Other case study: plan for ₹1Cr to ₹3Cr monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   The booking named creative and content first, so the opening month on this large store goes there. Start with a website audit, a creative brief and a monthly media plan in the first week. Build the account in layers so each can be read on its own: testing, scaling, new-buyer prospecting and cart retargeting. Fix the store before scaling: trust pointers, reviews, a clear return window, an about page and a prepaid incentive.

   Why

   A large brand came to us to grow monthly revenue in 12 months, from ₹1Cr to ₹10Cr (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. At booking, the brand named creative and content as its main problem, with a clear strategy close behind. Without a brief, each creative and budget decision starts from scratch. Separate layers stop prospecting and retargeting competing for the same budget.

   How it works

   All three are shared with the brand's team before any budget step. Retargeting sits next to prospecting and never replaces it. Site fixes are handed over in the first weeks, before budget rises.

2. 2

   Measurement & targets · Month 1 to 12

   What we'd do

   Track ad-platform revenue beside store revenue and net sales after returns, cancellations and tax. Set the path from ₹1Cr to ₹10Cr as written monthly targets, and read every review against the month so far. 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. Written targets expose a slow month while there is still time to act.

   How it works

   Budget decisions are read off net sales, not the ad platform alone. 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 well over a hundred new ads a month by the final month, with carousel watched closely since it returns less than the rest. Buy creative in batches and give each batch a fixed read window before buying more. Lead with video that carries trust: creators, customer feedback and founder-led pieces. Test static images beside video.

   Why

   The read window keeps creative spending tied to evidence. Video built on trust was the format that held return in most measured accounts. In measured accounts, static image reached the top creative tier most often.

   How it works

   Only ads that convert inside the window keep running. UGC that underperforms is replaced by founder-led video, not given more budget. Statics join once a winning video is found. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 9

   What we'd do

   Scale through Month 2 to Month 9 toward ₹10Cr as the budget climbs in steps and return dips, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Once purchases are steady, add lookalikes of past buyers next to broad prospecting.

   Why

   In Month 2 to Month 9 the modelled budget climbs in steps, and return on spend dips. Two of these months stop their budget step where return would slip too far. One of these months hold the budget where it is until return improves. Our measured accounts saw cost per order rise and return fall as spend scaled; that is why each step here waits on return. Past buyers are the clearest signal of who buys next.

   How it works

   Budget follows return month to month instead of a fixed ramp. Lookalike and broad audiences run the same ads, so they can be compared. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

5. 5

   Steady state · Month 10 to 12

   What we'd do

   From Month 10, protect the revenue already built and move toward ₹10Cr where return permits. Hold targets on net sales as volume grows, since returns rise with it. Refresh tired ads by mixing old and new creatives, and keep a creative bank.

   Why

   From Month 10 growth slows while revenue is still under ₹10Cr. Spend holds roughly steady from here. Net sales ran below logged store revenue in our measured accounts. In one account we measured, click-through fell before revenue did; refresh is how that is avoided.

   How it works

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

1. Month 1

   The learning phase opens: tracking is checked against store orders and the first ads go live on a small daily budget. The website audit, creative brief and media plan are shared. Reviews, trust pointers and the prepaid incentive are now on the store.

   • Projected revenue ₹98.1L
   • Projected ROAS 2.03x
   • Planned ad spend ₹48.3L
2. Month 2

   The scaling phase opens: the creative bank supplies this period's refresh. Spend holds, and return rises.

   • Projected revenue ₹1.03Cr
   • Projected ROAS 2.19x
   • Planned ad spend ₹47.1L
3. Month 3

   A past-buyer lookalike audience joins broad prospecting.

   • Projected revenue ₹1.15Cr
   • Projected ROAS 2.25x
   • Planned ad spend ₹51.1L
4. Month 4

   The budget decision is taken on the return the last step earned. Spend steps up, and return dips.

   • Projected revenue ₹1.45Cr
   • Projected ROAS 2.08x
   • Planned ad spend ₹69.8L
5. Month 5

   Statics go live next to the winning video.

   • Projected revenue ₹1.89Cr
   • Projected ROAS 2.00x
   • Planned ad spend ₹94.7L
6. Month 6

   A new batch goes live after the last one is read. Spend steps up sharply, and return dips.

   • Projected revenue ₹2.77Cr
   • Projected ROAS 1.91x
   • Planned ad spend ₹1.45Cr
7. Month 7

   Customer-feedback and creator videos are refreshed. Budget goes up only as far as return can carry it: spend holds, and return holds.

   • Projected revenue ₹2.93Cr
   • Projected ROAS 1.95x
   • Planned ad spend ₹1.5Cr
8. Month 8

   Ads with falling click-through are swapped from the bank.

   • Projected revenue ₹2.99Cr
   • Projected ROAS 1.86x
   • Planned ad spend ₹1.61Cr
9. Month 9

   Lookalikes of past buyers are added beside broad prospecting. Return has not reached the level that would justify more budget, so spend holds, and return holds.

   • Projected revenue ₹3.05Cr
   • Projected ROAS 1.92x
   • Planned ad spend ₹1.59Cr
10. Month 10

    Steady phase begins: creative refresh and repeat orders take on more of the work. Budget goes up only as far as return can carry it: spend holds, and return holds.

    • Projected revenue ₹3Cr
    • Projected ROAS 1.91x
    • Planned ad spend ₹1.57Cr
11. Month 11

    Each budget move is read against the return it bought.

    • Projected revenue ₹2.96Cr
    • Projected ROAS 1.96x
    • Planned ad spend ₹1.51Cr
12. Month 12

    Static images are tested beside the winning video. Budget goes up only as far as return can carry it: spend holds, and return holds. The plan finishes short of ₹10Cr: budget stops rising where return would slip. Each order costs about what it did while learning.

    • Projected revenue ₹3Cr
    • Projected ROAS 1.89x
    • Planned ad spend ₹1.58Cr

1. 01

   Test Static image alongside the main format: it reached the top creative tier most often in this industry's measured accounts.

2. 02

   Reconciled ad-platform and Shopify figures every month after cancellations

3. 03

   Product-only creatives and carousels, swapped the moment they stopped converting