Kids case study: plan for ₹10L to ₹17.6L monthly revenue in 3 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Open with set-up work on the mid-sized kids store, since the booking gave no single problem. Start with a website audit, a creative brief and a monthly media plan in the first week. Before budget rises, close the gaps that stop a visitor buying: missing reviews, an unclear return window, no about page and no prepaid incentive.

   Why

   A mid-sized kids brand came to us to grow monthly revenue in 3 months, from ₹10L to ₹1Cr (10x). 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 booking gave no single problem, so the plan starts from the numbers. Later budget calls need something written to be judged against. No budget returns more than the store converts.

   How it works

   The audit, the brief and the media plan are shared before spend rises. The fix list goes to the brand's team in the opening weeks, ahead of any budget step.

2. 2

   Measurement & targets · Month 1 to 3

   What we'd do

   Track ad-platform revenue beside store orders in a shared daily sheet. Agree a written target for every month on the way from ₹10L to ₹1Cr, and start each review with the month-to-date figure against it. Raise budget in a month only while return holds; where it would slip too far, hold it.

   Why

   It did not report a return on ad spend, so the plan starts from what measured kids stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. A shortfall is caught in the month it happens, not at the end.

   How it works

   Every budget call starts from the store's orders. Written targets make each scaling decision explicit. Where return would slip too far, the month keeps last month's budget.

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. Run static images next to the video ads.

   Why

   Kids' demand varies by region and season. The first rupees are for finding the buyer, not for volume. Across measured accounts in all industries, static images reached the top creative tier most often.

   How it works

   Regions that convert keep their catalogue sets; the rest are cut. Spend steps up only after orders confirm at the low budget. Statics are added after a video wins. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we'd do

   Through Month 2 to Month 3, push toward ₹1Cr: the budget climbs in steps and return falls, and Instagram Reels carries the most spend and Instagram Feed the next. Move budget in three-to-four-day windows at campaign level. Recover abandoned checkouts with WhatsApp messages as traffic grows.

   Why

   In Month 2 to Month 3 the modelled budget climbs in steps, and return on spend falls as it does. In two of these months the step is trimmed to the size return can hold. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to 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. WhatsApp recovery runs alongside paid retargeting, not instead of it. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

1. Month 1

   Learning month: a small daily budget carries the first ads, and store orders are matched to tracking. The media plan and creative brief are signed off. The daily sheet now matches platform revenue to store orders.

   • Projected revenue ₹10.7L
   • Projected ROAS 4.67x
   • Planned ad spend ₹2.3L
2. Month 2

   Scaling begins: statics go live next to the winning video. Budget rises to the point where return would start to give way: budget steps up sharply and return on spend falls.

   • Projected revenue ₹15.4L
   • Projected ROAS 3.81x
   • Planned ad spend ₹4.1L
3. Month 3

   Catalogue sets are kept in regions that convert and cut elsewhere. Budget rises to the point where return would start to give way: budget steps up and return on spend dips. ₹1Cr is not reached in the time, because budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

   • Projected revenue ₹17.6L
   • Projected ROAS 3.50x
   • Planned ad spend ₹5L

1. 01

   Fix the store before scaling: trust pointers, reviews, return window, about page, prepaid incentive, bundle and cart-value offers.

2. 02

   Move budget in three-to-four-day windows at campaign level, with catalogue campaigns by collection.

3. 03

   Catalogue ads tested state-wise and city-wise, 1% lookalikes, Diwali retargeting