Beauty & skincare case study: plan for Under ₹1L to ₹1.9L monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at creative and content, the problem named at booking, on a smaller base. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Add cart-value offers that step up at set basket sizes to lift order value.

   Why

   A smaller beauty and skincare brand came to us to grow monthly revenue in 3 months, from Under ₹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. At booking, the brand named creative and content as its main problem, with a clear strategy close behind. Without a brief, each creative and budget decision starts from scratch. Each extra item in a basket is revenue the ad has already paid for.

   How it works

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

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Track ad-platform revenue beside store orders in a shared daily sheet. Agree a written target for every month on the way from Under ₹1L to ₹5L, and start each review with the month-to-date figure against it. 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

   Budget decisions are read off store numbers, not the ad platform alone. The target for the month is on the page at every review. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, static image and catalogue ads first, rising to about two dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Work in creative batches with a fixed read window each. Make trust the subject of the video: creator reels, customer feedback and founder-led clips. Brief creators for a steady run of UGC video, with regional-language cuts of the winners.

   Why

   The read window keeps creative spending tied to evidence. Video built on trust was the format that held return in most measured accounts. Regular UGC keeps testing going, and a regional cut stretches a winning idea further.

   How it works

   Only ads that convert inside the window keep running. UGC that underperforms is replaced by founder-led video, not given more budget. Regional cuts of a winner come before new ideas. 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'd do

   Through Month 2 to Month 3, push as far toward ₹5L as return allows: the budget climbs in steps while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. As spend rises, mix new creatives in with the proven ones before the old ones tire. Make regional-language versions of the winning video for the states that buy most.

   Why

   In Month 2 to Month 3 the modelled 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. More spend means the same people see an ad more often, and click-through fades.

   How it works

   Proven ads stay while new ones are added. The regional versions run next to the original. 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

   The learning phase opens: the first ads run on a small daily budget while tracking is checked against store orders. The daily sheet now matches platform revenue to store orders. The audit, brief and media plan are agreed with the brand's team.

   • Projected revenue ₹95,695
   • Projected ROAS 1.88x
   • Planned ad spend ₹51,001
2. Month 2

   Scaling starts: customer-feedback and creator videos are refreshed. Budget steps up sharply and return on spend holds.

   • Projected revenue ₹1.5L
   • Projected ROAS 1.87x
   • Planned ad spend ₹79,629
3. Month 3

   The winner now also runs in regional languages. Budget goes up only as far as return can carry it: budget steps up and return on spend holds. ₹5L is not reached in the time, because budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹1.9L
   • Projected ROAS 1.91x
   • Planned ad spend ₹1L

1. 01

   Expect Instagram Reels to carry the largest share of spend in measured accounts across all industries.

2. 02

   Cut regional-language versions of the winning creative for the best-selling states.

3. 03

   Show the product only (singles and carousels), lead with craft or personalisation, and swap creatives the moment they stop converting.