Ethnic wear case study: ₹8.3L to ₹1.4Cr monthly revenue in 8 months
Start to month 8
Months in between are calculated from the starting and ending month.
Revenue by month
| Month | Ad spend | Revenue | Change on the month | Revenue per ₹1 of ad spend | ≈ Orders | ≈ Cost per order |
|---|---|---|---|---|---|---|
| Start | ₹2,90,000 | ₹8,30,000 | – | ₹2.86 | 533 | ₹544 |
| Month 1 | ₹3,91,000 | ₹11,81,000 | +₹3,51,000 | ₹3.02 | 758 | ₹516 |
| Month 2 | ₹5,28,000 | ₹16,82,000 | +₹5,01,000 | ₹3.19 | 1,080 | ₹489 |
| Month 3 | ₹7,12,000 | ₹23,94,000 | +₹7,12,000 | ₹3.36 | 1,540 | ₹463 |
| Month 4 | ₹9,60,000 | ₹34,08,000 | +₹10,14,000 | ₹3.55 | 2,190 | ₹439 |
| Month 5 | ₹12,95,000 | ₹48,51,000 | +₹14,43,000 | ₹3.75 | 3,110 | ₹416 |
| Month 6 | ₹17,48,000 | ₹69,05,000 | +₹20,54,000 | ₹3.95 | 4,430 | ₹394 |
| Month 7 | ₹23,57,000 | ₹98,28,000 | +₹29,23,000 | ₹4.17 | 6,310 | ₹374 |
| Month 8 | ₹31,80,000 | ₹1,39,90,000 | +₹41,62,000 | ₹4.40 | 8,980 | ₹354 |
| Total, months 1–8 | ₹1,11,71,000 | ₹4,42,39,000 | – | ₹3.96 | 28,400 | ₹393 |
| Change | +₹28,90,000 | +₹1,31,60,000 | – | – | – | – |
Analysis
What the numbers show
This ethnic wear brand was making ₹8.3L a month in revenue when we started. After 8 months of Ad videos, performance marketing and Shopify CRO, in 2024, it made ₹1.4Cr a month.
Monthly revenue went from ₹8.3L to ₹1.4Cr in 8 months. Month 8 was 16.9 times the starting month, ₹1.32Cr more than the month we started (+1,586%). On average, revenue rose 42.3% a month.
On ads, the brand spent ₹2.9L in the starting month and ₹31.8L in month 8. Revenue per ₹1 of ad spend went from ₹2.86 to ₹4.40: revenue rose faster than ad spend.
Funnel, ad view to order month 8
Ad spend, month 8 ₹31.8LStart ₹2.9L
- Ad views ≈ 1,34,00,000Start ≈ 12,20,000
- Clicks to the store ≈ 2,67,000≈ 2% of ad views Start ≈ 24,400
- Orders ≈ 8,980≈ 3.4 orders for every 100 clicks Start ≈ 533
Revenue, month 8 ₹1.4CrStart ₹8.3L
Investment
Where the budget goes
New-customer ads ≈ 76%Return-visitor ads ≈ 12%Creative tests ≈ 12%
| Part of the budget | Share of ad spend | Ad spend, 8 months | Ad spend, month 8 |
|---|---|---|---|
| New-customer ads | ≈ 76% | ≈ ₹84.9L | ≈ ₹24.2L |
| Return-visitor ads | ≈ 12% | ≈ ₹13.4L | ≈ ₹3.8L |
| Creative tests | ≈ 12% | ≈ ₹13.4L | ≈ ₹3.8L |
- New-customer ads. Most of the budget goes to the campaign that finds new customers. It carries the ads that have already proved they sell.
- Return-visitor ads. Reviews, demos, offer reminders and catalogue ads for people who visited, added to cart or watched a video. Past buyers are left out.
- Creative tests. New ads start in their own test on a small daily budget, so a weak batch never drags down the campaign that pays the bills.
Revenue per ₹1
Ad spend and revenue start and month 8
- Ad spend, start₹2,90,000
- Revenue, start₹8,30,000₹2.86 of revenue for each ₹1 of ad spend
- Ad spend, month 8₹31,80,000
- Revenue, month 8₹1,39,90,000₹4.40 of revenue for each ₹1 of ad spend
Revenue for each ₹1 of ad spend: ₹4.40 in month 8, against ₹2.86 at the start
Creative: how we run it and why
What we make
- We make ad videos, creator videos, static images, carousels and catalogue ads.
- Our ad videos are creator testimonials, product demos, problem and fix videos, unboxings and founder-led videos.
- Every script has five beats: the opening, the problem, the product, the proof and the offer. The opening changes most, so that is what we test.
- The edit desk cuts every video into opening versions, and each version runs as its own test.
- For ethnic wear we make occasion edits for festivals, weddings and pujas, and the creative changes by region around Eid, Durga Puja and Navratri.
- Catalogue ads from a clean product feed show each person the pieces closest to what they viewed.
- Try-on videos show the size on screen, and fabric close-ups show the texture and how it falls.
- Video55.2%
- Catalogue ads27%
- Static images9%
- Creator videos3.8%
- Carousels1.6%
How we keep the winners and replace tired ads
- The openings come at the buyer from different sides: the problem and its fix, curiosity, proof from other buyers and the plain benefit.
- New ads go live in their own test on a small daily budget, with the same money for each idea.
- We judge each idea after five to seven days, once it has spent two to three times the cost per purchase we agree with the brand.
- When an ad is shown more often and fewer people click, it is wearing out. Its replacement goes live before it stops selling.
