Beauty & skincare case study: ₹7L–₹8L to ₹14.3L monthly revenue in 2–3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We start with return on ad spend, which the brand named first, before anything else on this mid-sized store. We use cart-value tiers so larger baskets earn a better offer. We open with three documents: a website audit, a creative brief and a media schedule by month.

   Why

   A mid-sized beauty and skincare brand grows monthly revenue in 2–3 months, from ₹7L–₹8L to ₹30L–₹40L (4.7x). The main problem was return on ad spend, followed by a clear strategy. A larger basket spreads the cost of each order over more revenue. A written brief gives every later budget decision a reference point.

   How it works

   The tiers follow real order values, not round numbers. The brief is agreed first; spend follows it.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We log store orders every day beside what the ad platform claims. We write month-by-month revenue numbers with the brand's team that climb from ₹7L–₹8L to ₹30L–₹40L, and open every review with the month-to-date number against them. We set the numbers on net sales after returns and cancellations, not on logged revenue.

   Why

   Its reported return on ad spend is under what stores of that size hold; the case study begins from it and rebuilds return first. The ad platform's own count runs high, so the store's count is the one that moves budget. A missed month shows up early instead of at the end of the case study.

   How it works

   Every budget call starts from the store's orders. The month's number is on the page at every review. Each review opens with net sales against the month's number.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, static image and catalogue ads first, rising to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We separate the lead products into their own campaigns and review each one weekly. We lead with video that carries trust: creators, customer feedback and founder-led pieces. 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. In most of our accounts, video that carried trust held its return. The first rupees are for finding the buyer, not for volume.

   How it works

   Losing products are paused within a week and budget moves to the winners. UGC that underperforms is replaced by founder-led video, not given more budget. Only confirmed orders at the low budget unlock the next step. The number of new ads grows with spend; video makes up the largest part and static image the next.

4. 4

   Scaling · Month 2 to 3

   What we do

   Through Month 2 to Month 3, we push as far toward ₹30L–₹40L as return allows: the budget climbs in steps while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. We raise budget only while return on spend holds, and cut it when return drops. We run cost caps, bid caps, CBO and ABO as parallel versions before budget steps up.

   Why

   Across Month 2 to Month 3, the budget climbs in steps, while return on spend holds. In one of these months the step is trimmed to the size return can hold. Each budget step here is sized so that return stays close to where it was. Controls show which setup holds cost per purchase as spend rises.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. The version that keeps cost per purchase lowest stays. 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.

1. Month 1

   First, the set-up: tracking is checked against store orders and the first ads go live on a small daily budget. Store orders and platform revenue are reconciled in the shared sheet. The media schedule and creative brief are signed off.

   • Revenue ₹7.7L
   • ROAS 1.94x
   • Ad spend ₹4L
2. Month 2

   The scaling phase opens: budget is reviewed against return before the next step. Return holds as the budget steps up.

   • Revenue ₹11.5L
   • ROAS 1.96x
   • Ad spend ₹5.9L
3. Month 3

   Bid-cap and cost-cap versions run beside open bidding. Budget is raised only as far as return allows: return holds as the budget steps up. ₹30L–₹40L is not reached in the time, because budget stops rising where return starts to slip. Each order costs about what it did while learning.

   • Revenue ₹14.3L
   • ROAS 1.97x
   • Ad spend ₹7.3L

1. 1

   Test Static image alongside the main format: it reached the top creative tier most often in our accounts across all industries.

2. 2

   Catalogue ads tested state-wise and city-wise, 1% lookalikes, Diwali retargeting

3. 3

   Moved budget in three-to-four-day windows at campaign level