Jewellery case study: plan for ₹10,000 to ₹11,876 monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Open with set-up work on the smaller jewellery store, since the booking gave no single problem. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts.

   Why

   A smaller jewellery brand came to us to grow monthly revenue in 3 months, from ₹10,000 to ₹3L (30x). 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. No single problem was named at booking; the plan works from the figures instead. Without a brief, each creative and budget decision starts from scratch. Without layers, retargeting quietly eats the prospecting budget.

   How it works

   The audit, the brief and the media plan are shared before spend rises. Retargeting sits next to prospecting and never replaces it.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Agree a written target for every month on the way from ₹10,000 to ₹3L, and start each review with the month-to-date figure against it. 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 jewellery stores of that size hold. Platform attribution over-counts, so budget decisions sit on the store-side number. A missed month shows up early instead of at the end of the plan.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. Written targets make each scaling decision explicit. 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 about a dozen new ads a month by the final month, with no format far behind the account's return. 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. Buy creative in batches and give each batch a fixed read window before buying more.

   Why

   Jewellery buyers decide on the piece, and fatigue sets in fast. Spend in the learning phase pays for information. The read window keeps creative spending tied to evidence.

   How it works

   Creatives are rotated on conversion, not on a calendar. The low budget stays until orders confirm the buyer. Only ads that convert inside the window keep running. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Through Month 2 to Month 3, push toward ₹3L: the budget rises gently while return holds, and Instagram Reels carries the most spend and Facebook Feed the next. Recover abandoned checkouts with WhatsApp messages as traffic grows. Let return decide budget: more while it holds, less when it slips.

   Why

   In Month 2 to Month 3 the modelled budget rises gently, while return on spend holds. In two of these months budget goes up only as far as return allows, so revenue grows more slowly than the target needs. Return holds through these months because each budget step stops where return would slip. 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. Budget follows return month to month instead of a fixed ramp. Most of the final month's spend sits on Instagram Reels, then Facebook Feed. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   First, the set-up: 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. The audit, brief and media plan are agreed with the brand's team.

   • Projected revenue ₹10,342
   • Projected ROAS 1.86x
   • Planned ad spend ₹5,553
2. Month 2

   The scaling phase opens: each budget move is read against the return it bought. The step is sized by what return will bear: return on spend rises while budget holds.

   • Projected revenue ₹11,380
   • Projected ROAS 1.99x
   • Planned ad spend ₹5,721
3. Month 3

   A new batch goes live after the last one is read. The step is sized by what return will bear: return on spend dips while budget holds. The plan finishes short of ₹3L: budget stops rising where return would slip. Each order costs less by the end than it did while learning.

   • Projected revenue ₹11,876
   • Projected ROAS 1.91x
   • Planned ad spend ₹6,209

1. 01

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

2. 02

   Product-only creatives and carousels, swapped the moment they stopped converting

3. 03

   Handed over a 13-point site fix list: prepaid offer, testimonials, a three-day return window, an about page, no permanent sale prices