Introduction
In a recent project, a USA-based jewellery brand specializing in Indian jewellery for Indian customers living in the USA was transformed. The brand initially generated monthly revenue between $5,000 and $15,000, with a return on ad spend (ROAS) of 1.9. However, sales had plateaued for months, and scaling efforts led to higher customer acquisition costs (CAC). By leveraging data-driven strategies, targeted advertising, and innovative experimentation, the brand’s performance soared, achieving $200,000 in revenue over six months.
The Challenge
Several hurdles were identified. Sales growth had stalled, and attempts to increase revenue only inflated CAC without proportional returns. The ad account structure was inefficient, leading to overspending, and the website struggled to convert visitors into buyers. Additionally, abandoned carts resulted in lost sales, limiting the brand’s potential. A comprehensive strategy was needed to address these issues and unlock sustainable growth.
Understanding the Demographics
The target audience was primarily Indian immigrants and Indian-American families living in the USA, aged 25–55, with a strong cultural connection to traditional Indian jewellery. This demographic often sought jewellery for weddings, festivals like Diwali, and other cultural celebrations. They were predominantly female, with a median household income of $80,000+, and were active on platforms like Facebook and Instagram for community engagement and product discovery. Many also used Google to search for specific jewellery styles or brands, often comparing options before purchasing. Understanding this audience’s behavior—social media engagement for inspiration and search intent for decision-making—was key to tailoring the campaign strategy.
The Strategy
A multi-channel approach was implemented to tackle the challenges and align with the audience’s behavior:
- Ad Account Optimization: The ad account was restructured to eliminate inefficiencies, reducing wasteful spending. New ad content was created, and structured testing for creatives and audience targeting was introduced to improve performance.
- Website Enhancements: The website was optimized for better user experience, with faster load times, clearer calls-to-action, and a streamlined checkout process to boost conversion rates.
- Abandoned Cart Recovery: WhatsApp automation was set up to recover abandoned checkouts, targeting users who preferred instant messaging. Email automation was established for customers not using WhatsApp, ensuring no opportunity was missed.
- Google Ads for Competitor Traffic: Google Ads campaigns were launched to capture traffic from competitors. Search terms like “Indian jewellery online USA,” “buy gold jhumkas USA,” and branded competitor terms (e.g., “[Competitor Name] Indian necklace”) were targeted. By bidding on these high-intent keywords, the brand appeared in search results for users already looking for similar products, effectively diverting competitor audiences to the client’s website.
- Facebook Ads for Scaling: Facebook Ads were used to scale reach and engagement, leveraging the platform’s robust targeting options. Lookalike audiences were created from existing customer data, and interest-based targeting focused on Indian cultural groups, jewellery enthusiasts, and wedding planners in the USA. Ad creatives showcased vibrant visuals of the jewellery, paired with culturally resonant messaging (e.g., “Celebrate Diwali with Timeless Elegance”). Retargeting campaigns were also deployed to re-engage website visitors, driving them back to complete purchases.
Initial Results: A Breakthrough in September 2024
The strategy delivered immediate results in September 2024, with key metrics showing significant improvement:
- Cost per thousand impressions (CPM) dropped from $40 to $20, a 50% reduction, thanks to optimized ad structures.
- Click-through rate (CTR) surged to 9%, reflecting the effectiveness of culturally tailored ad creatives on Facebook.
- Cost per acquisition (CAC) decreased by 50%, driven by better targeting and website conversion improvements.
- Revenue for the month reached $30,000, with a ROAS of 4.5—more than doubling the previous benchmark.
The dashboard below captures the performance metrics for September 2024, highlighting the campaign’s success:
Google Ads played a pivotal role in this initial success. By targeting competitor search terms, 15% of the month’s traffic came from users who were actively searching for alternatives, with a conversion rate of 13.98%—higher than the overall average. This approach not only stole market share but also attracted high-intent buyers ready to purchase.
Long-Term Growth: Scaling to $200K
Over the next three to six months, consistent growth was achieved. From August 2024 to February 2025, total sales reached $210,475.79, a 125% increase compared to the previous period. Sessions grew by 38%, orders by 63%, and conversion rates improved by 9%. The graph below illustrates this upward trajectory:
Breaking down the sales channels, Google & YouTube and Facebook & Instagram emerged as key drivers, as shown in the following overview:
By November 2024, total sales over time hit $100,183.40, with gross sales at $135,480.34, showcasing sustained progress:
The Role of Facebook Ads in Scaling
Facebook Ads were the backbone of the scaling efforts, contributing 60% of the total ad-driven revenue over the six months. The platform’s ability to target niche demographics—like Indian-American women interested in cultural events—was leveraged to maximize reach. For example, lookalike audiences generated a 14.51% CTR in September 2024, as seen in the campaign breakdown below. Retargeting campaigns also played a major role, recovering 20% of abandoned carts through personalized ads, which significantly boosted conversions. The vibrant ad creatives and community-focused messaging resonated deeply, driving engagement and sales consistently across the campaign period:
Performance Metrics Breakdown
The campaign’s efficiency was evident in the ad account data from August to November 2024. With a total spend of $15,539.25, 769 purchases were driven at a cost per purchase of $25.58. The CTR reached 7.63%, and the purchase conversion value hit $259,149.14, resulting in an impressive ROAS of 651.30%:
Key Takeaways
This case study highlights the power of a multi-channel, data-driven approach:
- Understanding demographics enabled precise targeting, aligning campaigns with cultural and behavioral trends.
- Google Ads captured high-intent competitor traffic, driving immediate conversions and market share growth.
- Facebook Ads scaled the brand by engaging niche audiences and recovering lost sales through retargeting.
- Structured testing and optimization across channels reduced costs while maximizing ROI.
Ultimately, $200,000 in revenue was generated for the brand over six months, proving that strategic adjustments can turn challenges into opportunities. Ready to scale your business? Let’s connect
