Jewellery case study: ₹14L to ₹1.35Cr monthly revenue in 4 months
Start to month 4
Months in between are calculated from the starting and ending month.
Revenue by month
| Month | Ad spend | Revenue | Change on the month | Revenue per ₹1 of ad spend | ≈ Orders | ≈ Cost per order |
|---|---|---|---|---|---|---|
| Start | ₹4,80,000 | ₹14,00,000 | – | ₹2.92 | 899 | ₹534 |
| Month 1 | ₹7,77,000 | ₹24,66,000 | +₹10,66,000 | ₹3.17 | 1,580 | ₹491 |
| Month 2 | ₹12,57,000 | ₹43,43,000 | +₹18,77,000 | ₹3.46 | 2,790 | ₹451 |
| Month 3 | ₹20,33,000 | ₹76,48,000 | +₹33,05,000 | ₹3.76 | 4,910 | ₹414 |
| Month 4 | ₹32,90,000 | ₹1,34,70,000 | +₹58,22,000 | ₹4.09 | 8,650 | ₹381 |
| Total, months 1–4 | ₹73,57,000 | ₹2,79,27,000 | – | ₹3.80 | 17,900 | ₹410 |
| Change | +₹28,10,000 | +₹1,20,70,000 | – | – | – | – |
Analysis
What the numbers show
When our work on Meta ads and social media management began, this jewellery brand made ₹14L a month in revenue. In month 4, in 2023, it made ₹1.35Cr.
Monthly revenue went from ₹14L to ₹1.35Cr in 4 months. Month 4 was 9.6 times the starting month, ₹1.21Cr more than the month we started (+862%). On average, revenue rose 76.1% a month.
Ad spend moved from ₹4.8L to ₹32.9L a month over the same period. Each ₹1 of ad spend brought ₹2.92 of revenue at the start and ₹4.09 in month 4, so revenue rose faster than ad spend.
Funnel, ad view to order month 4
Ad spend, month 4 ₹32.9LStart ₹4.8L
- Ad views ≈ 1,38,00,000Start ≈ 20,20,000
- Clicks to the store ≈ 2,76,000≈ 2% of ad views Start ≈ 40,300
- Orders ≈ 8,650≈ 3.1 orders for every 100 clicks Start ≈ 899
Revenue, month 4 ₹1.35CrStart ₹14L
Investment
Where the budget goes
New-customer ads ≈ 76%Return-visitor ads ≈ 12%Creative tests ≈ 12%
| Part of the budget | Share of ad spend | Ad spend, 4 months | Ad spend, month 4 |
|---|---|---|---|
| New-customer ads | ≈ 76% | ≈ ₹55.9L | ≈ ₹25L |
| Return-visitor ads | ≈ 12% | ≈ ₹8.8L | ≈ ₹3.9L |
| Creative tests | ≈ 12% | ≈ ₹8.8L | ≈ ₹3.9L |
- New-customer ads. Most of the budget goes to the campaign that finds new customers. It carries the ads that have already proved they sell.
- Return-visitor ads. Reviews, demos, offer reminders and catalogue ads for people who visited, added to cart or watched a video. Past buyers are left out.
- Creative tests. New ads start in their own test on a small daily budget, so a weak batch never drags down the campaign that pays the bills.
Revenue per ₹1
Ad spend and revenue start and month 4
- Ad spend, start₹4,80,000
- Revenue, start₹14,00,000₹2.92 of revenue for each ₹1 of ad spend
- Ad spend, month 4₹32,90,000
- Revenue, month 4₹1,34,70,000₹4.09 of revenue for each ₹1 of ad spend
Revenue for each ₹1 of ad spend: ₹4.09 in month 4, against ₹2.92 at the start
Creative: how we run it and why
What we make
- We make ad videos, creator videos, static images, carousels and catalogue ads.
- Every month we make five to six reels, five to six posts or carousels and 12 to 15 stories.
- The Meta ads run from the same page, and a live, current page makes them look trusted.
- We also make close-ups of the clasp and the stone setting, gifting reveals, styling videos and proof on camera such as the hallmark or a certificate.
- Each ad does one job. A close-up sells the craft, a creator video sells the feeling and a proof video removes the last doubt.
- We test several openings on the same piece before we decide a product does not sell.
- When an ad is shown more often and fewer people click, it gets a new opening.
- Video55.2%
- Catalogue ads27%
- Static images9%
- Creator videos3.8%
- Carousels1.6%
How we keep the winners and replace tired ads
- The openings come at the buyer from different sides: the problem and its fix, curiosity, proof from other buyers and the plain benefit.
- New ads go live in their own test on a small daily budget, with the same money for each idea.
