Kids case study: ₹2L to ₹2.4L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We point the first month at reaching new buyers, the brand’s main problem, on a smaller base. We map the festive and wedding calendar before spending, with seasonal collections ready in advance. We pick the hero categories to lead with, and check the pixel against store orders.

   Why

   In this case study, a smaller kids brand grows monthly revenue in 6 months, from ₹2L to ₹50L (25x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the case study follows the pace of that top tenth rather than forcing the number. The main problem in this scenario is reaching new buyers. Buyers in this category shop around festivals and weddings. A broken pixel and diffuse categories both starve the algorithm of signal.

   How it works

   Each peak has its campaign ready before it starts. Hero categories get their own campaigns from the first week.

2. 2

   Measurement & reviews · Month 1 to 6

   What we do

   We set the path from ₹2L to ₹50L as written monthly numbers, and read every review against the month so far. We log store orders every day beside what the ad platform claims. We raise budget in a month only while return holds; where it slips too far, we hold it.

   Why

   With no return on ad spend reported, the case study begins at the level measured kids stores of that size hold. Written monthly numbers expose a slow month while there is still time to act. Ad platforms claim more orders than stores record, so the store number decides budget.

   How it works

   Written monthly numbers make each scaling decision explicit. The sheet is read before each budget change. A month whose return slips past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, catalogue ads and static image first, rising to a few dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We test catalogue ads state by state and city by city, with close lookalikes of past buyers. We test static images beside video. The learning month runs with a deliberately small daily budget until orders prove the buyer.

   Why

   Kids' demand varies by region and season. Across measured accounts in all industries, static images reached the top creative tier most often. Spend in the learning phase pays for information.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. Statics are added after a video wins. 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 4

   What we do

   Through Month 2 to Month 4, we push toward ₹50L: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Once purchases are steady, we add lookalikes of past buyers next to broad prospecting. We make regional-language versions of the winning video for the states that buy most.

   Why

   Across Month 2 to Month 4, the budget rises gently, while return on spend holds. In two of these months budget goes up only as far as return allows, so revenue grows more slowly than the brand's number needs. In one of these months budget holds, because return is below the level where more budget pays. Return holds through these months because each budget step stops where return starts to slip. The people who already bought describe the next buyer best.

   How it works

   Lookalike and broad audiences run the same ads, so they can be compared. Regional cuts run beside the original winner. 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 5 to 6

   What we do

   From Month 5, we protect the revenue already built and move toward ₹50L where return permits. We hold a creative bank and swap tired ads out before click-through falls. We build lookalikes from repeat buyers and retarget past buyers with new arrivals.

   Why

   Growth slows from Month 5, still short of ₹50L. Budget stays about level over these months. Falling click-through preceded a revenue drop in a measured account, so creative refresh is not optional. Repeat buyers are the cheapest orders an account gets.

   How it works

   New creatives mix with proven ones rather than replacing them all at once. Past buyers see new arrivals before anyone else.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. Store orders and ad-platform revenue are checked side by side. The next festive collection is briefed and ready.

   • Revenue ₹2.1L
   • ROAS 1.88x
   • Ad spend ₹1.1L
2. Month 2

   Scaling begins: regional-language versions of the winner go live. The step is sized by what return can bear: as budget holds, return on spend holds.

   • Revenue ₹2.2L
   • ROAS 1.89x
   • Ad spend ₹1.2L
3. Month 3

   Catalogue sets are kept in regions that convert and cut elsewhere. Return is still below the level where more budget pays, so with budget holds, return on spend rises.

   • Revenue ₹2.3L
   • ROAS 2.00x
   • Ad spend ₹1.1L
4. Month 4

   Past buyers get the new arrivals ahead of prospecting. The step is sized by what return can bear: with budget holds, return on spend dips.

   • Revenue ₹2.3L
   • ROAS 1.86x
   • Ad spend ₹1.2L
5. Month 5

   Steady phase begins: creative refresh and repeat orders take on more of the work.

   • Revenue ₹2.4L
   • ROAS 1.91x
   • Ad spend ₹1.2L
6. Month 6

   Lookalikes of past buyers are added beside broad prospecting. The step is sized by what return can bear: as budget holds, return on spend holds. The case study finishes short of ₹50L: budget stops rising where return starts to slip. Cost per purchase ends close to the learning phase.

   • Revenue ₹2.4L
   • ROAS 1.91x
   • Ad spend ₹1.2L

1. 1

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

2. 2

   Paused South India during Shravan and ran new creatives to the North

3. 3

   Falling click-through preceded a revenue drop; creative refresh is not optional.