- We change the smallest part that has stopped working. A new opening comes first, then a new middle, then a new idea.
- Refreshed ads go up as new ads, so the old winner keeps selling while the new one proves itself.
- Before we add budget, we check the landing pages and the checkout.
Why we run it this way
- Ads tire, and one winner rarely lasts more than a few weeks at high spend.
- Across the client ad accounts we have run, the top 10% of ads take 53% of the ad spend, and 3 in 4 ads stop running within a month.
- When ads bring clicks but no sales, the problem is often after the click: a slow mobile page, an offer that loses to marketplace prices or a checkout without Cash on Delivery.
- On Meta the ad itself decides who sees it, so new ads are the main lever we have.
How we run it, and how it works
What we ran for this brand: Ad videos, performance marketing and Shopify CRO, for 8 months, with ad spend going from ₹2.9L to ₹31.8L a month. Here is how we run it.
Read the account first
What we do
We get access to the ad account and the store, check that sales are recorded correctly, and read the past campaigns before we change anything.
Clothes on real people
What we do
Creators wear the product in their own life, which reads as a recommendation, and we judge return on ad spend on revenue kept after returns, not on orders placed.
Scripts first, approved by the brand
What we do
Our in-house team writes every script and its opening lines, and each brand approves every script before we shoot.
Several openings per video
What we do
Each video gets several openings, and each opening runs as its own ad.
A checkout that converts
What we do
Fewer steps to pay, trust badges and payment icons where people decide, Cash on Delivery with one-click checkout, and cart recovery switched on.
Fast on every phone
What we do
Every page is checked for how fast it shows and how fast a tap gets a response, and the store is tested on phones, tablets and desktop.
Every sale recorded
What we do
The Meta Pixel, the Conversions API, Google Ads and GA4 are set up and tested with purchase value.
How it works
The team that runs the campaigns also writes, shoots and edits the ads, all in-house in Surat, so what the numbers show goes straight into the next ad.
Month by month
- Start
The month we started work with the brand.
- Revenue ₹8.3L
- Ad spend ₹2.9L
- Revenue per ₹1 of ad spend ₹2.86
- Month 1
Campaigns go live in the first week, and the first batch of new ads goes into its own test. The first batch of ad videos is briefed in the first week, and the brand signs off every script before the shoot. In the first week we audit the store for conversion, and we check the landing pages and the checkout before we add budget.
- Revenue ₹11.8L
- Ad spend ₹3.9L
- Revenue per ₹1 of ad spend ₹3.02
- Month 2
The next batches of ads build on what won in the first month. Ads that did not sell are switched off, and the budget moves to the winners. Each month we check the store again for speed and for the steps to checkout. Monthly revenue passed 2 times the starting month.
- Revenue ₹16.8L
- Ad spend ₹5.3L
- Revenue per ₹1 of ad spend ₹3.19
- Month 3
More budget goes behind the ads that sell, one step at a time, while the return holds. We test new angles and offers, and get the ads ready for the next sale season.
- Revenue ₹23.9L
- Ad spend ₹7.1L
- Revenue per ₹1 of ad spend ₹3.36
- Month 4
The budget goes up in steps, and only while the return holds. Monthly revenue passed 3 times the starting month.
- Revenue ₹34.1L
- Ad spend ₹9.6L
- Revenue per ₹1 of ad spend ₹3.55
- Month 5
The month opens with a review call that starts with what has not worked. Monthly revenue passed 5 times the starting month.
- Revenue ₹48.5L
- Ad spend ₹13L
- Revenue per ₹1 of ad spend ₹3.75
- Month 6
A new batch of ads goes live and is judged in a fixed window.
- Revenue ₹69.1L
- Ad spend ₹17.5L
- Revenue per ₹1 of ad spend ₹3.95
- Month 7
Monthly revenue passed 10 times the starting month.
- Revenue ₹98.3L
- Ad spend ₹23.6L
- Revenue per ₹1 of ad spend ₹4.17
- Month 8 2024
Monthly revenue in month 8: ₹1.4Cr, 16.9 times the starting month.
- Revenue ₹1.4Cr
- Ad spend ₹31.8L
- Revenue per ₹1 of ad spend ₹4.40
How to read these numbers
Monthly revenue is the brand’s revenue in one month: ₹8.3L in the month we started and ₹1.4Cr in month 8, in 2024.
Ad spend is what went into ads in the same month: ₹2.9L at the start and ₹31.8L in month 8. Revenue per ₹1 of ad spend is that month’s revenue divided by its ad spend: ₹2.86 at the start and ₹4.40 in month 8.
Month 8’s revenue divided by the starting month’s gives the times figure (16.9x). The average monthly rise from the start to month 8 is 42.3%. Total revenue is months 1 to 8 added up (₹4.42Cr).
Orders are revenue divided by the average order value (≈ ₹1,558). Clicks are ad spend divided by the cost per click (≈ ₹11.90), and ad views are clicks divided by the click rate (≈ 2%). Cost per order is ad spend divided by orders.
Questions founders ask
How long did it take?+
8 months. The ending month was in 2024.
What did we run for this brand?+
Ad videos, performance marketing and Shopify CRO.
How much did ad spend change?+
From ₹2.9L in the starting month to ₹31.8L in month 8.
How much revenue came for each ₹1 of ad spend?+
₹2.86 at the start and ₹4.40 in month 8.
This work ran on our ad video, performance marketing and Shopify development services. Our fashion brand guide explains how we run brands in this category. Want to talk about your brand? Book a call.
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