Kids and baby case study: ₹8.7L to ₹1.72Cr monthly revenue in 3 months
Start to month 3
Months in between are calculated from the starting and ending month.
Revenue by month
| Month | Ad spend | Revenue | Change on the month | Revenue per ₹1 of ad spend | ≈ Orders | ≈ Cost per order |
|---|---|---|---|---|---|---|
| Start | ₹3,00,000 | ₹8,70,000 | – | ₹2.90 | 558 | ₹537 |
| Month 1 | ₹7,00,000 | ₹23,51,000 | +₹14,81,000 | ₹3.36 | 1,510 | ₹464 |
| Month 2 | ₹16,33,000 | ₹63,51,000 | +₹40,00,000 | ₹3.89 | 4,080 | ₹401 |
| Month 3 | ₹38,10,000 | ₹1,71,60,000 | +₹1,08,09,000 | ₹4.50 | 11,000 | ₹346 |
| Total, months 1–3 | ₹61,43,000 | ₹2,58,62,000 | – | ₹4.21 | 16,600 | ₹370 |
| Change | +₹35,10,000 | +₹1,62,90,000 | – | – | – | – |
Analysis
What the numbers show
We ran Meta ads and UGC videos for this kids and baby brand for 3 months. In the month we started, its revenue was ₹8.7L. In month 3, in 2025, it was ₹1.72Cr.
Month 3 brought in ₹1.63Cr more than the starting month (+1,872%), 19.7 times where it began. The average rise was 170.2% a month.
Ad spend went from ₹3L in the starting month to ₹38.1L in month 3. Revenue came to ₹2.90 for each ₹1 of ad spend at the start and ₹4.50 in month 3. So revenue rose faster than ad spend.
Funnel, ad view to order month 3
Ad spend, month 3 ₹38.1LStart ₹3L
- Ad views ≈ 1,60,00,000Start ≈ 12,60,000
- Clicks to the store ≈ 3,20,000≈ 2% of ad views Start ≈ 25,200
- Orders ≈ 11,000≈ 3.4 orders for every 100 clicks Start ≈ 558
Revenue, month 3 ₹1.72CrStart ₹8.7L
Investment
Where the budget goes
New-customer ads ≈ 76%Return-visitor ads ≈ 12%Creative tests ≈ 12%
| Part of the budget | Share of ad spend | Ad spend, 3 months | Ad spend, month 3 |
|---|---|---|---|
| New-customer ads | ≈ 76% | ≈ ₹46.7L | ≈ ₹29L |
| Return-visitor ads | ≈ 12% | ≈ ₹7.4L | ≈ ₹4.6L |
| Creative tests | ≈ 12% | ≈ ₹7.4L | ≈ ₹4.6L |
- New-customer ads. Most of the budget goes to the campaign that finds new customers. It carries the ads that have already proved they sell.
- Return-visitor ads. Reviews, demos, offer reminders and catalogue ads for people who visited, added to cart or watched a video. Past buyers are left out.
- Creative tests. New ads start in their own test on a small daily budget, so a weak batch never drags down the campaign that pays the bills.
Revenue per ₹1
Ad spend and revenue start and month 3
- Ad spend, start₹3,00,000
- Revenue, start₹8,70,000₹2.90 of revenue for each ₹1 of ad spend
- Ad spend, month 3₹38,10,000
- Revenue, month 3₹1,71,60,000₹4.50 of revenue for each ₹1 of ad spend
Revenue for each ₹1 of ad spend: ₹4.50 in month 3, against ₹2.90 at the start
Creative: how we run it and why
What we make
- We make ad videos, creator videos, static images, carousels and catalogue ads.
- Creators film in a native style: handheld, in real homes and in natural light.
- Every creator video is cut for Reels, Stories and Feed, and runs 30 seconds or less.
- For kids and baby brands we make parent-led reviews and demos, not posed studio shots.
- We show the proof up close: seams, labels, the BIS mark and the ingredient list.
- We test openings by the child's age and by the buyer: a new parent, a parent of a toddler and a gifting buyer.
- Safe practice shows in every frame, because parents notice mistakes.
- Video55.2%
- Catalogue ads27%
- Static images9%
- Creator videos3.8%
- Carousels1.6%
How we keep the winners and replace tired ads
- The openings come at the buyer from different sides: the problem and its fix, curiosity, proof from other buyers and the plain benefit.
