Health & wellness case study: ₹10L to ₹23.4L monthly revenue in 2–3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   The first problem in this scenario is a clear strategy, so the opening month on this mid-sized store goes there. We start with a website audit, a creative brief and a monthly media schedule in the first week. We build the account in layers so each can be read on its own: testing, scaling, new-buyer prospecting and cart retargeting.

   Why

   A mid-sized health and wellness store grows monthly revenue in 2–3 months, from ₹10L to ₹30L (3x). That is faster than nine in ten of our measured accounts grew over the same time, so the case study below is on what that fastest tenth reached and shows where it lands against the number this scenario calls for. The main problem in this scenario is a clear strategy. A written brief gives every later budget decision a reference point. Layers keep each budget line readable, so a weak campaign cannot hide inside a strong one.

   How it works

   The brief is agreed first; spend follows it. Warm layers run beside prospecting, not instead of it.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We log store orders every day beside what the ad platform claims. We agree a written number for every month on the way from ₹10L to ₹30L, and start each review with the month-to-date figure against it.

   Why

   No starting return on ad spend was given; the starting return is 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 shortfall is caught in the month it happens, not at the end.

   How it works

   Every budget call starts from the store's orders. The month's number is on the page at every review.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, static image and catalogue ads first, rising to a few dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. We keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. We give each lead product its own campaign and read it weekly. The learning month runs with a deliberately small daily budget until orders prove the buyer.

   Why

   A steady supply keeps the testing layer fed, and regional cuts reach more buyers with the same idea. Shared campaigns hide weak products; separate ones expose them fast. Early spend buys learning, not scale.

   How it works

   Regional cuts of a winner come before new ideas. A product that does not sell is paused inside the week. The low budget stays until orders confirm the buyer. The number of new ads grows with spend; video makes up the largest part and static image the next.

4. 4

   Scaling · Month 2 to 3

   What we do

   We scale through Month 2 to Month 3 as far toward ₹30L 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. We run cost caps, bid caps, CBO and ABO as parallel versions before budget steps up. We let return decide budget: more while it holds, less when it slips.

   Why

   In Month 2 to Month 3 the budget climbs in steps, and return on spend falls as it does. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to hold. 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. Budget follows return month to month instead of a fixed ramp. 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.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The website audit, creative brief and media schedule are shared. The account runs in layers: testing, scaling and retargeting.

   • Revenue ₹10.1L
   • ROAS 4.57x
   • Ad spend ₹2.2L
2. Month 2

   The scaling phase opens: the winning UGC runs in regional-language versions. With budget steps up sharply, return on spend falls.

   • Revenue ₹14.5L
   • ROAS 3.88x
   • Ad spend ₹3.7L
3. Month 3

   The budget decision is taken on the return the last step earned. With budget steps up sharply, return on spend falls. Monthly revenue passes the halfway point between ₹10L and ₹30L. ₹30L is not reached in the time, because the case study follows what the fastest tenth of our measured accounts reached. Cost per purchase ends higher than in the learning phase.

   • Revenue ₹23.4L
   • ROAS 3.01x
   • Ad spend ₹7.8L

1. 1

   Relaunched campaigns on a new pixel the moment hostile comments appeared

2. 2

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

3. 3

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