Beauty & skincare case study: plan for ₹50,000 to ₹52,402 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Set up the base for a smaller beauty and skincare store before any budget rises. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Set basket-size offers that reward a second and third item in the cart.

   Why

   A smaller beauty and skincare store asked us how to grow monthly revenue in 3 months, from ₹50,000 to ₹3L (6x). That is faster than nine in ten of our measured accounts grew over the same time, so the plan aims at that fastest tenth's pace, holds budget where return would slip, and shows where it lands against the target. No single problem was named at booking; the plan works from the figures instead. Without a brief, each creative and budget decision starts from scratch. 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. Offers are tuned to the order values that already sell.

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 ₹50,000 to ₹3L, and open every review with the month-to-date number against them. Set a written rule: no budget step in a month where return would fall too far to pay for 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

   Budget decisions are read off store numbers, not the ad platform alone. Written targets make each scaling decision explicit. 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, static image and carousel 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. The learning month runs on a small daily budget, stepping up only once orders confirm. Test static images beside video.

   Why

   A product nobody buys is visible within a week when it has its own campaign. Early spend buys learning, not scale. Among the beauty and skincare accounts we measured, UGC and creator video was the format most often in the top creative tier.

   How it works

   A product that does not sell is paused inside the week. The low budget stays until orders confirm the buyer. Statics are added after a video wins. More spend buys more new ads, led by video ahead of static image.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Scale through Month 2 to Month 3 as far toward ₹3L 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. Refresh tired ads by mixing old and new creatives as spend rises. Let return decide budget: more while it holds, less when it slips.

   Why

   Across Month 2 to Month 3, the modelled budget rises gently, while return on spend holds. Two of these months stop their budget step where return would slip too far. Return holds through these months because each budget step stops where return would slip. More spend means the same people see an ad more often, and click-through fades.

   How it works

   New creatives join proven ones rather than replacing them all at once. There is no fixed ramp; each month's budget follows the return of the last. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   First, the set-up: a small daily budget carries the first ads, and store orders are matched to tracking. The website audit, creative brief and media plan are shared. Store orders and platform revenue are reconciled in the shared sheet.

   • Projected revenue ₹47,849
   • Projected ROAS 1.93x
   • Planned ad spend ₹24,849
2. Month 2

   Scaling starts: budget is reviewed against return before the next step. Only the part of the step that return supports is taken: budget holds and return on spend holds.

   • Projected revenue ₹51,371
   • Projected ROAS 1.98x
   • Planned ad spend ₹25,963
3. Month 3

   Static images are tested beside the winning video. Only the part of the step that return supports is taken: budget holds and return on spend holds. Revenue ends below ₹3L, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹52,402
   • Projected ROAS 1.91x
   • Planned ad spend ₹27,477

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

   A low average order value limited how far spend could scale.

3. 03

   Run several interest clusters plus a broad audience with video and catalogue ads, then a bundle offer and a cost-control campaign to scale.