Other case study: ₹50,000–₹3L to ₹2.2L monthly revenue in 3 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. We start with a website audit, a creative brief and a monthly media schedule in the first week.

   Why

   A smaller store grows monthly revenue in 3 months, from ₹50,000–₹3L to ₹5L (2.9x). 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, holds budget where return starts to slip, and does not force the number. The main problem in this scenario is reaching new buyers. Separate layers stop prospecting and retargeting competing for the same budget. Later budget calls need something written to be judged against.

   How it works

   Retargeting sits next to prospecting and never replaces it. The brief is agreed first; spend follows it.

2. 2

   Measurement & reviews · Month 1 to 3

   What we do

   We keep a shared daily sheet with the ad platform's revenue next to real store orders. We set the path from ₹50,000–₹3L to ₹5L as written monthly numbers, and read every review against the month so far. We set a written rule: no budget step in a month where return falls too far to pay for it.

   Why

   No starting return on ad spend was given; the starting return is what measured stores of that size hold. Ad platforms claim more orders than stores record, so the store number decides budget. Written monthly numbers expose a slow month while there is still time to act.

   How it works

   Budget decisions are read off store numbers, not the ad platform alone. Each budget step is argued against the written number. 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 about two dozen new ads a month by the final month, keeping carousel on a short leash because its return trails the account. The learning month runs on a small daily budget, stepping up only once orders confirm. We commission ads in batches, and read each batch for a set window before ordering the next. We make trust the subject of the video: creator reels, customer feedback and founder-led clips.

   Why

   The first rupees are for finding the buyer, not for volume. 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. New ads rise with the budget, most of them video, then catalogue ads.

4. 4

   Scaling · Month 2 to 3

   What we do

   Through Month 2 to Month 3, we push as far toward ₹5L as return allows: the budget rises gently while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Once purchases are steady, we add lookalikes of past buyers next to broad prospecting. We let return decide budget: more while it holds, less when it slips.

   Why

   In Month 2 to Month 3 the budget rises gently, while return on spend holds. Two of these months stop their budget step where return slips too far. 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

   Lookalikes are read against broad on the same creative. Budget follows return month to month instead of a fixed ramp. 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.

1. Month 1

   Learning month: tracking is checked against store orders and the first ads go live on a small daily budget. The layered account is in place, with retargeting beside prospecting. The website audit, creative brief and media schedule are shared.

   • Revenue ₹1.8L
   • ROAS 1.95x
   • Ad spend ₹92,233
2. Month 2

   Scaling starts: a fresh round of creator and customer-feedback video goes live. Budget is raised only as far as return allows: return on spend holds while budget holds.

   • Revenue ₹2L
   • ROAS 1.93x
   • Ad spend ₹1L
3. Month 3

   A past-buyer lookalike audience joins broad prospecting. Budget is raised only as far as return allows: return on spend holds while budget steps up. Revenue ends below ₹5L, the number this scenario calls for, because budget stops rising where return starts to slip. Cost per purchase ends close to the learning phase.

   • Revenue ₹2.2L
   • ROAS 1.89x
   • Ad spend ₹1.2L

1. 1

   Video carries most creative spend in this industry's measured accounts.

2. 2

   Test Static image alongside the main format: it reached the top creative tier most often in this industry's measured accounts.

3. 3

   Instagram Reels carries the largest share of spend in this industry's measured accounts.