, one secure sign-in each.
- A morning briefing with one signal per channel, measured against the brand's own baseline.
Can one person and one hour a day hold their own against Amazon and Flipkart?
Every search is a fight. On a search like "elephant showpiece for home", Moolwan shares the results with Amazon, Flipkart, Myntra, Nilkamal Homes and Nestasia (web search, 26 Sep 2026), and the wider category is led by names like IKEA, Pepperfry and HomeTown. Each of them has a bigger team than Moolwan's one marketer.
So ai-dm carries the load. It learns the brand, watches every channel and brings up only what changed; the person decides. The film shows it in 70 seconds, with the real numbers below.
- 0:00 The arena
- 0:11 The load
- 0:22 The engine
- 0:30 The results
- 0:51 One screen
- 0:57 Built on our brand
Read the film's script
In home décor, every search is a fight. Amazon. Flipkart. Myntra. Nilkamal. Moolwan is a small décor brand from Bengaluru. One person. One hour a day. Nine channels. So ai-dm carries the load. It learns the brand. It watches every channel. Shown 344,000 times in Google's AI results. 1,400 products, ready for rich results. Number 2 on Maps, among 17 nearby rivals. Articles ranking beside Nerolac and NoBroker. And shoppers from Maharashtra to West Bengal. Every channel, on one screen. One person decides. Built inside our own brand. Now it's ready for your brands.
What did Moolwan get in 90 days, strong numbers and weak?
Real numbers, each with its source. Moolwan sells showpieces, statues, canvas wall art and gifts straight from its own manufacturing, with no big media budget. These are its numbers from 29 June to 26 September 2026 unless a row says otherwise, with bot traffic excluded.
| Number | What it means | Source and date |
|---|---|---|
| 344k | Impressions in Google's AI results in three months | Search Console · Generative AI features · 25 Jun–23 Sep 2026 |
| 8,479 and 7,853 | Impressions for the two leading guides: TV placement by Vastu, and feng shui colours | Search Console · Generative AI features · Pages · same dates |
| 1,400 | Products ready for Google's product rich results; 24 of 1,424 items flagged to fix | Search Console · Product snippets · 26 Sep 2026 |
| 1,380 | Valid merchant listings, with 1 invalid item | Search Console · Merchant listings · 26 Sep 2026 |
| #2 of 17 | In the Google Maps local pack among nearby rivals, with a local health score of 90 | ai-dm · Local presence · Sep 2026 |
| 368 | New users arriving at moolwan.com from chatgpt.com | GA4 · First user source · 29 Jun–26 Sep 2026 |
| 8 states | Of active shoppers: Maharashtra 7,863, Karnataka 3,699, Uttar Pradesh 3,095, Tamil Nadu 2,618, Telangana 2,561, Gujarat 2,384, Delhi 2,381, West Bengal 1,821 | GA4 · Region · 29 Jun–26 Sep 2026 · bot traffic excluded |
| 2.13× | Meta ROAS on ₹28,064 of spend, 171,489 impressions and 3,895 clicks, below a 4× e-commerce benchmark | ai-dm · Paid ads · 30 days to 26 Sep 2026 |
| 1 of 233 | Tracked AI assistant answers that name Moolwan, with 115 citations across its site | ai-dm · AI search visibility tracking |
| 70% | Website health, with 1 critical and 10 high findings | ai-dm · 150-page crawl · Sep 2026 |
Every figure here opens to the raw record in Moolwan's workspace, and you can inspect Moolwan's real numbers as they update.
Which channels does ai-dm run, and what does the one person do?
ai-dm does the watching, research and writing. The person spends about an hour each working day reading one signal per channel and approving or dismissing what ai-dm suggests. Right now 32 suggestions are open, each with a confidence level.
| Channel | What ai-dm does | What the person does |
|---|---|---|
| Google Search | Tracks keywords and rank changes, flags pages losing clicks | Reads the daily signal |
| Google's AI results | Tracks where Moolwan's pages appear in Google's generative AI features | Approves new articles |
| Google Maps and local pack | Local audit, pack rank across a geo-grid, 17 nearby rivals | Approves profile changes |
| Product rich results and listings | Builds and checks product structured data across 1,400 products | Fixes flagged items |
| Meta Ads | Reads spend, ROAS, CTR and creative performance | Approves budget and creative moves |
| Plans and writes posts from the brand's thesis | Approves before publishing | |
| Articles | Writes SEO and AI-search-ready articles with images and schema | Reviews and publishes |
| Reviews | Tracks reviews and the gaps in them | Replies |
| AI assistants | Tracks brand mentions and visits from ChatGPT | Reads the signal |
How did a small brand get 344,000 impressions in Google's AI results?
By publishing guides that answer one shopper question well. "Where should the TV go by Vastu?" and "Which feng shui colours bring luck?" are questions Indian homeowners really ask, and Moolwan's two guides on them lead its impressions, with 8,479 and 7,853. Each gives a clear answer and a checklist early, not a sales pitch.
Next to the big names. Moolwan's ai-dm-written guide to TV placement by Vastu appears in the same search results as guides from Nerolac, NoBroker and HouseGyan. It was built with the same workflow any agency can use to publish articles and schema for its brands: search intent research, outline, article, images and schema.
