Health & wellness case study: plan for ₹25L–₹30L to ₹53.4L monthly revenue in 10 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at marketing and social presence, the problem named at booking, on a established base. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. Keep a clean campaign setup ready to relaunch if hostile comments start hurting delivery.

   Why

   An established health and wellness store asked us how to grow monthly revenue in 10 months, from ₹25L–₹30L to ₹1Cr (3.6x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the plan is built on what the fastest tenth reached, and shows the gap to the target honestly. The problem named at booking was marketing and social presence. Later budget calls need something written to be judged against. Without layers, retargeting quietly eats the prospecting budget.

   How it works

   The brief is agreed first; spend follows it. Each layer keeps its own budget line. Campaigns are relaunched on a clean setup rather than left to degrade.

2. 2

   Measurement & targets · Month 1 to 10

   What we'd do

   Report net sales after returns, cancellations and tax next to store revenue and platform revenue. Write month-by-month targets with the brand's team that climb from ₹25L–₹30L to ₹1Cr, and open every review with the month-to-date number against them.

   Why

   It did not report a return on ad spend, so the plan starts from what measured stores of that size hold. In measured accounts net sales ran below logged store revenue, so targets sit on the lower number. A shortfall is caught in the month it happens, not at the end.

   How it works

   Budget decisions are read off net sales, not the ad platform alone. Each budget step is argued against the written target.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, static image and UGC and creator video first, rising to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. Commission ads in batches, and read each batch for a set window before ordering the next. The learning month runs on a small daily budget, stepping up only once orders confirm. Give each lead product its own campaign and read it weekly.

   Why

   The read window keeps creative spending tied to evidence. Spend in the learning phase pays for information. Shared campaigns hide weak products; separate ones expose them fast.

   How it works

   Batches that do not convert are cut; winners get the budget. The low budget stays until orders confirm the buyer. Budget follows the products that sell. New ads rise with the budget, most of them video, then static image.

4. 4

   Scaling · Month 2 to 7

   What we'd do

   Through Month 2 to Month 7, push as far toward ₹1Cr as return allows: the budget climbs in steps and return falls, and Instagram Reels carries the most spend and Instagram Feed the next. Run cost caps, bid caps, CBO and ABO as parallel versions before budget steps up. Raise budget only while return on spend holds, and cut it when return drops. Make regional-language versions of the winning video for the states that buy most.

   Why

   In Month 2 to Month 7 the modelled 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. Regional cuts run beside the original winner. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. Most spend reaches people who have not bought yet; past visitors return more per rupee.

5. 5

   Steady state · Month 8 to 10

   What we'd do

   From Month 8, hold the gains and push toward ₹1Cr only as far as return allows. Hold targets on net sales as volume grows, since returns rise with it. Refresh tired ads by mixing old and new creatives, and keep a creative bank.

   Why

   Growth slows from Month 8, still short of ₹1Cr. Budget keeps rising, more slowly than in the scaling months. Net sales ran below logged store revenue in our measured accounts. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

   Each review opens with net sales against the target. The bank means a tired ad is replaced the week it tires.

1. Month 1

   The learning phase opens: 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 audit, brief and media plan are agreed with the brand's team.

   • Projected revenue ₹26.6L
   • Projected ROAS 3.97x
   • Planned ad spend ₹6.7L
2. Month 2

   Scaling begins: cost caps and bid caps are tested against open bidding. Return on spend holds while budget holds.

   • Projected revenue ₹28.2L
   • Projected ROAS 3.85x
   • Planned ad spend ₹7.3L
3. Month 3

   Tired ads are refreshed from the creative bank. Return on spend dips while budget steps up.

   • Projected revenue ₹30L
   • Projected ROAS 3.65x
   • Planned ad spend ₹8.2L
4. Month 4

   Products that do not sell are paused and budget moves to the winners.

   • Projected revenue ₹32.2L
   • Projected ROAS 3.38x
   • Planned ad spend ₹9.5L
5. Month 5

   The budget decision is taken on the return the last step earned.

   • Projected revenue ₹36.6L
   • Projected ROAS 3.13x
   • Planned ad spend ₹11.7L
6. Month 6

   The winner now also runs in regional languages. Return on spend rises while budget holds.

   • Projected revenue ₹42.3L
   • Projected ROAS 3.52x
   • Planned ad spend ₹12L
7. Month 7

   This batch's read is done: winners stay, the rest are cut. Return on spend dips while budget steps up.

   • Projected revenue ₹45.6L
   • Projected ROAS 3.12x
   • Planned ad spend ₹14.6L
8. Month 8

   The plan moves into its steady phase, leaning on refreshed ads and repeat buyers. Return on spend rises while budget holds.

   • Projected revenue ₹48.8L
   • Projected ROAS 3.37x
   • Planned ad spend ₹14.5L
9. Month 9

   Bid-cap and cost-cap versions run beside open bidding. Return on spend dips while budget steps up.

   • Projected revenue ₹51.1L
   • Projected ROAS 3.19x
   • Planned ad spend ₹16.1L
10. Month 10

    The creative bank supplies this period's refresh. Return on spend holds while budget holds. Revenue ends below ₹1Cr, the target set at enquiry, because the plan follows what the fastest tenth of our measured accounts reached. Cost per purchase ends higher than in the learning phase.

    • Projected revenue ₹53.4L
    • Projected ROAS 3.19x
    • Planned ad spend ₹16.7L

1. 01

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

2. 02

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

3. 03

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