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JewelryMeta adsCase study

8x the Meta spend, and a higher ROAS than a year before.

A jewelry brand selling worldwide was stuck near 1.2 purchase ROAS. Nine months later it was spending 8x more on Meta than the same weeks a year earlier, at 2.33 ROAS instead of 1.94.

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Numbers reported by Meta. Screenshots below.
Tal Mor, Jewelry Meta ads case study
Purchase ROAS · reported by Meta
1.16 → 1.571.94 → 2.33
8× spendFeb 2025 vs Feb 2024, ROAS up
$2.99Mpurchase value, May 2024 to Feb 2025
Real account. Client name withheld for privacy.
8×
Meta spend, Feb 2025 vs Feb 2024
1.94 → 2.33
Purchase ROAS, same weeks a year apart
$2.99M
Purchase value reported by Meta, May 2024 to Feb 2025

The client

A direct-to-consumer jewelry brand that sells online worldwide. The US is its biggest market, followed by Australia, the UK and Europe.

The brand was already spending well into five figures a month on Meta when I came in. The problem was efficiency. In the weeks before I started, purchase ROAS was 1.16, as reported by Meta. The owners broke even at 1.34, so every extra dollar on Meta was losing money.

Jewelry is a hard category on Meta. It is a gift or a considered buy, so people click and leave. Competition for the same audiences is heavy, especially before the holidays. And selling into many countries from one account splits the budget and the data.

IndustryJewelry, direct to consumer
MarketSells worldwide, US is the main market
Price pointMid-range, a typical gift purchase
Starting point1.16 purchase ROAS on Meta (Apr 12 to 30, 2024), break-even at 1.34
Channels I ranMeta ads, with Klaviyo flows and Google Ads alongside
EngagementMay 2024 to Feb 2025

What I found in the audit

  1. International spend was dragging the account down. A large share of the budget went to countries with far lower ROAS than the US, mixed into the same campaigns.
  2. Too many campaigns, too many ads in each. Several overlapping retargeting campaigns split a small audience, and the budget was spread too thin for Meta to learn.
  3. No Advantage+ shopping campaigns and no carousel ads, the two formats that tend to work best for a product catalog.
  4. Winning ads were not kept by post ID, so every relaunch started from zero social proof.
  5. Email was not carrying its weight. Flows were short, the browse abandonment email did not show the products people viewed, and flows brought in almost no revenue. Email was about 15% of store revenue.

The strategy

  1. Split the US from everyone else. The US got its own main campaign plus a testing and scaling campaign. International markets moved into their own campaigns, so a weak country could no longer hide inside a strong one.
  2. Moved scaling to Advantage+ shopping. Separate Advantage+ campaigns for the main markets carried most of the spend once they proved out.
  3. Built a creative testing lane. One broad campaign with a fixed daily budget tested new ads. Winners moved into the scaling campaigns by post ID, so they kept their likes and comments.
  4. Rebuilt the creative around who buys and why. Hooks spoke to specific buyers and moments instead of the product alone. Flexible ads mixed video and static images in one ad, which beat either on its own.
  5. Ran a real Black Friday plan. Scaling budgets went to the proven statics, the best creatives got sale copy, and new campaigns launched to keep running after the sale.
  6. Fixed email so ads were not doing all the work. I rebuilt the welcome, browse, cart and checkout flows in Klaviyo and planned the holiday campaigns.
  7. Cleaned up Google Ads. Fewer, broader campaigns, with Performance Max and Search covering what Meta started.

Results

Spend grew 8x year over year while ROAS went up, not down. All figures are reported by Meta, in USD.

WindowROAS beforeROAS afterSpend beforeSpend after
Feb 1 to 19, 2024 vs same dates 20251.942.33$24,151$196,650
Jan 2024 vs Jan 20251.791.84$72,937$242,993
Apr to May 2024 vs Jun to Jul 20241.331.50$107,367$146,635
Apr 12 to 30 vs May 1 to 19, 2024 (first 19 days)1.161.57$29,475

Full engagement, May 1, 2024 to Feb 19, 2025: $1,523,717 spend, $2,985,082 purchase value, 1.96 ROAS, $121.33 cost per purchase, about 12,560 purchases. Email, reported by Klaviyo: 21.97% of store revenue from Jul 26 to Aug 25, 2024, up from about 15% at the audit. Google Ads, reported by Google, May 2024 to Feb 2025: 3,865 conversions at 2.97 ROAS.

The screenshots

Straight from the ad accounts. Campaign and account names cropped out.

business.facebook · ads manager
Spend, Feb 1 to 19, 2025 vs 2024, with ROAS 1.94 → 2.33
8×
Spend, Feb 1 to 19, 2025 vs 2024, with ROAS 1.94 → 2.33
business.facebook · ads manager
Purchase value on $1.52M spend, May 1, 2024 to Feb 19, 2025
$2.99M
Purchase value on $1.52M spend, May 1, 2024 to Feb 19, 2025
business.facebook · ads manager
Purchase ROAS 1.16 → 1.57, first 19 days
+35%
Purchase ROAS 1.16 → 1.57, first 19 days
app.klaviyo · email
Email share of revenue, Jul 26 to Aug 25, 2024
21.97%
Email share of revenue, Jul 26 to Aug 25, 2024

How I work

01

Free account review

I look at your ads, email and tracking before we talk, so the call starts with real findings.

02

Audit and plan

In month one you get a ranked list of what to fix first and what it should move.

03

I run it myself

No juniors and no account managers in between. Meta gets daily attention.

04

Weekly creative

I write the hooks, briefs and static concepts. Your team or editor produces them.

“Tal is an expert in his field, with an analytical, data-driven approach and industry awareness that sets him apart. After years of poor results with various ad agencies, Tal has been a breath of fresh air. His experience running his own e-commerce brands gives him a unique appreciation for the macro aspects of online business, which is hard to find elsewhere (trust me, we have tried!).”
Owner, jewelry brand
Tal Mor
I have founded and run my own ecommerce brands for 20 years, including a jewelry brand I grew on Facebook ads. So I manage your account like an owner.

Profit first, platform ROAS second. I work with a small number of brands at a time, on US and Canada hours, and I do the work myself.

20 years operating$1.5M Meta spend on this accountJewelry brand co-founderUpwork Top Rated · 100% JSS

Questions about Meta ads for jewelry brands

Straight answers, from this account and my own jewelry brand.

What is a good ROAS for jewelry on Meta?

It depends on your margin. Work out your break-even ROAS first. This brand broke even at 1.34, so 1.96 across the engagement was profitable, even though it looks low next to the numbers people post online.

Can you scale Facebook ads for a jewelry brand without ROAS dropping?

Usually ROAS falls as spend rises. Here spend went up 8x year over year and ROAS still rose, because new spend went into proven ads and split markets, not wider targeting.

Should a jewelry brand use Advantage+ shopping campaigns?

For most brands with a real catalog, yes, for scaling. Keep a separate testing campaign feeding it new ads, or it runs out of creative.

Should I run one Meta campaign for all countries?

No. Countries with weaker ROAS pull down the strong ones and hide in the average. Give your main market its own campaigns.

What creative works for jewelry ads?

Ads that show who wears it and why, more than product shots alone. Mixing video and static in flexible ads worked best here.

How long until a Meta ads turnaround shows results?

Here ROAS moved from 1.16 to 1.57 in the first 19 days, as reported by Meta. The bigger gains came over months of creative testing.

Other ways I can help

Same operator behind all of it. Pick what fits where you are.

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