Beauty & skincare case study: plan for ₹1L to ₹1.1L monthly revenue in 2 months

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we'd do

   Open with set-up work on the smaller beauty and skincare store, since the booking gave no single problem. Start with a website audit, a creative brief and a monthly media plan in the first week. Add cart-value offers that step up at set basket sizes to lift order value.

   Why

   The enquiry came from a smaller beauty and skincare brand that wants to grow monthly revenue in 2 months, from ₹1L to ₹5L (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. 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. Higher order value lowers the share of each order that goes to ads.

   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 · Week 1 to 9

   What we'd do

   Set the path from ₹1L to ₹5L as written weekly targets, and read every review against the week so far. Track ad-platform revenue beside store orders in a shared daily sheet. Read results in three-to-four-day windows, since the plan runs week by week.

   Why

   No return on ad spend was given at booking; the starting return is what measured beauty and skincare stores of that size hold. A shortfall is caught in the week it happens, not at the end. The ad platform's own count runs high, so the store's count is the one that moves budget.

   How it works

   Each budget step is argued against the written target. Every budget call starts from the store's orders. Each window is read on purchases and cost per purchase before the next move.

3. 3

   Creative testing · Week 1 to 4

   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 last four weeks, keeping carousel on a short leash because its return trails the account. Give each lead product its own campaign and read it weekly. Test static images beside video. The four learning weeks run 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 measured beauty and skincare accounts, UGC and creator video reached the top creative tier most often. 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. Statics are added after a video wins. 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 · Week 5 to 9

   What we'd do

   Scale through Week 5 to Week 9 as far toward ₹5L as return allows as the budget rises gently while return rises, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Make regional-language versions of the winning video for the states that buy most. Let return decide budget: more while it holds, less when it slips.

   Why

   In Week 5 to Week 9 the modelled budget rises gently, while return on spend rises. In three of these weeks the step is trimmed to the size return can hold. Spend stays flat for one of these weeks, waiting on return rather than on the calendar. Return improves over these weeks, moving from the starting level toward the level of measured stores of that size. The same winning idea reaches more buyers in their own language.

   How it works

   The regional versions run next to the original. There is no fixed ramp; each week's budget follows the return of the last. Instagram Reels carries the largest share of spend in the last four weeks, with Instagram Feed next. Most spend reaches people who have not bought yet; past visitors return more per rupee.

1. Week 1

   Learning starts: tracking is checked against store orders and the first ads go live on a small daily budget. The media plan and creative brief are signed off. Store orders and platform revenue are reconciled in the shared sheet.

   • Projected revenue ₹23,965
   • Projected ROAS 1.96x
   • Planned ad spend ₹12,247
2. Week 2

   First creative read: ads that do not convert are cut. Budget holds and return on spend holds.

   • Projected revenue ₹21,860
   • Projected ROAS 1.94x
   • Planned ad spend ₹11,287
3. Week 3

   Store fixes and offers go live while orders confirm.

   • Projected revenue ₹22,799
   • Projected ROAS 1.94x
   • Planned ad spend ₹11,737
4. Week 4

   The learning phase ends with a buyer identified and a winning ad chosen.

   • Projected revenue ₹21,800
   • Projected ROAS 1.89x
   • Planned ad spend ₹11,518
5. Week 5

   The scaling phase opens: budget is reviewed against return before the next step. Budget holds and return on spend holds.

   • Projected revenue ₹23,573
   • Projected ROAS 1.92x
   • Planned ad spend ₹12,259
6. Week 6

   The weekly product read pauses the products that are not selling. Budget rises to the point where return would start to give way: budget steps up and return on spend holds.

   • Projected revenue ₹25,924
   • Projected ROAS 1.89x
   • Planned ad spend ₹13,749
7. Week 7

   Statics go live next to the winning video. Budget rises to the point where return would start to give way: budget holds and return on spend holds.

   • Projected revenue ₹28,032
   • Projected ROAS 1.89x
   • Planned ad spend ₹14,859
8. Week 8

   Regional-language versions of the winner go live.

   • Projected revenue ₹28,469
   • Projected ROAS 1.92x
   • Planned ad spend ₹14,856
9. Week 9

   Each budget move is read against the return it bought. With return short of where a budget step pays, budget holds and return on spend holds. Revenue ends below ₹5L, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹29,281
   • Projected ROAS 1.99x
   • Planned ad spend ₹14,704

1. 01

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

2. 02

   Move budget in three-to-four-day windows at campaign level, with catalogue campaigns by collection.

3. 03

   Test Static image alongside the main format: it reached the top creative tier most often in this industry's measured accounts.