Fashion & apparel case study: ₹1.5Cr to ₹3.01Cr monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   The first problem is marketing and social presence, so the opening month on this large store goes there. We start with a website audit, a creative brief and a monthly media schedule in the first week. We put best-sellers on product pages and lead with the one or two categories that already sell. We run short, dated bundle sales with an awareness lead-in instead of permanent discounts.

   Why

   A large fashion store grows monthly revenue in 1 year, from ₹1.5Cr to ₹7.5Cr (5x). The main problem is marketing and social presence. A written brief gives every later budget decision a reference point. Lead categories give prospecting ads a proven entry point.

   How it works

   The audit, the brief and the media schedule are shared before spend rises. Lead categories carry the first scaling months. Awareness ads run ahead of each short sale window.

2. 2

   Measurement & reviews · Month 1 to 12

   What we do

   We report net sales after returns, cancellations and tax next to store revenue and platform revenue. We agree a written number for every month on the way from ₹1.5Cr to ₹7.5Cr, and start each review with the month-to-date figure against it.

   Why

   With no return on ad spend reported, the case study begins at the level stores of that size hold. Returns, cancellations and tax cut logged revenue, so the numbers are set on net sales. Written monthly numbers expose a slow month while there is still time to act.

   How it works

   Budget decisions are read off net sales, not the ad platform alone. Each budget step is argued against the written number.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, catalogue ads and static image first, rising to well over a hundred new ads a month by the final month, keeping carousel on a short leash because its return trails the account. We run every lead product in a campaign of its own, read every week. We commission ads in batches, and read each batch for a set window before ordering the next. We brief creators for a steady run of UGC video, with regional-language cuts of the winners.

   Why

   Shared campaigns hide weak products; separate ones expose them fast. The read window keeps creative spending tied to evidence. Regular UGC keeps testing going, and a regional cut stretches a winning idea further.

   How it works

   Losing products are paused within a week and budget moves to the winners. Losing batches stop; winning ads take their budget. Winning UGC is cut into regional languages before new ideas are bought. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 8

   What we do

   We scale through Month 2 to Month 8 as far toward ₹7.5Cr as return allows 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 raise budget only while return on spend holds, and cut it when return drops. We recover abandoned checkouts with WhatsApp messages as traffic grows.

   Why

   Across Month 2 to Month 8, the budget climbs in steps, and return on spend falls as it does. Spend scaled in our accounts pushed cost per order up and return down, so no step is taken on hope. Parallel controls reveal which setup keeps cost per purchase down as spend grows.

   How it works

   The version that keeps cost per purchase lowest stays. Budget follows return month to month instead of a fixed ramp. WhatsApp recovery runs alongside paid retargeting, not instead of it. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

5. 5

   Steady state · Month 9 to 12

   What we do

   From Month 9, we hold the gains and push toward ₹7.5Cr only as far as return allows. We hold the numbers on net sales as volume grows, since returns rise with it. We hold a creative bank and swap tired ads out before click-through falls.

   Why

   Growth slows from Month 9, still short of ₹7.5Cr. Budget keeps rising, more slowly than in the scaling months. Net sales ran below logged store revenue in our accounts. One of our accounts showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

   Each review opens with net sales against the month's number. The bank means a tired ad is replaced the week it tires.

1. Month 1

   The learning phase opens: tracking is checked against store orders and the first ads go live on a small daily budget. Net sales after returns are matched to logged revenue. The audit, brief and media schedule are agreed with the brand's team.

   • Revenue ₹1.5Cr
   • ROAS 3.95x
   • Ad spend ₹37.9L
2. Month 2

   The scaling phase opens: each budget move is read against the return it bought. Budget holds and return on spend holds.

   • Revenue ₹1.56Cr
   • ROAS 3.86x
   • Ad spend ₹40.3L
3. Month 3

   The winning UGC runs in regional-language versions. Budget steps up and return on spend dips.

   • Revenue ₹1.61Cr
   • ROAS 3.43x
   • Ad spend ₹46.8L
4. Month 4

   Bid-cap and cost-cap versions run beside open bidding. Budget holds and return on spend rises.

   • Revenue ₹1.78Cr
   • ROAS 3.61x
   • Ad spend ₹49.3L
5. Month 5

   Abandoned checkouts get WhatsApp follow-ups.

   • Revenue ₹1.89Cr
   • ROAS 3.60x
   • Ad spend ₹52.6L
6. Month 6

   Tired ads are refreshed from the creative bank. Budget steps up and return on spend dips.

   • Revenue ₹2.15Cr
   • ROAS 3.26x
   • Ad spend ₹66L
7. Month 7

   A new batch goes live after the last one is read. Budget holds and return on spend holds.

   • Revenue ₹2.26Cr
   • ROAS 3.23x
   • Ad spend ₹70.1L
8. Month 8

   The weekly product read pauses the products that are not selling. Budget steps up and return on spend dips.

   • Revenue ₹2.5Cr
   • ROAS 2.95x
   • Ad spend ₹84.5L
9. Month 9

   From here the work shifts to keeping ads fresh and bringing buyers back. Budget holds and return on spend rises.

   • Revenue ₹2.71Cr
   • ROAS 3.07x
   • Ad spend ₹88.2L
10. Month 10

    Budget is reviewed against return before the next step. Budget steps up and return on spend dips.

    • Revenue ₹2.86Cr
    • ROAS 2.94x
    • Ad spend ₹97.5L
11. Month 11

    The winning UGC runs in regional-language versions. Budget holds and return on spend rises.

    • Revenue ₹2.92Cr
    • ROAS 3.10x
    • Ad spend ₹94.1L
12. Month 12

    Bid-cap and cost-cap versions run beside open bidding. Budget holds and return on spend dips. Revenue ends below ₹7.5Cr, the number the brand set. Cost per purchase ends higher than in the learning phase.

    • Revenue ₹3.01Cr
    • ROAS 2.93x
    • Ad spend ₹1.03Cr

1. 1

   Tracked net sales beside Shopify revenue and set the numbers on the lower figure

2. 2

   Test bidding controls (cost caps, bid caps, CBO against ABO) side by side before scaling.

3. 3

   We pause styles with high return-to-origin and test replacement styles in their own campaigns.