Jewellery case study: plan for ₹1Cr+ to ₹1.89Cr monthly revenue in 1 year

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Start with competition, which the booking named first, before anything else on this large store. Audit the competitors buyers are already comparing, and agree the plan before spending. Lead with craft: handcrafted or made-to-order positioning, with personalised pieces up front. 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 came to us to grow monthly revenue in 1 year, from ₹1Cr+ to ₹5Cr (5x). One in four of the accounts we measured grew at least that fast in the same time. The problem named at booking 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 & targets · Month 1 to 12

   What we'd do

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

   Why

   No return on ad spend was given at booking; the starting return is what measured stores of that size hold. In measured accounts net sales ran below logged store revenue, so targets sit on the lower number. Written targets 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 targets make each scaling decision explicit. Where return would slip too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we'd do

   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. Show the piece: product-only singles and carousels, swapped the moment they stop converting. 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'd do

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

   Why

   Across Month 2 to Month 8, 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. Spend stays flat for one of these months, waiting on return rather than on the calendar. Spend scaled in our measured 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'd do

   From Month 9, protect the revenue already built and move toward ₹5Cr where return permits. Hold targets on net sales as volume grows, since returns rise with it. 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 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. 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.

   • Projected revenue ₹1.01Cr
   • Projected ROAS 3.51x
   • Planned 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.

   • Projected revenue ₹1.09Cr
   • Projected ROAS 3.27x
   • Planned ad spend ₹33.4L
3. Month 3

   Product-only creatives that stop converting are swapped.

   • Projected revenue ₹1.29Cr
   • Projected ROAS 3.35x
   • Planned ad spend ₹38.3L
4. Month 4

   A seasonal collection campaign takes a larger share of budget.

   • Projected revenue ₹1.44Cr
   • Projected ROAS 3.07x
   • Planned ad spend ₹46.8L
5. Month 5

   Abandoned checkouts get WhatsApp follow-ups.

   • Projected revenue ₹1.79Cr
   • Projected ROAS 2.67x
   • Planned 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.

   • Projected revenue ₹1.87Cr
   • Projected ROAS 2.69x
   • Planned ad spend ₹69.6L
7. Month 7

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

   • Projected revenue ₹1.89Cr
   • Projected ROAS 2.63x
   • Planned 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.

   • Projected revenue ₹1.96Cr
   • Projected ROAS 2.76x
   • Planned ad spend ₹71L
9. Month 9

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

   • Projected revenue ₹1.89Cr
   • Projected ROAS 2.70x
   • Planned ad spend ₹70.2L
10. Month 10

    Product-only creatives that stop converting are swapped.

    • Projected revenue ₹1.91Cr
    • Projected ROAS 2.73x
    • Planned 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.

    • Projected revenue ₹1.89Cr
    • Projected ROAS 2.57x
    • Planned 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 would slip. Each order costs more by the end than it did while learning.

    • Projected revenue ₹1.89Cr
    • Projected ROAS 2.65x
    • Planned ad spend ₹71.4L

1. 01

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

2. 02

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

3. 03

   Audit competitors and agree a three-month plan before spending.