Edge of Ember: Scaling a London Jewellery Brand From $3,000 to $16,000+ a Month in Ad Spend at a 2.5-3x ROAS

Challenge

Edge of Ember is a London jewellery brand. It makes timeless, personal pieces, many of which can be engraved or personalised. The brand came to us from another agency. Its return on ad spend had dropped sharply, and nothing it tried seemed to fix it. The founder says Facebook and Instagram ROAS had been stuck at around 1.5x. The goal was stable revenue that could scale month after month while ROAS held or improved.

The audit found three problems:

• More than half of the ad spend went to retargeting. Frequency was very high and very little went into finding new customers.
• The client supplied good creatives, but they were rarely changed. Every creative ran in every placement, whatever stage of the funnel it was best suited to.
• The structure worked at a small budget, but the client did not see it as one that could scale.

On Google Ads, the account ran an old setup of mostly standard Shopping campaigns, with fewer than 50 transactions a month.

What we did

Facebook and Instagram. We rebuilt retargeting around new, untouched segments and served them dynamic product ads, new releases and best-sellers. For cold traffic we built lookalikes based on purchase value, which in our experience are the best-performing prospecting audiences. As brand recognition grew in the UK, we expanded into Europe and the top worldwide markets.

Google Ads. We restructured the account around a 90-day plan within the client’s budget. The new account had a search and remarketing campaign plus a mix of Smart Shopping campaigns, split into category campaigns and standard Shopping campaigns, so weak products were separated from strong ones. We moved conversion tracking from Google Analytics to the Google Ads tag for more accurate attribution, added our own automation scripts, and moved budget into the categories that performed.

Conversion rate optimisation. We ran a full CRO audit and recommended:

• sending shoppers to the cart page after add-to-cart instead of opening a slide-out drawer
• replacing static pages in the main menu with high-converting categories such as Bestsellers
• replacing the homepage slideshow with one static image and one call to action
• making site search more prominent and tolerant of typos
• showing the email pop-up on exit intent instead of on arrival
• automating requests for photo reviews

Results

• Monthly Facebook ad spend grew from $3,000 to more than $16,000, while ROAS stayed at or above the 2.5-3x target.
• Revenue grew 5.25x, and the client reached seven-figure revenue.
• On Google Ads, ROAS rose from 262% to 500%, conversions more than doubled and revenue grew 110%.
• The account structure was built to take $20-30k a month in spend at the same ROAS, and it kept producing positive results through the COVID-19 outbreak without large spend cuts.