Health & wellness case study: plan for ₹10L to ₹20.2L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Set up the base for a mid-sized health and wellness store before any budget rises. Open with three documents: a website audit, a creative brief and a media plan by month. Use cart-value tiers so larger baskets earn a better offer.

   Why

   The enquiry came from a mid-sized health and wellness brand that wants to grow monthly revenue in 6 months, from ₹10L to ₹1Cr (10x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan follows the pace of that top tenth rather than forcing the target. The booking gave no single problem, so the plan starts from the numbers. Later budget calls need something written to be judged against. Higher order value lowers the share of each order that goes to ads.

   How it works

   The brief is agreed first; spend follows it. Tier levels are set just above the basket sizes buyers already reach.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Track ad-platform revenue beside store orders in a shared daily sheet. Set the path from ₹10L to ₹1Cr as written monthly targets, and read every review against the month so far. Set a written rule: no budget step in a month where return would fall too far to pay for it.

   Why

   With no return on ad spend reported, the plan begins at the level measured stores of that size hold. Platform attribution over-counts, so budget decisions sit on the store-side number. A shortfall is caught in the month it happens, not at the end.

   How it works

   The sheet is read before each budget change. Each budget step is argued against the written target. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, static image and UGC and creator video, building to several dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Lead with video that carries trust: creators, customer feedback and founder-led pieces. Buy creative in batches and give each batch a fixed read window before buying more. The learning month runs at a low daily budget and moves up only when orders come through.

   Why

   Video built on trust was the format that held return in most measured accounts. Buying more before a batch is read means paying for guesses. Early spend buys learning, not scale.

   How it works

   Weak UGC is swapped for founder-led video rather than scaled. Only ads that convert inside the window keep running. The low budget stays until orders confirm the buyer. More spend buys more new ads, led by video ahead of static image.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹1Cr as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Test cost caps, bid caps and CBO against ABO side by side before each budget step. Tie every budget increase to return: step up while it holds, step back when it drops.

   Why

   Across Month 2 to Month 4, the modelled budget climbs in steps, and return on spend falls as it does. In two of these months the step is trimmed to the size return can hold. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. Parallel controls reveal which setup keeps cost per purchase down as spend grows.

   How it works

   The version that keeps cost per purchase lowest stays. Each month's budget is set by the return the last one earned. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, hold the gains and push toward ₹1Cr only as far as return allows. Use WhatsApp for abandoned checkouts and for past buyers' next order. Refresh tired ads by mixing old and new creatives, and keep a creative bank.

   Why

   From Month 5 growth slows while revenue is still under ₹1Cr. Budget keeps rising, more slowly than in the scaling months. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout. In one account we measured, click-through fell before revenue did; refresh is how that is avoided.

   How it works

   Messages run beside retargeting ads. The bank means a tired ad is replaced the week it tires.

1. Month 1

   The learning phase opens: the first ads run on a small daily budget while tracking is checked against store orders. Basket-size offers switch on at checkout. The audit, brief and media plan are agreed with the brand's team.

   • Projected revenue ₹9.8L
   • Projected ROAS 5.00x
   • Planned ad spend ₹2L
2. Month 2

   Scaling begins: tired ads are refreshed from the creative bank. Return falls as the budget steps up sharply.

   • Projected revenue ₹13.4L
   • Projected ROAS 4.07x
   • Planned ad spend ₹3.3L
3. Month 3

   Cost caps and bid caps are tested against open bidding. The budget step stops where return would slip: return falls as the budget steps up sharply.

   • Projected revenue ₹18.5L
   • Projected ROAS 3.42x
   • Planned ad spend ₹5.4L
4. Month 4

   The budget decision is taken on the return the last step earned. The budget step stops where return would slip: return holds as the budget holds.

   • Projected revenue ₹19.2L
   • Projected ROAS 3.31x
   • Planned ad spend ₹5.8L
5. Month 5

   From here the work shifts to keeping ads fresh and bringing buyers back.

   • Projected revenue ₹19.3L
   • Projected ROAS 3.17x
   • Planned ad spend ₹6.1L
6. Month 6

   This batch's read is done: winners stay, the rest are cut. More budget would not pay at this return, so return rises as the budget holds. Revenue ends below ₹1Cr, the target set at enquiry, because budget stops rising where return would slip. Each order costs more by the end than it did while learning.

   • Projected revenue ₹20.2L
   • Projected ROAS 3.34x
   • Planned ad spend ₹6L

1. 01

   Ran dated creative versions (V1 to V3) in separate campaigns

2. 02

   Relaunch on a clean setup when negative comments start hurting delivery.

3. 03

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