How Aim N Launch scaled spend from INR 3.73L to INR 8.16L and lifted ROAS from 2.70x to 3.65x.
This jewellery brand had a product people wanted to look at. That is not the same as having an account that can scale profitably.
The early account showed promise, but the economics were too fragile. ROAS was sitting at 2.70x and the brand needed more volume without turning growth into a cash drain. The next phase needed both: stronger storytelling and stricter performance control.
| Item | Detail |
|---|---|
| Primary channel | Meta Ads |
| Before period | March 2026 |
| After period | April 2026 |
| Ad spend moved | INR 3.73L to INR 8.16L |
| Purchases moved | 963 to 3,081 |
| Purchases ROAS moved | 2.70x to 3.65x |
| Core outcome | The brand scaled spend 2.19x while ROAS increased |
Jewellery buyers need more than visibility. They need trust, taste, and a reason to choose this brand now.
The account had purchase activity, but the winning path was not clear enough. Some ads created attention, but not enough purchase confidence. Some campaigns converted, but could not take larger budgets.
The challenge was to increase spend while making the brand feel more desirable and more trustworthy at the same time.
We rebuilt the growth path around buyer confidence.
1. Used visual-led creatives that made the product easy to imagine in real occasions: gifting, daily styling, festive wear, and self-purchase.
2. Separated high-intent audiences from broad discovery so warm shoppers got stronger proof and cold shoppers got stronger desire.
3. Shifted budget toward creatives that produced purchases, not only cheap engagement.
4. Improved product and collection routing so clicks landed closer to the buying intent created by the ad.
5. Scaled spend only after the account showed that conversion value was rising faster than media cost.
| Metric | Before | After | Change |
|---|---|---|---|
| Amount Spent | INR 3,72,653.17 | INR 8,16,294.30 | +119% |
| Impressions | 2,011,100 | 7,658,246 | +281% |
| Reach | 670,180 | 2,040,332 | +204% |
| Purchases | 963 | 3,081 | +220% |
| Conversion Value | INR 10,04,523.36 | INR 29,79,079.52 | +197% |
| Purchases ROAS | 2.70x | 3.65x | +0.95x |
| CVR | 2.99% | 3.50% | +0.51 pp |
The brand did not scale by shouting louder. It scaled by reducing hesitation.
For jewellery, hesitation is the hidden cost. A customer may like the design, but still wonder about styling, trust, price, delivery, or gifting fit. The campaign system answered more of those doubts before the shopper reached checkout. That is why purchases rose faster than spend and ROAS improved during the scale window.
Visual categories need performance creative, not only pretty creative.
• Jewellery ads must create desire and reduce risk in the same journey.
• Scaling too early can expose weak conversion paths. Scaling after proof can compound quickly.
• ROAS improvement during higher spend is the clearest signal that the account structure is healthier
