Case Study
Cielo Jewellers
Lead Generation Campaign with Meta Ads
Cielo Jewellers is a premium jeweller known for bespoke craftsmanship and timeless design. With a growing presence in the luxury market, the brand was looking to attract a more targeted and affluent customer base via paid social media efforts, without relying on its website.
Average weekly increase of
41%
In impressions
Average weekly increase of
57%
in clicks
Average Click Through rate of
4.21%
Challenges
Cielo Jewellers needed to generate high-quality leads without sending traffic to their website, which lacked modern functionality and was not yet optimised for conversions. The challenge was to create a comprehensive Meta Ads strategy that would:
- Build brand awareness
- Drive engagement and interest
- Capture qualified leads directly within Meta’s ecosystem
- Avoid relying on underperforming website
Additionally, the goal was to reach a more affluent demographic that aligns with the brand’s high-end offering.
Before
- The business was only running basic Instagram boost posts with no targeting, tracking, or structure as well as suspended FB page.
- No Meta Pixel was installed, meaning no ability to track user actions, retarget visitors, or build warm audiences.
- There was no funnel in place – no differentiation between cold, warm, and hot audiences.
- Ad content had no clear calls to action, no lead-capturing intent, and didn’t encourage meaningful interaction.
- No experimentation or performance-based decisions were being made. The business had no system to test what was working or optimise underperforming ads.
- There was no plan in place to scale or sustain digital growth – no structure, no measurement, no optimisation loop, and no alignment between brand goals and ad strategy.
After
- Full-funnel Meta campaign with lead gen, awareness, and retargeting layers.
- Pixel and conversion tracking correctly implemented for insights and optimisation.
- Strategic campaign built with clear objectives, audience segments, and creative testing.
- Clear CTAs implemented across all creatives driving action via WhatsApp and Instant Forms.
- Campaign optimisation based on real-time data, A/B testing, and audience behaviour.
- Custom audiences refined by demographics, geolocation, luxury interests, and behaviours.
Our Approach & Results:
We built a multi-layered campaign strategy across Meta platforms, combining static images, video creatives, and carousel ads. Our approach included:
- Top-of-Funnel (Awareness): Video and image content to introduce the brand.
- Middle-of-Funnel (Engagement): Retargeting based on video views and post-interaction.
- Bottom-of-Funnel (Lead Capture): A/B testing between WhatsApp click-to-chat ads and Meta’s native Instant Forms.
To avoid routing traffic to the client’s website, we focused solely on native Meta lead forms and direct WhatsApp messaging, ensuring that all user actions happened within Facebook and Instagram.
After the initial launch, we saw a high volume of leads — but the quality wasn’t optimal. We responded by:
- Refining geo-targeting and demographics.
- Adding additional qualifying fields within the lead forms.
- Layering on high-value interest targeting such as luxury travel and premium lifestyle behaviours.
These adjustments significantly improved the alignment between leads and the client’s ideal customer profile in weeks 2- 4.
After refinements, we delivered a higher quality of lead more in line with the target audience, showcasing our ongoing optimisation process and responsiveness to performance data.
Conclusion:
Our Meta Ads strategy for Cielo Jewellers successfully generated a significant volume of leads while bypassing an underperforming website. Proving that well-structured funnel campaigns can drive meaningful results entirely within Meta’s ecosystem. Through continuous A/B testing and audience refinement, we were able to improve lead quality and targeting precision.
The campaign is ongoing as we continue to explore conversion strategies tailored to the client’s updated digital infrastructure.
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