What isn't working yet for Moolwan?
Plenty, and we show it. ai-dm puts these in front of us every morning, which is the point: a tool that only reports wins is no help when a brand asks why a number fell.
| Area | Where it stands | What ai-dm shows |
|---|---|---|
| Meta ROAS | 2.13× against a 4× e-commerce benchmark | The gap, the spend behind it and the signal to act on |
| AI assistant mentions | Named in 1 of 233 tracked answers | Low visibility in assistant answers, even while Google's AI results are strong |
| Website health | 70%, 1 critical and 10 high findings | Each finding and the pages it affects |
| Decision ledger | 3 decisions recorded · accuracy gathering | "Gathering" until outcomes are measured |
| Review queue | 164 knowledge suggestions waiting | Flagged as waiting too long |
The Meta gap is the one ai-dm raises most often. To run the same checks on a brand you manage, audit its Meta ads against its own baseline.
How many hours would a brand's channels take if it ran the Moolwan way?
Estimate it from your own week. Untick the channels a brand doesn't use and enter the hours your team spends on each today. The estimate uses Moolwan's pace, about an hour each working day across nine channels, as the time left for reading signals and approving.
Estimate the hours a brand's channels would take
Your own estimate, not a promise. Nothing you enter leaves this page.
- ai-dm tracks keywords and rank changes
- ai-dm tracks where pages appear
- ai-dm local audit and pack rank
- ai-dm builds and checks product data
- ai-dm reads spend, ROAS, CTR and creatives
- ai-dm plans and writes posts
- ai-dm writes articles, images and schema
- ai-dm tracks reviews and gaps
- ai-dm tracks mentions and visits
your estimateYour brand takes 24 hours a week across 9 channels today. Run the Moolwan way, with ai-dm watching, researching and writing, the team would spend about 5.3 hours a week reading signals and approving, at 35 minutes per channel. That frees about 18.8 hours a week, or 81 hours a month, by your own estimate.
Free, no login. The starting hours are an illustrative example; Moolwan's pace is real.
(login required) · Start with one domain and see the same first report Moolwan got.
How did we measure Moolwan's numbers, and where did ai-dm come from?
From Moolwan's own accounts, over one fixed window. The sources are Google Search Console, Google Analytics 4 and ai-dm's own tracking for moolwan.com, from 29 June to 26 September 2026 unless a figure says "30 days". GA4 visits with no region and a cluster of 1-second visits from Colorado look like bots, so they are left out of every figure, and we don't quote the raw user total. The numbers are refreshed every quarter.
ai-dm was built inside Moolwan before it had a name. Every feature was tested on a real brand, with real money, before any agency saw it. You can meet the founders, Ruchi Malhotra (founder and CEO) and Sanjay Srivastava (co-founder and COO).
- 2023Moolwan starts running on strategy workflows built by its founders.
- Nov 2025The workflows become ai-dm, the brand intelligence engine, at ai-dm.ai.
- TodayMoolwan runs on ai-dm every day, and agencies run it for the brands they manage.
Related pages
Questions agencies ask about the Moolwan case study
Is the Moolwan data on this page real?
Yes. Every number comes from Moolwan's own Google Search Console, Google Analytics 4 or ai-dm workspace, with the source and date range shown next to it, and bot traffic is excluded. Nothing on this page is an illustrative example except your own estimate in the hours calculator.
How much time does one person spend running Moolwan's marketing?
About an hour each working day across nine channels. ai-dm does the watching, research, writing and analysis; the person reads the day's signal for each channel and approves or dismisses what ai-dm suggests.
Can a small D2C brand show up in Google's AI search results?
Yes. Moolwan's pages were shown 344,000 times in Google's generative AI features between 25 June and 23 September 2026, as measured by the Generative AI features report in Google Search Console. The two pages leading those impressions are how-to guides that answer one shopper question directly.
Why is Moolwan's Meta ROAS below benchmark?
Because it is. At 2.13× on ₹28,064 of spend in 30 days, it sits below a 4× e-commerce benchmark, and ai-dm flags it every day until it moves. We show it so you can see that ai-dm reports weak numbers as plainly as strong ones.
How do agencies track a brand's visibility in AI assistant answers?
ai-dm tracks where a brand is named in AI answer engines and which of its pages are cited. For Moolwan it shows 1 mention in 233 tracked answers and 115 citations across its site, which is why AI assistant visibility is on its list of things that aren't working yet.
Does ai-dm change Moolwan's accounts on its own?
No. Every change needs a person's approval, and each approved decision is recorded in the decision ledger with what it was expected to move and what happened.
Can our agency connect Meta, Google Ads, GA4 and Search Console the way Moolwan does?
Yes. Each account connects with one secure sign-in, and the first brand report works from a domain alone. Reports and the portal your brands see carry your agency's logo and domain, not ai-dm's.
Does ai-dm read Shopify revenue or order data, or build attribution models?
No to both. ai-dm reads no order, revenue or customer data from Shopify, and it doesn't build first-click, last-click, multi-touch or media-mix models. It shows what changed, the likely causes and the raw records behind them.
No plan to pick. Billed in USD and INR. Per-brand plans or pay as you go.