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D2C Jewellery Brand · Kerala

12.51x ROAS on the top campaign: scaling a D2C jewellery brand on Meta Ads

Full-funnel Meta Ads programme for a Kerala jewellery brand: 12.51x ROAS on the top campaign, 8.32x in the best month, and ₹364.68L in Shopify revenue from ₹52.43L of spend.

12.51x
Top Campaign ROAS
8.32x
Best-Month ROAS
₹364.68L
Store Revenue
₹52.43L
Ad Spend

The client is a Kerala-based online jewellery brand selling gold and fashion jewellery to customers across India through Shopify. Like most growing D2C brands, its revenue is closely tied to paid social, making Meta Ads its primary growth lever.

Reporting period: January – August 2026
Channel: Meta (Facebook & Instagram) · Platform: Shopify · Pan-India · 172 live campaigns

01 — THE CHALLENGE

Jewellery is a considered, high-ticket category: customers browse, compare and return before buying. The brief was to build a paid social engine that could:

  • Convert new audiences profitably despite jewellery's naturally higher cost-per-acquisition
  • Keep bringing warm browsers back to purchase, rather than losing them after one visit
  • Maintain a healthy, consistent ROAS month after month, not just in isolated campaigns
  • Scale monthly ad spend as the business grew, without letting efficiency slip
02 — THE APPROACH

A Full-Funnel Campaign Structure

  • Bottom of funnel: dynamic catalogue retargeting, re-serving the exact products a shopper viewed or added to cart
  • Mid funnel: long-window engagement, with 30/60/180-day windows re-engaging past visitors and purchasers across a longer consideration cycle
  • Top of funnel: Reels & video prospecting with state-wise creative for Kerala, Tamil Nadu and Karnataka
  • Top of funnel: location and all-India prospecting that continually refills the retargeting pool

Prospecting spend is never wasted. Every new visitor flows into the retargeting campaigns that convert them later, compounding ROAS rather than resetting it monthly.

03 — THE RESULTS
  • 12.51x ROAS on the top campaign (dynamic catalogue retargeting)
  • 8.32x ROAS in the best month: May 2026 turned ₹5.28L of spend into ₹43.95L of revenue
  • ₹364.68L Shopify store revenue from ₹52.43L of ad spend
  • 6.96x blended across all eight months

Monthly blended ROAS:
Jan 7.62x · Feb 5.33x · Mar 6.28x · Apr 6.13x · May 8.32x · Jun 7.56x · Jul 6.98x · Aug 8.03x

04 — WHAT THE NUMBERS PROVE
  • Efficiency improved over time: the Jun–Aug average (7.52x) outperformed the Jan–Mar average (6.41x) on similar spend
  • Every month closed above 5x ROAS, beyond the 3–4x benchmark most e-commerce brands treat as healthy

Every ₹1 the brand put into Meta Ads returned ₹6.96 in store revenue. All figures are compiled from original Meta Ads Manager and Shopify Analytics exports.