- We judge each idea after five to seven days, once it has spent two to three times the cost per purchase we agree with the brand.
- When an ad is shown more often and fewer people click, it is wearing out. Its replacement goes live before it stops selling.
- We change the smallest part that has stopped working. A new opening comes first, then a new middle, then a new idea.
- Refreshed ads go up as new ads, so the old winner keeps selling while the new one proves itself.
- Each month we read what performed and shape the next month around it.
Why we run it this way
- On Meta the ad itself decides who sees it, so new ads are the main lever we have.
- Ads tire, and one winner rarely lasts more than a few weeks at high spend.
- Across the client ad accounts we have run, the top 10% of ads take 53% of the ad spend, and 3 in 4 ads stop running within a month.
How we run it, and how it works
For this brand we ran Meta ads and social media management for 4 months, with ad spend going from ₹4.8L to ₹32.9L a month. This is how we run it.
Read the account first
What we do
We get access to the ad account and the store, check that sales are recorded correctly, and read the past campaigns before we change anything.
Show the piece up close
What we do
Reels show the piece on a real hand, ear or neck in daylight, close enough to see the finish. Reviews with photos, the hallmark and the return policy go to people who viewed a product.
A few campaigns, one job each
What we do
We keep a small set of campaigns, each with one job. One tests new ads, one puts more money behind the ads that sell, and one brings back people who visited.
A new batch of ads every month
What we do
Each batch goes live on a small daily budget, and we judge it after a set number of days. The ads that sell keep the budget. The rest are cut.
A month of posts, shared ahead
What we do
Every post for the month is shared a week ahead for the brand to review, and nothing goes live without the brand's OK.
Reels and posts made in-house
What we do
Reels are scripted, shot and edited in-house, and posts and carousels are designed in the brand's style, around a few clear themes so the feed reads as one brand.
Replies every day
What we do
Comments, DMs and tagged posts are checked every day, and questions are answered in the brand's voice.
How it works
Scripts, shoots, edits and the campaigns sit with one team in our Surat office. Whoever reads the results also makes the next ad.
Month by month
- Start
The month we started work with the brand.
- Revenue ₹14L
- Ad spend ₹4.8L
- Revenue per ₹1 of ad spend ₹2.92
- Month 1
Campaigns go live in the first week, and the first batch of new ads goes into its own test. We audit the page, the competitors and what already works, and set a few clear content themes.
- Revenue ₹24.7L
- Ad spend ₹7.8L
- Revenue per ₹1 of ad spend ₹3.17
- Month 2
The next batches of ads build on what won in the first month. Ads that did not sell are switched off, and the budget moves to the winners. Monthly revenue passed 3 times the starting month.
- Revenue ₹43.4L
- Ad spend ₹12.6L
- Revenue per ₹1 of ad spend ₹3.46
- Month 3
More budget goes behind the ads that sell, one step at a time, while the return holds. We test new angles and offers, and get the ads ready for the next sale season. Monthly revenue passed 5 times the starting month.
- Revenue ₹76.5L
- Ad spend ₹20.3L
- Revenue per ₹1 of ad spend ₹3.76
- Month 4 2023
The budget goes up in steps, and only while the return holds. Monthly revenue in month 4: ₹1.35Cr, 9.6 times the starting month.
- Revenue ₹1.35Cr
- Ad spend ₹32.9L
- Revenue per ₹1 of ad spend ₹4.09
How to read these numbers
Monthly revenue is the brand’s revenue in one month: ₹14L in the month we started and ₹1.35Cr in month 4, in 2023.
Ad spend is what went into ads in the same month: ₹4.8L at the start and ₹32.9L in month 4. Revenue per ₹1 of ad spend is that month’s revenue divided by its ad spend: ₹2.92 at the start and ₹4.09 in month 4.
Month 4’s revenue divided by the starting month’s gives the times figure (9.6x). The average monthly rise from the start to month 4 is 76.1%. Total revenue is months 1 to 4 added up (₹2.79Cr).
Orders are revenue divided by the average order value (≈ ₹1,558). Clicks are ad spend divided by the cost per click (≈ ₹11.90), and ad views are clicks divided by the click rate (≈ 2%). Cost per order is ad spend divided by orders.
Questions founders ask
How long did it take?+
4 months. The ending month was in 2023.
What did we run for this brand?+
Meta ads and social media management.
How much did ad spend change?+
From ₹4.8L in the starting month to ₹32.9L in month 4.
How much revenue came for each ₹1 of ad spend?+
₹2.92 at the start and ₹4.09 in month 4.
This work ran on our performance marketing and social media management services. Our jewellery guide explains how we run brands in this category. Want to talk about your brand? Book a call.
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