Other case study: plan for ₹30,000 to ₹68,091 monthly revenue in 6 months

New ads per month

1. 1

   Research & offer · Month 1

   What we'd do

   Open with set-up work on the smaller store, since the booking gave no single problem. Start with a website audit, a creative brief and a monthly media plan in the first week. 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 ₹30,000 to ₹50L (166.7x). 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. A written brief gives every later budget decision a reference point. No budget returns more than the store converts.

   How it works

   The audit, the brief and the media plan are shared before spend rises. The fix list goes to the brand's team in the opening weeks, ahead of any budget step.

2. 2

   Measurement & targets · Month 1 to 6

   What we'd do

   Agree a written target for every month on the way from ₹30,000 to ₹50L, and start each review with the month-to-date figure against it. Keep a shared daily sheet with the ad platform's revenue next to real store orders. Set a written rule: no budget step in a month where return would fall too far to pay for it.

   Why

   No return on ad spend was given at booking; the starting return is what measured stores of that size hold. Written targets expose a slow month while there is still time to act. Platform attribution over-counts, so budget decisions sit on the store-side number.

   How it works

   Written targets make each scaling decision explicit. Budget decisions are read off store numbers, not the ad platform alone. 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 about a dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. Commission ads in batches, and read each batch for a set window before ordering the next. Test static images beside video. Lead with video that carries trust: creators, customer feedback and founder-led pieces.

   Why

   Buying more before a batch is read means paying for guesses. Among the accounts we measured, static image was the format most often in the top creative tier. Trust-carrying video held return in most measured accounts.

   How it works

   Batches that do not convert are cut; winners get the budget. Statics are added after a video wins. Low-quality UGC is pulled and founder-led video takes its place. 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 ₹50L as the budget climbs in steps while return holds, with Instagram Reels taking the largest share of spend and Instagram Feed the next. Raise budget only while return on spend holds, and cut it when return 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, while return on spend holds. Budget is part-stepped in three of these months, taking only what return will carry. Return holds through these months because each budget step stops where return would slip. The people who already bought describe the next buyer best.

   How it works

   There is no fixed ramp; each month's budget follows the return of the last. Lookalikes are read against broad on the same creative. In the final month, Instagram Reels takes the most spend and Instagram Feed the next most. Most spend reaches people who have not bought yet; past visitors 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 ₹50L only as far as return allows. Hold a creative bank and swap tired ads out before click-through falls. Use WhatsApp for abandoned checkouts and for past buyers' next order.

   Why

   Growth slows from Month 5, still short of ₹50L. Spend still grows, at a slower pace than during scaling. 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

   Refreshes are gradual: a few new ads at a time. Messages run beside retargeting ads.

1. Month 1

   First, the set-up: the first ads run on a small daily budget while tracking is checked against store orders. Store orders and platform revenue are reconciled in the shared sheet. The media plan and creative brief are signed off.

   • Projected revenue ₹31,368
   • Projected ROAS 1.88x
   • Planned ad spend ₹16,677
2. Month 2

   Scaling starts: the budget decision is taken on the return the last step earned. The budget step stops where return would slip: return holds as the budget steps up.

   • Projected revenue ₹42,665
   • Projected ROAS 1.94x
   • Planned ad spend ₹22,006
3. Month 3

   Tired ads are refreshed from the creative bank.

   • Projected revenue ₹53,987
   • Projected ROAS 1.93x
   • Planned ad spend ₹28,044
4. Month 4

   Past buyers get a WhatsApp nudge for their next order.

   • Projected revenue ₹63,493
   • Projected ROAS 1.87x
   • Planned ad spend ₹33,911
5. Month 5

   Steady phase begins: creative refresh and repeat orders take on more of the work. The budget step stops where return would slip: return holds as the budget holds.

   • Projected revenue ₹66,749
   • Projected ROAS 1.86x
   • Planned ad spend ₹35,937
6. Month 6

   New creator and customer-feedback videos join the account. The budget step stops where return would slip: return holds as the budget holds. The plan finishes short of ₹50L: budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹68,091
   • Projected ROAS 1.93x
   • Planned ad spend ₹35,361

1. 01

   Expect Instagram Reels to carry the largest share of spend in measured accounts across all industries.

2. 02

   Scaled into winter against written daily spend targets

3. 03

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