Overview
A US-based DTC jewelry brand selling everyday fine jewelry (gold vermeil, sterling silver) partnered with us to scale paid acquisition profitably.
The store is a Shopify site built for mobile shopping, featuring premium lifestyle photography, clear category navigation (Rings / Necklaces / Earrings / Bracelets / Gifts), and product pages optimized for quick decision-making (variants, reviews, bundles, gifting options).
The Challenge
Despite strong products and a polished website, paid media performance had stalled.
Google Ads
Brand and non-brand traffic blended together, hiding true growth.
Shopping/PMax lacked product segmentation, limiting scalable winners.
Search captured existing demand but wasn’t driving enough new demand.
Meta Ads
Prospecting was inconsistent and creative fatigue hit quickly.
Limited structure between cold vs warm audiences reduced efficiency.
Scaling spend caused volatility and uneven returns.
The Solution
We focused on a simple growth system: clear measurement → controlled platform structure → scalable creative → stable budget expansion.
Google Ads
Rebuilt Search and Shopping around intent + product categories, separating brand from non-brand to reveal real incremental performance.
Improved feed quality and traffic relevance so best-selling collections received priority.
Scaled budgets using profitability thresholds to avoid spikes in CAC.
Meta Ads
Refreshed prospecting with new creative angles tailored to US buyers (everyday luxury, gifting, bridal moments, trend/UGC).
Structured funnel for clean performance by stage: cold acquisition vs high-intent retargeting.
Introduced steady scaling rules to grow spend without destabilizing ROAS.
Additional wins
Better category segmentation helped concentrate budget on high-velocity SKUs.
Cleaner attribution clarified which platform drove incremental sales.
Stronger creative variety reduced ad fatigue and stabilized prospecting.
As a result, monthly paid revenue increased from £21,703.2 to £37,980.6, with the blended ROAS improved from 1.47 to 4.58, indicating that methodical growth and targeted outreach can produce remarkable ROI.
