Beauty & skincare case study: plan for ₹50,000 to ₹65,146 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Before budget rises, get the smaller beauty and skincare store ready to convert paid traffic. Start with a website audit, a creative brief and a monthly media plan in the first week. 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 ₹50,000 to ₹2L–₹3L (5x). 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. The booking gave no single problem, so the plan starts from the numbers. 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 brief is agreed first; spend follows it. Tier levels are set just above the basket sizes buyers already reach.

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 ₹50,000 to ₹2L–₹3L, 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

   With no return on ad spend reported, the plan begins at the level measured beauty and skincare stores of that size hold. Platform attribution over-counts, so budget decisions sit on the store-side number. A shortfall is caught in the month it happens, not at the end.

   How it works

   Every budget call starts from the store's orders. The target for the month is on the page at every review. Where return would slip too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   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 final month, with carousel watched closely since it returns less than the rest. The learning month runs at a low daily budget and moves up only when orders come through. Commission ads in batches, and read each batch for a set window before ordering the next. Separate the lead products into their own campaigns and review each one weekly.

   Why

   Early spend buys learning, not scale. Buying more before a batch is read means paying for guesses. Shared campaigns hide weak products; separate ones expose them fast.

   How it works

   Only confirmed orders at the low budget unlock the next step. Losing batches stop; winning ads take their budget. Budget follows the products that sell. New ads rise with the budget, most of them video, then static image.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Through Month 2 to Month 3, push as far toward ₹2L–₹3L as return allows: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Tie every budget increase to return: step up while it holds, step back when it drops. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across Month 2 to Month 3, the modelled budget rises gently, while return on spend holds. In two 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

   There is no fixed ramp; each month's budget follows the return of the last. New creatives join proven ones rather than replacing them all at once. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Cold audiences take most of the budget; warm audiences 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. Basket-size offers switch on at checkout. The daily sheet now matches platform revenue to store orders.

   • Projected revenue ₹51,242
   • Projected ROAS 1.98x
   • Planned ad spend ₹25,860
2. Month 2

   Scaling starts: products that do not sell are paused and budget moves to the winners. Budget is raised only as far as return allows: return holds as the budget steps up.

   • Projected revenue ₹58,786
   • Projected ROAS 1.91x
   • Planned ad spend ₹30,799
3. Month 3

   Each budget move is read against the return it bought. Budget is raised only as far as return allows: return holds as the budget holds. Revenue ends below ₹2L–₹3L, the target set at enquiry, because budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹65,146
   • Projected ROAS 1.96x
   • Planned ad spend ₹33,301

1. 01

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

2. 02

   Targeted by region for regional festivals, and pan-India for Dasara and Diwali

3. 03

   Scaling plan built on video creative, bundle offers and a cost-control campaign