Home & kitchen case study: plan for ₹5L to ₹9.4L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Open with set-up work on the mid-sized home and kitchen store, since the booking gave no single problem. Start with a website audit, a creative brief and a monthly media plan in the first week. Set basket-size offers that reward a second and third item in the cart.

   Why

   A mid-sized home and kitchen brand came to us to grow monthly revenue in 6 months, from ₹5L to ₹40L (8x). That is faster than nine in ten of our measured accounts grew over the same time, so the plan below is modelled on what that fastest tenth reached and shows where it lands against the target. The booking gave no single problem, so the plan starts from the numbers. A written brief gives every later budget decision a reference point. Higher order value lowers the share of each order that goes to ads.

   How it works

   The audit, the brief and the media plan are shared before spend rises. The tiers follow real order values, not round numbers.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Set the path from ₹5L to ₹40L as written monthly targets, and read every review against the month so far. Log store orders every day beside what the ad platform claims. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   No return on ad spend was given at booking; the starting return is what measured stores of that size hold. A shortfall is caught in the month it happens, not at the end. Ad platforms claim more orders than stores record, so the store number decides budget.

   How it works

   The target for the month is on the page at every review. Every budget call starts from the store's orders. 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, catalogue ads and static image first, rising to a few dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. Stack kitchen and home interests around a creator video of the lead product. The learning month runs with a deliberately small daily budget until orders prove the buyer. Give each lead product its own campaign and read it weekly.

   Why

   A demonstration video explains a utility product faster than a static image. The first rupees are for finding the buyer, not for volume. Products that do not sell show up inside a week, not after a month of shared budget.

   How it works

   The interest stack runs beside a broad audience, read on the same video. 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 catalogue ads.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹40L as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Run cost caps, bid caps, CBO and ABO as parallel versions before budget steps up. Cut regional-language versions of the winning video for the best-selling states.

   Why

   In 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. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to hold. Controls show which setup holds cost per purchase as spend rises.

   How it works

   The version that keeps cost per purchase lowest stays. Regional cuts run beside the original winner. 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.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, protect the revenue already built and move toward ₹40L where return permits. Recover abandoned checkouts and lift repeat orders with WhatsApp messages. Keep a bank of ready creatives and rotate them in as ads tire.

   Why

   Growth slows from Month 5, still short of ₹40L. Spend still grows, at a slower pace than during scaling. A message to someone who nearly bought costs less than an ad. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early.

   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: a small daily budget carries the first ads, and store orders are matched to tracking. Store orders and ad-platform revenue are checked side by side. Basket-size offers switch on at checkout.

   • Projected revenue ₹5.1L
   • Projected ROAS 3.05x
   • Planned ad spend ₹1.7L
2. Month 2

   Scaling begins: cost caps and bid caps are tested against open bidding. Return falls as the budget steps up sharply.

   • Projected revenue ₹6.6L
   • Projected ROAS 2.55x
   • Planned ad spend ₹2.6L
3. Month 3

   Ads with falling click-through are swapped from the bank. The budget step stops where return would slip: return dips as the budget steps up.

   • Projected revenue ₹8.4L
   • Projected ROAS 2.27x
   • Planned ad spend ₹3.7L
4. Month 4

   Budget shifts to the products that sold this period.

   • Projected revenue ₹9.1L
   • Projected ROAS 2.17x
   • Planned ad spend ₹4.2L
5. Month 5

   From here the work shifts to keeping ads fresh and bringing buyers back. The budget step stops where return would slip: return holds as the budget holds.

   • Projected revenue ₹9.5L
   • Projected ROAS 2.17x
   • Planned ad spend ₹4.4L
6. Month 6

   The winner now also runs in regional languages. The budget step stops where return would slip: return holds as the budget holds. ₹40L is not reached in the time, because budget stops rising where return would slip. Each order costs more by the end than it did while learning.

   • Projected revenue ₹9.4L
   • Projected ROAS 2.11x
   • Planned ad spend ₹4.4L

1. 01

   Find the buyer on a small daily budget first, then step spend up in stages.

2. 02

   Give each product (or colour) its own campaign, read weekly, and move budget to the winner.

3. 03

   Cut regional-language versions of the winning creative for the best-selling states.