Other case study: plan for ₹5L to ₹9.4L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Before budget rises, get the mid-sized store ready to convert paid traffic. Put the website audit, the creative brief and the monthly media plan in place before spend moves. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting.

   Why

   The enquiry came from a mid-sized brand that wants to grow monthly revenue in 6 months, from ₹5L to ₹40L (8x). 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. 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

   The brief is agreed first; spend follows it. Each layer keeps its own budget line.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Log store orders every day beside what the ad platform claims. Agree a written target for every month on the way from ₹5L to ₹40L, 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

   With no return on ad spend reported, the plan begins at the level measured stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. Written targets expose a slow month while there is still time to act.

   How it works

   The sheet is read before each budget change. 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

   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. Work in creative batches with a fixed read window each. Lead with video that carries trust: creators, customer feedback and founder-led pieces. The learning month runs with a deliberately small daily budget until orders prove the buyer.

   Why

   A fixed window stops spend chasing a creative before it has been read. Trust-carrying video held return in most measured accounts. Spend in the learning phase pays for information.

   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. 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 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹40L as the budget climbs in steps and return falls, 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. Once purchases are steady, add lookalikes of past buyers next to broad prospecting.

   Why

   Across Month 2 to Month 4, 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. The people who already bought describe the next buyer best.

   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. 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 5 to 6

   What we'd do

   From Month 5, hold the gains and push toward ₹40L only as far as return allows. Refresh tired ads by mixing old and new creatives, and keep a creative bank. Show new arrivals to past buyers first, and build lookalikes from the ones who came back.

   Why

   Growth slows from Month 5, still short of ₹40L. Spend holds roughly steady from here. In one account we measured, click-through fell before revenue did; refresh is how that is avoided. An order from a returning buyer costs the least.

   How it works

   The bank means a tired ad is replaced the week it tires. Past buyers see new arrivals before anyone else.

1. Month 1

   Learning month: tracking is checked against store orders and the first ads go live on a small daily budget. The daily sheet now matches platform revenue to store orders. The layered account is in place, with retargeting beside prospecting.

   • Projected revenue ₹5.1L
   • Projected ROAS 2.43x
   • Planned ad spend ₹2.1L
2. Month 2

   Scaling begins: a past-buyer lookalike audience joins broad prospecting. Return on spend falls while budget steps up sharply.

   • Projected revenue ₹6.7L
   • Projected ROAS 2.09x
   • Planned ad spend ₹3.2L
3. Month 3

   Ads with falling click-through are swapped from the bank. The step is sized by what return will bear: return on spend dips while budget steps up.

   • Projected revenue ₹9.4L
   • Projected ROAS 1.98x
   • Planned ad spend ₹4.7L
4. Month 4

   New creator and customer-feedback videos join the account. The step is sized by what return will bear: return on spend dips while budget holds.

   • Projected revenue ₹9.7L
   • Projected ROAS 1.88x
   • Planned ad spend ₹5.1L
5. Month 5

   From here the work shifts to keeping ads fresh and bringing buyers back. More budget would not pay at this return, so return on spend holds while budget holds.

   • Projected revenue ₹9.5L
   • Projected ROAS 1.88x
   • Planned ad spend ₹5.1L
6. Month 6

   The creative batch is read and the winners keep the budget. The step is sized by what return will bear: return on spend holds while budget holds. The plan finishes short of ₹40L: budget stops rising where return would slip. Each order costs more by the end than it did while learning.

   • Projected revenue ₹9.4L
   • Projected ROAS 1.87x
   • Planned ad spend ₹5L

1. 01

   Expect Video to carry most creative spend in measured accounts across all industries.

2. 02

   Ran catalogue campaigns by collection, with best sellers and video for key categories

3. 03

   Scaled into winter against written daily spend targets