Health and wellness case study: ₹10.7L to ₹1.79Cr monthly revenue in 4 months
Start to month 4
Months in between are calculated from the starting and ending month.
Revenue by month
| Month | Ad spend | Revenue | Change on the month | Revenue per ₹1 of ad spend | ≈ Orders | ≈ Cost per order |
|---|---|---|---|---|---|---|
| Start | ₹4,00,000 | ₹10,70,000 | – | ₹2.68 | 687 | ₹582 |
| Month 1 | ₹7,36,000 | ₹21,63,000 | +₹10,93,000 | ₹2.94 | 1,390 | ₹530 |
| Month 2 | ₹13,54,000 | ₹43,74,000 | +₹22,11,000 | ₹3.23 | 2,810 | ₹482 |
| Month 3 | ₹24,90,000 | ₹88,43,000 | +₹44,69,000 | ₹3.55 | 5,680 | ₹439 |
| Month 4 | ₹45,80,000 | ₹1,78,80,000 | +₹90,37,000 | ₹3.90 | 11,500 | ₹399 |
| Total, months 1–4 | ₹91,60,000 | ₹3,32,60,000 | – | ₹3.63 | 21,300 | ₹429 |
| Change | +₹41,80,000 | +₹1,68,10,000 | – | – | – | – |
Analysis
What the numbers show
This health and wellness brand worked with us on Meta ads and ad videos. When we started, it made ₹10.7L a month in revenue. 4 months later, in 2024, it made ₹1.79Cr a month.
That is 16.7 times the starting month: ₹1.68Cr more a month, or +1,571%. Across the 4 months, revenue rose 102.2% a month on average.
Revenue per ₹1 of ad spend was ₹2.68 at the start and ₹3.90 in month 4, with monthly ad spend going from ₹4L to ₹45.8L. In short, revenue rose faster than ad spend.
Funnel, ad view to order month 4
Ad spend, month 4 ₹45.8LStart ₹4L
- Ad views ≈ 1,92,00,000Start ≈ 16,80,000
- Clicks to the store ≈ 3,85,000≈ 2% of ad views Start ≈ 33,600
- Orders ≈ 11,500≈ 3 orders for every 100 clicks Start ≈ 687
Revenue, month 4 ₹1.79CrStart ₹10.7L
Investment
Where the budget goes
New-customer ads ≈ 76%Return-visitor ads ≈ 12%Creative tests ≈ 12%
| Part of the budget | Share of ad spend | Ad spend, 4 months | Ad spend, month 4 |
|---|---|---|---|
| New-customer ads | ≈ 76% | ≈ ₹69.6L | ≈ ₹34.8L |
| Return-visitor ads | ≈ 12% | ≈ ₹11L | ≈ ₹5.5L |
| Creative tests | ≈ 12% | ≈ ₹11L | ≈ ₹5.5L |
- New-customer ads. Most of the budget goes to the campaign that finds new customers. It carries the ads that have already proved they sell.
- Return-visitor ads. Reviews, demos, offer reminders and catalogue ads for people who visited, added to cart or watched a video. Past buyers are left out.
- Creative tests. New ads start in their own test on a small daily budget, so a weak batch never drags down the campaign that pays the bills.
Revenue per ₹1
Ad spend and revenue start and month 4
- Ad spend, start₹4,00,000
- Revenue, start₹10,70,000₹2.68 of revenue for each ₹1 of ad spend
- Ad spend, month 4₹45,80,000
- Revenue, month 4₹1,78,80,000₹3.90 of revenue for each ₹1 of ad spend
Revenue for each ₹1 of ad spend: ₹3.90 in month 4, against ₹2.68 at the start
Creative: how we run it and why
What we make
- We make ad videos, creator videos, static images, carousels and catalogue ads.
- Our ad videos are creator testimonials, product demos, problem and fix videos, unboxings and founder-led videos.
- Every script has five beats: the opening, the problem, the product, the proof and the offer. The opening changes most, so that is what we test.
- The edit desk cuts every video into opening versions, and each version runs as its own test.
- For wellness we make ingredient explainers, routine videos, taste and texture tests, founder stories, expert explainers and pack shots.
- The ads show the product being used and never promise results.
- Video55.2%
- Catalogue ads27%
- Static images9%
- Creator videos3.8%
- Carousels1.6%
How we keep the winners and replace tired ads
- The openings come at the buyer from different sides: the problem and its fix, curiosity, proof from other buyers and the plain benefit.
