Dwayne

Dwayne studied Business Administration in Goa, then took a Master's at Loughborough in the UK. Nearly two and a half years living alone abroad, paying his own way, is where the habit of measuring things came from — when the budget is yours, you find out fast which spend works.

Before that, football. Years of it. That is where the competitive instinct formed: you do not argue with the scoreline, you go and change it.

The UK taught him to test everything. India taught him to move on instinct. He had spent years trusting his read of a market and being right often enough to keep doing it — then found a system that could prove whether he was right. He kept both. Instinct picks the hypothesis. Testing decides what survives.

Falkon Ads started in 2025 with a remote team and a short list of clients across real estate, education, travel, hospitality and healthcare. The name is the argument. A falcon does not spray and hope. It locks on, and then it commits. Most ad accounts fail because nobody ever locked on to anything — the targeting is broad, the creative is three months old, the tracking was never wired up, and every report is a wall of impressions.

So the agency sells one thing: revenue you can trace back to a line item. If the agreed ROAS is not there in sixty days, the management fee comes back.