Jewellery case study: ₹2L to ₹1.9L monthly revenue in 1 month

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we do

   We start with results that swing from month to month, which the brand in this scenario named first, before anything else on this smaller store. We split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. We map the festive and wedding calendar before spending, with seasonal collections ready in advance.

   Why

   A smaller jewellery store grows monthly revenue in 1 month, from ₹2L to ₹10L (5x). That is faster than nine in ten of our measured accounts grew over the same time, so the case study below is on what that fastest tenth reached and shows where it lands against the number this scenario calls for. The main problem was results that swing from month to month. Separate layers stop prospecting and retargeting competing for the same budget. Demand in this category rises and falls with the festive calendar.

   How it works

   Each layer keeps its own budget line. Each peak has its campaign ready before it starts.

2. 2

   Measurement & reviews · Week 1 to 4

   What we do

   We log store orders every day beside what the ad platform claims. We set the path from ₹2L to ₹10L as written weekly numbers, and read every review against the week so far.

   Why

   It did not report a return on ad spend, so the case study starts from what measured jewellery stores of that size hold. The ad platform's own count runs high, so the store's count is the one that moves budget. Written monthly numbers expose a slow week while there is still time to act.

   How it works

   Every budget call starts from the store's orders. Each budget step is argued against the written number.

3. 3

   Creative testing · Week 1 to 4

   What we do

   We lead the testing layer with video, catalogue ads and static image, building to about a dozen new ads a month by the last four weeks, keeping carousel on a short leash because its return trails the account. We buy creative in batches and give each batch a fixed read window before buying more. We show the piece: product-only singles and carousels, swapped the moment they stop converting. The four learning weeks run on a small daily budget, stepping up only once orders confirm.

   Why

   Buying more before a batch is read means paying for guesses. Jewellery buyers decide on the piece, and fatigue sets in fast. Spend in the learning phase pays for information.

   How it works

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

4. 4

   Scaling · Week 4

   What we do

   Through Week 4, we push toward ₹10L: the budget stays close to the learning level while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. We tie every budget increase to return: we step up while it holds, and step back when it drops. We scale into the festive and wedding calendar with seasonal collection campaigns.

   Why

   Across Week 4, the budget stays close to the learning level, while return on spend holds. Each budget step here is sized so that return stays close to where it was. Seasonal demand moves by region, so the spend does too.

   How it works

   There is no fixed ramp; each week's budget follows the return of the last. Budget moves between regions as the calendar turns. Most of the last four weeks's spend sits on Instagram Reels, then Instagram Feed. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Week 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The daily sheet now matches platform revenue to store orders. Seasonal collections are prepared for the next peak.

   • Revenue ₹48,210
   • ROAS 2.37x
   • Ad spend ₹20,339
2. Week 2

   First creative read: ads that do not convert are cut. With budget eases back, return on spend rises.

   • Revenue ₹45,933
   • ROAS 2.56x
   • Ad spend ₹17,940
3. Week 3

   Store fixes and offers go live while orders confirm. With budget steps up, return on spend dips.

   • Revenue ₹45,967
   • ROAS 2.26x
   • Ad spend ₹20,339
4. Week 4

   The learning phase ends with a buyer identified and a winning ad chosen. With budget holds, return on spend holds. The case study finishes short of ₹10L: budget stops rising where return starts to slip. Each order costs about what it did while learning.

   • Revenue ₹49,159
   • ROAS 2.34x
   • Ad spend ₹20,979

1. 1

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

2. 2

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

3. 3

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