- New ads go live in their own test on a small daily budget, with the same money for each idea.
- We judge each idea after five to seven days, once it has spent two to three times the cost per purchase we agree with the brand.
- When an ad is shown more often and fewer people click, it is wearing out. Its replacement goes live before it stops selling.
- We change the smallest part that has stopped working. A new opening comes first, then a new middle, then a new idea.
- Refreshed ads go up as new ads, so the old winner keeps selling while the new one proves itself.
Why we run it this way
- Across the client ad accounts we have run, the top 10% of ads take 53% of the ad spend, and 3 in 4 ads stop running within a month.
- On Meta the ad itself decides who sees it, so new ads are the main lever we have.
- Ads tire, and one winner rarely lasts more than a few weeks at high spend.
How we run it, and how it works
What we ran for this brand: Meta ads and ad videos, for 4 months, with ad spend going from ₹4L to ₹45.8L a month. Here is how we run it.
Read the account first
What we do
We get access to the ad account and the store, check that sales are recorded correctly, and read the past campaigns before we change anything.
Belief without medical promises
What we do
A real person fits the product into their morning, and a reminder reaches the buyer a few days before the pack runs out.
Scripts first, approved by the brand
What we do
Our in-house team writes every script and its opening lines, and each brand approves every script before we shoot.
Several openings per video
What we do
Each video gets several openings, and each opening runs as its own ad.
Keep or cut
What we do
Budget moves to the videos that sell. Weak openings are switched off.
New videos before the old ones wear out
What we do
New openings and new creators go live on the ideas that already sell, before the old videos wear out.
How it works
The team that runs the campaigns also writes, shoots and edits the ads, all in-house in Surat, so what the numbers show goes straight into the next ad.
Month by month
- Start
The month we started work with the brand.
- Revenue ₹10.7L
- Ad spend ₹4L
- Revenue per ₹1 of ad spend ₹2.68
- Month 1
Campaigns go live in the first week, and the first batch of new ads goes into its own test. The first batch of ad videos is briefed in the first week, and the brand signs off every script before the shoot. Monthly revenue passed 2 times the starting month.
- Revenue ₹21.6L
- Ad spend ₹7.4L
- Revenue per ₹1 of ad spend ₹2.94
- Month 2
The next batches of ads build on what won in the first month. Ads that did not sell are switched off, and the budget moves to the winners. Monthly revenue passed 3 times the starting month.
- Revenue ₹43.7L
- Ad spend ₹13.5L
- Revenue per ₹1 of ad spend ₹3.23
- Month 3
More budget goes behind the ads that sell, one step at a time, while the return holds. We test new angles and offers, and get the ads ready for the next sale season. Monthly revenue passed 5 times the starting month.
- Revenue ₹88.4L
- Ad spend ₹24.9L
- Revenue per ₹1 of ad spend ₹3.55
- Month 4 2024
A new batch of ads goes live and is judged in a fixed window. Monthly revenue in month 4: ₹1.79Cr, 16.7 times the starting month.
- Revenue ₹1.79Cr
- Ad spend ₹45.8L
- Revenue per ₹1 of ad spend ₹3.90
How to read these numbers
Monthly revenue means the brand’s revenue in a single month: ₹10.7L when we started and ₹1.79Cr in month 4 (2024).
Ad spend is what went into ads in the same month: ₹4L at the start and ₹45.8L in month 4. Revenue per ₹1 of ad spend is that month’s revenue divided by its ad spend: ₹2.68 at the start and ₹3.90 in month 4.
Month 4’s revenue divided by the starting month’s gives the times figure (16.7x). The average monthly rise from the start to month 4 is 102.2%. Total revenue is months 1 to 4 added up (₹3.33Cr).
Orders are revenue divided by the average order value (≈ ₹1,558). Clicks are ad spend divided by the cost per click (≈ ₹11.90), and ad views are clicks divided by the click rate (≈ 2%). Cost per order is ad spend divided by orders.
Questions founders ask
How long did it take?+
4 months. The ending month was in 2024.
What did we run for this brand?+
Meta ads and ad videos.
How much did ad spend change?+
From ₹4L in the starting month to ₹45.8L in month 4.
How much revenue came for each ₹1 of ad spend?+
₹2.68 at the start and ₹3.90 in month 4.
This work ran on our performance marketing and ad video services. Our health and wellness guide explains how we run brands in this category. Want to talk about your brand? Book a call.
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