Worked example: same ROAS, 6 points more margin
A fashion and apparel brand selling ₹40 lakh a month through Meta, Myntra and WhatsApp. This example is built from patterns our team sees in fashion accounts, not from a single client's data.
4.1ROAS, held flat
+6 ptsMargin after returns
27% to 16%RTO rate
11 weeksTo hit the written target
Where the money leaked
₹40 lakh of revenue, ₹3.8 lakh left after product cost, returns, RTO, discounts and ads.
What we changed
Week 1
Paused two campaigns
The highest ROAS in the account, and the lowest margin after returns.
Week 2
Prepaid offers
We aimed it at COD-heavy pin codes.
Week 4
Size guidance
Added to the top 20 products.
Week 6
Creator try-ons
Creator videos replaced studio shots in prospecting.
ROAS by week
Contribution margin after ads, by week
RTO rate by month
Repeat rate by month
Before and after
ROAS stayed the same, but what was left rose from ₹3.8 lakh (9%) to ₹6.7 lakh (15%).
What didn't work
Snapchat did not work in month one. We stopped it in week 5 and moved the budget to Myntra ads.
What we would do differently
Test Snapchat with a smaller, capped budget from week one, and add size guidance to the top sellers in week two instead of week four.
Questions about this worked example
Is this a real client?
It is a worked example, built from patterns our team sees in fashion accounts, not a single client's data. Client results are published only with each brand's written approval.
Why did ROAS stay the same while margin rose?
Because we moved budget away from campaigns whose orders came back, so the brand kept more of each sale without spending more.
What were the first changes?
We paused the two campaigns with the highest ROAS and the lowest margin after returns.
How long did it take?
The story covers 11 weeks.
Which channels were used?
Meta, Myntra and WhatsApp.
Why did Snapchat stop?
It did not work in month one, so we stopped it in week five and moved the budget to Myntra ads.
How was margin measured?
Contribution margin after product cost, shipping, payment fees, returns, RTO and ad spend.
Could this work for our brand?
Only your numbers can answer that. The free growth audit shows where your profit is leaking.
Do you publish failures too?
Yes. Every case study includes what did not work.
Can we speak to a client?
Yes. After the first call, we can connect you with brands our team has worked with, with their permission.
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Your answers match the brands we help most.
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A 30-minute call will show where your profit is leaking.
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