Health & wellness case study: ₹30L to ₹50L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We start with creative and content, which the brand in this scenario named first, before anything else on this established store. We put the website audit, the creative brief and the monthly media schedule in place before spend moves. We build audiences on the buyer's life and profession, not on health-condition interests.

   Why

   An established health and wellness store grows monthly revenue in 6 months, from ₹30L to ₹50L (+67%). That pace is within what the fastest tenth of our measured accounts reached over the same time. The main problem was creative and content, followed by marketing and social presence. A written brief gives every later budget decision a reference point. Condition-based audience setting is restricted and reaches the wrong buyer.

   How it works

   The audit, the brief and the media schedule are shared before spend rises. Lifestyle audiences replace condition interests from the first campaign.

2. 2

   Measurement & reviews · Month 1 to 6

   What we do

   We track ad-platform revenue beside store revenue and net sales after returns, cancellations and tax. We agree a written number for every month on the way from ₹30L to ₹50L, and start each review with the month-to-date figure against it. We match the return the brand in this scenario reports to what the store actually took in, before touching budget.

   Why

   The return on ad spend it reported sits above what measured stores of that size hold; the case study starts from it and allows for some of it to give way as spend rises. Returns, cancellations and tax cut logged revenue, so the numbers are set on net sales. Written monthly numbers expose a slow month while there is still time to act.

   How it works

   Budget decisions are read off net sales, not the ad platform alone. Written monthly numbers make each scaling decision explicit. Both returns are reviewed together each week.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, static image and UGC and creator video first, rising to several dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. We buy creative in batches and give each batch a fixed read window before buying more. We run creator, customer-feedback and founder-led video. We brief creators for a steady run of UGC video, with regional-language cuts of the winners.

   Why

   A fixed window stops spend chasing a creative before it has been read. Video built on trust was the format that held return in most measured accounts. A steady supply keeps the testing layer fed, and regional cuts reach more buyers with the same idea.

   How it works

   Losing batches stop; winning ads take their budget. Weak UGC is swapped for founder-led video rather than scaled. Regional cuts of a winner come before new ideas. New ads rise with the budget, most of them video, then static image.

4. 4

   Scaling · Month 2 to 4

   What we do

   We scale through Month 2 to Month 4 toward ₹50L as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. As spend rises, we mix new creatives in with the proven ones before the old ones tire. We cut regional-language versions of the winning video for the best-selling states.

   Why

   In Month 2 to Month 4 the budget climbs in steps, and return on spend falls as it does. 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

   New creatives join proven ones rather than replacing them all at once. Regional cuts run beside the original winner. 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 do

   From Month 5, we close the last stretch to ₹50L without losing return. We refresh tired ads by mixing old and new creatives, and keep a creative bank. We hold the numbers on net sales as volume grows, since returns rise with it.

   Why

   By Month 5 monthly revenue is within reach of ₹50L. Spend still grows, at a slower pace than during scaling. Falling click-through preceded a revenue drop in a measured account, so creative refresh is not optional. Net sales ran below logged store revenue in our measured accounts.

   How it works

   Refreshes are gradual: a few new ads at a time. Each review opens with net sales against the month's number.

1. Month 1

   First, the set-up: tracking is checked against store orders and the first ads go live on a small daily budget. Net sales after returns are matched to logged revenue. The reported return is checked against the store-side return.

   • Revenue ₹29.5L
   • ROAS 5.06x
   • Ad spend ₹5.8L
2. Month 2

   Scaling begins: regional-language versions of the winner go live. Budget steps up and return on spend falls.

   • Revenue ₹33.5L
   • ROAS 4.33x
   • Ad spend ₹7.7L
3. Month 3

   Ads with falling click-through are swapped from the bank.

   • Revenue ₹37.5L
   • ROAS 4.16x
   • Ad spend ₹9L
4. Month 4

   New creatives join the proven ones. Revenue is now past halfway from ₹30L to ₹50L.

   • Revenue ₹45.3L
   • ROAS 4.26x
   • Ad spend ₹10.6L
5. Month 5

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

   • Revenue ₹49.4L
   • ROAS 4.03x
   • Ad spend ₹12.3L
6. Month 6

   The winning UGC runs in regional-language versions. Budget steps up and return on spend dips. Revenue gets to ₹50L, the level this scenario calls for. Cost per purchase ends higher than in the learning phase.

   • Revenue ₹52.5L
   • ROAS 3.72x
   • Ad spend ₹14.1L

1. 1

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

2. 2

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

3. 3

   Product pages rebuilt for a trust-led buyer: offer price, COD, reviews, 30-day money-back guarantee, video reviews