Electronics case study: ₹4L to ₹14.2L monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   The first problem in this scenario is a clear strategy, so the opening month on this smaller store goes there. We start with a website audit, a creative brief and a monthly media schedule in the first week. We split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. We fix the store before scaling: trust pointers, reviews, a clear return window, an about page and a prepaid incentive.

   Why

   In this case study, a smaller electronics brand grows monthly revenue in 12 months, from ₹4L to ₹80L–₹1Cr (22.5x). 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 main problem in this scenario is a clear strategy. Later budget calls need something written to be judged against. Separate layers stop prospecting and retargeting competing for the same budget.

   How it works

   The audit, the brief and the media schedule are shared before spend rises. Warm layers run beside prospecting, not instead of it. Site fixes are handed over in the first weeks, before budget rises.

2. 2

   Measurement & reviews · Month 1 to 12

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We agree a written number for every month on the way from ₹4L to ₹80L–₹1Cr, and start each review with the month-to-date figure against it. We match the return the brand in this scenario reports to what the store actually took in, before touching budget.

   Why

   The return on ad spend it reported sits above what measured electronics stores of that size hold; the case study starts from it and allows for some of it to give way as spend rises. 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 case study.

   How it works

   The sheet is read before each budget change. Each budget step is argued against the written number. The reported return and the store-side return are read side by side every week.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, static image and catalogue ads first, rising to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We test several interest clusters against a broad audience, with video and catalogue ads. We commission ads in batches, and read each batch for a set window before ordering the next. We run static images next to the video ads.

   Why

   Buyers split by use case, so clusters show which one buys before budget is committed. A fixed window stops spend chasing a creative before it has been read. Across measured accounts in all industries, static images reached the top creative tier most often.

   How it works

   Clusters are read against broad before the scaling budget is set. Batches that do not convert are cut; winners get the budget. Statics are added after a video wins. More spend buys more new ads, led by video ahead of static image.

4. 4

   Scaling · Month 2 to 8

   What we do

   Through Month 2 to Month 8, we push toward ₹80L–₹1Cr: the budget climbs steeply and return falls, and Instagram Reels carries the most spend and Facebook Feed the next. We raise budget only while return on spend holds, and cut it when return drops. We set spend against stock with a product-level stock count, and scale with bundle offers and a cost-control campaign. As spend rises, we mix new creatives in with the proven ones before the old ones tire.

   Why

   In Month 2 to Month 8 the budget climbs steeply, and return on spend falls as it does. Budget is part-stepped in three of these months, taking only what return can carry. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. Bundles lift order value and a cost-control campaign holds cost per purchase as spend rises.

   How it works

   Budget follows return month to month instead of a fixed ramp. Spend is set against stock by product. Proven ads stay while new ones are added. In the final month, Instagram Reels takes the most spend and Facebook Feed the next most. Most spend reaches people who have not bought yet; past visitors return more per rupee.

5. 5

   Steady state · Month 9 to 12

   What we do

   From Month 9, we protect the revenue already built and move toward ₹80L–₹1Cr where return permits. We keep spend tied to stock with the product-level stock count. We keep a bank of ready creatives and rotate them in as ads tire.

   Why

   Growth slows from Month 9, still short of ₹80L–₹1Cr. Budget stays about level over these months. A sold-out product wastes the spend behind it. In one account we measured, click-through fell before revenue did; refresh is how that is avoided.

   How it works

   Spend is reset against stock each month. The bank means a tired ad is replaced the week it tires.

1. Month 1

   Learning month: tracking is checked against store orders and the first ads go live on a small daily budget. The layered account is in place, with retargeting beside prospecting. The media schedule and creative brief are signed off.

   • Revenue ₹4.1L
   • ROAS 4.03x
   • Ad spend ₹1L
2. Month 2

   The scaling phase opens: bundle offers run with a cost-control campaign. Return falls as the budget steps up.

   • Revenue ₹4.8L
   • ROAS 3.29x
   • Ad spend ₹1.5L
3. Month 3

   The creative bank supplies this period's refresh.

   • Revenue ₹6.3L
   • ROAS 2.86x
   • Ad spend ₹2.2L
4. Month 4

   Fresh ads are mixed in beside the proven set. Return falls as the budget steps up sharply.

   • Revenue ₹9L
   • ROAS 2.50x
   • Ad spend ₹3.6L
5. Month 5

   Budget is reviewed against return before the next step.

   • Revenue ₹13.7L
   • ROAS 2.28x
   • Ad spend ₹6L
6. Month 6

   Static images are tested beside the winning video. The step is sized by what return can bear: return holds as the budget holds.

   • Revenue ₹13.9L
   • ROAS 2.25x
   • Ad spend ₹6.2L
7. Month 7

   The creative batch is read and the winners keep the budget.

   • Revenue ₹14.2L
   • ROAS 2.25x
   • Ad spend ₹6.3L
8. Month 8

   Bundle offers run with a cost-control campaign.

   • Revenue ₹14.1L
   • ROAS 2.19x
   • Ad spend ₹6.4L
9. Month 9

   From here the work shifts to keeping ads fresh and bringing buyers back.

   • Revenue ₹14.1L
   • ROAS 2.13x
   • Ad spend ₹6.6L
10. Month 10

    Ads with falling click-through are swapped from the bank. Because a larger budget does not earn its keep at this return, return holds as the budget holds.

    • Revenue ₹14.1L
    • ROAS 2.18x
    • Ad spend ₹6.5L
11. Month 11

    Fresh ads are mixed in beside the proven set.

    • Revenue ₹14.6L
    • ROAS 2.26x
    • Ad spend ₹6.5L
12. Month 12

    Each budget move is read against the return it bought. The step is sized by what return can bear: return holds as the budget holds. ₹80L–₹1Cr is not reached in the time, because budget stops rising where return starts to slip. Cost per purchase ends higher than in the learning phase.

    • Revenue ₹14.2L
    • ROAS 2.17x
    • Ad spend ₹6.5L

1. 1

   Ask for a product-level festive stock count so spend follows stock.

2. 2

   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. 3

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