Kids case study: plan for ₹25L to ₹44.3L monthly revenue in 3 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. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting. Map the festive and wedding calendar before spending, with seasonal collections ready in advance.

   Why

   The enquiry came from an established kids brand that wants to grow monthly revenue in 3 months, from ₹25L to ₹60L (2.4x). That is faster than nine in ten of our measured accounts grew over the same time, so the plan below is modelled on what that fastest tenth reached and shows where it lands against the target. The main problem named at booking was keeping return on spend while scaling, followed by results that swing from month to month. Separate layers stop prospecting and retargeting competing for the same budget. Demand in this category rises and falls with the festive calendar.

   How it works

   Retargeting sits next to prospecting and never replaces it. Seasonal campaigns are prepared ahead of each peak.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Report net sales after returns, cancellations and tax next to store revenue and platform revenue. Write month-by-month targets with the brand's team that climb from ₹25L to ₹60L, and open every review with the month-to-date number against them. 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. Each budget step is argued against the written target. 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, 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. Work in creative batches with a fixed read window each. Make trust the subject of the video: creator reels, customer feedback and founder-led clips.

   Why

   Kids' demand varies by region and season. The read window keeps creative spending tied to evidence. Video built on trust was the format that held return in most measured accounts.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. Losing batches stop; winning ads take their budget. Weak UGC is swapped for founder-led video rather than scaled. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Scale through Month 2 to Month 3 as far toward ₹60L as return allows as the budget climbs in steps while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Tie every budget increase to return: step up while it holds, step back when it drops. Move budget in three-to-four-day windows at campaign level.

   Why

   In Month 2 to Month 3 the modelled budget climbs in steps, while return on spend holds. Each budget step here is sized so that return stays close to where it was. Short windows react to category demand without resetting learning every day.

   How it works

   Budget follows return month to month instead of a fixed ramp. Each window is read on purchases and cost per purchase before the next move. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Cold audiences take most of the budget; warm audiences return more per rupee.

1. Month 1

   Learning month: the first ads run on a small daily budget while tracking is checked against store orders. Net sales are reconciled against logged revenue. The store-side return is now the one budget follows.

   • Projected revenue ₹25L
   • Projected ROAS 2.39x
   • Planned ad spend ₹10.4L
2. Month 2

   Scaling begins: the creative batch is read and the winners keep the budget. Spend steps up, and return rises.

   • Projected revenue ₹34.6L
   • Projected ROAS 2.49x
   • Planned ad spend ₹13.9L
3. Month 3

   Budget is reviewed against return before the next step. Spend steps up, and return dips. Revenue is now past halfway from ₹25L to ₹60L. Revenue ends below ₹60L, the target set at enquiry, because the plan follows what the fastest tenth of our measured accounts reached. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹44.3L
   • Projected ROAS 2.30x
   • Planned ad spend ₹19.3L

1. 01

   Website audit, creative brief and a monthly media plan from week one

2. 02

   Moved budget in three-to-four-day windows at campaign level

3. 03

   After the spring fall: hero categories, a pixel fix and festive influencer content