Health & wellness case study: plan for ₹18L to ₹32L monthly revenue in 6–8 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named return on ad spend first, so the opening month on this mid-sized store goes there. Set basket-size offers that reward a second and third item in the cart. Build audiences on the buyer's life and profession, not on health-condition interests. 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

   A mid-sized health and wellness brand came to us to grow monthly revenue in 6–8 months, from ₹18L to ₹50L–₹60L (3.1x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan aims at the pace of that top tenth, holds budget where return would slip, and does not force the target. The problem named at booking was return on ad spend. Each extra item in a basket is revenue the ad has already paid for. Condition targeting is restricted and reaches the wrong buyer.

   How it works

   The tiers follow real order values, not round numbers. Lifestyle audiences replace condition interests from the first campaign. Site fixes are handed over in the first weeks, before budget rises.

2. 2

   Measurement & targets · Month 1 to 8

   What we'd do

   Track ad-platform revenue beside store orders in a shared daily sheet. Set the path from ₹18L to ₹50L–₹60L as written monthly targets, and read every review against the month so far. Set targets on net sales after returns and cancellations, not on logged revenue.

   Why

   It did not report a return on ad spend, so the plan starts from what measured 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 missed month shows up early instead of at the end of the plan.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. Written targets make each scaling decision explicit. Each review opens with net sales against the target.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, static image and catalogue ads first, rising to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. Separate the lead products into their own campaigns and review each one weekly. Test static images beside video. The learning month runs on a small daily budget, stepping up only once orders confirm.

   Why

   A product nobody buys is visible within a week when it has its own campaign. In every industry we measured, static images were the format most often in the top creative tier. The first rupees are for finding the buyer, not for volume.

   How it works

   Budget follows the products that sell. Statics join once a winning video is found. Only confirmed orders at the low budget unlock the next step. More spend buys more new ads, led by video ahead of static image.

4. 4

   Scaling · Month 2 to 5

   What we'd do

   Scale through Month 2 to Month 5 as far toward ₹50L–₹60L as return allows 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. Test cost caps, bid caps and CBO against ABO side by side before each budget step. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across Month 2 to Month 5, the modelled budget climbs in steps, and return on spend falls as it does. One of these months stop their budget step where return would slip too far. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to hold. Controls show which setup holds cost per purchase as spend rises.

   How it works

   Each month's budget is set by the return the last one earned. The version that keeps cost per purchase lowest stays. Proven ads stay while new ones are added. 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 6 to 8

   What we'd do

   From Month 6, hold the gains and push toward ₹50L–₹60L only as far as return allows. Stop pushing budget once return has peaked. Hold a creative bank and swap tired ads out before click-through falls.

   Why

   Growth slows from Month 6, still short of ₹50L–₹60L. Budget stays about level over these months. Most of our engagements saw return fall back from its best month. Falling click-through preceded a revenue drop in a measured account, so creative refresh is not optional.

   How it works

   Budget stays at the level of the best return and is trimmed when it slips. Refreshes are gradual: a few new ads at a time.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The cart-value tiers are live. The store fix list is live, with reviews on product pages and a prepaid offer.

   • Projected revenue ₹18.5L
   • Projected ROAS 5.73x
   • Planned ad spend ₹3.2L
2. Month 2

   The scaling phase opens: ads with falling click-through are swapped from the bank. Return on spend falls while budget steps up.

   • Projected revenue ₹21L
   • Projected ROAS 4.86x
   • Planned ad spend ₹4.3L
3. Month 3

   Bid-cap and cost-cap versions run beside open bidding.

   • Projected revenue ₹25.7L
   • Projected ROAS 4.63x
   • Planned ad spend ₹5.5L
4. Month 4

   New creatives join the proven ones.

   • Projected revenue ₹31.1L
   • Projected ROAS 3.77x
   • Planned ad spend ₹8.2L
5. Month 5

   The budget decision is taken on the return the last step earned. Budget goes up only as far as return can carry it: return on spend holds while budget holds.

   • Projected revenue ₹32L
   • Projected ROAS 3.79x
   • Planned ad spend ₹8.4L
6. Month 6

   The plan moves into its steady phase, leaning on refreshed ads and repeat buyers.

   • Projected revenue ₹31.6L
   • Projected ROAS 3.66x
   • Planned ad spend ₹8.6L
7. Month 7

   Budget is held at the level where return peaked. The budget waits on return rather than on the calendar, so return on spend holds while budget holds.

   • Projected revenue ₹31.9L
   • Projected ROAS 3.75x
   • Planned ad spend ₹8.5L
8. Month 8

   The weekly product read pauses the products that are not selling. Budget goes up only as far as return can carry it: return on spend holds while budget holds. Revenue ends below ₹50L–₹60L, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

   • Projected revenue ₹32L
   • Projected ROAS 3.76x
   • Planned ad spend ₹8.5L

1. 01

   Rebuilt creative around the two services that convert, plus a founder-led ad

2. 02

   Retargeted video viewers and unfinished form fills; built lookalikes from converted leads

3. 03

   Refused to raise budget on sales campaigns alone