Other case study: ₹20L to ₹44.7L monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   We point the first month at marketing and social presence, the brand’s main problem, on an established base. We start with a website audit, a creative brief and a monthly media schedule in the first week. We split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. We fix the store before scaling: trust pointers, reviews, a clear return window, an about page and a prepaid incentive.

   Why

   An established store grows monthly revenue in 1 year, from ₹20L to ₹2Cr (10x). Nine in ten of the accounts we measured grew more slowly than that in the same time; the case study is built on what the fastest tenth reached, and shows the gap to the agreed number honestly. The main problem was marketing and social presence. 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. Retargeting sits next to prospecting and never replaces it. The fix list goes to the brand's team in the opening weeks, ahead of any budget step.

2. 2

   Measurement & reviews · Month 1 to 12

   What we do

   We set the path from ₹20L to ₹2Cr as written monthly numbers, and read every review against the month so far. We report net sales after returns, cancellations and tax next to store revenue and platform revenue. We set a written rule: no budget step in a month where return falls too far to pay for it.

   Why

   No starting return on ad spend was given; the starting return is what measured stores of that size hold. A shortfall is caught in the month it happens, not at the end. Returns, cancellations and tax cut logged revenue, so the numbers are set on net sales.

   How it works

   The month's number is on the page at every review. Net sales, not platform revenue, decide each budget step. Where return slips too far, the month keeps last month's budget.

3. 3

   Creative testing · Month 1

   What we do

   We 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. We keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. The learning month runs at a low daily budget and moves up only when orders come through. We commission ads in batches, and read each batch for a set window before ordering the next.

   Why

   Regular UGC keeps testing going, and a regional cut stretches a winning idea further. 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

   Regional cuts of a winner come before new ideas. The low budget stays until orders confirm the buyer. Batches that do not convert are cut; winners get the budget. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Month 2 to 9

   What we do

   We scale through Month 2 to Month 9 toward ₹2Cr as the budget climbs in steps and return falls, with Instagram Reels taking the largest share of spend and Instagram Feed the next. We tie every budget increase to return: we step up while it holds, and step back when it drops. Once purchases are steady, we add lookalikes of past buyers next to broad prospecting.

   Why

   In Month 2 to Month 9 the budget climbs in steps, and return on spend falls as it does. In three of these months budget goes up only as far as return allows, so revenue grows more slowly than the agreed number needs. Budget does not rise in two of these months: at that return, more spend does not pay. In measured accounts, scaling spend raised cost per order and lowered return on spend, so each step waits for return to hold. Past buyers are the clearest signal of who buys next.

   How it works

   Each month's budget is set by the return the last one earned. Lookalike and broad audiences run the same ads, so they can be compared. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Cold audiences take most of the budget; warm audiences return more per rupee.

5. 5

   Steady state · Month 10 to 12

   What we do

   From Month 10, we protect the revenue already built and move toward ₹2Cr where return permits. We hold a creative bank and swap tired ads out before click-through falls. We recover abandoned checkouts and lift repeat orders with WhatsApp messages.

   Why

   From Month 10 growth slows while revenue is still under ₹2Cr. Spend holds roughly steady from here. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early. A message to someone who nearly bought costs less than an ad.

   How it works

   New creatives mix with proven ones rather than replacing them all at once. WhatsApp runs alongside paid retargeting, not instead of it.

1. Month 1

   First, the set-up: 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 fix list is live, with reviews on product pages and a prepaid offer.

   • Revenue ₹19.8L
   • ROAS 3.76x
   • Ad spend ₹5.3L
2. Month 2

   The scaling phase opens: lookalikes of past buyers are added beside broad prospecting. Budget steps up and return on spend dips.

   • Revenue ₹22.5L
   • ROAS 3.55x
   • Ad spend ₹6.3L
3. Month 3

   Each budget move is read against the return it bought. Budget steps up sharply and return on spend falls.

   • Revenue ₹27.8L
   • ROAS 2.90x
   • Ad spend ₹9.6L
4. Month 4

   Tired ads are refreshed from the creative bank. Budget steps up and return on spend dips.

   • Revenue ₹37.1L
   • ROAS 2.73x
   • Ad spend ₹13.6L
5. Month 5

   Repeat-order messages go to past buyers. Budget goes up only as far as return can carry it: budget steps up and return on spend dips.

   • Revenue ₹41.8L
   • ROAS 2.55x
   • Ad spend ₹16.4L
6. Month 6

   Regional-language cuts of the winning UGC go live. Budget goes up only as far as return can carry it: budget holds and return on spend holds.

   • Revenue ₹42.5L
   • ROAS 2.49x
   • Ad spend ₹17.1L
7. Month 7

   This batch's read is done: winners stay, the rest are cut.

   • Revenue ₹43.2L
   • ROAS 2.38x
   • Ad spend ₹18.1L
8. Month 8

   Lookalikes of past buyers are added beside broad prospecting. The budget waits on return rather than on the calendar, so budget holds and return on spend rises.

   • Revenue ₹44.3L
   • ROAS 2.52x
   • Ad spend ₹17.6L
9. Month 9

   Budget is reviewed against return before the next step.

   • Revenue ₹44.3L
   • ROAS 2.52x
   • Ad spend ₹17.6L
10. Month 10

    From here the work shifts to keeping ads fresh and bringing buyers back.

    • Revenue ₹45.6L
    • ROAS 2.59x
    • Ad spend ₹17.6L
11. Month 11

    The creative bank supplies this period's refresh.

    • Revenue ₹44.7L
    • ROAS 2.54x
    • Ad spend ₹17.6L
12. Month 12

    Repeat-order messages go to past buyers. The budget waits on return rather than on the calendar, so budget holds and return on spend holds. Revenue ends below ₹2Cr, the number this scenario calls for, because budget stops rising where return starts to slip. Cost per purchase ends higher than in the learning phase.

    • Revenue ₹44.7L
    • ROAS 2.54x
    • Ad spend ₹17.6L

1. 1

   Test Static image alongside the main format: it reached the top creative tier most often in measured accounts across all industries.

2. 2

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

3. 3

   Refused to raise budget on sales campaigns alone