The Problem
Gajraj Jewellers was running Meta Ads with a fragmented campaign structure, overlapping audiences and inconsistent lead quality.
The account was generating leads at approximately ₹420 per lead, while multiple campaigns were competing for similar audiences. This resulted in inefficient budget allocation and made it difficult to identify which audiences and creatives were actually driving high-intent enquiries.
The key challenge was not simply generating more leads — it was generating more relevant jewellery and bridal enquiries at a sustainable acquisition cost.
The Solution
We approached Gajraj's Meta Ads account with a full rebuild:
Audited the account and fixed pixel/event tracking
Rebuilt the account into a 3-campaign structure — cold prospecting, warm retargeting and high-intent retargeting
Removed overlapping audiences and improved audience segmentation
Shifted creative toward WhatsApp Click-to-Chat formats for higher-intent conversion
Tested multiple creative angles around bridal jewellery, collections, craftsmanship and purchase intent
Reallocated budget toward campaigns and audiences producing stronger lead quality
Continuously monitored CPL, CTR, conversion rate and lead quality
Used retargeting to bring back users who had previously engaged with the brand or viewed its content
The Results
The account moved from a fragmented acquisition setup to a more structured and conversion-focused Meta Ads system.
Cost Per Lead: ₹420 → ₹165
Monthly Leads: 186
ROAS: 4.2x
That represents approximately a 61% reduction in cost per lead, while generating a stronger flow of jewellery and bridal enquiries.
The Takeaway
For jewellery brands, Meta Ads performance isn't just about increasing spend.
A structured campaign architecture, stronger audience segmentation, conversion-focused creatives and systematic retargeting can make the same advertising budget work significantly harder.