Other case study: plan for ₹8L to ₹45L monthly revenue in 1 year

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Open with set-up work on the mid-sized 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. Fix the store before scaling: trust pointers, reviews, a clear return window, an about page and a prepaid incentive. Build the account in layers so each can be read on its own: testing, scaling, new-buyer prospecting and cart retargeting.

   Why

   A mid-sized brand came to us to grow monthly revenue in 1 year, from ₹8L to ₹1Cr (12.5x). 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. No single problem was named at booking; the plan works from the figures instead. A written brief gives every later budget decision a reference point. No budget returns more than the store converts.

   How it works

   The brief is agreed first; spend follows it. Site fixes are handed over in the first weeks, before budget rises. Retargeting sits next to prospecting and never replaces it.

2. 2

   Measurement & targets · Month 1 to 12

   What we'd do

   Agree a written target for every month on the way from ₹8L to ₹1Cr, and start each review with the month-to-date figure against it. Log store orders every day beside what the ad platform claims. Set a written rule: no budget step in a month where return would fall too far to pay for it.

   Why

   No return on ad spend was given at booking; the starting return is what measured stores of that size hold. Written targets expose a slow month while there is still time to act. Ad platforms claim more orders than stores record, so the store number decides budget.

   How it works

   Written targets make each scaling decision explicit. The sheet is read before each budget change. 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. Lead with video that carries trust: creators, customer feedback and founder-led pieces. Work in creative batches with a fixed read window each. The learning month runs at a low daily budget and moves up only when orders come through.

   Why

   In most accounts we measured, video that carried trust held its return. Buying more before a batch is read means paying for guesses. Early spend buys learning, not scale.

   How it works

   Weak UGC is swapped for founder-led video rather than scaled. Losing batches stop; winning ads take their budget. Spend steps up only after orders confirm at the low budget. More spend buys more new ads, led by video ahead of catalogue ads.

4. 4

   Scaling · Month 2 to 9

   What we'd do

   Through Month 2 to Month 9, push toward ₹1Cr: the budget climbs steeply and return falls, and Instagram Reels carries the most 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

   Across Month 2 to Month 9, the modelled budget climbs steeply, and return on spend falls as it does. Budget is part-stepped in two of these months, taking only what return will carry. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to hold. The people who already bought describe the next buyer best.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. Lookalike and broad audiences run the same ads, so they can be compared. Instagram Reels carries the largest share of spend in the final month, with Instagram Feed next. 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 ₹1Cr where return permits. Recover abandoned checkouts and lift repeat orders with WhatsApp messages. 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 ₹1Cr. Budget stays about level over these months. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout. In one account we measured, click-through fell before revenue did; refresh is how that is avoided.

   How it works

   WhatsApp runs alongside paid retargeting, not instead of it. Refreshes are gradual: a few new ads at a time.

1. Month 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 plan are shared. Store orders and platform revenue are reconciled in the shared sheet.

   • Projected revenue ₹8.2L
   • Projected ROAS 3.66x
   • Planned ad spend ₹2.2L
2. Month 2

   The scaling phase opens: ads with falling click-through are swapped from the bank. Return dips as the budget steps up.

   • Projected revenue ₹8.8L
   • Projected ROAS 3.40x
   • Planned ad spend ₹2.6L
3. Month 3

   A past-buyer lookalike audience joins broad prospecting.

   • Projected revenue ₹9.8L
   • Projected ROAS 3.33x
   • Planned ad spend ₹3L
4. Month 4

   Budget is reviewed against return before the next step.

   • Projected revenue ₹12L
   • Projected ROAS 3.20x
   • Planned ad spend ₹3.8L
5. Month 5

   A new batch goes live after the last one is read.

   • Projected revenue ₹15.8L
   • Projected ROAS 2.99x
   • Planned ad spend ₹5.3L
6. Month 6

   New creator and customer-feedback videos join the account. Return falls as the budget steps up sharply.

   • Projected revenue ₹22.7L
   • Projected ROAS 2.61x
   • Planned ad spend ₹8.7L
7. Month 7

   Repeat-order messages go to past buyers.

   • Projected revenue ₹34.3L
   • Projected ROAS 2.53x
   • Planned ad spend ₹13.5L
8. Month 8

   Tired ads are refreshed from the creative bank. Budget is raised only as far as return allows: return rises as the budget steps up.

   • Projected revenue ₹41.7L
   • Projected ROAS 2.64x
   • Planned ad spend ₹15.8L
9. Month 9

   A past-buyer lookalike audience joins broad prospecting.

   • Projected revenue ₹43.3L
   • Projected ROAS 2.45x
   • Planned ad spend ₹17.7L
10. Month 10

    Steady phase begins: creative refresh and repeat orders take on more of the work. Budget is raised only as far as return allows: return holds as the budget holds.

    • Projected revenue ₹44L
    • Projected ROAS 2.40x
    • Planned ad spend ₹18.3L
11. Month 11

    Each budget move is read against the return it bought. Return has not reached the level that would justify more budget, so return rises as the budget holds.

    • Projected revenue ₹46.3L
    • Projected ROAS 2.58x
    • Planned ad spend ₹17.9L
12. Month 12

    A new batch goes live after the last one is read. Return has not reached the level that would justify more budget, so return holds as the budget holds. The plan finishes short of ₹1Cr: budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

    • Projected revenue ₹45L
    • Projected ROAS 2.51x
    • Planned ad spend ₹17.9L

1. 01

   Expect Video to carry most creative spend in this industry's measured accounts.

2. 02

   Audit competitors and agree a three-month plan before spending.

3. 03

   Product pages rebuilt for a trust-led buyer: offer price, COD, reviews, 30-day money-back guarantee, video reviews