Food & beverage case study: plan for ₹2Cr to ₹4Cr monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at return on ad spend, the problem named at booking, on a large base. Get the store ready for paid traffic first: reviews and trust pointers on product pages, a visible return window, an about page and a reason to pay upfront. Mark the festive and wedding dates first and have seasonal collections ready ahead of them.

   Why

   A large food and beverage brand came to us to grow monthly revenue in 6 months, from ₹2Cr to ₹4Cr (2x). Our fastest-growing tenth of measured accounts reached that pace in the same time. The main problem named at booking was return on ad spend, followed by tracking and attribution. Every rupee of ads is capped by how well the store turns visits into orders. Demand in this category rises and falls with the festive calendar.

   How it works

   The fix list goes to the brand's team in the opening weeks, ahead of any budget step. Each peak has its campaign ready before it starts.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Check the pixel against store orders and close the gaps before reading any campaign. Report net sales after returns, cancellations and tax next to store revenue and platform revenue. Write month-by-month targets with the brand's team that climb from ₹2Cr to ₹4Cr, and open every review with the month-to-date number against them.

   Why

   The return on ad spend it reported sits below what measured stores of that size hold, so the plan starts there and rebuilds return before budget rises. Broken tracking makes good campaigns look weak and weak ones look good. In measured accounts net sales ran below logged store revenue, so targets sit on the lower number.

   How it works

   No campaign is judged until pixel purchases match store orders. Budget decisions are read off net sales, not the ad platform alone. The target for the month is on the page at every review.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, catalogue ads and UGC and creator video 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. Separate the lead products into their own campaigns and review each one weekly. Put most of the budget behind one broad video campaign of the core products, including a customer testimonial. The learning month runs with a deliberately small daily budget until orders prove the buyer.

   Why

   Products that do not sell show up inside a week, not after a month of shared budget. Broad delivery lets the algorithm find buyers for an everyday product. Early spend buys learning, not scale.

   How it works

   A product that does not sell is paused inside the week. The video that takes off is scaled; the tests around it are cut. The low budget stays until orders confirm the buyer. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹4Cr as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Facebook Feed the next. Tie every budget increase to return: step up while it holds, step back when it drops. Front-load about a third of each month's budget into the first week.

   Why

   In Month 2 to Month 4 the modelled budget rises gently, while return on spend holds. Return holds through these months because each budget step stops where return would slip. Early-month demand is stronger for repeat consumables.

   How it works

   Each month's budget is set by the return the last one earned. The monthly budget curve is weighted to the opening days. 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 5 to 6

   What we'd do

   From Month 5, reach ₹4Cr while keeping return where it is. Hold targets on net sales as volume grows, since returns rise with it. Stop pushing budget once return has peaked.

   Why

   At Month 5 revenue is close to ₹4Cr. Budget keeps rising, more slowly than in the scaling months. Net sales ran below logged store revenue in our measured accounts. Return on spend fell from its peak month in most of our engagements; peaks do not hold.

   How it works

   Each review opens with net sales against the target. Budget stays at the level of the best return and is trimmed when it slips.

1. Month 1

   First, the set-up: a small daily budget carries the first ads, and store orders are matched to tracking. Store fixes go live: reviews, trust pointers and the prepaid offer. Net sales are reconciled against logged revenue.

   • Projected revenue ₹2Cr
   • Projected ROAS 2.50x
   • Planned ad spend ₹79.8L
2. Month 2

   Scaling begins: budget is reviewed against return before the next step. Budget holds and return on spend rises.

   • Projected revenue ₹2.06Cr
   • Projected ROAS 2.72x
   • Planned ad spend ₹75.8L
3. Month 3

   Budget shifts to the products that sold this period. Budget steps up and return on spend rises.

   • Projected revenue ₹2.51Cr
   • Projected ROAS 2.92x
   • Planned ad spend ₹85.9L
4. Month 4

   The budget decision is taken on the return the last step earned. Revenue is now past halfway from ₹2Cr to ₹4Cr.

   • Projected revenue ₹3.26Cr
   • Projected ROAS 2.57x
   • Planned ad spend ₹1.27Cr
5. Month 5

   The plan moves into its steady phase, leaning on refreshed ads and repeat buyers.

   • Projected revenue ₹3.99Cr
   • Projected ROAS 2.35x
   • Planned ad spend ₹1.7Cr
6. Month 6

   Each budget move is read against the return it bought. Budget is raised only as far as return allows: budget holds and return on spend holds. The plan projects reaching the ₹4Cr target. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹4.17Cr
   • Projected ROAS 2.44x
   • Planned ad spend ₹1.71Cr

1. 01

   Front-load about a third of each month's budget into the first week.

2. 02

   Put most of the budget behind one broad video campaign of the core products, and scale a video that takes off.

3. 03

   Cost per order stayed well above what a low-price consumable can carry.