Other case study: plan for ₹10L+ to ₹23.7L monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at scaling ad spend, the problem named at booking, on a mid-sized base. Layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart retargeting. Start with a website audit, a creative brief and a monthly media plan in the first week.

   Why

   A mid-sized store asked us how to grow monthly revenue in 6 months, from ₹10L+ to ₹1Cr (10x). 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. At booking, the brand named scaling ad spend as its main problem, with a clear strategy close behind. Layers keep each budget line readable, so a weak campaign cannot hide inside a strong one. A written brief gives every later budget decision a reference point.

   How it works

   Each layer keeps its own budget line. All three are shared with the brand's team before any budget step.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Write month-by-month targets with the brand's team that climb from ₹10L+ to ₹1Cr, and open every review with the month-to-date number against them. Set a written rule: no budget step in a month where return would fall too far to pay for it.

   Why

   It did not report a return on ad spend, so the plan starts from what measured stores of that size hold. The ad platform's own count runs high, so the store's count is the one that moves budget. A missed month shows up early instead of at the end of the plan.

   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

   Lead the testing layer with video, catalogue ads and static image, building to several dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. The learning month runs with a deliberately small daily budget until orders prove the buyer. Work in creative batches with a fixed read window each. Lead with video that carries trust: creators, customer feedback and founder-led pieces.

   Why

   Early spend buys learning, not scale. Buying more before a batch is read means paying for guesses. Video built on trust was the format that held return in most measured accounts.

   How it works

   Only confirmed orders at the low budget unlock the next step. Batches that do not convert are cut; winners get the budget. Weak UGC is swapped for founder-led video rather than scaled. 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 4

   What we'd do

   Scale through Month 2 to Month 4 toward ₹1Cr 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

   In Month 2 to Month 4 the modelled budget climbs in steps, and return on spend falls as it does. In one of these months budget goes up only as far as return allows, so revenue grows more slowly than the target needs. 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

   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. 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 5 to 6

   What we'd do

   From Month 5, protect the revenue already built and move toward ₹1Cr where return permits. Refresh tired ads by mixing old and new creatives, and keep a creative bank. Use WhatsApp for abandoned checkouts and for past buyers' next order.

   Why

   Growth slows from Month 5, still short of ₹1Cr. Spend holds roughly steady from here. Falling click-through preceded a revenue drop in a measured account, so creative refresh is not optional. WhatsApp is cheaper than paid retargeting for buyers who already reached checkout.

   How it works

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

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 account runs in layers: testing, scaling and retargeting.

   • Projected revenue ₹9.8L
   • Projected ROAS 3.70x
   • Planned ad spend ₹2.6L
2. Month 2

   Scaling starts: budget is reviewed against return before the next step. With budget steps up sharply, return on spend falls.

   • Projected revenue ₹13.8L
   • Projected ROAS 2.97x
   • Planned ad spend ₹4.6L
3. Month 3

   Tired ads are refreshed from the creative bank.

   • Projected revenue ₹22.5L
   • Projected ROAS 2.64x
   • Planned ad spend ₹8.6L
4. Month 4

   Lookalikes of past buyers are added beside broad prospecting. Budget is raised only as far as return allows: with budget steps up, return on spend dips.

   • Projected revenue ₹23.5L
   • Projected ROAS 2.43x
   • Planned ad spend ₹9.7L
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 with budget holds, return on spend rises.

   • Projected revenue ₹24.1L
   • Projected ROAS 2.56x
   • Planned ad spend ₹9.4L
6. Month 6

   Past buyers get a WhatsApp nudge for their next order. Budget is raised only as far as return allows: with budget holds, return on spend dips. Revenue ends below ₹1Cr, the target set at enquiry, because budget stops rising where return would slip. Cost per purchase ends higher than in the learning phase.

   • Projected revenue ₹23.7L
   • Projected ROAS 2.36x
   • Planned ad spend ₹10L

1. 01

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

2. 02

   Six interest clusters, from tech and gaming to fashion, plus a broad audience, with video and catalogue ads

3. 03

   Rebuilt creative around the two services that convert, plus a founder-led ad