Health & wellness case study: plan for ₹10,000 to ₹11,843 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named reaching new buyers first, so the opening month on this smaller store goes there. Build audiences on the buyer's life and profession, not on health-condition interests. Add cart-value offers that step up at set basket sizes to lift order value.

   Why

   The enquiry came from a smaller health and wellness brand that wants to grow monthly revenue in 3 months, from ₹10,000 to ₹5L+ (50x). 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 problem named at booking was reaching new buyers. Condition targeting is restricted and reaches the wrong buyer. A larger basket spreads the cost of each order over more revenue.

   How it works

   Lifestyle audiences replace condition interests from the first campaign. Offers are tuned to the order values that already sell.

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 ₹10,000 to ₹5L+, 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 health and wellness stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. Written targets expose a slow month while there is still time to act.

   How it works

   Every budget call starts from the store's orders. The target for the month is on the page at every review. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video and static image first, rising to a handful of new ads a month by the final month, with every format close to the account's return. Test static images beside video. 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

   In every industry we measured, static images were the format most often in the top creative tier. A fixed window stops spend chasing a creative before it has been read. Early spend buys learning, not scale.

   How it works

   Statics join once a winning video is found. Losing batches stop; winning ads take their budget. 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 3

   What we'd do

   Through Month 2 to Month 3, push toward ₹5L+: the budget rises gently while return holds, and Instagram Reels carries the most spend and Facebook Feed the next. Make regional-language versions of the winning video for the states that buy most. Once purchases are steady, add lookalikes of past buyers next to broad prospecting.

   Why

   In Month 2 to Month 3 the modelled budget rises gently, while return on spend holds. In two of these months the step is trimmed to the size return can hold. Return holds through these months because each budget step stops where return would slip. The same winning idea reaches more buyers in their own language.

   How it works

   The regional versions run next to the original. Lookalike and broad audiences run the same ads, so they can be compared. Most of the final month's spend sits on Instagram Reels, then Facebook Feed. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. Store orders and platform revenue are reconciled in the shared sheet. Basket-size offers switch on at checkout.

   • Projected revenue ₹10,436
   • Projected ROAS 1.94x
   • Planned ad spend ₹5,377
2. Month 2

   Scaling starts: regional-language versions of the winner go live. Only the part of the step that return supports is taken: return on spend holds while budget holds.

   • Projected revenue ₹11,306
   • Projected ROAS 1.94x
   • Planned ad spend ₹5,828
3. Month 3

   This batch's read is done: winners stay, the rest are cut. Only the part of the step that return supports is taken: return on spend holds while budget holds. ₹5L+ is not reached in the time, because budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹11,843
   • Projected ROAS 1.93x
   • Planned ad spend ₹6,136

1. 01

   Build audiences on the buyer's life and profession rather than health-condition interests.

2. 02

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

3. 03

   Relaunched campaigns on a new pixel the moment hostile comments appeared