From Rs. 20k ($250) to Rs. 12 Lakhs ($14.5k) in monthly revenue with ROAS improved from 0.4 to 4+

Background:

Niche: Gymwear / Activewear

Ad spend: Rs. 80k / month ($1k)

ROAS: 0.2 - 0.4

Challenges:

• Low ROAS, indicating inefficient ad spend.

• Product lines that weren't yielding profitability.

What did we do?

Optimising ad account & creatives: Within the first month of our collaboration, we revamped their entire ad account, right from targeting to creatives to copies, as current efforts weren't yielding any results. After rigorous optimisation, we were able to end the month at 1X ROAS on ad spend. Which we were able to optimise to a ROAS of 2 in the coming months.

Product Line Evaluation: After extensive testing, it became evident that the existing products weren't going to be profitable in the long run. This led to a pivotal discussion with the brand's team when they visited our office earlier this year. This spanned about 3-4 hours, where we charted out the next steps:

Website Optimisation: Acting on our CRO recommendations, the brand's website underwent significant improvements, ensuring a seamless user experience.

Introduction of New Product Lines: In February, the brand launched a new product line. This move, combined with our refined advertising strategies and learnings from past months, led to an immediate surge in orders, with the latter half of February witnessing a 4x ROAS.

Consistent Performance: From that point onwards, we've consistently achieved a 4x to 4.5x ROAS. This includes the experimental spends aimed at identifying new winning products and collections. In fact, last month, the brand hit a revenue milestone of Rs.12,00,000 at an impressive 5x ROAS.

Identifying Bestsellers: Our data-driven approach helped us pinpoint multiple product categories that are generating an astounding 8x to 10x ROAS. However, stock issues with these bestsellers have been a limiting factor, something the brand is aiming to overcome in the coming months.

What's next?

Future Goals: With the groundwork laid and a clear understanding of the target audience, creative styles, and communication, our next objective is to elevate the brand's monthly revenue to Rs.35,00,000 to Rs.40,00,000. We've already tasted success with achieving 100 orders a day at a ROAS of 8+. As the brand gears up to restock its bestsellers, we're poised to ramp up our efforts.

Redefining Account Structure: As we set our sights on achieving 200 to 300 orders daily, we recognise the need for a new account structure. The existing one, while effective for our current scale, might not support the brand's ambitious growth trajectory. Which is where our team's attention will be for the current month so that we are ready to scale once the bestsellers are back in stock in the coming weeks!

Conclusion:

It's important to nail the TGs along with creatives and communication early on, while also understanding whether it's the products or the ads which aren't yielding results.

The simple fact is, some products would require a lot more push than others, and you will find yourself to be profitable in lines which don't require a lot of push. Once you have such a product, the right TG, communication and creativity will help you elevate your performance and help you scale the brand up in a very short span of time.

Hope you found this case study useful! What points from this did you find to be most useful?

Corsica / everything home - ignore this and go on to next one

To scale up revenues by 3 to 4x in 3 months while maintaining ROAS – from 30 lakhs monthly in INR on their Shopify in July to 1 crore in October.

The main challenge in achieving the above set objective was to effectively scale up within a short time frame while maintaining ROAS.

As the festive season was upon us, we were trying to push sales in a category which is largely still offline-heavy in terms of purchases – so understanding customer psychology along with the client's team was of utmost importance here. 

Being a home furnishing brand – the main product lines before we got onboard were mirrors – all types – and armchairs had just started pushing sales in the month prior on an Advantage+ heavy setup on Meta, and Google just kicked off with branded keyword campaigns.

What did we do?

1. Reoptimise Mirrors category

2. Restructure ad account.

3. Launch new product categories.

4. Scale mirrors and armchairs, maintaining ROAS.

5. Start search campaigns followed by PMax campaigns on Google for mirrors.

Detailed breakdown - 

1. While Mirrors as a category was accounting for almost 70% of total sales before onboarding the brand, the roas on the same had dropped below 4 – the minimum expected roas to run things smoothly

Here the campaigns were largely ASC-based, with all testing happening within the same ASC itself and another ASC running for armchairs.

The idea was to first reignite ASC performance with new creatives focused on driving more value/information on the creatives – and hence we launched best-seller GIFs and best-seller carousels with all important information displayed on the creatives themselves. 

2. Started off with interest-based campaigns to act as feeders for ASC and launched catalogue ads as well – categories for bestsellers in each category – and the performance really started picking up post that.

3. The new product categories were comparatively high-priced with aov of above 25/30k as compared to mirrors and armchairs with aov of 15k so we eventually decided to launch them on second ad acc with same model asc + interest based with creatives and catalog both - took 2 weeks to optimise but started driving 4.3X roas even on that acc - and shared best sellers data so more stock can be made on the same and sold.

4. With interests supporting ASCs and acting as testing grounds for creatives too both started doing well and we increased the budgets for both the categories by 2.5X and maintained a ROAS of 4.5 across mirrors & 5.5+ across armchairs.

5. Google took a while to optimise but we hit 12.7 lakhs in sales at 4.46 ROAS.

And we ended the month of October with Rs. 84.96 lakhs at 4.5 ROAS.