Other case study: plan for ₹20,000 to ₹17,335 monthly revenue in 1 month

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we'd do

   Before budget rises, get the smaller store ready to convert paid traffic. Open with three documents: a website audit, a creative brief and a media plan by month. 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 1 month, from ₹20,000 to ₹4L–₹5L (22.5x). Fewer than one in ten of our measured accounts grew that fast in the same time, so the plan follows the pace of that top tenth rather than forcing the target. No single problem was named at booking; the plan works from the figures instead. Later budget calls need something written to be judged against. No budget returns more than the store converts.

   How it works

   All three are shared with the brand's team before any budget step. Site fixes are handed over in the first weeks, before budget rises.

2. 2

   Measurement & targets · Week 1 to 4

   What we'd do

   Log store orders every day beside what the ad platform claims. Agree a written target for every week on the way from ₹20,000 to ₹4L–₹5L, and start each review with the week-to-date figure against 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 missed week shows up early instead of at the end of the plan.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. Written targets make each scaling decision explicit.

3. 3

   Creative testing · Week 1 to 4

   What we'd do

   Lead the testing layer with video, catalogue ads and static image, building to about a dozen new ads a month by the last four weeks, with every format close to the account's return. Run static images next to the video ads. The four learning weeks run on a small daily budget, stepping up only once orders confirm. Buy creative in batches and give each batch a fixed read window before buying more.

   Why

   Among the accounts we measured, static image was the format most often in the top creative tier. The first rupees are for finding the buyer, not for volume. Buying more before a batch is read means paying for guesses.

   How it works

   Statics join once a winning video is found. Spend steps up only after orders confirm at the low budget. Losing batches stop; winning ads take their budget. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Week 4

   What we'd do

   Through Week 4, push toward ₹4L–₹5L: the budget stays close to the learning level while return holds, and Instagram Reels carries the most spend and Facebook Reels 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 Week 4 the modelled budget stays close to the learning level, while return on spend holds. Each budget step here is sized so that return stays close to where it was. The people who already bought describe the next buyer best.

   How it works

   Budget follows return week to week instead of a fixed ramp. Lookalike and broad audiences run the same ads, so they can be compared. Instagram Reels carries the largest share of spend in the last four weeks, with Facebook Reels next. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

1. Week 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 audit, brief and media plan are agreed with the brand's team.

   • Projected revenue ₹4,200
   • Projected ROAS 1.88x
   • Planned ad spend ₹2,230
2. Week 2

   First creative read: ads that do not convert are cut. Budget holds and return on spend holds.

   • Projected revenue ₹4,266
   • Projected ROAS 1.92x
   • Planned ad spend ₹2,218
3. Week 3

   Store fixes and offers go live while orders confirm.

   • Projected revenue ₹4,456
   • Projected ROAS 1.88x
   • Planned ad spend ₹2,364
4. Week 4

   The learning phase ends with a buyer identified and a winning ad chosen. Budget holds and return on spend holds. The plan finishes short of ₹4L–₹5L: budget stops rising where return would slip. Cost per purchase ends close to the learning phase.

   • Projected revenue ₹4,413
   • Projected ROAS 1.90x
   • Planned ad spend ₹2,322

1. 01

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

2. 02

   Website audit, creative brief and a monthly media plan from week one

3. 03

   Moved budget in three-to-four-day windows at campaign level