Jewellery case study: plan for ₹1L to ₹1.4L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at scaling ad spend, the problem named at booking, on a smaller base. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting. Open with three documents: a website audit, a creative brief and a media plan by month.

   Why

   A smaller jewellery brand came to us to grow monthly revenue in 6 months, from ₹1L to ₹15L (15x). 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, with a clear strategy close behind. Without layers, retargeting quietly eats the prospecting budget. Without a brief, each creative and budget decision starts from scratch.

   How it works

   Warm layers run beside prospecting, not instead of it. All three are shared with the brand's team before any budget step.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Log store orders every day beside what the ad platform claims. Set the path from ₹1L to ₹15L as written monthly targets, and read every review against the month so far. 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. Each budget step is argued against the written target. 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 about a dozen 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. 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. Video built on trust was the format that held return in most measured accounts.

   How it works

   Creatives are rotated on conversion, not on a calendar. The low budget stays until orders confirm the buyer. UGC that underperforms is replaced by founder-led video, not given more budget. 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 ₹15L as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Tie every budget increase to return: step up while it holds, step back when it drops. Recover abandoned checkouts with WhatsApp messages as traffic grows.

   Why

   Across Month 2 to Month 4, the modelled budget rises gently, while return on spend holds. In three of these months the step is trimmed to the size return can hold. 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

   There is no fixed ramp; each month's budget follows the return of the last. WhatsApp recovery runs alongside paid retargeting, not instead of it. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. Cold audiences take most of the budget; warm audiences return more per rupee.

5. 5

   Steady state · Month 5 to 6

   What we'd do

   From Month 5, protect the revenue already built and move toward ₹15L where return permits. Use WhatsApp for abandoned checkouts and for past buyers' next order. Hold a creative bank and swap tired ads out before click-through falls.

   Why

   Growth slows from Month 5, still short of ₹15L. Budget stays about level over these months. A message to someone who nearly bought costs less than an ad. In one account we measured, click-through fell before revenue did; refresh is how that is avoided.

   How it works

   Messages run beside retargeting ads. New creatives mix with proven ones rather than replacing them all at once.

1. Month 1

   Learning month: the first ads run on a small daily budget while tracking is checked against store orders. Testing, scaling and retargeting now run as separate layers. Store orders and ad-platform revenue are checked side by side.

   • Projected revenue ₹1L
   • Projected ROAS 1.89x
   • Planned ad spend ₹53,839
2. Month 2

   The scaling phase opens: the creative bank supplies this period's refresh. Budget rises to the point where return would start to give way: with budget steps up, return on spend rises.

   • Projected revenue ₹1.2L
   • Projected ROAS 1.99x
   • Planned ad spend ₹60,115
3. Month 3

   Budget is reviewed against return before the next step. Budget rises to the point where return would start to give way: with budget holds, return on spend dips.

   • Projected revenue ₹1.2L
   • Projected ROAS 1.90x
   • Planned ad spend ₹65,525
4. Month 4

   New creator and customer-feedback videos join the account.

   • Projected revenue ₹1.4L
   • Projected ROAS 1.90x
   • Planned ad spend ₹71,334
5. Month 5

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

   • Projected revenue ₹1.4L
   • Projected ROAS 1.93x
   • Planned ad spend ₹71,950
6. Month 6

   Abandoned checkouts get WhatsApp follow-ups. Budget rises to the point where return would start to give way: with budget holds, return on spend holds. Revenue ends below ₹15L, the target set at enquiry, because budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹1.4L
   • Projected ROAS 1.90x
   • Planned ad spend ₹73,030

1. 01

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

2. 02

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

3. 03

   New product pieces and post-Diwali product tests from fresh creative