Beauty & skincare case study: plan for ₹30,000 to ₹36,766 monthly revenue in 3 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. Use cart-value tiers so larger baskets earn a better offer.

   Why

   A smaller beauty and skincare brand came to us to grow monthly revenue in 3 months, from ₹30,000 to ₹1L–₹2L+ (5x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan aims at the pace of that top tenth, holds budget where return would slip, and does not force the target. At booking, the brand named reaching new buyers as its main problem, with a clear strategy close behind. A written brief gives every later budget decision a reference point. A larger basket spreads the cost of each order over more revenue.

   How it works

   The audit, the brief and the media plan are shared before spend rises. Tier levels are set just above the basket sizes buyers already reach.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Log store orders every day beside what the ad platform claims. Write month-by-month targets with the brand's team that climb from ₹30,000 to ₹1L–₹2L+, and open every review with the month-to-date number against them. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   No return on ad spend was given at booking; the starting return is what measured beauty and skincare stores of that size hold. Platform attribution over-counts, so budget decisions sit on the store-side number. A missed month shows up early instead of at the end of the plan.

   How it works

   The sheet is read before each budget change. Each budget step is argued against the written target. Where return would slip too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, catalogue ads and static image first, rising to about a dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Separate the lead products into their own campaigns and review each one weekly. Run creator, customer-feedback and founder-led video. The learning month runs at a low daily budget and moves up only when orders come through.

   Why

   Products that do not sell show up inside a week, not after a month of shared budget. Trust-carrying video held return in most measured accounts. The first rupees are for finding the buyer, not for volume.

   How it works

   A product that does not sell is paused inside the week. UGC that underperforms is replaced by founder-led video, not given more budget. Spend steps up only after orders confirm at the low budget. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Scale through Month 2 to Month 3 as far toward ₹1L–₹2L+ 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. Cut regional-language versions of the winning video for the best-selling states. Build lookalikes from past buyers once purchases are steady, beside broad prospecting.

   Why

   In Month 2 to Month 3 the modelled budget rises gently, while return on spend holds. Budget is part-stepped in two of these months, taking only what return will carry. Each budget step here is sized so that return stays close to where it was. Buyers respond to the same idea in their own language.

   How it works

   The regional versions run next to the original. Lookalikes are read against broad on the same creative. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Most spend reaches people who have not bought yet; past visitors return more per rupee.

1. Month 1

   Learning month: tracking is checked against store orders and the first ads go live on a small daily budget. The audit, brief and media plan are agreed with the brand's team. Basket-size offers switch on at checkout.

   • Projected revenue ₹31,669
   • Projected ROAS 1.92x
   • Planned ad spend ₹16,490
2. Month 2

   Scaling starts: lookalikes of past buyers are added beside broad prospecting. Budget goes up only as far as return can carry it: with budget holds, return on spend holds.

   • Projected revenue ₹34,202
   • Projected ROAS 1.92x
   • Planned ad spend ₹17,823
3. Month 3

   Budget shifts to the products that sold this period. Budget goes up only as far as return can carry it: with budget holds, return on spend holds. Revenue ends below ₹1L–₹2L+, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹36,766
   • Projected ROAS 1.96x
   • Planned ad spend ₹18,750

1. 01

   Expect Video to carry most creative spend in measured accounts across all industries.

2. 02

   Ran catalogue campaigns by collection, with best sellers and video for key categories

3. 03

   New product pieces and post-Diwali product tests from fresh creative