What Agencies Do to Increase ROAS for Jewellery Brands

Increase in ROAS and revenue

How AI, data, and creative strategy help jewellery brands grow profitably

In a crowded and competitive market like jewellery, every marketing rupee must work harder. As customer acquisition costs (CAC) climb and platforms become more saturated, jewellery D2C brands can no longer rely on beautiful creatives alone.

This is where smart agencies step in—combining performance strategy, data, and emerging technologies like AI advertising to drive measurable growth.

In this article, we’ll break down exactly what agencies do to increase ROAS for jewellery brands, and how the future of jewellery advertising is being shaped by AI, automation, and hyper-personalization.

1. They Focus on Full-Funnel Advertising, Not Just Conversions

Most brands focus heavily on the bottom of the funnel—conversion campaigns. But smart agencies understand that jewellery, especially in the mid to premium segment, often requires longer consideration cycles.

A strong agency builds a full-funnel ad strategy:

• Top-of-funnel (TOFU) campaigns use storytelling, UGC, and influencer content to create awareness.

• Mid-funnel (MOFU) retargeting nurtures cold audiences with product benefits, social proof, and emotional hooks.

• Bottom-of-funnel (BOFU) ads are sharp, conversion-focused offers with urgency triggers like limited editions or seasonal collections.

Example:

A D2C silver jewellery brand in India saw a 38% increase in ROAS within 60 days by implementing a full-funnel Meta Ads strategy that combined influencer reels at TOFU, testimonials at MOFU, and product carousels with timed offers at BOFU.

2. They Use AI-Powered Creative Testing and Ad Optimization

Jewellery advertising is visual by nature. The challenge? Creative fatigue is real. Running the same product shoot across multiple campaigns leads to lower CTR and higher CPCs.

Agencies now use AI tools to:

• Auto-generate new ad creatives (image and video variants).

• Personalize visuals for different audience segments.

• Test hundreds of versions with dynamic A/B split testing.
  

Result:

A gold-plated jewellery brand used AI to test 45 ad variants in a week. CTR increased by 23%, and cost per purchase dropped by 18%, directly improving ROAS.

3. They Segment Audiences Based on Real Purchase Behavior

Generic targeting is no longer effective. Leading agencies leverage first-party data and pixel events to build granular audience segments:

• High AOV buyers

• Cart abandoners

• Seasonal gift shoppers (Valentine’s, Raksha Bandhan, Diwali)

• Repeat customers

This data-driven approach helps tailor messaging and offers to each segment, increasing conversion likelihood.

Pro Tip:

Using AI audience lookalikes based on your best customers yields higher ROAS than basic interest-based targeting.

4. They Automate Retargeting and Upsells Using AI

Once a user interacts with your ad or site, automation takes over. Agencies set up sophisticated retargeting flows:

• Dynamic product ads (DPAs) showing products they viewed

• Time-based sequences nudging action over 3–7 days

• AI-driven product recommendations to cross-sell based on past purchases

Example:

A D2C brand selling temple jewellery used automated flows to retarget viewers with festive looks and matched sets. ROAS on the retargeting campaign hit 8.4x, up from 3.2x previously.

5. They Blend Brand Storytelling with Performance Ads

Jewellery is emotional. It’s not just a purchase—it’s a gift, a celebration, a milestone. Agencies that succeed with jewellery brands know how to craft campaigns that combine emotion with analytics.

They mix:

• UGC (user-generated content) for authenticity

• Founder videos for trust-building

• Behind-the-scenes shots to humanize the brand

All while layering in performance hooks like urgency, scarcity, and clear CTAs.

Example:

A Jaipur-based brand ran a “Behind Her Gift” campaign featuring customers sharing why they bought the jewellery. These emotional videos outperformed product-only ads by 42% on engagement and led to a 2.1x lift in assisted conversions.

6. They Track Incremental ROAS—Not Just Last-Click Attribution

Jewellery often involves multiple touchpoints before purchase. Agencies today are moving beyond “last-click ROAS” to look at incrementality:

• Which ads actually led to a lift in sales?

• Are retargeting campaigns cannibalizing organic conversions?

• What’s the true impact of TOFU campaigns?

7. They Prepare Brands for the Future of AI in Jewellery Digital Advertisement

Top-performing agencies are preparing jewellery brands for where the industry is heading:

• Conversational AI for WhatsApp & Instagram DMs to handle queries and push sales

• AI-generated product descriptions and personalized landing pages

• Voice and image search optimization for discovery

• Virtual try-on AR experiences enhanced by AI

Future-Proof Tip:

Ask your agency how they’re preparing your campaigns for upcoming changes like GA4 event tracking, AI-native ad formats, and Meta’s Advantage+ campaigns.

Final Thoughts: Your ROAS Isn’t Just a Number—It’s a System

For jewellery brands, higher ROAS isn’t about one magical campaign. It’s the result of a well-structured, constantly optimized system that blends creativity, data, and technology.

The best agencies operate as strategic growth partners. They combine:

• Data segmentation + AI insights

• Creative refresh cycles

• Full-funnel structures

• Advanced attribution tracking

Actionable Tips to Improve ROAS for Your Jewellery Brand

Whether you work with an agency or manage in-house, here are 5 things you can do today:

1. Run a full-funnel audit. Are you over-indexing on conversion campaigns only?

2. Use AI tools to refresh your ad creatives. Try 2–3 tools to test ad variants quickly.

3. Segment your audiences beyond demographics. Use purchase behavior and past engagement.

4. Set up dynamic retargeting and upsell flows. Leverage automation to recover sales.

5. Track true incrementality. Start looking beyond last-click attribution.

Ready to scale profitably?Jewellery marketing is becoming more complex—but also more exciting. With AiMARKPRO your brand can ride the AI wave and shine brighter than ever in the digital landscape.