Food & beverage case study: plan for ₹4L to ₹8L monthly revenue in 1 year

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Start with marketing and social presence, which the booking named first, before anything else on this smaller store. Open with three documents: a website audit, a creative brief and a media plan by month. Add cart-value offers that step up at set basket sizes to lift order value. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting.

   Why

   A smaller food and beverage brand came to us to grow monthly revenue in 1 year, from ₹4L to ₹8L (2x). One in four of the accounts we measured grew at least that fast in the same time. The problem named at booking was marketing and social presence. Without a brief, each creative and budget decision starts from scratch. A larger basket spreads the cost of each order over more revenue.

   How it works

   All three are shared with the brand's team before any budget step. Tier levels are set just above the basket sizes buyers already reach. Retargeting sits next to prospecting and never replaces it.

2. 2

   Measurement & targets · Month 1 to 12

   What we'd do

   Log store orders every day beside what the ad platform claims. Write month-by-month targets with the brand's team that climb from ₹4L to ₹8L, and open every review with the month-to-date number against them.

   Why

   It did not report a return on ad spend, so the plan starts from what measured food and beverage 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

   Every budget call starts from the store's orders. Written targets make each scaling decision explicit.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, catalogue ads and UGC and creator video first, rising to a few dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Put most of the budget behind one broad video campaign of the core products, including a customer testimonial. Run every lead product in a campaign of its own, read every week. Run creator, customer-feedback and founder-led video.

   Why

   Broad delivery lets the algorithm find buyers for an everyday product. Shared campaigns hide weak products; separate ones expose them fast. Video built on trust was the format that held return in most measured accounts.

   How it works

   The video that takes off is scaled; the tests around it are cut. Budget follows the products that sell. Weak UGC is swapped for founder-led video rather than scaled. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 9

   What we'd do

   Through Month 2 to Month 9, push toward ₹8L: the budget climbs in steps and return falls, and Instagram Reels carries the most spend and Facebook Reels the next. Let return decide budget: more while it holds, less when it slips. Cut regional-language versions of the winning video for the best-selling states. Front-load about a third of each month's budget into the first week.

   Why

   In Month 2 to Month 9 the modelled 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. Buyers respond to the same idea in their own language.

   How it works

   Budget follows return month to month instead of a fixed ramp. The regional versions run next to the original. The monthly budget curve is weighted to the opening days. In the final month, Instagram Reels takes the most spend and Facebook Reels the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

5. 5

   Steady state · Month 10 to 12

   What we'd do

   From Month 10, close the last stretch to ₹8L without losing return. Refresh tired ads by mixing old and new creatives, and keep a creative bank. Stop pushing budget once return has peaked.

   Why

   At Month 10 revenue is close to ₹8L. Budget keeps rising, more slowly than in the scaling months. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early. Most of our engagements saw return fall back from its best month.

   How it works

   The bank means a tired ad is replaced the week it tires. Budget stays at the level of the best return and is trimmed when it slips.

1. Month 1

   The learning phase opens: the first ads run on a small daily budget while tracking is checked against store orders. The cart-value tiers are live. The website audit, creative brief and media plan are shared.

   • Projected revenue ₹4.4L
   • Projected ROAS 2.48x
   • Planned ad spend ₹1.8L
2. Month 2

   Scaling starts: the creative bank supplies this period's refresh. Spend holds, and return holds.

   • Projected revenue ₹4.4L
   • Projected ROAS 2.47x
   • Planned ad spend ₹1.8L
3. Month 3

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

   • Projected revenue ₹4.5L
   • Projected ROAS 2.35x
   • Planned ad spend ₹1.9L
4. Month 4

   Budget is reviewed against return before the next step.

   • Projected revenue ₹4.6L
   • Projected ROAS 2.50x
   • Planned ad spend ₹1.8L
5. Month 5

   A fresh round of creator and customer-feedback video goes live.

   • Projected revenue ₹4.8L
   • Projected ROAS 2.46x
   • Planned ad spend ₹2L
6. Month 6

   Regional-language versions of the winner go live. Spend steps up, and return dips.

   • Projected revenue ₹5.6L
   • Projected ROAS 2.21x
   • Planned ad spend ₹2.5L
7. Month 7

   Budget is held at the level where return peaked. Spend holds, and return rises.

   • Projected revenue ₹5.9L
   • Projected ROAS 2.38x
   • Planned ad spend ₹2.5L
8. Month 8

   The weekly product read pauses the products that are not selling. Spend steps up, and return dips. Halfway from ₹4L to ₹8L is passed.

   • Projected revenue ₹6.7L
   • Projected ROAS 2.14x
   • Planned ad spend ₹3.1L
9. Month 9

   The budget decision is taken on the return the last step earned.

   • Projected revenue ₹7.6L
   • Projected ROAS 2.16x
   • Planned ad spend ₹3.5L
10. Month 10

    From here the work shifts to keeping ads fresh and bringing buyers back. Spend holds, and return dips.

    • Projected revenue ₹7.8L
    • Projected ROAS 2.04x
    • Planned ad spend ₹3.8L
11. Month 11

    The budget decision is taken on the return the last step earned. Revenue gets to ₹8L, the level the brand asked for.

    • Projected revenue ₹8.2L
    • Projected ROAS 2.13x
    • Planned ad spend ₹3.8L
12. Month 12

    A fresh round of creator and customer-feedback video goes live. Spend holds, and return holds. Each order costs more by the end than it did while learning.

    • Projected revenue ₹8.2L
    • Projected ROAS 2.10x
    • Planned ad spend ₹3.9L

1. 01

   Moved a third of spend into one broad video campaign at 3.6x

2. 02

   Layer the account: creative testing, a scaling campaign, new audiences that exclude past buyers, and catalogue or cart retargeting.

3. 03

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