Imitation jewellery case study: ₹3L to ₹19L a month in 60 days
Case study
What changed
Start is the monthly revenue on the page's stat tile. Month 2 ends on day 60.
The numbers we shared
| What we shared | Figure |
|---|---|
| Ad spend in the month before | ₹1.4L for 226 orders |
| Daily budget before | ₹2,200/day across 11 campaigns |
| Daily budget at relaunch | ₹13,000 |
| Month 1 revenue | ₹9.2L |
| Month 2 revenue | ₹19L |
| Cost per purchase | ₹620 to ₹219 |
| ROAS | 1.5 to 3.8 |
| Orders a month | 226 to 2,280 |
Context
Where the brand stood
An imitation jewellery brand selling rings, earrings, necklaces, nose pins and statement sets, with an average order value around ₹830. The product quality was good for the price. The issue was entirely in how it was being marketed.
The founder had run the ads herself for 4 months, learning from tutorials and guides and trying different audiences. Some months were better than others, but the cost per purchase never came below ₹500.
Problem
What was holding it back
In the month before she came to us, she spent ₹1.4L on Meta ads and got 226 orders. A ₹620 cost per purchase on jewellery priced at ₹600 to ₹1,200 does not work, and she was ready to give up on paid ads. She came to us for a second opinion.
The account audit made the picture clear within an hour. 11 campaigns, most spending under ₹200 a day, all aimed at the same broad audience and bidding against each other. Only static product photos on white backgrounds, unchanged for 11 weeks, with frequency above 5 on most campaigns. And no retargeting at all.
What we did
What we changed
12 UGC videos in 8 days
Jewellery is tactile. People want to see how it looks worn and how it catches the light. Creators shot 12 vertical videos for Reels, each under 30 seconds with a hook in the first 3 seconds, on three angles: price against quality, outfit builds, and gift reveals.
11 campaigns down to 3
We paused all 11 and started fresh with 3: cold at ₹8,000 a day running the UGC, warm retargeting of product page visitors from the last 14 days at ₹3,000, and cart abandonment at ₹2,000. ₹13,000 a day in total, up from a scattered ₹2,200.
Read the first week
The unboxing video hit a 4.2% CTR on day 3. We let it run and watched cost per purchase. By day 7, cold CPP was ₹312, already 50% better than her previous best.
Add the warm layers
Retargeting and cart abandonment went live between days 8 and 15. Cart abandonment hit 7.4x ROAS straight away: these people had already decided, they needed a nudge.
Scale in steps, refresh in week 5
Cold budget went from ₹8,000 to ₹14,000 a day in days 16 to 30, and cold CPP settled at ₹248. In week 5 we added 4 new creatives as the first batch tired. A new price comparison video hit 5.1% CTR, and we scaled to ₹20,000 a day.
The numbers
How to read these numbers
The chart is monthly revenue: ₹3L a month at the start, ₹9.2L in month 1 and ₹19L in month 2. We published that as a 6.3x jump in 60 days.
Over the same 60 days, cost per purchase fell from ₹620 to ₹219, ROAS went from 1.5 to 3.8, and orders went from 226 a month to 2,280 a month. The stat tiles on the page show ₹5L in ad spend next to the ₹19L month.
Result
Where it ended up
Same brand, same products, same price points. By day 60 the store was doing ₹19L a month at a ₹219 cost per purchase and a 3.8x ROAS, for a founder who had been ready to shut paid ads down.
For founders
What it means for a founder
If your cost per purchase is above what your margin allows, look at the account before you quit. Here the products were fine. The structure was not.
Splitting a small budget across many campaigns does not give you more chances to win. 11 campaigns at under ₹200 a day each gave the algorithm 11 chances to fail.
For jewellery, show it worn. A static photo on white answers none of the questions a buyer has.
Add retargeting and cart abandonment early. Those buyers have already decided. They need a nudge, not a pitch.
Questions
Questions founders ask
Why was the founder about to stop paid ads?+
She had spent ₹1.4L the month before for 226 orders, a ₹620 cost per purchase on jewellery priced at ₹600 to ₹1,200.
How fast did the new videos come in?+
12 UGC videos in 8 days, all vertical and under 30 seconds.
Sources
Where we shared this story
- Our website, 6 Jun 2026₹3L to ₹19L in 60 Days
- Our Google Business Profile, 6 Aug 2026₹3L to ₹19L in 60 Days
- Our Google Business Profile, 15 Aug 2026₹3L to ₹19L in 60 Days
This work ran on our performance marketing service, and the jewellery guide covers the wider approach. Want the same for your brand? Book a call.
More results we shared
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