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

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at reaching new buyers, the problem named at booking, on a smaller base. Map the festive and wedding calendar before spending, with seasonal collections ready in advance. Pick the hero categories to lead with, and check the pixel against store orders.

   Why

   A smaller kids brand came to us to grow 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 plan follows the pace of that top tenth rather than forcing the target. At booking, the brand named reaching new buyers as its main problem. 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 & targets · Month 1 to 6

   What we'd do

   Set the path from ₹2L to ₹50L as written monthly targets, and read every review against the month so far. Log store orders every day beside what the ad platform claims. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   With no return on ad spend reported, the plan begins at the level measured kids stores of that size hold. Written targets 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 targets make each scaling decision explicit. The sheet is read before each budget change. A month whose return would slip past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we'd do

   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. Test catalogue ads state by state and city by city, with close lookalikes of past buyers. 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'd do

   Through Month 2 to Month 4, 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, add lookalikes of past buyers next to broad prospecting. Make regional-language versions of the winning video for the states that buy most.

   Why

   Across Month 2 to Month 4, the modelled 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 target 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 would 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'd do

   From Month 5, protect the revenue already built and move toward ₹50L where return permits. Hold a creative bank and swap tired ads out before click-through falls. 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.

   • Projected revenue ₹2.1L
   • Projected ROAS 1.88x
   • Planned ad spend ₹1.1L
2. Month 2

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

   • Projected revenue ₹2.2L
   • Projected ROAS 1.89x
   • Planned 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.

   • Projected revenue ₹2.3L
   • Projected ROAS 2.00x
   • Planned ad spend ₹1.1L
4. Month 4

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

   • Projected revenue ₹2.3L
   • Projected ROAS 1.86x
   • Planned ad spend ₹1.2L
5. Month 5

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

   • Projected revenue ₹2.4L
   • Projected ROAS 1.91x
   • Planned ad spend ₹1.2L
6. Month 6

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

   • Projected revenue ₹2.4L
   • Projected ROAS 1.91x
   • Planned ad spend ₹1.2L

1. 01

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

2. 02

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

3. 03

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