Food & beverage case study: plan for ₹7L to ₹20L monthly revenue by 2027

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Before budget rises, get the mid-sized food and beverage store ready to convert paid traffic. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Set basket-size offers that reward a second and third item in the cart. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts.

   Why

   A mid-sized food and beverage brand came to us to grow monthly revenue by 2027, from ₹7L to ₹20L (2.9x). The timeframe runs past the point our measured engagements cover, so the later months extend the pace they showed up to month eight. The booking gave no single problem, so the plan starts from the numbers. Without a brief, each creative and budget decision starts from scratch. Higher order value lowers the share of each order that goes to ads.

   How it works

   All three are shared with the brand's team before any budget step. The tiers follow real order values, not round numbers. Retargeting sits next to prospecting and never replaces it.

2. 2

   Measurement & targets · Month 1 to 16

   What we'd do

   Write month-by-month targets with the brand's team that climb from ₹7L to ₹20L, and open every review with the month-to-date number against them. Log store orders every day beside what the ad platform claims.

   Why

   With no return on ad spend reported, the plan begins at the level measured stores of that size hold. A missed month shows up early instead of at the end of the plan. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

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

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, with carousel watched closely since it returns less than the rest. Run one broad video campaign of the core products, with a customer testimonial, and give it most of the budget. Run every lead product in a campaign of its own, read every week. The learning month runs on a small daily budget, stepping up only once orders confirm.

   Why

   Broad delivery lets the algorithm find buyers for an everyday product. A product nobody buys is visible within a week when it has its own campaign. Early spend buys learning, not scale.

   How it works

   The video that takes off is scaled; the tests around it are cut. Budget follows the products that sell. Only confirmed orders at the low budget unlock the next step. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 11

   What we'd do

   Scale through Month 2 to Month 11 toward ₹20L as the budget climbs in steps and return dips, with Instagram Reels taking the largest share of spend and Instagram 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. Put seasonal collection campaigns in front of each festive and wedding peak.

   Why

   Across Month 2 to Month 11, the modelled budget climbs in steps, and return on spend dips. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. 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. Budget moves between regions as the calendar turns. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Most spend reaches people who have not bought yet; past visitors return more per rupee.

5. 5

   Steady state · Month 12 to 16

   What we'd do

   From Month 12, reach ₹20L while keeping return where it is. Hold a creative bank and swap tired ads out before click-through falls. Recover abandoned checkouts and lift repeat orders with WhatsApp messages. Hold budget where return peaks instead of pushing past it.

   Why

   By Month 12 monthly revenue is within reach of ₹20L. Spend still grows, at a slower pace than during scaling. In one account we measured, click-through fell before revenue did; refresh is how that is avoided. A message to someone who nearly bought costs less than an ad.

   How it works

   New creatives mix with proven ones rather than replacing them all at once. Messages run beside retargeting ads. Budget stays at the level of the best return and is trimmed when it slips.

1. Month 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. The daily sheet now matches platform revenue to store orders. Basket-size offers switch on at checkout.

   • Projected revenue ₹7L
   • Projected ROAS 2.69x
   • Planned ad spend ₹2.6L
2. Month 2

   The scaling phase opens: ads with falling click-through are swapped from the bank. With budget steps up, return on spend dips.

   • Projected revenue ₹7.8L
   • Projected ROAS 2.58x
   • Planned ad spend ₹3L
3. Month 3

   Budget is held at the level where return peaked. With budget holds, return on spend rises.

   • Projected revenue ₹7.9L
   • Projected ROAS 2.72x
   • Planned ad spend ₹2.9L
4. Month 4

   Budget shifts to the products that sold this period.

   • Projected revenue ₹8L
   • Projected ROAS 2.62x
   • Planned ad spend ₹3.1L
5. Month 5

   A seasonal collection campaign takes a larger share of budget. With budget steps up, return on spend holds.

   • Projected revenue ₹9.3L
   • Projected ROAS 2.65x
   • Planned ad spend ₹3.5L
6. Month 6

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

   • Projected revenue ₹10.3L
   • Projected ROAS 2.65x
   • Planned ad spend ₹3.9L
7. Month 7

   The creative bank supplies this period's refresh.

   • Projected revenue ₹10.7L
   • Projected ROAS 2.51x
   • Planned ad spend ₹4.3L
8. Month 8

   Budget shifts to the products that sold this period.

   • Projected revenue ₹12.3L
   • Projected ROAS 2.52x
   • Planned ad spend ₹4.9L
9. Month 9

   Repeat-order messages go to past buyers. Halfway from ₹7L to ₹20L is passed.

   • Projected revenue ₹13.9L
   • Projected ROAS 2.48x
   • Planned ad spend ₹5.6L
10. Month 10

    Budget shifts to the products that sold this period. With budget holds, return on spend rises.

    • Projected revenue ₹15.2L
    • Projected ROAS 2.64x
    • Planned ad spend ₹5.8L
11. Month 11

    The budget decision is taken on the return the last step earned. With budget steps up, return on spend dips.

    • Projected revenue ₹16.2L
    • Projected ROAS 2.46x
    • Planned ad spend ₹6.6L
12. Month 12

    Steady phase begins: creative refresh and repeat orders take on more of the work. With budget holds, return on spend rises.

    • Projected revenue ₹17.7L
    • Projected ROAS 2.61x
    • Planned ad spend ₹6.8L
13. Month 13

    The seasonal collection campaign leads this period's spend mix.

    • Projected revenue ₹18.5L
    • Projected ROAS 2.52x
    • Planned ad spend ₹7.3L
14. Month 14

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

    • Projected revenue ₹19L
    • Projected ROAS 2.45x
    • Planned ad spend ₹7.8L
15. Month 15

    The creative bank supplies this period's refresh.

    • Projected revenue ₹19.5L
    • Projected ROAS 2.35x
    • Planned ad spend ₹8.3L
16. Month 16

    Budget is held at the level where return peaked. With budget holds, return on spend holds. Revenue gets to ₹20L, the level the brand asked for. Each order costs more by the end than it did while learning.

    • Projected revenue ₹20.4L
    • Projected ROAS 2.33x
    • Planned ad spend ₹8.7L

1. 01

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

2. 02

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

3. 03

   Find the buyer on a small daily budget first, then step spend up in stages.