Jewellery case study: plan for ₹2.5L to ₹5.6L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Start with scaling ad spend, which the booking named first, before anything else on this smaller store. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. Audit the competitors buyers are already comparing, and agree the plan before spending.

   Why

   The enquiry came from a smaller jewellery brand that wants to grow monthly revenue in 6 months, from ₹2.5L to ₹50L (20x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan follows the pace of that top tenth rather than forcing the target. At booking, the brand named scaling ad spend as its main problem. Without layers, retargeting quietly eats the prospecting budget. The audit positions the brand against the alternatives buyers are weighing.

   How it works

   Each layer keeps its own budget line. The audit sets the creative and site work for the first weeks.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Write month-by-month targets with the brand's team that climb from ₹2.5L to ₹50L, and open every review with the month-to-date number against them. 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

   The return on ad spend it reported sits above what measured jewellery stores of that size hold; the plan starts from it and expects some of it to give way as spend rises. Written targets expose a slow month while there is still time to act. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

   Each budget step is argued against the written target. The sheet is read before each budget change. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, catalogue ads and UGC and creator video, building to a few dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Show the piece: product-only singles and carousels, swapped the moment they stop converting. The learning month runs at a low daily budget and moves up only when orders come through. Run creator, customer-feedback and founder-led video.

   Why

   Jewellery buyers decide on the piece, and fatigue sets in fast. Early spend buys learning, not scale. In most accounts we measured, video that carried trust held its return.

   How it works

   Creatives are rotated on conversion, not on a calendar. The low budget stays until orders confirm the buyer. Low-quality UGC is pulled and founder-led video takes its place. 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 ₹50L as the budget climbs steeply and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Put seasonal collection campaigns in front of each festive and wedding peak.

   Why

   In Month 2 to Month 4 the modelled budget climbs steeply, and return on spend falls as it does. In two of these months the step is trimmed to the size return can hold. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. Seasonal demand moves by region, so the spend does too.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. Budget moves between regions as the calendar turns. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Most spend reaches people who have not bought yet; past visitors return more per rupee.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, hold the gains and push toward ₹50L only as far as return allows. Refresh tired ads by mixing old and new creatives, and keep a creative bank. Use WhatsApp for abandoned checkouts and for past buyers' next order.

   Why

   Growth slows from Month 5, still short of ₹50L. Spend still grows, at a slower pace than during scaling. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout.

   How it works

   Refreshes are gradual: a few new ads at a time. Messages run beside retargeting ads.

1. Month 1

   The learning phase opens: tracking is checked against store orders and the first ads go live on a small daily budget. Store orders and platform revenue are reconciled in the shared sheet. Testing, scaling and retargeting now run as separate layers.

   • Projected revenue ₹2.5L
   • Projected ROAS 3.97x
   • Planned ad spend ₹63,410
2. Month 2

   Scaling starts: ads with falling click-through are swapped from the bank. With budget steps up sharply, return on spend falls.

   • Projected revenue ₹3.3L
   • Projected ROAS 2.97x
   • Planned ad spend ₹1.1L
3. Month 3

   Product-only creatives that stop converting are swapped. Budget goes up only as far as return can carry it: with budget more than doubles, return on spend falls.

   • Projected revenue ₹5.4L
   • Projected ROAS 2.09x
   • Planned ad spend ₹2.6L
4. Month 4

   A fresh round of creator and customer-feedback video goes live. Budget goes up only as far as return can carry it: with budget holds, return on spend holds.

   • Projected revenue ₹5.6L
   • Projected ROAS 2.13x
   • Planned ad spend ₹2.6L
5. Month 5

   Steady phase begins: creative refresh and repeat orders take on more of the work.

   • Projected revenue ₹5.6L
   • Projected ROAS 1.98x
   • Planned ad spend ₹2.8L
6. Month 6

   Budget is reviewed against return before the next step. Budget goes up only as far as return can carry it: with budget holds, return on spend holds. ₹50L is not reached in the time, because budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

   • Projected revenue ₹5.6L
   • Projected ROAS 1.95x
   • Planned ad spend ₹2.8L

1. 01

   Plan around the festive and wedding calendar: seasonal catalogue or collection campaigns, regional targeting for regional festivals, and pausing regions during regional observances.

2. 02

   Positioned as handcrafted and made to order; led with personalised pieces

3. 03

   Recover abandoned checkouts and lift repeat orders with WhatsApp messages.