Jewellery & Luxury Retail4 Months · ₹60 Lakhs+ spend
Bhima Jewellery: Driving In-Store Walk-ins & E-Commerce Diamond Sales During Festive Seasons
Heritage Luxury Gold & Diamond Jewellery — High digital ad noise during Akshaya Tritiya & Diwali; high cost per store footfall in competitive metro markets.
Scope:Local Store Footfall AdsDynamic Product Ads (DPA)Festive Omni-channel CampaignsGeo-Fenced Meta Promotions
Turnaround Architecture
Bhima Jewellery: Before vs. After (4 Months)
Re-engineered Acquisition Engine
Restructured ad groups into exact-match single themes, deployed instant WhatsApp routing, and instituted weekly creative refreshes.
Store Footfall Enquiries (Verified)4,770+165%lift
E-Commerce Festive ROAS (Verified)7.8x+129%lift
Cost Per Store Visit Lead (Verified)₹195-59%lift
Akshaya Tritiya Pre-bookings (Verified)1,150+259%lift
Key Systematic Upgrades Implemented:
Introduced real-time dynamic ad creative that updated daily gold rates directly in the image creative, earning a 62% higher CTR.
Created exclusive WhatsApp VIP showroom appointment passes with zero-wait concierge access.
Verified Proof & Trends
Verified Ad Account Metrics
Bhima Jewellery: Campaign Scaling Proof
Viewing:All Channels (Omnichannel Rollup)(100% Portfolio Budget)
Total Ad Spend₹60 Lakhs+100% Portfolio Budget
Conversions Growth+165%Total Volume Growth
Cost Per Lead (CPL)-59%Blended Cost Efficiency
Attributed ROAS7.8xBlended Portfolio Return
Conversions (Volume)Cost per Acquisition (CPA)
Omnichannel Multi-Touch Attribution Stack31% Vol
89% Cost
M1
49% Vol
71% Cost
M2
70% Vol
54% Cost
M3
84% Vol
44% Cost
M4
93% Vol
39% Cost
M5
100% Vol
35% Cost
M6
The results
| Metric | Before | After | Change |
|---|---|---|---|
| Store Footfall Enquiries | 1,800 | 4,770 | +165% |
| E-Commerce Festive ROAS | 3.4x | 7.8x | +129% |
| Cost Per Store Visit Lead | ₹480 | ₹195 | -59% |
| Akshaya Tritiya Pre-bookings | 320 | 1,150 | +259% |
| Online Catalog View CVR | 2.1% | 6.4% | +204% |
| Total Attributed Festive Sales | ₹3.2 Cr | ₹9.5 Cr | +196% |
What we were up against
- Huge customer hesitation in purchasing high-value gold jewellery purely online without store trust.
- Massive ad auction bidding spikes from national jewellery conglomerates during festive weeks.
- Difficulty in accurately tracking offline store footfall conversions from digital ad views.
What I owned
- Omni-Channel Festive Media Strategy
- Hyper-Local 5km Radius Geo-Fenced Store Campaigns
- Dynamic Gold Rate Update Ad Automation via Meta API
- Pre-Booking Gold Rate Protection Campaign Design
How I approached each channel
Meta Ads & Instagram Carousel
- Dynamic product catalog ads showing latest bridal diamond collections and heritage antique gold.
- Geo-fenced mobile ads within 5km radius of 8 flagship jewellery showrooms with "Get Directions" and "Claim Gold Rate Voucher" CTAs.
Google Local Search & Performance Max
- Dominated "jewellers near me", "gold rate today Bangalore", "best diamond bridal jewellery showroom" search terms.
- Optimized Google My Business local map pack extensions linked with call and store visit conversion actions.
The funnel
Awareness
Brand heritage video campaigns featuring craftsmanship and hallmark gold purity assurance.
InstagramYouTube AdsFacebook
- Heritage brand film distribution
- Influencer styling reels
- Festive collection lookbook
Consideration
Gold Rate Protection pre-booking offer & VIP appointment scheduling.
Meta Lead AdsWhatsApp Business
- Advance gold booking lock-in coupons
- Interactive WhatsApp festive catalog browser
Conversion
Direct in-store footfall and e-commerce gold coin & light jewellery purchases.
Google Local CampaignsMeta DPA
- Google Local Store Visit ads
- Cart abandonment dynamic remarketing on gold coins
Who we targeted
Wedding & Bridal Planners
- Newly engaged couples, parents of brides
- Interests: Wedding planning, Indian ethnic wear, Luxury goods, Bridal makeup
Festive Shoppers & Gold Investors
- Age 28-60
- Interests: Gold investment, Akshaya Tritiya, Dhanteras, Traditional festivals
Geo-Radius Local Store Shoppers
- Residents living within 3-7km of showroom locations
- High purchasing power affinity indices
How it rolled out
Phase 1Month 1
Local Store Setup & GMB Sync
- Connected all 8 showroom locations to Google Local & Meta Store Locations
- Implemented offline conversion tracking protocol
Phase 2Month 2
Teaser & Gold Lock-in Campaign
- Launched "Lock Your Gold Rate" pre-festive offer
- Collected 1,150+ pre-booking vouchers
Phase 3Month 3
Festive Week Blitz
- Scaled hyper-local store visit ads during Dhanteras & Diwali
- Achieved 7.8x blended ROAS across online & offline
Phase 4Month 4
Post-Festive Wedding Follow-up
- Retargeted festive catalog viewers for winter wedding bridal collections
- Sustained elevated footfall levels
What made the difference
- Introduced real-time dynamic ad creative that updated daily gold rates directly in the image creative, earning a 62% higher CTR.
- Created exclusive WhatsApp VIP showroom appointment passes with zero-wait concierge access.
Tools & the bottom line
Meta Ads ManagerGoogle Ads LocalGoogle My Business APIShopify PlusWhatsApp Business APITableau
Drove 4,770+ verified store footfall leads and over ₹9.5 Crores in festive gold & diamond sales with a 7.8x ROAS.
What I'd take from this
- For heritage luxury items, bridging digital intent with physical showroom trust through appointment vouchers produces exponentially higher ticket sizes.
Want something like this for your brand?
I can look at what's running in your account today and map out where the next gains are likely to come from.
Get in touch