Food & beverage case study: ₹5L to ₹4.7L monthly revenue in 1 month

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we do

   We start with marketing and social presence, which the brand in this scenario named first, before anything else on this mid-sized store. We start with a website audit, a creative brief and a monthly media schedule in the first week. We add cart-value offers that step up at set basket sizes to lift order value.

   Why

   A mid-sized food and beverage brand grows monthly revenue in 1 month, from ₹5L to ₹20L (4x). 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 was 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

   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.

2. 2

   Measurement & reviews · Week 1 to 4

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We agree a written number for every week on the way from ₹5L to ₹20L, and start each review with the week-to-date figure against it.

   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. Written monthly numbers make each scaling decision explicit.

3. 3

   Creative testing · Week 1 to 4

   What we do

   We lead the testing layer with video, catalogue ads and UGC and creator video, building 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 keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. We put most of the budget behind one broad video campaign of the core products, including a customer testimonial. We run every lead product in a campaign of its own, read every week.

   Why

   A steady supply keeps the testing layer fed, and regional cuts reach more buyers with the same idea. An everyday product sells best when the algorithm is free to find its buyers. Shared campaigns hide weak products; separate ones expose them fast.

   How it works

   Winning UGC is cut into regional languages before new ideas are bought. The video that takes off is scaled; the tests around it are cut. Budget follows the products that sell. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Week 4

   What we do

   We scale through Week 4 toward ₹20L as the budget stays close to the learning level while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. We tie every budget increase to return: we step up while it holds, and step back when it drops. We scale into the festive and wedding calendar with seasonal collection campaigns.

   Why

   In Week 4 the budget stays close to the learning level, while return on spend holds. Return holds through these weeks because each budget step stops where return starts to slip. Demand is seasonal and regional, so spend moves with the calendar.

   How it works

   There is no fixed ramp; each week's budget follows the return of the last. Spend shifts into each season and between regions with the calendar. In the last four weeks, Instagram Reels takes the most spend and Instagram Feed the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Week 1

   Learning starts: a small daily budget carries the first ads, and store orders are matched to tracking. Basket-size offers switch on at checkout. The daily sheet now matches platform revenue to store orders.

   • Revenue ₹1.2L
   • ROAS 2.79x
   • Ad spend ₹42,394
2. Week 2

   First creative read: ads that do not convert are cut. Spend holds, and return holds.

   • Revenue ₹1.2L
   • ROAS 2.89x
   • Ad spend ₹39,856
3. Week 3

   Offers and store fixes switch on as the first orders confirm.

   • Revenue ₹1.2L
   • ROAS 2.87x
   • Ad spend ₹40,425
4. Week 4

   Learning phase closes: the buyer found and the winning creative picked. Spend holds, and return dips. ₹20L is not reached in the time, because budget stops rising where return starts to slip. Each order costs about what it did while learning.

   • Revenue ₹1.2L
   • ROAS 2.74x
   • Ad spend ₹43,612

1. 1

   Put most of the budget behind one broad video campaign of the core products, and scale a video that takes off.

2. 2

   Facebook Reels carries the largest share of spend in this industry's measured accounts.

3. 3

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