Beauty & skincare case study: plan for ₹1.5L–₹2.5L to ₹2.3L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named reaching new buyers first, so the opening month on this smaller store goes there. Open with three documents: a website audit, a creative brief and a media plan by month. Build the account in layers so each can be read on its own: testing, scaling, new-buyer prospecting and cart retargeting.

   Why

   A smaller beauty and skincare brand came to us to grow monthly revenue in 6 months, from ₹1.5L–₹2.5L to ₹10L (5x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the plan aims at the fastest tenth's pace, holds budget where return would slip, and shows the gap to the target honestly. The main problem named at booking was reaching new buyers, followed by a clear strategy. A written brief gives every later budget decision a reference point. Layers keep each budget line readable, so a weak campaign cannot hide inside a strong one.

   How it works

   The brief is agreed first; spend follows it. Warm layers run beside prospecting, not instead of it.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Track ad-platform revenue beside store orders in a shared daily sheet. Set the path from ₹1.5L–₹2.5L to ₹10L as written monthly targets, and read every review against the month so far. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   With no return on ad spend reported, the plan begins at the level measured beauty and skincare stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. Written targets expose a slow month while there is still time to act.

   How it works

   Every budget call starts from the store's orders. Written targets make each scaling decision explicit. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, static image and catalogue ads, building to about two dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. Work in creative batches with a fixed read window each. Give each lead product its own campaign and read it weekly. The learning month runs at a low daily budget and moves up only when orders come through.

   Why

   A fixed window stops spend chasing a creative before it has been read. Shared campaigns hide weak products; separate ones expose them fast. The first rupees are for finding the buyer, not for volume.

   How it works

   Batches that do not convert are cut; winners get the budget. A product that does not sell is paused inside the week. The low budget stays until orders confirm the buyer. New ads rise with the budget, most of them video, then static image.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Scale through Month 2 to Month 4 as far toward ₹10L as return allows as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Once purchases are steady, add lookalikes of past buyers next to broad prospecting. Make regional-language versions of the winning video for the states that buy most.

   Why

   Across Month 2 to Month 4, the modelled budget rises gently, while return on spend holds. In three of these months the step is trimmed to the size return can hold. Return holds through these months because each budget step stops where return would slip. The people who already bought describe the next buyer best.

   How it works

   Lookalikes are read against broad on the same creative. The regional versions run next to the original. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, protect the revenue already built and move toward ₹10L where return permits. Build lookalikes from repeat buyers and retarget past buyers with new arrivals. Keep a bank of ready creatives and rotate them in as ads tire.

   Why

   Growth slows from Month 5, still short of ₹10L. Budget stays about level over these months. Repeat buyers are the cheapest orders an account gets. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

   Past buyers see new arrivals before anyone else. New creatives mix with proven ones rather than replacing them all at once.

1. Month 1

   The learning phase opens: the first ads run on a small daily budget while tracking is checked against store orders. The media plan and creative brief are signed off. The account runs in layers: testing, scaling and retargeting.

   • Projected revenue ₹1.9L
   • Projected ROAS 1.91x
   • Planned ad spend ₹99,824
2. Month 2

   The scaling phase opens: the weekly product read pauses the products that are not selling. Only the part of the step that return supports is taken: spend holds, and return holds.

   • Projected revenue ₹2.1L
   • Projected ROAS 1.89x
   • Planned ad spend ₹1.1L
3. Month 3

   The winner now also runs in regional languages.

   • Projected revenue ₹2.2L
   • Projected ROAS 1.90x
   • Planned ad spend ₹1.1L
4. Month 4

   Ads with falling click-through are swapped from the bank.

   • Projected revenue ₹2.3L
   • Projected ROAS 1.96x
   • Planned ad spend ₹1.2L
5. Month 5

   The plan moves into its steady phase, leaning on refreshed ads and repeat buyers.

   • Projected revenue ₹2.3L
   • Projected ROAS 1.90x
   • Planned ad spend ₹1.2L
6. Month 6

   This batch's read is done: winners stay, the rest are cut. With return short of where a budget step pays, spend holds, and return holds. Revenue ends below ₹10L, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹2.3L
   • Projected ROAS 1.95x
   • Planned ad spend ₹1.2L

1. 01

   Test UGC / creator video alongside the main format: it reached the top creative tier most often in this industry's measured accounts.

2. 02

   Ran dated creative versions (V1 to V3) in separate campaigns

3. 03

   Website fixes: shop-by-phone-brand menu, reviews and trust pointers on product pages