Food & beverage case study: ₹5L to ₹6.5L monthly revenue in 2 months

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we do

   The first problem in this scenario is return on ad spend, so the opening week on this mid-sized store goes there. We add cart-value offers that step up at set basket sizes to lift order value. 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 mid-sized food and beverage brand grows monthly revenue in 2 months, from ₹5L to ₹10L (2x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the case study follows the pace of that top tenth, holds budget where return starts to slip, and does not force the number. The main problem in this scenario is return on ad spend. Higher order value lowers the share of each order that goes to ads. Every rupee of ads is capped by how well the store turns visits into orders.

   How it works

   The tiers follow real order values, not round numbers. The fix list goes to the brand's team in the opening weeks, ahead of any budget step.

2. 2

   Measurement & reviews · Week 1 to 9

   What we do

   We log store orders every day beside what the ad platform claims. We write week-by-week revenue numbers with the brand's team that climb from ₹5L to ₹10L, and open every review with the week-to-date number against them. We set the numbers on net sales after returns and cancellations, not on logged revenue.

   Why

   It did not report a return on ad spend, so the case study starts from what measured stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. A missed week shows up early instead of at the end of the case study.

   How it works

   The sheet is read before each budget change. Each budget step is argued against the written number. Each review opens with net sales against the month's number.

3. 3

   Creative testing · Week 1 to 4

   What we do

   We test with video, catalogue ads and UGC and creator video first, rising to a few dozen new ads a month by the last four weeks, with carousel watched closely since it returns less than the rest. We give each lead product its own campaign and read it weekly. We put most of the budget behind one broad video campaign of the core products, including a customer testimonial. The four learning weeks run on a small daily budget, stepping up only once orders confirm.

   Why

   A product nobody buys is visible within a week when it has its own campaign. An everyday product sells best when the algorithm is free to find its buyers. The first rupees are for finding the buyer, not for volume.

   How it works

   Budget follows the products that sell. The video that takes off is scaled; the tests around it are cut. Spend steps up only after orders confirm at the low budget. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Week 5 to 9

   What we do

   Through Week 5 to Week 9, we push as far toward ₹10L as return allows: the budget rises gently and return dips, and Instagram Reels carries the most spend and Facebook Reels the next. We raise budget only while return on spend holds, and cut it when return drops. We make regional-language versions of the winning video for the states that buy most.

   Why

   Across Week 5 to Week 9, the budget rises gently, and return on spend dips. Three of these weeks stop their budget step before return slips too far. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. Buyers respond to the same idea in their own language.

   How it works

   Each week's budget is set by the return the last one earned. Regional cuts run beside the original winner. Most of the last four weeks's spend sits on Instagram Reels, then Facebook Reels. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

1. Week 1

   First, the set-up: tracking is checked against store orders and the first ads go live on a small daily budget. Store orders and platform revenue are reconciled in the shared sheet. Store fixes go live: reviews, trust pointers and the prepaid offer.

   • Revenue ₹1.2L
   • ROAS 2.04x
   • Ad spend ₹61,107
2. Week 2

   First creative read: ads that do not convert are cut. Return on spend rises while budget holds.

   • Revenue ₹1.2L
   • ROAS 2.17x
   • Ad spend ₹55,848
3. Week 3

   Offers and store fixes switch on as the first orders confirm. Return on spend dips while budget steps up.

   • Revenue ₹1.2L
   • ROAS 1.98x
   • Ad spend ₹61,838
4. Week 4

   By the end of learning, the buyer is known and one ad has won. Return on spend rises while budget eases back.

   • Revenue ₹1.2L
   • ROAS 2.18x
   • Ad spend ₹53,806
5. Week 5

   Scaling starts: each budget move is read against the return it bought. Return on spend dips while budget steps up.

   • Revenue ₹1.3L
   • ROAS 2.04x
   • Ad spend ₹64,274
6. Week 6

   The weekly product read pauses the products that are not selling.

   • Revenue ₹1.5L
   • ROAS 2.02x
   • Ad spend ₹72,361
7. Week 7

   Regional-language versions of the winner go live. Budget goes up only as far as return can carry it: return on spend dips while budget steps up.

   • Revenue ₹1.7L
   • ROAS 1.90x
   • Ad spend ₹87,490
8. Week 8

   Each budget move is read against the return it bought. Budget goes up only as far as return can carry it: return on spend holds while budget holds.

   • Revenue ₹1.7L
   • ROAS 1.90x
   • Ad spend ₹87,777
9. Week 9

   Budget shifts to the products that sold this period. Budget goes up only as far as return can carry it: return on spend holds while budget holds. ₹10L is not reached in the time, because budget stops rising where return starts to slip. Cost per purchase ends close to the learning phase.

   • Revenue ₹1.7L
   • ROAS 1.94x
   • Ad spend ₹86,465

1. 1

   Cut regional-language versions of the winning creative for the best-selling states.

2. 2

   Kept remarketing on add-to-cart and checkout audiences (11.2x)

3. 3

   Video carries most creative spend in measured accounts across all industries.