Kids case study: plan for ₹45L to ₹92.8L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at a clear strategy, the problem named at booking, on a established base. Open with three documents: a website audit, a creative brief and a media plan by month. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting.

   Why

   The enquiry came from an established kids brand that wants to grow monthly revenue in 6 months, from ₹45L to ₹90L–₹1Cr (2.1x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the plan is built on what the fastest tenth reached, and shows the gap to the target honestly. At booking, the brand named a clear strategy as its main problem. Later budget calls need something written to be judged against. Layers keep each budget line readable, so a weak campaign cannot hide inside a strong one.

   How it works

   All three are shared with the brand's team before any budget step. Warm layers run beside prospecting, not instead of it.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Track ad-platform revenue beside store revenue and net sales after returns, cancellations and tax. Write month-by-month targets with the brand's team that climb from ₹45L to ₹90L–₹1Cr, and open every review with the month-to-date number against them. Match the return the brand reports to what the store actually took in, before touching budget.

   Why

   The return on ad spend it reported sits below what measured stores of that size hold, so the plan starts there and rebuilds return before budget rises. In measured accounts net sales ran below logged store revenue, so targets sit on the lower number. A shortfall is caught in the month it happens, not at the end.

   How it works

   Budget decisions are read off net sales, not the ad platform alone. Each budget step is argued against the written target. The reported return and the store-side return are read side by side every week.

3. 3

   Creative testing · Month 1

   What we'd do

   Lead the testing layer with video, catalogue ads and static image, building to several dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Test catalogue ads state by state and city by city, with close lookalikes of past buyers. The learning month runs at a low daily budget and moves up only when orders come through. Buy creative in batches and give each batch a fixed read window before buying more.

   Why

   Kids' demand varies by region and season. The first rupees are for finding the buyer, not for volume. A fixed window stops spend chasing a creative before it has been read.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. The low budget stays until orders confirm the buyer. Losing batches stop; winning ads take their budget. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Through Month 2 to Month 4, push as far toward ₹90L–₹1Cr as return allows: the budget rises gently while return rises, and Instagram Reels carries the most spend and Instagram Feed the next. Move budget in three-to-four-day windows at campaign level. Raise budget only while return on spend holds, and cut it when return drops.

   Why

   In Month 2 to Month 4 the modelled budget rises gently, while return on spend rises. Return rises through these months as it climbs from where the account started toward what measured stores of its size hold. Short windows react to category demand without resetting learning every day.

   How it works

   Each window is read on purchases and cost per purchase before the next move. There is no fixed ramp; each month's budget follows the return of the last. 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 ₹90L–₹1Cr where return permits. Hold a creative bank and swap tired ads out before click-through falls. Hold targets on net sales as volume grows, since returns rise with it.

   Why

   At Month 5 revenue is close to ₹90L–₹1Cr. Spend continues to grow. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early. Net sales ran below logged store revenue in our measured accounts.

   How it works

   The bank means a tired ad is replaced the week it tires. Each review opens with net sales against the target.

1. Month 1

   The learning phase opens: a small daily budget carries the first ads, and store orders are matched to tracking. The media plan and creative brief are signed off. Net sales after returns are matched to logged revenue.

   • Projected revenue ₹44.6L
   • Projected ROAS 2.44x
   • Planned ad spend ₹18.3L
2. Month 2

   The scaling phase opens: catalogue sets are kept in regions that convert and cut elsewhere. Spend holds, and return rises.

   • Projected revenue ₹48.5L
   • Projected ROAS 2.69x
   • Planned ad spend ₹18L
3. Month 3

   Each budget move is read against the return it bought.

   • Projected revenue ₹55.9L
   • Projected ROAS 3.00x
   • Planned ad spend ₹18.6L
4. Month 4

   Budget moves in short windows at campaign level. Spend steps up, and return holds. Halfway from ₹45L to ₹90L–₹1Cr is passed.

   • Projected revenue ₹71.7L
   • Projected ROAS 2.98x
   • Planned ad spend ₹24.1L
5. Month 5

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

   • Projected revenue ₹83.8L
   • Projected ROAS 2.92x
   • Planned ad spend ₹28.7L
6. Month 6

   The creative batch is read and the winners keep the budget. Spend steps up, and return holds. Revenue ends below ₹90L–₹1Cr, the target set at enquiry, because the plan follows what the fastest tenth of our measured accounts reached. Each order costs less by the end than it did while learning.

   • Projected revenue ₹92.8L
   • Projected ROAS 2.86x
   • Planned ad spend ₹32.4L

1. 01

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

2. 02

   Ran catalogue campaigns by collection, with best sellers and video for key categories

3. 03

   Tested WhatsApp messages to abandoned checkouts and new arrivals to lift a 12–13% repeat rate