The jewelry brand that struggled on social
Featuring insights from:
Puneet Purewal
Owner, Lunar Moth
Problem
A jewelry shop that had run Meta ads for years with only a few sales to show for it. The problem wasn't effort — the ads kept reaching people who were never going to buy.
Approach
Fix who sees the ads before touching what they say. We built the ideal customer profile from the ground up, crafted ads for that audience specifically, and ran the campaigns on Facebook and Instagram where those buyers already were.
Outcomes
+300% return on ad spend
60% increase in conversion rates
3x decrease in conversion costs
Strategy
Years of Meta ads with barely a sale usually means the wrong people are seeing them — and that was the diagnosis here. Before the ads could say anything worth hearing, they needed an audience worth saying it to. So the strategy started with who: define exactly who buys, then build the social campaigns — content and targeting both — around that person.
The targeting
We identified the ideal customer profile and rebuilt the audience around it — who buys handmade jewelry, what else they follow, when they’re in a buying mood — then tailored the ads to that person specifically. The same brand, finally in front of the right people.
The campaigns
The campaigns ran on Facebook and Instagram, where those buyers already spend their time, with content matched to Lunar Moth’s own brand rather than a template. New customers arrived, sales followed — and the return on ad spend rose 300% against the years that came before.
What changed for Lunar Moth
- return on ad spend
- +300%
- higher conversion rate
- +60%
- lower conversion costs
- 3x
In the client's words
“Working with this team has been a most pleasant experience! They've helped us to grow our business and now the biggest problem we seem to come across is having too much business — which is the ideal problem to have. We are right where we wanted to be and they made that possible. Thanks guys.”
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