Kids case study: ₹1L to ₹1.3L monthly revenue in 2 months

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we do

   We set up the base for a smaller kids store before any budget rises. We put the website audit, the creative brief and the monthly media schedule in place before spend moves. 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 2 months, from ₹1L to ₹50L–₹60L (55x). 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 brand in this scenario named no single problem, so the case study starts from the numbers. Later budget calls need something written to be judged against. A broken pixel and diffuse categories both starve the algorithm of signal.

   How it works

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

2. 2

   Measurement & reviews · Week 1 to 9

   What we do

   We agree a written number for every week on the way from ₹1L to ₹50L–₹60L, and start each review with the week-to-date figure against it. We keep a shared daily sheet with the ad platform's revenue next to real store orders. We raise budget in a week only while return holds; where it starts to slip 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 week while there is still time to act. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

   Each budget step is argued against the written number. Every budget call starts from the store's orders. A week whose return starts to slip past that point keeps its budget instead.

3. 3

   Creative testing · Week 1 to 4

   What we do

   We lead the testing layer with video, catalogue ads and carousel, building to about two dozen new ads a month by the last four weeks, 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 run creator, customer-feedback and founder-led video. The four learning weeks run at a low daily budget that moves up only when orders come through.

   Why

   Kids' demand varies by region and season. In most accounts we measured, video that carried trust held its return. Spend in the learning phase pays for information.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. Low-quality UGC is pulled and founder-led video takes its place. Spend steps up only after orders confirm at the low budget. 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 do

   We scale through Week 5 to Week 9 toward ₹50L–₹60L as the budget rises gently and return falls, with Instagram Reels taking the largest share of spend and Facebook Feed the next. We let return decide budget: more while it holds, less when it slips. We scale into the festive and wedding calendar with seasonal collection campaigns.

   Why

   In Week 5 to Week 9 the budget rises gently, and return on spend falls as it does. In several of these weeks budget goes up only as far as return allows, so revenue grows more slowly than the final number needs. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. Demand is seasonal and regional, so spend moves with the calendar.

   How it works

   Each week's budget is set by the return the last one earned. Spend shifts into each season and between regions with the calendar. In the last four weeks, Instagram Reels takes the most spend and Facebook Feed the next most. Most spend reaches people who have not bought yet; past visitors return more per rupee.

1. Week 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The website audit, creative brief and media schedule are shared. Store orders and ad-platform revenue are checked side by side.

   • Revenue ₹22,609
   • ROAS 2.29x
   • Ad spend ₹9,852
2. Week 2

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

   • Revenue ₹22,449
   • ROAS 2.31x
   • Ad spend ₹9,719
3. Week 3

   Offers and store fixes switch on as the first orders confirm.

   • Revenue ₹22,354
   • ROAS 2.29x
   • Ad spend ₹9,763
4. Week 4

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

   • Revenue ₹21,755
   • ROAS 2.25x
   • Ad spend ₹9,674
5. Week 5

   Scaling begins: catalogue sets are kept in regions that convert and cut elsewhere. Budget rises to the point where return starts to give way: return dips as the budget dips.

   • Revenue ₹27,923
   • ROAS 2.06x
   • Ad spend ₹13,561
6. Week 6

   A seasonal collection campaign takes a larger share of budget.

   • Revenue ₹31,403
   • ROAS 1.90x
   • Ad spend ₹16,534
7. Week 7

   The budget decision is taken on the return the last step earned. Budget rises to the point where return starts to give way: return holds as the budget holds.

   • Revenue ₹31,603
   • ROAS 1.93x
   • Ad spend ₹16,390
8. Week 8

   A fresh round of creator and customer-feedback video goes live.

   • Revenue ₹31,361
   • ROAS 1.88x
   • Ad spend ₹16,714
9. Week 9

   Catalogue sets are kept in regions that convert and cut elsewhere. Budget rises to the point where return starts to give way: return holds as the budget holds. The case study finishes short of ₹50L–₹60L: budget stops rising where return starts to slip. Cost per purchase ends higher than in the learning phase.

   • Revenue ₹31,175
   • ROAS 1.86x
   • Ad spend ₹16,763

1. 1

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

2. 2

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

3. 3

   A low average order value limited how far spend could scale.