Health & wellness case study: plan for ₹20,000 to ₹29,241 monthly revenue in 2–3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named marketing and social presence first, so the opening month on this smaller store goes there. Set basket-size offers that reward a second and third item in the cart. Open with three documents: a website audit, a creative brief and a media plan by month.

   Why

   A smaller health and wellness brand came to us to grow monthly revenue in 2–3 months, from ₹20,000 to ₹1L (5x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the plan aims at the fastest tenth's pace, holds budget where return would slip, and shows the gap to the target honestly. The problem named at booking was marketing and social presence. Higher order value lowers the share of each order that goes to ads. A written brief gives every later budget decision a reference point.

   How it works

   Tier levels are set just above the basket sizes buyers already reach. All three are shared with the brand's team before any budget step.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Agree a written target for every month on the way from ₹20,000 to ₹1L, and start each review with the month-to-date figure against it. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   No return on ad spend was given at booking; the starting return is what measured health and wellness stores of that size hold. The ad platform's own count runs high, so the store's count is the one that moves budget. Written targets expose a slow month while there is still time to act.

   How it works

   The sheet is read before each budget change. The target for the month is on the page at every review. 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 static image, building to about a dozen new ads a month by the final month, with no format far behind the account's return. Brief creators for a steady run of UGC video, with regional-language cuts of the winners. The learning month runs with a deliberately small daily budget until orders prove the buyer. Give each lead product its own campaign and read it weekly.

   Why

   Regular UGC keeps testing going, and a regional cut stretches a winning idea further. The first rupees are for finding the buyer, not for volume. Products that do not sell show up inside a week, not after a month of shared budget.

   How it works

   Winning UGC is cut into regional languages before new ideas are bought. The low budget stays until orders confirm the buyer. Budget follows the products that sell. 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 3

   What we'd do

   Through Month 2 to Month 3, push as far toward ₹1L as return allows: the budget rises gently and return dips, and Instagram Reels carries the most spend and Facebook Reels the next. Tie every budget increase to return: step up while it holds, step back when it drops. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across Month 2 to Month 3, the modelled budget rises gently, and return on spend dips. Budget is part-stepped in two of these months, taking only what return will carry. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. More spend means the same people see an ad more often, and click-through fades.

   How it works

   Each month's budget is set by the return the last one earned. New creatives join proven ones rather than replacing them all at once. In the final month, Instagram Reels takes the most spend and Facebook Reels the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The media plan and creative brief are signed off. Basket-size offers switch on at checkout.

   • Projected revenue ₹19,964
   • Projected ROAS 1.97x
   • Planned ad spend ₹10,112
2. Month 2

   The scaling phase opens: the budget decision is taken on the return the last step earned. Budget rises to the point where return would start to give way: return holds as the budget steps up.

   • Projected revenue ₹25,408
   • Projected ROAS 1.93x
   • Planned ad spend ₹13,195
3. Month 3

   Fresh ads are mixed in beside the proven set. Budget rises to the point where return would start to give way: return holds as the budget steps up. ₹1L is not reached in the time, because budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹29,241
   • Projected ROAS 1.88x
   • Planned ad spend ₹15,530

1. 01

   Opened a month-to-date table against the cap on every weekly call

2. 02

   Add static images beside video once a winning video is found.

3. 03

   Fix the store before scaling: trust pointers, reviews, return window, about page, prepaid incentive, bundle and cart-value offers.