Case Study 12
How an Ads Audit Grew ROAS by 289% for an Artificial Jewelry Brand
Client Overview
● Business Type: E-Commerce (Artificial Jewelry – Ethnic & Modern Collections)
● Revenue Model: Direct-to-Consumer (DTC) via Website
● Ad Platform: Meta (Facebook & Instagram)
● Previous ROAS: 1.9x
Problem Statement
The brand had beautiful products and solid organic traction on Instagram, but their paid ads weren’t delivering profitable growth. Despite consistent ad spend, their return on ad spend (ROAS) was stuck under 2x. They were unsure where the real leak was—creative, targeting, funnel, or offer.
Audit Process & Key Findings
We ran a detailed 5-step Ads Audit and uncovered these issues:
Ad Creative & Messaging
○ Outdated Creatives – The same carousel creatives had been running for 2+ months. Visuals didn’t pop and were missing context (like close-ups or styling shots).
○ No Video Content – In a visual-heavy category like jewelry, video was completely missing.
No Reels, no lifestyle usage, no product-in-hand demos.
○ Poor Audience Breakdown – The entire budget was going to a single broad interest-based audience with no exclusions or layering.
○ Missing Product Urgency –Ads and landing pages lacked FOMO or urgency drivers (e.g.“bestsellers running out” or “limited festive edition”).
○ Weak Retargeting – Generic retargeting campaign showed the same carousel ad as TOF, with no personalization or urgency.
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Audit Process & Key Findings
We ran a detailed 5-step Ads Audit and uncovered these issues:
Ad Creative & Messaging
○ Outdated Creatives – The same carousel creatives had been running for 2+ months. Visuals didn’t pop and were missing context (like close-ups or styling shots).
○ No Video Content – In a visual-heavy category like jewelry, video was completely missing.
No Reels, no lifestyle usage, no product-in-hand demos.
○ Poor Audience Breakdown – The entire budget was going to a single broad interest-based audience with no exclusions or layering.
○ Missing Product Urgency –Ads and landing pages lacked FOMO or urgency drivers (e.g.“bestsellers running out” or “limited festive edition”).
○ Weak Retargeting – Generic retargeting campaign showed the same carousel ad as TOF, with no personalization or urge
Implementation & Fixes
We deployed a focused strategy across 4 key pillars:
✅Creative Overhaul
● Introduced UGC videos of customers unboxing, wearing, and styling pieces.
● Added lifestyle shots with ethnic outfits and festive settings.
● Used before/after styling reels to show how jewelry transforms the look.
✅Segmentation & Targeting
● Created layered audiences: Festive Shoppers, Jewelry Enthusiasts, and Past
Website Visitors.
● Built Lookalike audiences from top 10% customers by order value.
✅Funnel Alignment & Landing Page Tweaks
● Added urgency banners: “Only 3 Left in Stock”, “Fast-Selling Item”
● Bundled bestsellers into “Festive Combos” with small discounts
● Added product reviews with images to build trust
✅Retargeting Strategy Redesign
● Product Viewers → Retargeted with UGC + “Last Chance” offer
● Add-to-Cart Visitors → Shown countdown timers + “Free Shipping Ends Tonight” ads
● Past Buyers → Cross-sell matching earrings & bangles with dynamic product ads
Key Takeaways
- In the jewelry category, visuals are everything. UGC + styling = instant trust & desire.
- People don’t just buy products—they buy transformation. Show the “before & after” effect.
- A generic funnel kills conversions. Segmenting audiences and retargeting them with intent-based messages works wonders..
- Urgency sells—especially for fast-moving festive collections. Don’t be afraid to show countdowns and limited stock.
Results After 30 Days
● ROAS jumped from 1.9x → 7.4x (289% Growth)
● Click-Through Rate increased by 3.2x (from 0.7% to 2.3%)
● Conversion Rate improved by 41%
● Customer Acquisition Cost dropped by 56%
● Top 5 Creatives were all UGC or styled videos
This artificial jewelry brand had the product-market fit—but their ad funnel was under-leveraged. A simple ads audit uncovered creative gaps, targeting issues, and a flat funnel. Fixing those unlocked a 289% lift in ROAS, without spending a rupee more on ads.
Implementation & Fixes
We deployed a focused strategy across 4 key pillars:
✅Creative Overhaul
● Introduced UGC videos of customers unboxing, wearing, and styling pieces.
● Added lifestyle shots with ethnic outfits and festive settings.
● Used before/after styling reels to show how jewelry transforms the look.
✅Segmentation & Targeting
● Created layered audiences: Festive Shoppers, Jewelry Enthusiasts, and Past
Website Visitors.
● Built Lookalike audiences from top 10% customers by order value.
✅Funnel Alignment & Landing Page Tweaks
● Added urgency banners: “Only 3 Left in Stock”, “Fast-Selling Item”
● Bundled bestsellers into “Festive Combos” with small discounts
● Added product reviews with images to build trust
✅Retargeting Strategy Redesign
● Product Viewers → Retargeted with UGC + “Last Chance” offer
● Add-to-Cart Visitors → Shown countdown timers + “Free Shipping Ends Tonight” ads
● Past Buyers → Cross-sell matching earrings & bangles with dynamic product ads
Key Takeaways
- In the jewelry category, visuals are everything. UGC + styling = instant trust & desire.
- People don’t just buy products—they buy transformation. Show the “before & after” effect.
- A generic funnel kills conversions. Segmenting audiences and retargeting them with intent-based messages works wonders..
- Urgency sells—especially for fast-moving festive collections. Don’t be afraid to show countdowns and limited stock..
Results After 30 Days
● ROAS jumped from 1.9x → 7.4x (289% Growth)
● Click-Through Rate increased by 3.2x (from 0.7% to 2.3%)
● Conversion Rate improved by 41%
● Customer Acquisition Cost dropped by 56%
● Top 5 Creatives were all UGC or styled videos