Jewellery case study: ₹10,000–₹15,000 to ₹18,477 monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We set up the base for a smaller jewellery store before any budget rises. We open with three documents: a website audit, a creative brief and a media schedule by month. We audit the competitors buyers are already comparing, and agree the case study before spending.

   Why

   In this case study, a smaller jewellery brand grows monthly revenue in 6 months, from ₹10,000–₹15,000 to ₹10L (80x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the case study is built on what the fastest tenth reached, and shows the gap to the agreed number honestly. No single problem was named; the case study works from the figures instead. Without a brief, each creative and budget decision starts from scratch. The audit positions the brand in this scenario against the alternatives buyers are weighing.

   How it works

   The audit, the brief and the media schedule are shared before spend rises. The audit sets the creative and site work for the first weeks.

2. 2

   Measurement & reviews · Month 1 to 6

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We raise budget in a month only while return holds; where it slips too far, we hold it. We agree a written number for every month on the way from ₹10,000–₹15,000 to ₹10L, and start each review with the month-to-date figure against it.

   Why

   With no return on ad spend reported, the case study begins at the level measured jewellery stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. In the store accounts we measured, one budget step-up in four lost about a quarter of its return or more, so a step is taken only while return holds.

   How it works

   Every budget call starts from the store's orders. Where return slips too far, the month keeps last month's budget. Each budget step is argued against the written number.

3. 3

   Creative testing · Month 1

   What we do

   We lead the testing layer with video, catalogue ads and static image, building to a handful of new ads a month by the final month, with no format far behind the account's return. The learning month runs with a deliberately small daily budget until orders prove the buyer. We show the piece: product-only singles and carousels, swapped the moment they stop converting. We commission ads in batches, and read each batch for a set window before ordering the next.

   Why

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

   How it works

   The low budget stays until orders confirm the buyer. Creatives are rotated on conversion, not on a calendar. Batches that do not convert are cut; winners get the budget. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Month 2 to 4

   What we do

   We scale through Month 2 to Month 4 toward ₹10L as the budget rises gently while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. We raise budget only while return on spend holds, and cut it when return drops. We put seasonal collection campaigns in front of each festive and wedding peak.

   Why

   In Month 2 to Month 4 the budget rises gently, while return on spend holds. Budget is part-stepped in three of these months, taking only what return can carry. 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 month's budget follows the return of the last. Spend shifts into each season and between regions with the calendar. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

5. 5

   Steady state · Month 5 to 6

   What we do

   From Month 5, we protect the revenue already built and move toward ₹10L where return permits. We recover abandoned checkouts and lift repeat orders with WhatsApp messages. We keep a bank of ready creatives and rotate them in as ads tire.

   Why

   Growth slows from Month 5, still short of ₹10L. Budget keeps rising, more slowly than in the scaling 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. The bank means a tired ad is replaced the week it tires.

1. Month 1

   Learning month: the first ads run on a small daily budget while tracking is checked against store orders. The daily sheet now matches platform revenue to store orders. The audit, brief and media schedule are agreed with the brand's team.

   • Revenue ₹11,293
   • ROAS 1.97x
   • Ad spend ₹5,719
2. Month 2

   Scaling begins: product-only creatives that stop converting are swapped. Budget is raised only as far as return allows: budget steps up and return on spend holds.

   • Revenue ₹16,627
   • ROAS 1.98x
   • Ad spend ₹8,388
3. Month 3

   The creative bank supplies this period's refresh.

   • Revenue ₹17,494
   • ROAS 1.87x
   • Ad spend ₹9,354
4. Month 4

   The seasonal collection campaign leads this period's spend mix. Budget is raised only as far as return allows: budget holds and return on spend holds.

   • Revenue ₹18,061
   • ROAS 1.93x
   • Ad spend ₹9,374
5. Month 5

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

   • Revenue ₹18,182
   • ROAS 1.87x
   • Ad spend ₹9,722
6. Month 6

   Budget is reviewed against return before the next step. Budget is raised only as far as return allows: budget holds and 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 ₹18,477
   • ROAS 1.89x
   • Ad spend ₹9,794

1. 1

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

2. 2

   Audited eight competitors and agreed a three-month case study

3. 3

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