- New ads go live in their own test on a small daily budget, with the same money for each idea.
- We judge each idea after five to seven days, once it has spent two to three times the cost per purchase we agree with the brand.
- When an ad is shown more often and fewer people click, it is wearing out. Its replacement goes live before it stops selling.
- We change the smallest part that has stopped working. A new opening comes first, then a new middle, then a new idea.
- Refreshed ads go up as new ads, so the old winner keeps selling while the new one proves itself.
Why we run it this way
- On Meta the ad itself decides who sees it, so new ads are the main lever we have.
- Ads tire, and one winner rarely lasts more than a few weeks at high spend.
- Across the client ad accounts we have run, the top 10% of ads take 53% of the ad spend, and 3 in 4 ads stop running within a month.
- People scroll past polished ads and trust real people, so a creator using the product reads as a recommendation.
How we run it, and how it works
Meta ads and UGC videos for 3 months, with ad spend going from ₹3L to ₹38.1L a month: that is what we ran here. The steps below are how we run it.
Read the account first
What we do
We get access to the ad account and the store, check that sales are recorded correctly, and read the past campaigns before we change anything.
Real use, not posed shots
What we do
Ads open with a moment parents know and show the product in real use, and campaigns are split by life stage so each one shows what it returns.
Creators who fit the buyer
What we do
Creators are cast for each brief from our own roster, picked to suit the brand's buyers and its category.
Scripts first, approved by the brand
What we do
Our in-house team writes every script and its opening lines, and each brand approves every script before we shoot.
Made in-house, start to finish
What we do
Scripts, shoots, editing and subtitles are all done by our own team, and the brand gets every video with full usage rights.
Several openings per video
What we do
Each video gets several openings, and each opening runs as its own ad.
Keep or cut
What we do
Budget moves to the videos that sell. Weak openings are switched off.
How it works
One in-house team in Surat writes, shoots and edits the ads and runs the campaigns they go into, so the people who see the numbers are the people who make the next ad.
Month by month
- Start
The month we started work with the brand.
- Revenue ₹8.7L
- Ad spend ₹3L
- Revenue per ₹1 of ad spend ₹2.90
- Month 1
Campaigns go live in the first week, and the first batch of new ads goes into its own test. Monthly revenue passed 2 times the starting month.
- Revenue ₹23.5L
- Ad spend ₹7L
- Revenue per ₹1 of ad spend ₹3.36
- Month 2
The next batches of ads build on what won in the first month. Ads that did not sell are switched off, and the budget moves to the winners. New creators and new openings go on the ideas that already sell, before the ads tire. Monthly revenue passed 5 times the starting month.
- Revenue ₹63.5L
- Ad spend ₹16.3L
- Revenue per ₹1 of ad spend ₹3.89
- Month 3 2025
More budget goes behind the ads that sell, one step at a time, while the return holds. We test new angles and offers, and get the ads ready for the next sale season. Monthly revenue in month 3: ₹1.72Cr, 19.7 times the starting month.
- Revenue ₹1.72Cr
- Ad spend ₹38.1L
- Revenue per ₹1 of ad spend ₹4.50
How to read these numbers
Monthly revenue is the brand’s revenue in one month: ₹8.7L in the month we started and ₹1.72Cr in month 3, in 2025.
Ad spend is what went into ads in the same month: ₹3L at the start and ₹38.1L in month 3. Revenue per ₹1 of ad spend is that month’s revenue divided by its ad spend: ₹2.90 at the start and ₹4.50 in month 3.
Times the starting month is month 3’s revenue divided by the starting month’s (19.7x). The rise each month (170.2%) is the average monthly rise, in per cent, from the start to month 3. Total revenue adds up months 1 to 3 (₹2.59Cr).
Orders are revenue divided by the average order value (≈ ₹1,558). Clicks are ad spend divided by the cost per click (≈ ₹11.90), and ad views are clicks divided by the click rate (≈ 2%). Cost per order is ad spend divided by orders.
Questions founders ask
How long did it take?+
3 months. The ending month was in 2025.
What did we run for this brand?+
Meta ads and UGC videos.
How much did ad spend change?+
From ₹3L in the starting month to ₹38.1L in month 3.
How much revenue came for each ₹1 of ad spend?+
₹2.90 at the start and ₹4.50 in month 3.
This work ran on our performance marketing and ad video services. Our kids brand guide explains how we run brands in this category. Want to talk about your brand? Book a call.
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