CWOG — Meta Ads
We structured a full-funnel Meta Ads system for CWOG, optimizing awareness, consideration, and conversion stages, resulting in strong website traction, improved lead quality, and sustainable month-on-month growth.
Overview
2024,
CWOG (Colorful World of Gems)
CWOG is a Bangalore-based stylish jewellery brand offering bracelets, rings, earrings, and necklaces. With a growing online store and a strong offline presence, the brand wanted to boost consistent sales, improve brand visibility, and capture high-intent buyers beyond walk-in traffic.
Challenges
Before our intervention, CWOG faced multiple hurdles:
Heavy reliance on organic traffic and occasional promotions for sales spikes.
No structured paid marketing funnel connecting awareness → consideration → conversion.
Limited audience targeting on Meta Ads, using generic creatives for all segments.
Poor visibility into campaign performance, ROAS, and audience engagement metrics.
Underutilized remarketing opportunities from past visitors and cart abandoners.
Objectives
Build a sustainable sales funnel for D2C jewellery buyers.
Achieve high ROAS on paid media while optimizing cost per acquisition.
Increase monthly revenue through full-funnel Meta Ads optimization.
Implement audience segmentation for more precise targeting and messaging.
Strategy & Implementation
1. Audience Segmentation
Direct Buyers: Fashion-conscious customers browsing premium jewellery online.
Gift Buyers: Users looking for gifting options for occasions.
Remarketing Pool: Website visitors, cart abandoners, and past purchasers.
2. Ad Creatives & Copy Testing
Created personalized ad creatives emphasizing premium, stylish jewellery.
Tested festive vs. evergreen campaigns to capture occasion-driven purchases.
3. Campaign Optimization
Launched Meta Ads campaigns with targeted placements and AB testing for audiences and creatives.
Integrated Meta Pixel and UTM tracking for real-time monitoring of performance metrics.
4. Scaling Phase
Optimized high-performing ad sets with lookalike audiences based on previous buyers.
Implemented remarketing strategies to re-engage potential customers and increase conversions.
Gradually increased budget on campaigns achieving strong ROAS and engagement metrics.
Process
Phase 1: Audit & Data Setup
Conducted a thorough audit of existing Meta Ads accounts and website analytics.
Identified gaps in audience tracking, conversion pixels, and attribution.
Implemented Meta Pixel, UTM tagging, and proper conversion tracking for accurate reporting.
Phase 2: Funnel Structuring
Designed a 3-stage sales funnel tailored for CWOG’s D2C jewellery buyers:
Top Funnel (Awareness): Showcased premium jewellery collections with lifestyle and product storytelling.
Middle Funnel (Consideration): Retargeted users who engaged with posts, videos, and website visits using testimonials and gifting ideas.
Bottom Funnel (Conversion): Targeted cart abandoners and high-intent website visitors with dynamic product ads.
Phase 3: Creative Development
Collaborated with CWOG’s team to create high-quality, on-brand visuals emphasizing premium design, gifting appeal, and exclusivity.
Developed multiple ad copy variations highlighting product craftsmanship, luxury styling, and occasion relevance.
Segregated creatives for evergreen vs. festive campaigns for maximum relevance year-round.
Phase 4: Campaign Launch & Optimization
Launched Meta Ads campaigns across multiple placements for wider reach.
Implemented Advantage+ campaigns with A/B testing for audience segments, ad formats, and CTAs.
Monitored CAC, ROAS, and CTR daily; paused underperforming ad sets and reallocated budgets to top performers.
Phase 5: Scaling & Automation
Gradually increased ad budgets for campaigns achieving stable profitability.
Built Lookalike Audiences based on past purchasers and high-value buyers.
Implemented automated lead capture through WhatsApp forms and website interactions to improve B2B and D2C inquiries.
Phase 6: Reporting & Continuous Growth
Created a custom performance dashboard integrating Meta Ads metrics and website analytics.
Provided weekly reporting of ROAS, CAC, CTR, and conversions to inform strategy.
Continuously refined creatives, targeting, and messaging to maintain consistent growth and sustainable sales.
"Working with Ayan completely transformed our digital marketing. The Meta Ads campaigns are now highly targeted, and we’ve seen consistent growth in both website traffic and conversions. Their approach is strategic, data-driven, and results-focused."
Muskan Calra
Founder, CWOG
Outcome
Achieved consistent website traffic growth and higher user engagement.
Structured CWOG’s digital advertising platforms for better tracking and optimization.
Improved targeted reach with precise audience segmentation.
Laid the foundation for scalable and profitable ongoing Meta Ads campaigns.
