Food & beverage case study: plan for 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'd do

   The booking named marketing and social presence first, so the opening week on this smaller store goes there. Start with a website audit, a creative brief and a monthly media plan in the first week. Use cart-value tiers so larger baskets earn a better offer.

   Why

   A smaller food and beverage brand came to us to grow 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 plan follows the pace of that top tenth rather than forcing the target. At booking, the brand named marketing and social presence as its main problem. 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 & targets · Week 1 to 9

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Write week-by-week targets 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. Set a written rule: no budget step in a week where return would fall too far to pay for it.

   Why

   No return on ad spend was given at booking; 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 target. Where return would slip too far, the week keeps last week's budget.

3. 3

   Creative testing · Week 1 to 4

   What we'd do

   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. 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 and moves up only when orders come through. 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'd do

   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. Scale into the festive and wedding calendar with seasonal collection campaigns. Raise budget only while return on spend holds, and cut it when return drops.

   Why

   In Week 5 to Week 9 the modelled budget climbs in steps, and return on spend dips. Budget is part-stepped in four of these weeks, taking only what return will 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.

   • Projected revenue ₹4,654
   • Projected ROAS 2.27x
   • Planned 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.

   • Projected revenue ₹4,759
   • Projected ROAS 2.28x
   • Planned ad spend ₹2,088
3. Week 3

   Store fixes and offers go live while orders confirm.

   • Projected revenue ₹4,749
   • Projected ROAS 2.19x
   • Planned ad spend ₹2,169
4. Week 4

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

   • Projected revenue ₹4,667
   • Projected ROAS 2.13x
   • Planned 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.

   • Projected revenue ₹7,167
   • Projected ROAS 2.03x
   • Planned ad spend ₹3,530
6. Week 6

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

   • Projected revenue ₹7,505
   • Projected ROAS 1.89x
   • Planned ad spend ₹3,978
7. Week 7

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

   • Projected revenue ₹7,762
   • Projected ROAS 1.93x
   • Planned ad spend ₹4,030
8. Week 8

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

   • Projected revenue ₹7,704
   • Projected ROAS 1.89x
   • Planned ad spend ₹4,070
9. Week 9

   Budget is reviewed against return before the next step. The budget step stops where return would slip: return holds as the budget holds. Revenue ends below ₹5L, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹7,750
   • Projected ROAS 1.89x
   • Planned ad spend ₹4,105

1. 01

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

2. 02

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

3. 03

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