Beauty & skincare case study: plan for ₹60,000 to ₹82,307 monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at a clear strategy, the problem named at booking, on a smaller base. Open with three documents: a website audit, a creative brief and a media plan by month. Use cart-value tiers so larger baskets earn a better offer.

   Why

   A smaller beauty and skincare store asked us how to grow monthly revenue in 6 months, from ₹60,000 to ₹10L (16.7x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the plan is built on what the fastest tenth reached, and shows the gap to the target honestly. At booking, the brand named a clear strategy as its main problem. 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

   All three are shared with the brand's team before any budget step. The tiers follow real order values, not round numbers.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Set the path from ₹60,000 to ₹10L as written monthly targets, and read every review against the month so far. Keep a shared daily sheet with the ad platform's revenue next to real store orders. 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. A shortfall is caught in the month 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

   Written targets make each scaling decision explicit. Budget decisions are read off store numbers, not the ad platform alone. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, static image and catalogue ads, building to about a dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Run every lead product in a campaign of its own, read every week. The learning month runs at a low daily budget and moves up only when orders come through. 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. In measured beauty and skincare accounts, UGC and creator video reached the top creative tier most often.

   How it works

   Losing products are paused within a week and budget moves to the winners. Only confirmed orders at the low budget unlock the next step. Statics are added after a video wins. 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 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹10L as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Cut regional-language versions of the winning video for the best-selling states. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across Month 2 to Month 4, the modelled budget rises gently, while return on spend holds. In three 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. The same winning idea reaches more buyers in their own language.

   How it works

   Regional cuts run beside the original winner. Proven ads stay while new ones are added. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, hold the gains and push toward ₹10L only as far as return allows. Keep a bank of ready creatives and rotate them in as ads tire. Build lookalikes from repeat buyers and retarget past buyers with new arrivals.

   Why

   From Month 5 growth slows while revenue is still under ₹10L. Budget stays about level over these months. In one account we measured, click-through fell before revenue did; refresh is how that is avoided. An order from a returning buyer costs the least.

   How it works

   The bank means a tired ad is replaced the week it tires. Past buyers see new arrivals before anyone else.

1. Month 1

   Learning month: a small daily budget carries the first ads, and store orders are matched to tracking. The daily sheet now matches platform revenue to store orders. The website audit, creative brief and media plan are shared.

   • Projected revenue ₹60,608
   • Projected ROAS 1.88x
   • Planned ad spend ₹32,244
2. Month 2

   Scaling starts: tired ads are refreshed from the creative bank. Budget rises to the point where return would start to give way: return on spend holds while budget steps up.

   • Projected revenue ₹68,580
   • Projected ROAS 1.87x
   • Planned ad spend ₹36,617
3. Month 3

   New creatives join the proven ones. Budget rises to the point where return would start to give way: return on spend holds while budget holds.

   • Projected revenue ₹74,163
   • Projected ROAS 1.88x
   • Planned ad spend ₹39,428
4. Month 4

   Regional-language versions of the winner go live.

   • Projected revenue ₹78,323
   • Projected ROAS 1.86x
   • Planned ad spend ₹42,151
5. Month 5

   Steady phase begins: creative refresh and repeat orders take on more of the work.

   • Projected revenue ₹80,469
   • Projected ROAS 1.89x
   • Planned ad spend ₹42,514
6. Month 6

   Static images are tested beside the winning video. Budget rises to the point where return would start to give way: return on spend holds while budget holds. ₹10L is not reached in the time, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹82,307
   • Projected ROAS 1.95x
   • Planned ad spend ₹42,242

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

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

3. 03

   Six interest clusters, from tech and gaming to fashion, plus a broad audience, with video and catalogue ads