₹3L to ₹19L in 60 Days

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The Brand

Imitation jewelry brand. Rings, earrings, necklaces, nose pins, and statement sets. Average order value around₹830. The product quality was genuinely good for the price point   the issue was entirely in how it was being marketed.

The founder had been running ads herself for 4 months. She had watched tutorials, read guides, tried different audiences. Some months were better, some were worse. The CPP never came down below ₹500. At her margins, that made it nearly impossible to be profitable.

What Was Actually Wrong

We asked for access to the ad account and the first thing we did was a full account audit. The picture was clear within an hour.

• 11 active campaigns, most spending less than ₹200/day each   the algorithm needs minimum₹1,000/day per ad set to have any chance of exiting learning phase
• All 11 campaigns targeting the same broad audience   they were competing again steach other in every auction and driving up their own CPPs
• No UGC or video content at all   100% static product images on white backgrounds
• Ad creative hadn't changed in 11 weeks   frequency was above 5 on most campaigns
• No retargeting campaigns   all budget was going toward cold acquisition

The account structure was the opposite of what works. Too many campaigns, too little budget each, no creative variety, and no funnel beyond cold acquisition.

Fragmenting a  small budget across 11 campaigns doesn't give you more chances to win. It  gives the algorithm 11 chances to fail.

The UGC Decision

Before we touched the ad account, we had a conversation about creative. Jewelry is a tactile product. People want to know how it looks when worn, how it catches light, how it sits on the wrist or ear. Static white-background product shots answer none of those questions.

We proposed 12 UGC videos to run as primary cold creative. The brief we gave creators was focused on three angles:

• Price-to-quality comparison: showing how good the pieces look compared to the price
• Outfit builds: showing the jewelry completing a full look, from kurta to Western to fusion
• Gift reveal: filming the unboxing as a gift being opened, targeting buyers purchasing for someone else

We turned around 12 videos in 8days. All shot vertically for Reels placement. All under 30 seconds with a strong hook in the first 3 seconds.

Rebuilding the Account

Simultaneously, we restructured the account completely. We paused all 11 campaigns and started fresh with 3.

• Campaign 1 (Cold): Broad interest audiences   women's fashion, ethnic wear, jewelry   running UGC videos as primary creative. Daily budget ₹8,000.
• Campaign 2 (Warm retargeting): Anyone who visited a product page in the last 14 days. Running offer-based static ads with urgency copy. Daily budget ₹3,000.
• Campaign 3 (Cart abandonment): People who added to cart but didn't purchase. Short-form video with a direct offer. Daily budget₹2,000.

Total daily budget: ₹13,000. Up from the fragmented ₹2,200/day they were spending across 11 campaigns. More focused, more powerful.

Day by Day: What Happened

• Days 1-7: The UGC unboxing video hit a 4.2% CTR on day 3. We let it run and watched CPP. By day 7, CPP on cold was ₹312. Not amazing, but already 50% better than their previous best.
• Days 8-15: Added the retargeting and cart abandonment campaigns. The cart abandonment campaign hit 7.4x ROAS immediately   these people had already decided to buy, they just needed a nudge.
• Days 16-30: Scaled cold campaign budget from ₹8,000 to ₹14,000/day. CPP on cold settled at ₹248. Month 1revenue: ₹9.2L.
• Days 31-60: Introduced 4 new creatives in week 5 as the first batch started to fatigue. New price-comparison video hit 5.1% CTR. Scaled to ₹20,000/day. Month 2 revenue: ₹19L. CPP: ₹219.

The Final Numbers

Month 1: ₹9.2L. Month 2: ₹19L.That's a 6.3x jump in 60 days from a brand that was ready to shut down paid ads.

CPP dropped from ₹620 to ₹219.ROAS went from 1.5 to 3.8. Orders went from 226/month to 2,280/month.

Same brand. Same products. Same price points. Completely different results.

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