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Marketing Academy · Field Work●Paid Ads
All projects·From: TikTok Ads
CoreSimulation· 45 minutes

The 14-Day Spend Simulation: Scaling a Swiggy TikTok Campaign Without Burning Budget

Swiggy

Objective: Given a simulated 14-day TikTok campaign dashboard, make the same budget, targeting, and creative-refresh calls a live media buyer would, without risking real ad spend.

You're running paid social for Swiggy's TikTok push to drive food-delivery app installs across a ₹1,40,000, 14-day test budget.

Read each stage's dashboard, diagnose the signal against the lesson's benchmarks, and make the call. A wrong call routes you into a worse dashboard on the next stage, exactly like it would in a real ad account.

Before you start

What you'll need

Free path (everything below is enough to finish)

TikTok Ads
FreeRead the campaign dashboard metrics simulated in each stage and locate the real Hook Rate, frequency, and CPM columns

It's the platform this entire simulation is modeled on, free to use with just an ad account

Google Sheets(optional)
FreeLog each stage's decision and reasoning to compare against the answer key at the end

Free, simple decision log

The process

Simulation

Day 2, first dashboard check

Day 2 of 14

You launched an In-Feed campaign 2 days ago for the Swiggy app-install push. First real look at the dashboard.

Sample output
Swiggy App Installs · In-Feed campaign · Day 2 of 14

  Impressions   142,000
  Hook Rate (3-sec view)   12%
  CTR   0.4%
  Installs   38
  CPM   ₹680
  Frequency   1.3x
Spend to date:₹19,300 of ₹1,40,000
Budget remaining:₹1,20,700

Hook Rate is sitting at 12%, below the lesson's 15% failure line, and CTR is weak. What do you do?

Final deliverable

A day-by-day decision log (4 calls) with your reasoning, compared against the simulation's optimal path at the end.

See a reference example
Sample output
Zomato, TikTok spend simulation log (excerpt)

Day 2: Hook Rate 11% → swapped creative (optimal)
Day 6: 4 variations queued, held broad audience (optimal)
Day 10: kept pacing steady, queued next refresh (optimal)
Final CPI: ₹131, 14% better than account average

Success criteria

You're done when you can:

  • Diagnoses the Day 2 weak Hook Rate as a creative problem, not a targeting problem
  • Does not narrow the audience in response to a Hook Rate or CPM problem
  • Recognizes the 3-5 creative variation minimum before frequency crosses 2.5x
  • Reaches Day 14 without a costly decision in the final stage