Beauty & skincare case study: ₹20,000 to ₹23,937 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   Before budget rises, we get the smaller beauty and skincare store ready to convert paid traffic. We open with three documents: a website audit, a creative brief and a media schedule by month. We set basket-size offers that reward a second and third item in the cart.

   Why

   In this case study, a smaller beauty and skincare brand grows monthly revenue in 3 months, from ₹20,000 to ₹5L (25x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the case study follows the pace of that top tenth rather than forcing the number. The brand in this scenario named no single problem, so the case study starts from the numbers. 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

   All three are shared with the brand's team before any budget step. Offers are tuned to the order values that already sell.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We set the path from ₹20,000 to ₹5L as written monthly numbers, and read every review against the month so far. We track ad-platform revenue beside store orders in a shared daily sheet. We raise budget in a month only while return holds; where it slips too far, we hold it.

   Why

   It did not report a return on ad spend, so the case study starts from what measured beauty and skincare stores of that size hold. Written monthly numbers expose a slow month while there is still time to act. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

   Each budget step is argued against the written number. The sheet is read before each budget change. Where return slips too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we do

   We lead the testing layer with video, static image and carousel, building to about a dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We commission ads in batches, and read each batch for a set window before ordering the next. We run creator, customer-feedback and founder-led video. We give each lead product its own campaign and read it weekly.

   Why

   Buying more before a batch is read means paying for guesses. In most accounts we measured, video that carried trust held its return. A product nobody buys is visible within a week when it has its own campaign.

   How it works

   Batches that do not convert are cut; winners get the budget. Weak UGC is swapped for founder-led video rather than scaled. A product that does not sell is paused inside the week. 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 do

   We scale through Month 2 to Month 3 toward ₹5L as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. We raise budget only while return on spend holds, and cut it when return drops. We refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across Month 2 to Month 3, the budget rises gently, while return on spend holds. In two of these months budget goes up only as far as return allows, so revenue grows more slowly than the brand's number needs. Each budget step here is sized so that return stays close to where it was. Frequency climbs with spend, and tired ads lose click-through first.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. 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.

1. Month 1

   First, the set-up: tracking is checked against store orders and the first ads go live on a small daily budget. The daily sheet now matches platform revenue to store orders. The cart-value tiers are live.

   • Revenue ₹19,977
   • ROAS 1.93x
   • Ad spend ₹10,349
2. Month 2

   Scaling begins: the budget decision is taken on the return the last step earned. Budget is raised only as far as return allows: budget steps up and return on spend holds.

   • Revenue ₹21,470
   • ROAS 1.86x
   • Ad spend ₹11,518
3. Month 3

   Products that do not sell are paused and budget moves to the winners. Budget is raised only as far as return allows: budget holds and return on spend rises. Revenue ends below ₹5L, the number this scenario calls for, because budget stops rising where return starts to slip. Each order costs about what it did while learning.

   • Revenue ₹23,937
   • ROAS 1.96x
   • Ad spend ₹12,211

1. 1

   After a fall: pick hero categories, fix the pixel, and bring in festive creator content.

2. 2

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

3. 3

   Ran catalogue campaigns by collection, with best sellers and video for key categories