Jewellery case study: ₹1Cr+ to ₹1.89Cr monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We start with competition, which the brand named first, before anything else on this large store. We audit the competitors buyers are already comparing, and agree the case study before spending. We lead with craft: handcrafted or made-to-order positioning, with personalised pieces up front. We build the account in layers so each can be read on its own: testing, scaling, new-buyer prospecting and cart retargeting.

   Why

   A large jewellery brand grows monthly revenue in 1 year, from ₹1Cr+ to ₹5Cr (5x). The main problem was competition. The audit positions the brand against the alternatives buyers are weighing. Jewellery buyers decide on the piece and the story behind it.

   How it works

   The audit sets the creative and site work for the first weeks. Personalised pieces open the prospecting ads. Each layer keeps its own budget line.

2. 2

   Measurement & reviews · Month 1 to 12

   What we do

   We report net sales after returns, cancellations and tax next to store revenue and platform revenue. We agree a written number for every month on the way from ₹1Cr+ to ₹5Cr, and start each review with the month-to-date figure against it. We set a written rule: no budget step in a month where return falls too far to pay for it.

   Why

   No starting return on ad spend was given; the starting return is what stores of that size hold. In our accounts net sales ran below logged store revenue, so the numbers sit on the lower figure. 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. Where return slips too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we do

   We lead the testing layer with video, catalogue ads and static image, building to well over a hundred new ads a month by the final month, with carousel watched closely since it returns less than the rest. We show the piece: product-only singles and carousels, swapped the moment they stop converting. We work in creative batches with a fixed read window each. The learning month runs on a small daily budget, stepping up only once orders confirm.

   Why

   Jewellery buyers decide on the piece, and fatigue sets in fast. Buying more before a batch is read means paying for guesses. The first rupees are for finding the buyer, not for volume.

   How it works

   Creatives are rotated on conversion, not on a calendar. Only ads that convert inside the window keep running. The low budget stays until orders confirm the buyer. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 8

   What we do

   Through Month 2 to Month 8, we push toward ₹5Cr: the budget climbs in steps and return falls, and Instagram Reels carries the most spend and Instagram Feed the next. We recover abandoned checkouts with WhatsApp messages as traffic grows. We scale into the festive and wedding calendar with seasonal collection campaigns. We raise budget only while return on spend holds, and cut it when return drops.

   Why

   Across Month 2 to Month 8, the 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. Spend stays flat for one of these months, waiting on return rather than on the calendar. Spend scaled in our accounts pushed cost per order up and return down, so no step is taken on hope. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout.

   How it works

   WhatsApp recovery runs alongside paid retargeting, not instead of it. Spend shifts into each season and between regions with the calendar. There is no fixed ramp; each month's budget follows the return of the last. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

5. 5

   Steady state · Month 9 to 12

   What we do

   From Month 9, we protect the revenue already built and move toward ₹5Cr where return permits. We hold the numbers on net sales as volume grows, since returns rise with it. We keep a bank of ready creatives and rotate them in as ads tire.

   Why

   From Month 9 growth slows while revenue is still under ₹5Cr. Spend holds roughly steady from here. Net sales ran below logged store revenue in our accounts. One of our accounts showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

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

1. Month 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. The layered account is in place, with retargeting beside prospecting. The competitor audit is shared and the creative brief agreed.

   • Revenue ₹1.01Cr
   • ROAS 3.51x
   • Ad spend ₹28.7L
2. Month 2

   Scaling begins: each budget move is read against the return it bought. Budget steps up and return on spend dips.

   • Revenue ₹1.09Cr
   • ROAS 3.27x
   • Ad spend ₹33.4L
3. Month 3

   Product-only creatives that stop converting are swapped.

   • Revenue ₹1.29Cr
   • ROAS 3.35x
   • Ad spend ₹38.3L
4. Month 4

   A seasonal collection campaign takes a larger share of budget.

   • Revenue ₹1.44Cr
   • ROAS 3.07x
   • Ad spend ₹46.8L
5. Month 5

   Abandoned checkouts get WhatsApp follow-ups.

   • Revenue ₹1.79Cr
   • ROAS 2.67x
   • Ad spend ₹67L
6. Month 6

   Ads with falling click-through are swapped from the bank. Only the part of the step that return supports is taken: budget holds and return on spend holds.

   • Revenue ₹1.87Cr
   • ROAS 2.69x
   • Ad spend ₹69.6L
7. Month 7

   The creative batch is read and the winners keep the budget.

   • Revenue ₹1.89Cr
   • ROAS 2.63x
   • Ad spend ₹72L
8. Month 8

   Each budget move is read against the return it bought. Return is still below the level where more budget pays, so budget holds and return on spend rises.

   • Revenue ₹1.96Cr
   • ROAS 2.76x
   • Ad spend ₹71L
9. Month 9

   From here the work shifts to keeping ads fresh and bringing buyers back.

   • Revenue ₹1.89Cr
   • ROAS 2.70x
   • Ad spend ₹70.2L
10. Month 10

    Product-only creatives that stop converting are swapped.

    • Revenue ₹1.91Cr
    • ROAS 2.73x
    • Ad spend ₹70L
11. Month 11

    A seasonal collection campaign takes a larger share of budget. Only the part of the step that return supports is taken: budget holds and return on spend dips.

    • Revenue ₹1.89Cr
    • ROAS 2.57x
    • Ad spend ₹73.5L
12. Month 12

    Abandoned checkouts get WhatsApp follow-ups. Return is still below the level where more budget pays, so budget holds and return on spend holds. ₹5Cr is not reached in the time, because budget stops rising where return starts to slip. Each order costs more by the end than it did while learning.

    • Revenue ₹1.89Cr
    • ROAS 2.65x
    • Ad spend ₹71.4L

1. 1

   Show the product only (singles and carousels), lead with craft or personalisation, and swap creatives the moment they stop converting.

2. 2

   Raise budget only while return on spend holds; cut it when return drops.

3. 3

   Audit competitors and agree a three-month case study before spending.