Food & beverage case study: Under ₹20,000 to ₹30,721 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 marketing and social presence, so the opening week on this smaller store goes there. We start with a website audit, a creative brief and a monthly media schedule in the first week. We use cart-value tiers so larger baskets earn a better offer.

   Why

   In this case study, a smaller food and beverage brand grows monthly revenue in 2 months, from Under ₹20,000 to ₹5L (25x). 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 rather than forcing the number. The main problem in this scenario is marketing and social presence. Later budget calls need something written to be judged against. Higher order value lowers the share of each order that goes to ads.

   How it works

   The brief is agreed first; spend follows it. Offers are tuned to the order values that already sell.

2. 2

   Measurement & reviews · Week 1 to 9

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We write week-by-week revenue numbers with the brand's team that climb from Under ₹20,000 to ₹5L, and open every review with the week-to-date number against them. We set a written rule: no budget step in a week where return falls too far to pay for it.

   Why

   No starting return on ad spend was given; the starting return is what measured food and beverage stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. A shortfall is caught in the week it happens, not at the end.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. Each budget step is argued against the written number. Where return starts to slip too far, the week keeps last week's budget.

3. 3

   Creative testing · Week 1 to 4

   What we do

   We test with catalogue ads, video and static image first, rising to a handful of new ads a month by the last four weeks, with every format close to the account's return. We put most of the budget behind one broad video campaign of the core products, including a customer testimonial. The four learning weeks run at a low daily budget that moves up only when orders come through. We run every lead product in a campaign of its own, read every week.

   Why

   An everyday product sells best when the algorithm is free to find its buyers. Spend in the learning phase pays for information. Products that do not sell show up inside a week, not after a month of shared budget.

   How it works

   The video that takes off is scaled; the tests around it are cut. The low budget stays until orders confirm the buyer. Budget follows the products that sell. New ads rise with the budget, most of them catalogue ads, then video.

4. 4

   Scaling · Week 5 to 9

   What we do

   We scale through Week 5 to Week 9 toward ₹5L as the budget climbs in steps and return dips, with Instagram Reels taking the largest share of spend and Facebook Reels the next. We scale into the festive and wedding calendar with seasonal collection campaigns. We raise budget only while return on spend holds, and cut it when return drops.

   Why

   In Week 5 to Week 9 the budget climbs in steps, and return on spend dips. Budget is part-stepped in four of these weeks, taking only what return can carry. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. Seasonal demand moves by region, so the spend does too.

   How it works

   Spend shifts into each season and between regions with the calendar. Each week's budget is set by the return the last one earned. In the last four weeks, Instagram Reels takes the most spend and Facebook Reels the next most. Most spend reaches people who have not bought yet; past visitors return more per rupee.

1. Week 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. Store orders and platform revenue are reconciled in the shared sheet. The cart-value tiers are live.

   • Revenue ₹4,654
   • ROAS 2.27x
   • Ad spend ₹2,047
2. Week 2

   The first read of the ads is in, and the ones that do not convert stop. Return holds as the budget holds.

   • Revenue ₹4,759
   • ROAS 2.28x
   • Ad spend ₹2,088
3. Week 3

   Store fixes and offers go live while orders confirm.

   • Revenue ₹4,749
   • ROAS 2.19x
   • Ad spend ₹2,169
4. Week 4

   The learning phase ends with a buyer identified and a winning ad chosen.

   • Revenue ₹4,667
   • ROAS 2.13x
   • Ad spend ₹2,194
5. Week 5

   Scaling starts: products that do not sell are paused and budget moves to the winners. Return dips as the budget steps up sharply.

   • Revenue ₹7,167
   • ROAS 2.03x
   • Ad spend ₹3,530
6. Week 6

   Budget is reviewed against return before the next step. The budget step stops where return starts to slip: return dips as the budget steps up.

   • Revenue ₹7,505
   • ROAS 1.89x
   • Ad spend ₹3,978
7. Week 7

   The seasonal collection campaign leads this period's spend mix. The budget step stops where return starts to slip: return holds as the budget holds.

   • Revenue ₹7,762
   • ROAS 1.93x
   • Ad spend ₹4,030
8. Week 8

   Products that do not sell are paused and budget moves to the winners.

   • Revenue ₹7,704
   • ROAS 1.89x
   • Ad spend ₹4,070
9. Week 9

   Budget is reviewed against return before the next step. The budget step stops where return starts to slip: return holds as the budget holds. Revenue ends below ₹5L, the number this scenario calls for, because budget stops rising where return starts to slip. Cost per purchase ends close to the learning phase.

   • Revenue ₹7,750
   • ROAS 1.89x
   • Ad spend ₹4,105

1. 1

   Put 95% of the Meta budget behind videos of the core products, including a customer testimonial

2. 2

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

3. 3

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