Jewellery case study: plan for ₹3L to ₹3.9L monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at return on ad spend, the problem named at booking, on a smaller base. Get the store ready for paid traffic first: reviews and trust pointers on product pages, a visible return window, an about page and a reason to pay upfront. 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 3 months, from ₹3L to ₹15L (5x). Our fastest-growing tenth of measured accounts reached that pace in the same time. The problem named at booking was return on ad spend. Every rupee of ads is capped by how well the store turns visits into orders. The audit positions the brand against the alternatives buyers are weighing.

   How it works

   The fix list goes to the brand's team in the opening weeks, ahead of any budget step. The audit sets the creative and site work for the first weeks.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Write month-by-month targets with the brand's team that climb from ₹3L to ₹15L, and open every review with the month-to-date number against them. Track ad-platform revenue beside store orders in a shared daily sheet. Set targets on net sales after returns and cancellations, not on logged revenue.

   Why

   No return on ad spend was given at booking; the starting return is what measured jewellery stores of that size hold. A shortfall is caught in the month it happens, not at the end. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

   Written targets make each scaling decision explicit. Budget decisions are read off store numbers, not the ad platform alone. Each review opens with net sales against the target.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, catalogue ads and carousel, building to about two 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. Run static images next to the video ads. Lead with video that carries trust: creators, customer feedback and founder-led pieces.

   Why

   Jewellery buyers decide on the piece, and fatigue sets in fast. Among the jewellery accounts we measured, static image was the format most often in the top creative tier. 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. Statics are added after a video wins. UGC that underperforms is replaced by founder-led video, not given more budget. 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 ₹15L: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Raise budget only while return on spend holds, and cut it when return drops. Put seasonal collection campaigns in front of each festive and wedding peak.

   Why

   In Month 2 to Month 3 the modelled budget rises gently, while return on spend holds. Budget is part-stepped in two of these months, taking only what return will carry. Each budget step here is sized so that return stays close to where it was. Demand is seasonal and regional, so spend moves with the calendar.

   How it works

   Budget follows return month to month instead of a fixed ramp. 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.

1. Month 1

   The learning phase opens: tracking is checked against store orders and the first ads go live on a small daily budget. The daily sheet now matches platform revenue to store orders. Reviews, trust pointers and the prepaid incentive are now on the store.

   • Projected revenue ₹3L
   • Projected ROAS 1.89x
   • Planned ad spend ₹1.6L
2. Month 2

   Scaling starts: the seasonal collection campaign leads this period's spend mix. Budget goes up only as far as return can carry it: return on spend rises while budget steps up.

   • Projected revenue ₹3.5L
   • Projected ROAS 1.98x
   • Planned ad spend ₹1.7L
3. Month 3

   New creator and customer-feedback videos join the account. Budget goes up only as far as return can carry it: return on spend holds while budget steps up. The plan finishes short of ₹15L: budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹3.9L
   • Projected ROAS 1.93x
   • Planned ad spend ₹2L

1. 01

   Fix the store before scaling: trust pointers, reviews, return window, about page, prepaid incentive, bundle and cart-value offers.

2. 02

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

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