Rebuilding Google and Meta Ads around a jewellery brand's best sellers
Seller AURA relaunched paid advertising for a US fine jewellery brand. By cutting spend on low-value items and building a full-funnel system around top-performing products, blended revenue for June to August grew 212% year on year.
The brand
This US-based brand sells a curated collection of fine jewellery designed for everyday wear, from delicate necklaces and statement earrings to sets and gift-ready collections, with fast shipping and accessible pricing.
Seller AURA was brought in to relaunch and optimise advertising across Google Ads and Meta Ads. The campaigns were running but lacked structure. The brief was to stop budget waste, reach break-even ROAS and build a scalable acquisition system around the top-performing products.
What was holding growth back
Budget waste on low-value items
Over 80% of spend went to low-AOV, thin-margin replacement parts with no path to profitable scale.
No Meta funnel or targeting
Static catalogue creatives ran with no top, middle or bottom-of-funnel structure and no retargeting.
Weak Merchant Center feed
Poor titles, missing attributes and weak keyword alignment limited Shopping visibility and conversion.
Long decision cycle
Jewellery rarely converts on the first click, yet there was no multi-touch journey to nurture intent.
How Seller AURA approached it
Feed cleaned and optimised
Low-value items were removed, and Merchant Center titles and attributes rewritten around keywords.
Five-part Google campaign system
Performance Max on bestsellers and top collections, broad Shopping for discovery, and dedicated earrings and necklaces campaigns, with manual CPC bidding to regain control.
Full-funnel Meta structure
Top, middle and bottom-of-funnel campaigns built from scratch, with retargeting based on engagement depth and cart behaviour.
Creative that carries the funnel
UGC and motion creatives around gifting, product storytelling and social proof. A single ad grouping all bestsellers delivered twice the click-through rate of any category creative.
Bundles and controlled scaling
Earrings and necklaces paired into bundles to lift AOV, and spend increased in 10–20% steps while ROAS was monitored.
Better attribution
Attribution windows extended and cross-checked in Shopify and Triple Whale for a more accurate read.
What changed
| Platform / metric | Before (2024) | After (2025) | Change |
|---|---|---|---|
| Google Ads revenue | $42,943.78 | $114,149.01 | +166% |
| Google Ads ROAS | 2.70 | 3.2 | +19% |
| Meta Ads revenue | $2,840.94 | $28,943.87 | +919% |
| Meta Ads ROAS | 0.88 | 2.82 | +220% |
| Blended revenue | $45,784.72 | $143,092.88 | +212% |
| Blended ROAS | 2.39 | 3.13 | +31% |
- Meta moved from a loss-making 0.88 ROAS to a profitable 2.82.
- Google Ads ROAS strengthened from 2.70 to 3.2, while revenue grew from $42,943.78 to $114,149.01.
- Blended revenue more than tripled, with spend scaled under control rather than inflated.
Straight from the account
Screenshots from the ad platforms, search results and the work itself.
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