Fashion & apparel case study: plan for Up to ₹1L to ₹57,678 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Set up the base for a smaller fashion store before any budget rises. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Put best-sellers on product pages and lead with the one or two categories that already sell.

   Why

   The enquiry came from a smaller fashion brand that wants to grow monthly revenue in 3 months, from Up to ₹1L to Under ₹20L (40x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan follows the pace of that top tenth rather than forcing the target. The booking gave no single problem, so the plan starts from the numbers. Later budget calls need something written to be judged against. Lead categories give prospecting ads a proven entry point.

   How it works

   All three are shared with the brand's team before any budget step. Lead categories carry the first scaling months.

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. Write month-by-month targets with the brand's team that climb from Up to ₹1L to Under ₹20L, and open every review with the month-to-date number against them. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   No return on ad spend was given at booking; the starting return is what measured fashion 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. Written targets make each scaling decision explicit. 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, catalogue ads and static image first, rising to about a dozen new ads a month by the final month, with every format close to the account's return. Run every lead product in a campaign of its own, read every week. Lead with video that carries trust: creators, customer feedback and founder-led pieces. Commission ads in batches, and read each batch for a set window before ordering the next.

   Why

   Shared campaigns hide weak products; separate ones expose them fast. Trust-carrying video held return in most measured accounts. Buying more before a batch is read means paying for guesses.

   How it works

   Budget follows the products that sell. Low-quality UGC is pulled and founder-led video takes its place. Losing batches stop; winning ads take their budget. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Through Month 2 to Month 3, push toward Under ₹20L: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Tie every budget increase to return: step up while it holds, step back when it drops. Recover abandoned checkouts with WhatsApp messages as traffic grows.

   Why

   In Month 2 to Month 3 the modelled budget rises gently, while return on spend holds. Two of these months stop their budget step where return would slip too far. Each budget step here is sized so that return stays close to where it was. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout.

   How it works

   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.

1. Month 1

   First, the set-up: a small daily budget carries the first ads, and store orders are matched to tracking. The daily sheet now matches platform revenue to store orders. Lead categories get their own campaigns.

   • Projected revenue ₹49,175
   • Projected ROAS 1.88x
   • Planned ad spend ₹26,137
2. Month 2

   Scaling starts: abandoned checkouts get WhatsApp follow-ups. The budget step stops where return would slip: budget steps up and return on spend holds.

   • Projected revenue ₹54,335
   • Projected ROAS 1.87x
   • Planned ad spend ₹29,044
3. Month 3

   A new batch goes live after the last one is read. The budget step stops where return would slip: budget holds and return on spend holds. The plan finishes short of Under ₹20L: budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹57,678
   • Projected ROAS 1.87x
   • Planned ad spend ₹30,877

1. 01

   Keep Video as the main format: it carried most creative spend and also reached the top creative tier most often in this industry's measured accounts.

2. 02

   Read Meta against Shopify every week

3. 03

   Meta in four layers: creative testing, scaling, mid-funnel and catalogue retargeting