Beauty & skincare case study: plan for ₹2.5L to ₹3.2L 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. 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 ₹2.5L to ₹10L (4x). 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. A written brief gives every later budget decision a reference point. A larger basket spreads the cost of each order over more revenue.

   How it works

   The audit, the brief and the media plan are shared before spend rises. The tiers follow real order values, not round numbers.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Set the path from ₹2.5L to ₹10L as written monthly targets, and read every review against the month so far. Set a written rule: no budget step in a month where return would fall too far to pay for 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. Ad platforms claim more orders than stores record, so the store number decides budget. Written targets expose a slow month while there is still time to act.

   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, with carousel watched closely since it returns less than the rest. Buy creative in batches and give each batch a fixed read window before buying more. Test static images beside video. Separate the lead products into their own campaigns and review each one weekly.

   Why

   A fixed window stops spend chasing a creative before it has been read. Among the beauty and skincare accounts we measured, UGC and creator video was the format most often in the top creative tier. Shared campaigns hide weak products; separate ones expose them fast.

   How it works

   Only ads that convert inside the window keep running. Statics are added after a video wins. A product that does not sell is paused inside the week. More spend buys more new ads, led by video ahead of static image.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Through Month 2 to Month 3, push as far toward ₹10L as return allows: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   In Month 2 to Month 3 the modelled 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 target needs. Return holds through these months because each budget step stops where return would slip. More spend means the same people see an ad more often, and click-through fades.

   How it works

   Budget follows return month to month instead of a fixed ramp. Proven ads stay while new ones are added. 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

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. The media plan and creative brief are signed off. Basket-size offers switch on at checkout.

   • Projected revenue ₹2.4L
   • Projected ROAS 1.93x
   • Planned ad spend ₹1.2L
2. Month 2

   Scaling starts: budget is reviewed against return before the next step. The budget step stops where return would slip: return holds as the budget steps up.

   • Projected revenue ₹2.6L
   • Projected ROAS 1.87x
   • Planned ad spend ₹1.4L
3. Month 3

   Budget shifts to the products that sold this period. The budget step stops where return would slip: return holds as the budget steps up. Revenue ends below ₹10L, the target set at enquiry, because budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹3.2L
   • Projected ROAS 1.88x
   • Planned ad spend ₹1.7L

1. 01

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

2. 02

   Audiences built on the buyer's life and profession rather than health-condition interests

3. 03

   Website audit, creative brief and a monthly media plan from week one