Kids case study: plan for ₹40L–₹45L to ₹75L monthly revenue in 18 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at keeping return on spend while scaling, the problem named at booking, on a established base. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. Pick the hero categories to lead with, and check the pixel against store orders. Start with a website audit, a creative brief and a monthly media plan in the first week.

   Why

   An established kids store asked us how to grow monthly revenue in 18 months, from ₹40L–₹45L to ₹75L (+76%). At least one in four of our measured accounts grew that fast over the same time. At booking, the brand named keeping return on spend while scaling as its main problem, with marketing and social presence close behind. Separate layers stop prospecting and retargeting competing for the same budget. A broken pixel and diffuse categories both starve the algorithm of signal.

   How it works

   Each layer keeps its own budget line. Hero categories get their own campaigns from the first week. All three are shared with the brand's team before any budget step.

2. 2

   Measurement & targets · Month 1 to 18

   What we'd do

   Report net sales after returns, cancellations and tax next to store revenue and platform revenue. Agree a written target for every month on the way from ₹40L–₹45L to ₹75L, and start each review with the month-to-date figure against it. Check the reported return on spend against store revenue before any budget moves.

   Why

   Its reported return on ad spend is under what measured stores of that size hold; the plan begins from it and rebuilds return first. Returns, cancellations and tax cut logged revenue, so targets are set on net sales. A missed month shows up early instead of at the end of the plan.

   How it works

   Net sales, not platform revenue, decide each budget step. Written targets make each scaling decision explicit. Both returns are reviewed together each week.

3. 3

   Creative testing · Month 1

   What we'd do

   Test with video, catalogue ads and static image first, rising to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. Test catalogue ads state by state and city by city, with close lookalikes of past buyers. Brief creators for a steady run of UGC video, with regional-language cuts of the winners. The learning month runs at a low daily budget and moves up only when orders come through.

   Why

   Kids' demand varies by region and season. Regular UGC keeps testing going, and a regional cut stretches a winning idea further. Early spend buys learning, not scale.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. Winning UGC is cut into regional languages before new ideas are bought. The low budget stays until orders confirm the buyer. 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 14

   What we'd do

   Scale through Month 2 to Month 14 toward ₹75L as the budget rises gently while return rises, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Raise budget only while return on spend holds, and cut it when return drops. Move budget in three-to-four-day windows at campaign level. Scale into the festive and wedding calendar with seasonal collection campaigns.

   Why

   Across Month 2 to Month 14, the modelled budget rises gently, while return on spend rises. Return improves over these months, moving from the starting level toward the level of measured stores of that size. Short windows react to category demand without resetting learning every day.

   How it works

   Each month's budget is set by the return the last one earned. Each window is read on purchases and cost per purchase before the next move. Spend shifts into each season and between regions with the calendar. 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.

5. 5

   Steady state · Month 15 to 18

   What we'd do

   From Month 15, reach ₹75L while keeping return where it is. Hold budget where return peaks instead of pushing past it. Refresh tired ads by mixing old and new creatives, and keep a creative bank.

   Why

   At Month 15 revenue is close to ₹75L. Budget keeps rising. Most of our engagements saw return fall back from its best month. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

   Budget is held while return is at its best and cut back when it slips. New creatives mix with proven ones rather than replacing them all at once.

1. Month 1

   Learning month: a small daily budget carries the first ads, and store orders are matched to tracking. The website audit, creative brief and media plan are shared. The store-side return is now the one budget follows.

   • Projected revenue ₹43.3L
   • Projected ROAS 3.44x
   • Planned ad spend ₹12.6L
2. Month 2

   Scaling starts: budget moves in short windows at campaign level. Budget holds and return on spend rises.

   • Projected revenue ₹43.6L
   • Projected ROAS 3.69x
   • Planned ad spend ₹11.8L
3. Month 3

   The budget decision is taken on the return the last step earned.

   • Projected revenue ₹44.3L
   • Projected ROAS 3.82x
   • Planned ad spend ₹11.6L
4. Month 4

   A seasonal collection campaign takes a larger share of budget.

   • Projected revenue ₹45.6L
   • Projected ROAS 3.96x
   • Planned ad spend ₹11.5L
5. Month 5

   Budget is held at the level where return peaked.

   • Projected revenue ₹46.6L
   • Projected ROAS 3.87x
   • Planned ad spend ₹12L
6. Month 6

   Catalogue sets are kept in regions that convert and cut elsewhere.

   • Projected revenue ₹47.7L
   • Projected ROAS 3.82x
   • Planned ad spend ₹12.5L
7. Month 7

   The winning UGC runs in regional-language versions.

   • Projected revenue ₹48.6L
   • Projected ROAS 3.94x
   • Planned ad spend ₹12.3L
8. Month 8

   Tired ads are refreshed from the creative bank.

   • Projected revenue ₹51.2L
   • Projected ROAS 4.11x
   • Planned ad spend ₹12.5L
9. Month 9

   Budget moves in short windows at campaign level.

   • Projected revenue ₹54.1L
   • Projected ROAS 4.03x
   • Planned ad spend ₹13.4L
10. Month 10

    The budget decision is taken on the return the last step earned.

    • Projected revenue ₹57.7L
    • Projected ROAS 4.01x
    • Planned ad spend ₹14.4L
11. Month 11

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

    • Projected revenue ₹58L
    • Projected ROAS 3.98x
    • Planned ad spend ₹14.6L
12. Month 12

    Regional-language cuts of the winning UGC go live. Budget steps up and return on spend dips. Monthly revenue passes the halfway point between ₹40L–₹45L and ₹75L.

    • Projected revenue ₹63L
    • Projected ROAS 3.80x
    • Planned ad spend ₹16.6L
13. Month 13

    Catalogue sets are kept in regions that convert and cut elsewhere. Budget holds and return on spend holds.

    • Projected revenue ₹66.8L
    • Projected ROAS 3.94x
    • Planned ad spend ₹17L
14. Month 14

    The winning UGC runs in regional-language versions.

    • Projected revenue ₹68.8L
    • Projected ROAS 3.90x
    • Planned ad spend ₹17.7L
15. Month 15

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

    • Projected revenue ₹72.5L
    • Projected ROAS 3.94x
    • Planned ad spend ₹18.4L
16. Month 16

    Tired ads are refreshed from the creative bank. Monthly revenue reaches ₹75L, the target set at enquiry.

    • Projected revenue ₹75.1L
    • Projected ROAS 3.71x
    • Planned ad spend ₹20.2L
17. Month 17

    Budget moves in short windows at campaign level.

    • Projected revenue ₹76.1L
    • Projected ROAS 3.97x
    • Planned ad spend ₹19.1L
18. Month 18

    Budget is reviewed against return before the next step. Budget holds and return on spend holds. Cost per purchase ends lower than in the learning phase.

    • Projected revenue ₹77.1L
    • Projected ROAS 3.93x
    • Planned ad spend ₹19.6L

1. 01

   Test catalogue ads state-wise and city-wise, with 1% lookalikes and festive retargeting.

2. 02

   After a fall: pick hero categories, fix the pixel, and bring in festive creator content.

3. 03

   Move budget in three-to-four-day windows at campaign level, with catalogue campaigns by collection.