Food & beverage case study: plan for ₹3Cr to ₹7.54Cr monthly revenue in 1 year

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named a clear strategy first, so the opening month on this large store goes there. Open with three documents: a website audit, a creative brief and a media plan by month. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. Get the store ready for paid traffic first: reviews and trust pointers on product pages, a visible return window, an about page and a reason to pay upfront.

   Why

   The enquiry came from a large food and beverage brand that wants to grow monthly revenue in 1 year, from ₹3Cr to ₹12Cr (4x). The timeframe runs past the point our measured engagements cover, so the later months extend the pace they showed up to month eight. The problem named at booking was a clear strategy. A written brief gives every later budget decision a reference point. Layers keep each budget line readable, so a weak campaign cannot hide inside a strong one.

   How it works

   The audit, the brief and the media plan are shared before spend rises. Retargeting sits next to prospecting and never replaces it. Fixes are listed and handed over early, so later budget lands on a store that converts.

2. 2

   Measurement & targets · Month 1 to 12

   What we'd do

   Track ad-platform revenue beside store revenue and net sales after returns, cancellations and tax. Agree a written target for every month on the way from ₹3Cr to ₹12Cr, and start each review with the month-to-date figure against it. Set a written rule: no budget step in a month where return would fall too far to pay for it.

   Why

   It did not report a return on ad spend, so the plan starts from what measured stores of that size hold. Returns, cancellations and tax cut logged revenue, so targets are set on net sales. Written targets expose a slow month while there is still time to act.

   How it works

   Net sales, not platform revenue, decide each budget step. Each budget step is argued against the written target. Where return would slip too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, catalogue ads and UGC and creator video, building to well over a hundred new ads a month by the final month, with carousel watched closely since it returns less than the rest. Give each lead product its own campaign and read it weekly. The learning month runs at a low daily budget and moves up only when orders come through. Put most of the budget behind one broad video campaign of the core products, including a customer testimonial.

   Why

   Shared campaigns hide weak products; separate ones expose them fast. The first rupees are for finding the buyer, not for volume. An everyday product sells best when the algorithm is free to find its buyers.

   How it works

   Budget follows the products that sell. The low budget stays until orders confirm the buyer. The video that takes off is scaled; the tests around it are cut. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Month 2 to 9

   What we'd do

   Scale through Month 2 to Month 9 toward ₹12Cr as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Make regional-language versions of the winning video for the states that buy most. Front-load about a third of each month's budget into the first week.

   Why

   In Month 2 to Month 9 the modelled budget climbs in steps, and return on spend falls as it does. In one of these months budget goes up only as far as return allows, so revenue grows more slowly than the target needs. Spend stays flat for one of these months, waiting on return rather than on the calendar. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. The same winning idea reaches more buyers in their own language.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. The regional versions run next to the original. The monthly budget curve is weighted to the opening days. In the final month, 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.

5. 5

   Steady state · Month 10 to 12

   What we'd do

   From Month 10, protect the revenue already built and move toward ₹12Cr where return permits. Keep a bank of ready creatives and rotate them in as ads tire. Hold targets on net sales as volume grows, since returns rise with it.

   Why

   From Month 10 growth slows while revenue is still under ₹12Cr. Spend holds roughly steady from here. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early. Net sales ran below logged store revenue in our measured accounts.

   How it works

   Refreshes are gradual: a few new ads at a time. Each review opens with net sales against the target.

1. Month 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. The account runs in layers: testing, scaling and retargeting. The store fix list is live, with reviews on product pages and a prepaid offer.

   • Projected revenue ₹2.83Cr
   • Projected ROAS 3.52x
   • Planned ad spend ₹80.5L
2. Month 2

   Scaling starts: the budget decision is taken on the return the last step earned. Return on spend holds while budget holds.

   • Projected revenue ₹2.96Cr
   • Projected ROAS 3.65x
   • Planned ad spend ₹81.1L
3. Month 3

   Tired ads are refreshed from the creative bank. Return on spend dips while budget steps up.

   • Projected revenue ₹3.15Cr
   • Projected ROAS 3.43x
   • Planned ad spend ₹91.9L
4. Month 4

   Budget shifts to the products that sold this period.

   • Projected revenue ₹3.61Cr
   • Projected ROAS 3.07x
   • Planned ad spend ₹1.18Cr
5. Month 5

   The winner now also runs in regional languages.

   • Projected revenue ₹4.29Cr
   • Projected ROAS 3.20x
   • Planned ad spend ₹1.34Cr
6. Month 6

   Each budget move is read against the return it bought.

   • Projected revenue ₹5.25Cr
   • Projected ROAS 3.08x
   • Planned ad spend ₹1.7Cr
7. Month 7

   The creative bank supplies this period's refresh.

   • Projected revenue ₹6.5Cr
   • Projected ROAS 2.59x
   • Planned ad spend ₹2.51Cr
8. Month 8

   Products that do not sell are paused and budget moves to the winners. Budget rises to the point where return would start to give way: return on spend holds while budget steps up.

   • Projected revenue ₹7.3Cr
   • Projected ROAS 2.52x
   • Planned ad spend ₹2.9Cr
9. Month 9

   Regional-language versions of the winner go live. Return is still below the level where more budget pays, so return on spend holds while budget holds.

   • Projected revenue ₹7.35Cr
   • Projected ROAS 2.57x
   • Planned ad spend ₹2.85Cr
10. Month 10

    Steady phase begins: creative refresh and repeat orders take on more of the work. Budget rises to the point where return would start to give way: return on spend holds while budget holds.

    • Projected revenue ₹7.25Cr
    • Projected ROAS 2.50x
    • Planned ad spend ₹2.9Cr
11. Month 11

    Each budget move is read against the return it bought. Return is still below the level where more budget pays, so return on spend holds while budget holds.

    • Projected revenue ₹7.45Cr
    • Projected ROAS 2.60x
    • Planned ad spend ₹2.87Cr
12. Month 12

    Ads with falling click-through are swapped from the bank. Return is still below the level where more budget pays, so return on spend holds while budget holds. Revenue is now past halfway from ₹3Cr to ₹12Cr. The plan finishes short of ₹12Cr: budget stops rising where return would slip. Each order costs more by the end than it did while learning.

    • Projected revenue ₹7.54Cr
    • Projected ROAS 2.64x
    • Planned ad spend ₹2.85Cr

1. 01

   Monthly review calls that start with what has not worked

2. 02

   Tracked Meta and Shopify side by side, day by day, in a shared sheet

3. 03

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