Other case study: ₹3L to ₹4.7L monthly revenue in 12 months

New ads per month

1. 1

   Research & offer · Month 1

   What we do

   The first problem in this scenario is reaching new buyers, so the opening month on this smaller store goes there. We layer the account: a creative-testing campaign, a scaling campaign, cold audiences that exclude past buyers, and cart remarketing. Before budget rises, we close the gaps that stop a visitor buying: missing reviews, an unclear return window, no about page and no prepaid incentive. We put the website audit, the creative brief and the monthly media schedule in place before spend moves.

   Why

   A smaller store grows monthly revenue in 1 year, from ₹3L to ₹1Cr (33.3x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the case study follows the pace of that top tenth rather than forcing the number. The main problem was reaching new buyers. Without layers, retargeting quietly eats the prospecting budget. Every rupee of ads is capped by how well the store turns visits into orders.

   How it works

   Warm layers run beside prospecting, not instead of it. The fix list goes to the brand's team in the opening weeks, ahead of any budget step. All three are shared with the brand's team before any budget step.

2. 2

   Measurement & reviews · Month 1 to 12

   What we do

   We set the path from ₹3L to ₹1Cr as written monthly numbers, and read every review against the month so far. We track ad-platform revenue beside store orders in a shared daily sheet. We set a written rule: no budget step in a month where return falls too far to pay for it.

   Why

   With no return on ad spend reported, the case study begins at the level measured stores of that size hold. Written monthly numbers expose a slow month while there is still time to act. The ad platform's own count runs high, so the store's count is the one that moves budget.

   How it works

   The month's number is on the page at every review. Every budget call starts from the store's orders. A month whose return slips past that point keeps its budget instead.

3. 3

   Creative testing · Month 1

   What we do

   We test with video, catalogue ads and static image first, rising to a few dozen new ads a month by the final month, with carousel watched closely since it returns less than the rest. We run static images next to the video ads. The learning month runs with a deliberately small daily budget until orders prove the buyer. We work in creative batches with a fixed read window each.

   Why

   In measured accounts, static image reached the top creative tier most often. Spend in the learning phase pays for information. Buying more before a batch is read means paying for guesses.

   How it works

   Statics are added after a video wins. Spend steps up only after orders confirm at the low budget. Only ads that convert inside the window keep running. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 9

   What we do

   We scale through Month 2 to Month 9 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. We build lookalikes from past buyers once purchases are steady, beside broad prospecting. We let return decide budget: more while it holds, less when it slips.

   Why

   Across Month 2 to Month 9, the budget climbs in steps, and return on spend falls as it does. In four of these months budget goes up only as far as return allows, so revenue grows more slowly than the agreed number needs. Two of these months hold the budget where it is until return improves. Spend scaled in our measured accounts pushed cost per order up and return down, so no step is taken on hope. The people who already bought describe the next buyer best.

   How it works

   Lookalike and broad audiences run the same ads, so they can be compared. Budget follows return month to month instead of a fixed ramp. 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 do

   From Month 10, we protect the revenue already built and move toward ₹1Cr where return permits. We show new arrivals to past buyers first, and build lookalikes from the ones who came back. We hold a creative bank and swap tired ads out before click-through falls.

   Why

   From Month 10 growth slows while revenue is still under ₹1Cr. Budget stays about level over these months. Repeat buyers are the cheapest orders an account gets. A measured account showed click-through falling ahead of revenue, so tired ads are replaced early.

   How it works

   New arrivals go to past buyers first, before broad prospecting. Refreshes are gradual: a few new ads at a time.

1. Month 1

   The learning phase opens: the first ads run on a small daily budget while tracking is checked against store orders. Store fixes go live: reviews, trust pointers and the prepaid offer. Store orders and platform revenue are reconciled in the shared sheet.

   • Revenue ₹3L
   • ROAS 2.59x
   • Ad spend ₹1.2L
2. Month 2

   Scaling begins: the creative batch is read and the winners keep the budget. Budget steps up and return on spend falls.

   • Revenue ₹3.6L
   • ROAS 2.21x
   • Ad spend ₹1.6L
3. Month 3

   The creative bank supplies this period's refresh. Budget steps up sharply and return on spend falls.

   • Revenue ₹4.7L
   • ROAS 1.92x
   • Ad spend ₹2.5L
4. Month 4

   A past-buyer lookalike audience joins broad prospecting. Budget rises to the point where return starts to give way: budget holds and return on spend holds.

   • Revenue ₹4.8L
   • ROAS 1.93x
   • Ad spend ₹2.5L
5. Month 5

   The budget decision is taken on the return the last step earned.

   • Revenue ₹4.7L
   • ROAS 1.89x
   • Ad spend ₹2.5L
6. Month 6

   Past buyers get the new arrivals ahead of prospecting.

   • Revenue ₹4.7L
   • ROAS 1.88x
   • Ad spend ₹2.5L
7. Month 7

   Static images are tested beside the winning video.

   • Revenue ₹4.7L
   • ROAS 1.88x
   • Ad spend ₹2.5L
8. Month 8

   The creative batch is read and the winners keep the budget. Return has not reached the level that justifies more budget, so budget holds and return on spend holds.

   • Revenue ₹4.7L
   • ROAS 1.88x
   • Ad spend ₹2.5L
9. Month 9

   The creative bank supplies this period's refresh.

   • Revenue ₹4.8L
   • ROAS 1.95x
   • Ad spend ₹2.4L
10. Month 10

    The case study moves into its steady phase, leaning on refreshed ads and repeat buyers. Budget rises to the point where return starts to give way: budget holds and return on spend dips.

    • Revenue ₹4.6L
    • ROAS 1.87x
    • Ad spend ₹2.5L
11. Month 11

    A past-buyer lookalike audience joins broad prospecting.

    • Revenue ₹4.7L
    • ROAS 1.96x
    • Ad spend ₹2.4L
12. Month 12

    The budget decision is taken on the return the last step earned. Budget rises to the point where return starts to give way: budget holds and return on spend holds. The case study finishes short of ₹1Cr: budget stops rising where return starts to slip. Cost per purchase ends higher than in the learning phase.

    • Revenue ₹4.7L
    • ROAS 1.91x
    • Ad spend ₹2.4L

1. 1

   Return on spend fell from its peak month in most engagements; peaks do not hold.

2. 2

   Test catalogue ads state-wise and city-wise, with 1% lookalikes and festive retargeting.

3. 3

   A low average order value limited how far spend could scale.