Himanshu Kumar.

Why I started InnovateX.

For years before InnovateX, I ran paid campaigns for businesses that should have been growing — and weren't. The dashboards looked great. Meta reported 4x ROAS. Google reported 5x. The pipeline was full of leads.

Then we'd check the bank statement. The math never added up.

I realized something obvious: every ad platform measures what makes it look good. Last-click attribution. View-through windows that double-count. Conversions that fire before money moves. Lookalike audiences trained on form-fillers, not buyers.

I started InnovateX in 2022 with one rule: every report we ship is reconciled against the payment gateway — Razorpay, Cashfree, or Instamojo, whichever the client uses. If the bank didn't see it, it didn't happen. Three years later that rule has scaled into a studio of 12 operators and a dashboard (Performance Hub) that does the reconciliation automatically.

I build, write, and operate.

Day-to-day, my time splits roughly three ways:

Building InnovateX. I lead strategy on every retainer account. I personally architect the funnels for our largest coaching clients before they get handed off. I'm in the dashboard most days, looking at real campaigns, real revenue.

Writing. I publish on LinkedIn for an audience of founders, marketers, and AI-curious operators. Topics: paid acquisition, AI in marketing, agency operations, and the gap between what platforms claim and what reality looks like.

Building Performance Hub. InnovateX's dashboard product. Building it as a SaaS that other agencies in India can use. The wedge is the same: payment-gateway-verified ROAS (Razorpay, Cashfree, Instamojo) instead of Meta's claims.

Some of the wins along the way.

In February 2024, InnovateX received a top honor from Uttar Pradesh's Deputy Chief Minister for our work on reducing customer acquisition costs for Indian businesses. The press coverage of that recognition is below.

Press releases also referenced me as one of India's youngest digital entrepreneurs — which I take as more pressure than compliment, but I'll take it.