Fashion & apparel case study: ₹5Cr to ₹8Cr monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We start with creative and content, which the brand in this scenario named first, before anything else on this large store. We put the website audit, the creative brief and the monthly media schedule in place before spend moves. Before budget rises, we close the gaps that stop a visitor buying: missing reviews, an unclear return window, no about page and no prepaid incentive.

   Why

   A large fashion store grows monthly revenue in 3 months, from ₹5Cr to ₹8Cr (+60%). At least one in four of our measured accounts grew that fast over the same time. The main problem was creative and content, followed by marketing and social presence. Later budget calls need something written to be judged against. Every rupee of ads is capped by how well the store turns visits into orders.

   How it works

   All three are shared with the brand's team before any budget step. Fixes are listed and handed over early, so later budget lands on a store that converts.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We set the path from ₹5Cr to ₹8Cr as written monthly numbers, and read every review against the month so far. We report net sales after returns, cancellations and tax next to store revenue and platform revenue. We check the reported return on spend against store revenue before any budget moves.

   Why

   Its reported return on ad spend is in line with what measured stores of that size hold, so the case study starts there. Written monthly numbers expose a slow month while there is still time to act. Returns, cancellations and tax cut logged revenue, so the numbers are set on net sales.

   How it works

   Each budget step is argued against the written number. Net sales, not platform revenue, decide each budget step. 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 lead the testing layer with video, catalogue ads and static image, building to well over a hundred new ads a month by the final month, when monthly revenue runs at about ₹8Cr, with carousel watched closely since it returns less than the rest. We buy creative in batches and give each batch a fixed read window before buying more. We keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. We lead with video that carries trust: creators, customer feedback and founder-led pieces.

   Why

   The read window keeps creative spending tied to evidence. Regular UGC keeps testing going, and a regional cut stretches a winning idea further. Video built on trust was the format that held return in most measured accounts.

   How it works

   Batches that do not convert are cut; winners get the budget. Regional cuts of a winner come before new ideas. Weak UGC is swapped for founder-led video rather than scaled. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we do

   We scale through Month 2 to Month 3 toward ₹8Cr as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. We test cost caps, bid caps and CBO against ABO side by side before each budget step. We let return decide budget: more while it holds, less when it slips.

   Why

   In Month 2 to Month 3 the budget climbs in steps, and return on spend falls as it does. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. Controls show which setup holds cost per purchase as spend rises.

   How it works

   Controls run as parallel versions and the one that holds cost is kept. Each month's budget is set by the return the last one earned. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. Reported and store-side returns are reconciled. Net sales are reconciled against logged revenue.

   • Revenue ₹4.9Cr
   • ROAS 3.58x
   • Ad spend ₹1.37Cr
2. Month 2

   Scaling starts: new creator and customer-feedback videos join the account. Return on spend falls while budget steps up sharply. Revenue is now past halfway from ₹5Cr to ₹8Cr.

   • Revenue ₹6.84Cr
   • ROAS 3.12x
   • Ad spend ₹2.19Cr
3. Month 3

   Cost caps and bid caps are tested against open bidding. Return on spend dips while budget steps up. The case study reaches ₹8Cr a month. Each order costs more by the end than it did while learning.

   • Revenue ₹8.35Cr
   • ROAS 2.85x
   • Ad spend ₹2.93Cr

1. 1

   Run creator, customer-feedback and founder-led video; replace low-quality UGC with founder-led video when sales soften.

2. 2

   Run short bundle sales with an awareness lead-in rather than permanent discounts.

3. 3

   Instagram Reels carries the largest share of spend in this industry's measured accounts.