Where they started
An established D2C brand of car and room air purifiers, tyre inflators, vacuum cleaners and fans, on a ₹35,000-a-month performance retainer from 1 September 2025 plus a 1% incentive on sales. The first month on the shared revenue sheet: ₹22,406 of Meta spend, ₹16,920 of Meta-attributed revenue (0.8x), ₹21,110 of store revenue and 12 orders. Google was added in October (₹16,435 of spend, 1.5x). Four UGC videos were delivered in the September 2025 batch.
What Monastic Media did
- Built the November plan from October's Google data and set a written November target of ₹1.59 lakh of Meta spend for ₹3.47 lakh at 2.2x (sheet, Projections and target rows); the month came in at 6.2x.
- Ran Google Shopping and Search beside Meta through the festive season: Google ₹26,270 → ₹6.53 lakh in November (24.9x) and ₹45,837 → ₹7.37 lakh in December (16.1x).
- From May 2026 reconciled every month after cancellations — three totals per month (ad platforms, Shopify, invoice) — so the 1% incentive was charged on delivered sales, not on Meta's number.
- Kept a creatives bank and a monthly social calendar (4 to 8 posts a month plus stories, sheet SM Posts tab) while the media plan moved spend between product lines by season.
- In July 2026 asked the brand for an October-to-December demand forecast by product so spend could follow stock, added a welcome offer and a 5% prepaid discount in August, and set a September deadline for creative and audience tests before the season (call, 23 July 2026).
What changed
- Store revenue by month (sheet): ₹21,110 (September 2025, 12 orders) → ₹2.81 lakh (October, 104) → ₹26.20 lakh (November, 767) → ₹17.35 lakh (December, 487) → ₹8.94 lakh (January 2026) → ₹5.11 lakh (February) → ₹7.83 lakh (March) → ₹11.33 lakh (April) → ₹5.36 lakh (May) → ₹9.26 lakh (June) → ₹9.70 lakh (July) → ₹12.24 lakh (August, 346 orders).
- Twelve months, September 2025 to August 2026: ₹1.16 crore of store revenue on ₹18.4 lakh of Meta and Google spend, 6.3x (derived from the monthly rows).
- November 2025: ₹1.56 lakh of total spend, ₹26.20 lakh of store revenue, 767 orders, ₹169 a order. August 2026: ₹2.51 lakh of spend, Meta 3.9x, Google 5.0x, 4.9x overall.
- The client's incentive invoices confirm the sales base: the invoice dated 16 December 2025 records ₹21,39,942 of total sales for its billing period; the April 2026 line records ₹8,67,158.
- Honest note: after the festive quarter the store settled at ₹5 to ₹12 lakh a month; the 2026 target rows (₹6 lakh of Meta revenue at 4x) were met in May and August on Meta and missed in June and July.
The target, as the client stated it
"We at least need to do double than what we have done last year" — the founder's 2026 target, relayed on the 23 July 2026 call. Annual sales are not held, so the target cannot be checked; the October-to-December season decides it.
Status: not measurable.
The question this answers
"We are an appliance brand, not fashion — does this work outside apparel?" A year of monthly store figures for a hardware brand, festive peak and off-season included.
Sources: the shared monthly revenue sheet, invoices, dated client review calls. Figures are available on request.