Jewellery Store

A national jewellery retail chain with 100+ stores and a growing online shop, already buying heavy Google Ads traffic but with no presence on Meta. Starting from a $30-a-day dynamic remarketing test, we built Meta Ads into a full-funnel sales channel that returned more than $12.4M on $562k of spend, holding ROAS above the client's 20+ target.

Niche

Jewellery eCommerce

Channel

Meta Ads

Timeline

2019 – May 2024

Service

Media buying

22+

blended roas in ads manager

$12.4M+

revenue from meta ads

$562k

ad spend

940

ads across 183 campaigns

// Ad creatives

Sound off — tap a video for sound

// Challenge

The client sold mainly offline, through more than 100 stores, with a Magento online shop growing alongside them and Google Ads already driving large volumes of paid traffic. Management was cautious about a new channel and agreed only to a small dynamic remarketing test, with a hard bar of ROAS 20+. The first real blocker was measurement: for two months Google Analytics showed no results for Facebook campaigns at all, so there was nothing to prove the channel worked. And jewellery is a try-it-on purchase, so many shoppers researched online and bought in a store where no pixel could see them.

// What we did

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Launched the account from scratch with a $30-a-day dynamic remarketing campaign, a new Meta pixel and a rebuilt product catalog, then spent two months fixing attribution until Google Analytics matched Facebook campaign data and the client approved scaling.

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Built a cross-channel funnel and media plan before scaling, giving every step from cold reach to abandoned carts its own audience, creative format, budget and kill threshold, including ROPO remarketing for shoppers who research online and buy in store.

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Scaled acquisition with catalog campaigns across 118 product sets split by category, discount and season, constantly testing catalog frames, formats, product descriptions and star-rating overlays.

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Surrounded the full customer base with audiences: lookalikes of buyers and wedding shoppers, customer-list remarketing, dynamic remarketing on viewed products and abandoned carts, Advantage+ campaigns and interest stacks from gold and luxury to hobbies and sport.

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Ran a steady operating rhythm across 183 campaigns, 312 ad sets and 940 ads, with daily account checks and optimization, a constant flow of promo launches on the client’s creatives backed by reach campaigns, Looker Studio dashboards tying Meta to Google Analytics, and every decision held against the ROAS 20+ bar.

// Screenshots

The cross-channel funnel planned before scaling: every path from first ad view to an online, phone or in-store purchase has its own remarketing loop.

Learning budgets and kill rules for each campaign type: an ad set with zero results is switched off as soon as its spend passes the threshold.

The monthly media plan by funnel step, with forecast reach, conversion rate and ROAS for every audience from cold interests to abandoned carts.

Google Analytics, 2019: Facebook traffic returned 870% ROAS on last-click attribution from 1.29M paid clicks.

Google Analytics, 2020: paid clicks doubled to 2.72M and ROAS still grew, to 897%.

Google Analytics, 2021: 1,290% ROAS on last click. Ads Manager credits Meta with nearly twice that, which is exactly why every budget call was checked against analytics.

The first ad account, top campaigns by spend: the largest ones held ROAS between 14 and 36 on tens of thousands of dollars each.

The second ad account through May 2024: 61 campaigns and $224k of spend, with the leading campaigns between ROAS 25 and 55.

// CLIENT FEEDBACK

— John B.

Jewellery Store

“We would never have got these results without collaba.team. Meta went from a small test we were sceptical about to one of our strongest online sales channels. If we could go back and start again, we would do it exactly the same way.”

// A WORD FROM THE TEAM

— Rosty C.

Founder, collaba.team

“Meta works best for jewellery when it isn't working alone. The main barrier is trying a piece on, and a hundred stores, Google Ads and the client's own promos all helped close that gap. Our job was to make Meta the channel that starts the purchase, then follow the shopper online, on the phone and into the store.”

// KEY TAKEAWAY

Offline stores amplify Meta

In categories people want to touch before they buy, in-platform ROAS tells only part of the story. Plan the funnel across every channel, in-store purchases included, and judge Meta by the sales it starts, checked against analytics rather than its own dashboard.

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Send a short brief — we'll come back within one business day with first hypotheses and a call slot.

rosty@collaba.team

Kyiv, Ukraine · worldwide clients

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Jewellery Store