Jewellery case study: plan for ₹2L–₹4L to ₹5.3L monthly revenue in 2 months

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we'd do

   Start with return on ad spend, which the booking named first, before anything else on this smaller store. Fix the store before scaling: trust pointers, reviews, a clear return window, an about page and a prepaid incentive. 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 store asked us how to grow monthly revenue in 2 months, from ₹2L–₹4L to ₹10L+ (3.3x). That is faster than nine in ten of our measured accounts grew over the same time, so the plan aims at that fastest tenth's pace, holds budget where return would slip, and shows where it lands against the target. At booking, the brand named return on ad spend as its main problem. No budget returns more than the store converts. Separate layers stop prospecting and retargeting competing for the same budget.

   How it works

   Fixes are listed and handed over early, so later budget lands on a store that converts. Retargeting sits next to prospecting and never replaces it.

2. 2

   Measurement & targets · Week 1 to 9

   What we'd do

   Log store orders every day beside what the ad platform claims. Write week-by-week targets with the brand's team that climb from ₹2L–₹4L to ₹10L+, and open every review with the week-to-date number against them. Set targets on net sales after returns and cancellations, not on logged revenue.

   Why

   The return on ad spend it reported sits above what measured jewellery stores of that size hold; the plan starts from it and expects some of it to give way as spend rises. The ad platform's own count runs high, so the store's count is the one that moves budget. Written targets expose a slow week while there is still time to act.

   How it works

   The sheet is read before each budget change. The target for the week is on the page at every review. Each review opens with net sales against the target.

3. 3

   Creative testing · Week 1 to 4

   What we'd do

   Test with video, catalogue ads and static image first, rising to a few dozen new ads a month by the last four weeks, 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. Lead with video that carries trust: creators, customer feedback and founder-led pieces. Run static images next to the video ads.

   Why

   Jewellery buyers decide on the piece, and fatigue sets in fast. Trust-carrying video held return in most measured accounts. Among the jewellery accounts we measured, static image was the format most often in the top creative tier.

   How it works

   Creatives are rotated on conversion, not on a calendar. Weak UGC is swapped for founder-led video rather than scaled. Statics join once a winning video is found. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Week 5 to 9

   What we'd do

   Through Week 5 to Week 9, push as far toward ₹10L+ as return allows: the budget climbs in steps and return falls, and Instagram Reels carries the most spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Scale into the festive and wedding calendar with seasonal collection campaigns.

   Why

   Across Week 5 to Week 9, the modelled budget climbs in steps, and return on spend falls as it does. In two of these weeks budget goes up only as far as return allows, so revenue grows more slowly than the target needs. Budget does not rise in one of these weeks: at that return, more spend would not pay. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. Demand is seasonal and regional, so spend moves with the calendar.

   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. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

1. Week 1

   Learning starts: a small daily budget carries the first ads, and store orders are matched to tracking. Reviews, trust pointers and the prepaid incentive are now on the store. The account runs in layers: testing, scaling and retargeting.

   • Projected revenue ₹69,813
   • Projected ROAS 3.01x
   • Planned ad spend ₹23,162
2. Week 2

   The first read of the ads is in, and the ones that do not convert stop. Return on spend rises while budget holds.

   • Projected revenue ₹67,553
   • Projected ROAS 3.20x
   • Planned ad spend ₹21,132
3. Week 3

   Offers and store fixes switch on as the first orders confirm. Return on spend dips while budget steps up.

   • Projected revenue ₹67,465
   • Projected ROAS 2.88x
   • Planned ad spend ₹23,449
4. Week 4

   Learning phase closes: the buyer found and the winning creative picked.

   • Projected revenue ₹74,194
   • Projected ROAS 2.73x
   • Planned ad spend ₹27,168
5. Week 5

   Scaling starts: product-only creatives that stop converting are swapped. Return on spend holds while budget holds.

   • Projected revenue ₹78,567
   • Projected ROAS 2.79x
   • Planned ad spend ₹28,130
6. Week 6

   Each budget move is read against the return it bought. Return on spend falls while budget steps up sharply.

   • Projected revenue ₹1.1L
   • Projected ROAS 2.29x
   • Planned ad spend ₹48,216
7. Week 7

   Statics go live next to the winning video. Budget goes up only as far as return can carry it: return on spend dips while budget steps up.

   • Projected revenue ₹1.3L
   • Projected ROAS 2.09x
   • Planned ad spend ₹62,156
8. Week 8

   The seasonal collection campaign leads this period's spend mix.

   • Projected revenue ₹1.4L
   • Projected ROAS 1.91x
   • Planned ad spend ₹73,431
9. Week 9

   A fresh round of creator and customer-feedback video goes live. Return has not reached the level that would justify more budget, so return on spend rises while budget holds. ₹10L+ is not reached in the time, because budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

   • Projected revenue ₹1.5L
   • Projected ROAS 2.04x
   • Planned ad spend ₹71,394

1. 01

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

2. 02

   Audited eight competitors and agreed a three-month plan

3. 03

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