Pets case study: plan for ₹1L to ₹91,806 monthly revenue in 1 month

New ads per month

1. 1

   Research & offer · Week 1 to 2

   What we'd do

   The booking named marketing and social presence first, so the opening week on this smaller store goes there. Start with a website audit, a creative brief and a monthly media plan in the first week. Add cart-value offers that step up at set basket sizes to lift order value.

   Why

   A smaller pet brand came to us to grow monthly revenue in 1 month, from ₹1L to ₹10L (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 marketing and social presence as its main problem. A written brief gives every later budget decision a reference point. Each extra item in a basket is revenue the ad has already paid for.

   How it works

   The brief is agreed first; spend follows it. Tier levels are set just above the basket sizes buyers already reach.

2. 2

   Measurement & targets · Week 1 to 4

   What we'd do

   Keep a shared daily sheet with the ad platform's revenue next to real store orders. Agree a written target for every week on the way from ₹1L to ₹10L, and start each review with the week-to-date figure against it.

   Why

   No return on ad spend was given at booking; the starting return is what measured stores of that size hold. The ad platform's own count runs high, so the store's count is the one that moves budget. Written targets expose a slow week while there is still time to act.

   How it works

   Every budget call starts from the store's orders. Written targets make each scaling decision explicit.

3. 3

   Creative testing · Week 1 to 4

   What we'd do

   Test with video, catalogue ads and static image first, rising to about a dozen new ads a month by the last four weeks, keeping carousel on a short leash because its return trails the account. Keep creators producing UGC video on a steady schedule, and cut the winners into regional languages. Make trust the subject of the video: creator reels, customer feedback and founder-led clips. Give each lead product its own campaign and read it weekly.

   Why

   Regular UGC keeps testing going, and a regional cut stretches a winning idea further. Video built on trust was the format that held return in most measured accounts. Products that do not sell show up inside a week, not after a month of shared budget.

   How it works

   Regional cuts of a winner come before new ideas. Low-quality UGC is pulled and founder-led video takes its place. A product that does not sell is paused inside the week. The number of new ads grows with spend; video makes up the largest part and catalogue ads the next.

4. 4

   Scaling · Week 4

   What we'd do

   Through Week 4, push toward ₹10L: the budget stays close to the learning level while return holds, and Instagram Reels carries the most spend and Instagram Feed the next. Let return decide budget: more while it holds, less when it slips. Refresh tired ads by mixing old and new creatives as spend rises.

   Why

   Across 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. More spend means the same people see an ad more often, and click-through fades.

   How it works

   Budget follows return week to week instead of a fixed ramp. Proven ads stay while new ones are added. In the last four weeks, Instagram Reels takes the most spend and Instagram Feed the next most. Prospecting to new buyers takes the bulk of spend, while retargeting returns more for each rupee.

1. Week 1

   First, the set-up: a small daily budget carries the first ads, and store orders are matched to tracking. The media plan and creative brief are signed off. The cart-value tiers are live.

   • Projected revenue ₹23,290
   • Projected ROAS 2.24x
   • Planned ad spend ₹10,394
2. Week 2

   First creative read: ads that do not convert are cut. Return holds as the budget holds.

   • Projected revenue ₹23,297
   • Projected ROAS 2.17x
   • Planned ad spend ₹10,713
3. Week 3

   Offers and store fixes switch on as the first orders confirm. Return rises as the budget eases back.

   • Projected revenue ₹21,860
   • Projected ROAS 2.31x
   • Planned ad spend ₹9,453
4. Week 4

   By the end of learning, the buyer is known and one ad has won. Return dips as the budget steps up. The plan finishes short of ₹10L: budget stops rising where return would slip. Each order costs about what it did while learning.

   • Projected revenue ₹23,359
   • Projected ROAS 2.15x
   • Planned ad spend ₹10,857

1. 01

   Handed over a 13-point site fix list: prepaid offer, testimonials, a three-day return window, an about page, no permanent sale prices

2. 02

   Product-only creatives and carousels, swapped the moment they stopped converting

3. 03

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