Food & beverage case study: ₹50,000 to ₹68,119 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We start with reaching new buyers, which the brand in this scenario named first, before anything else on this smaller store. We add cart-value offers that step up at set basket sizes to lift order value. We mark the festive and wedding dates first and have seasonal collections ready ahead of them.

   Why

   In this case study, a smaller food and beverage brand grows monthly revenue in 3 months, from ₹50,000 to ₹10L (20x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the case study is built on what the fastest tenth reached, and shows the gap to the agreed number honestly. The main problem in this scenario is reaching new buyers. Higher order value lowers the share of each order that goes to ads. Buyers in this category shop around festivals and weddings.

   How it works

   The tiers follow real order values, not round numbers. Seasonal campaigns are prepared ahead of each peak.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We set the path from ₹50,000 to ₹10L as written monthly numbers, and read every review against the month so far. We set a written rule: no budget step in a month where return falls too far to pay for it.

   Why

   With no return on ad spend reported, the case study begins at the level measured food and beverage stores of that size hold. The ad platform's own count runs high, so the store's count is the one that moves budget. A shortfall is caught in the month it happens, not at the end.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. The month's number is on the page at every review. Where return slips too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, catalogue ads and UGC and creator video first, rising to about two dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We put most of the budget behind one broad video campaign of the core products, including a customer testimonial. The learning month runs with a deliberately small daily budget until orders prove the buyer. We buy creative in batches and give each batch a fixed read window before buying more.

   Why

   An everyday product sells best when the algorithm is free to find its buyers. Spend in the learning phase pays for information. Buying more before a batch is read means paying for guesses.

   How it works

   A video that takes off gets the budget; tests that do not convert are cut. The low budget stays until orders confirm the buyer. Batches that do not convert are cut; winners get the budget. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we do

   We scale through Month 2 to Month 3 toward ₹10L as the budget rises gently and return dips, with Instagram Reels taking the largest share of spend and Facebook Reels the next. We put seasonal collection campaigns in front of each festive and wedding peak. We make regional-language versions of the winning video for the states that buy most.

   Why

   In Month 2 to Month 3 the budget rises gently, and return on spend dips. Budget is part-stepped in two of these months, 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. Demand is seasonal and regional, so spend moves with the calendar.

   How it works

   Spend shifts into each season and between regions with the calendar. The regional versions run next to the original. In the final month, 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. Month 1

   First, the set-up: tracking is checked against store orders and the first ads go live on a small daily budget. The next festive collection is briefed and ready. Store orders and ad-platform revenue are checked side by side.

   • Revenue ₹49,899
   • ROAS 2.08x
   • Ad spend ₹24,016
2. Month 2

   The scaling phase opens: the winner now also runs in regional languages. Budget is raised only as far as return allows: return dips as the budget steps up.

   • Revenue ₹66,514
   • ROAS 1.91x
   • Ad spend ₹34,860
3. Month 3

   The creative batch is read and the winners keep the budget. Budget is raised only as far as return allows: return holds as the budget holds. The case study finishes short of ₹10L: budget stops rising where return starts to slip. Each order costs about what it did while learning.

   • Revenue ₹68,119
   • ROAS 1.89x
   • Ad spend ₹36,091

1. 1

   Build around the festive and wedding calendar: seasonal catalogue or collection campaigns, regional audiences for regional festivals, and pausing regions during regional observances.

2. 2

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

3. 3

   Run by region for regional festivals, and pan-India for Dasara and Diwali