Other case study: plan for ₹20,000 to ₹23,924 monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Aim the first month at creative and content, the problem named at booking, on a smaller base. Split the account into layers: one campaign to test creative, one to scale winners, prospecting that leaves out past buyers, and retargeting for carts. Before budget rises, close the gaps that stop a visitor buying: missing reviews, an unclear return window, no about page and no prepaid incentive.

   Why

   A smaller brand came to us to grow monthly revenue in 6 months, from ₹20,000 to ₹2L (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 creative and content as its main problem. Without layers, retargeting quietly eats the prospecting budget. No budget returns more than the store converts.

   How it works

   Warm layers run beside prospecting, not instead of it. Fixes are listed and handed over early, so later budget lands on a store that converts.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Log store orders every day beside what the ad platform claims. Write month-by-month targets with the brand's team that climb from ₹20,000 to ₹2L, and open every review with the month-to-date number against them. 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. A shortfall is caught in the month it happens, not at the end.

   How it works

   Every budget call starts from the store's orders. Each budget step is argued against the written target. 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 carousel first, rising to about a 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. Keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. Commission ads in batches, and read each batch for a set window before ordering the next.

   Why

   Trust-carrying video held return in most measured accounts. Regular UGC keeps testing going, and a regional cut stretches a winning idea further. A fixed window stops spend chasing a creative before it has been read.

   How it works

   Low-quality UGC is pulled and founder-led video takes its place. Winning UGC is cut into regional languages before new ideas are bought. Losing batches stop; winning ads take their budget. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 4

   What we'd do

   Through Month 2 to Month 4, push toward ₹2L: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Raise budget only while return on spend holds, and cut it when return drops. Build lookalikes from past buyers once purchases are steady, beside broad prospecting.

   Why

   In Month 2 to Month 4 the modelled budget rises gently, while return on spend holds. Three of these months stop their budget step where return would slip too far. Return holds through these months because each budget step stops where return would slip. Past buyers are the clearest signal of who buys next.

   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. Most of the final month's spend sits on Instagram Reels, then Instagram Feed. 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 ₹2L only as far as return allows. Keep a bank of ready creatives and rotate them in as ads tire. Hold budget where return peaks instead of pushing past it.

   Why

   Growth slows from Month 5, still short of ₹2L. Budget keeps rising, more slowly than in the scaling months. Falling click-through preceded a revenue drop in a measured account, so creative refresh is not optional. Return on spend fell from its peak month in most of our engagements; peaks do not hold.

   How it works

   Refreshes are gradual: a few new ads at a time. Budget stays at the level of the best return and is trimmed when it slips.

1. Month 1

   The learning phase opens: tracking is checked against store orders and the first ads go live on a small daily budget. The store fix list is live, with reviews on product pages and a prepaid offer. The account runs in layers: testing, scaling and retargeting.

   • Projected revenue ₹18,573
   • Projected ROAS 1.96x
   • Planned ad spend ₹9,485
2. Month 2

   The scaling phase opens: ads with falling click-through are swapped from the bank. The step is sized by what return will bear: return holds as the budget holds.

   • Projected revenue ₹20,415
   • Projected ROAS 1.97x
   • Planned ad spend ₹10,348
3. Month 3

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

   • Projected revenue ₹21,861
   • Projected ROAS 1.93x
   • Planned ad spend ₹11,351
4. Month 4

   Customer-feedback and creator videos are refreshed.

   • Projected revenue ₹22,523
   • Projected ROAS 1.91x
   • Planned ad spend ₹11,783
5. Month 5

   Steady phase begins: creative refresh and repeat orders take on more of the work.

   • Projected revenue ₹23,631
   • Projected ROAS 1.94x
   • Planned ad spend ₹12,212
6. Month 6

   Each budget move is read against the return it bought. The step is sized by what return will bear: return dips as the budget holds. The plan finishes short of ₹2L: budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹23,924
   • Projected ROAS 1.86x
   • Planned ad spend ₹12,850

1. 01

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

2. 02

   Scaling plan built on video creative, bundle offers and a cost-control campaign

3. 03

   Retargeted video viewers and unfinished form fills; built lookalikes from converted leads