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How We Helped a Fine Jewelry Store Achieve 269% Lead Growth While Reducing Cost Per Lead to $9.66 Through Strategic Facebook Ads Optimization

Client Overview

Jewelmasters - A premier jewelry retailer in Mississippi with over 7 years of Facebook advertising experience. They specialize in engagement rings, custom jewelry, wedding bands, and luxury timepieces, serving customers who value quality craftsmanship and personalized service.
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The Challenge

2024 Baseline
Despite consistent Facebook advertising since 2017, Jewelmasters faced growth limitations:
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Limited Scale: Annual spend of only $4,548 with proven ROI potential

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Moderate Lead Volume: 33.9 leads per month needed expansion

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Cost Efficiency:  $11.18 cost per lead had room for improvement

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Seasonal Dependency: Over-reliance on holiday and Valentine’s Day peaks

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Competitive Market:  Increasing competition from online jewelry retailers

The Solution

(October 2024 - January 2025)
Fuel Results implemented a focused three-pillar strategy:
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Messenger-First Campaign Architecture
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Prioritized conversational ads that invite customer questions

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Created instant reply sequences for pricing and availability

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Developed “Chat with a Jeweler” campaigns

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Optimized for messaging objectives vs traditional conversions

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Creative Innovation
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Shifted from static product shots to storytelling videos

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Showcased the custom design process

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Featured real proposal moments and customer celebrations

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Created interactive “Design Your Dream Ring” campaigns

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Audience Expansion & Refinement
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Built lookalike audiences from high-value customers

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Targeted life events: engagements, anniversaries, birthdays

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Separated campaigns by product categories

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Implemented dynamic product ads for website visitors

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Budget Scaling Strategy
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Increased monthly budget from $379 to $1,200+

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Migrated to Advantage+ campaigns for AI optimization

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Consolidated ad sets for stronger learning signals

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Implemented value-based bidding for high-ticket items

The Results 

2024 Full Year Performance
Annual Spend

$4,548.79

Total Leads

407

Monthly Average

33.9 leads

Cost Per Lead

$11.18

Primary Lead Source

69.5% Messenger, 30.5% forms

January 2025 (Scale-Up Phase)
Monthly Spend

$1,225.25

Total Leads

168

Cost Per Lead

$7.29 (-35%)

Performance

3.2x budget with improved efficiency

Last 30 Days (June-July 2025)
Monthly Spend

$1,207.20

Total Leads

125

Cost Per Lead

$9.66

Lead Sources

68.8% Messenger, 31.2% forms

Reach

41,477 people

Frequency

3.3x (optimal for consideration)

CTR

0.82%

CPM

$8.86

Key Performance Achievements
Explosive Lead Growth

269% Increase in Monthly Lead Volume (33.9 → 125 leads)

More Leads, Lower Cost

14% Reduction in Cost Per Lead ($11.18 → $9.66)

Smart Scale

3.2x Budget Scale while maintaining efficiency

41% Better CPM

41% CPM Improvement compared to 2024 average

Strategic Insights

What Drove Exceptional Growth:
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Messenger as Primary Channel: With 70% of leads preferring chat, optimizing for conversations rather than form fills transformed performance

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Quality at Scale: Achieving 125 monthly leads at under $10 each provides exceptional ROI for average jewelry transactions of $2,000-$5,000

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Creative Differentiation: Moving from product-focused to story-focused content increased engagement rates by 65%

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Smart Frequency Management: The 3.3x frequency sweet spot maximized touchpoints without causing fatigue

Campaign Spotlight: "Gold & Silver Ad" Evolution

This single campaign demonstrated the power of continuous optimization
January 2025

168 leads at $7.29 CPL (132 Messenger + 36 forms)

February 2025

77 leads at $14.49 CPL (testing phase)

March 2025

86 leads at $14.48 CPL (refinement)

April 2025:

95 leads at $12.56 CPL (improvement begins)

May 2025

 125 leads at $9.96 CPL (breakthrough performance)

June 2025

 147 leads at $8.21 CPL (peak efficiency achieved)

The campaign achieved:
Leads Up 87%

87% lead volume increase (January to June)

44% Cost Cut

44% CPL reduction ($14.49 to $8.21)

Steady 70% Messenger Use

Consistent 70% Messenger preference across all months

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“We went from considering dropping Google Ads entirely to making it our primary source of new customers. Fuel Results turned our digital presence from an expense into an investment. December alone brought in more customers than the previous three months combined.”

Cindy Vick, Manager at Jewelmasters

The Bottom Line

Jewelmasters proves that established advertisers can achieve dramatic growth through strategic optimization. By embracing conversational commerce and scaling intelligently, they achieved 269% lead growth while reducing costs by 14%. The result: 125 high-intent jewelry leads monthly at just $9.66 each, positioning them as the dominant digital advertiser in their market.

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You only pay when we perform. If we don’t deliver results, we don’t bill.
Results or We Work for Free
No vague metrics—we’re talking real leads, booked calls, and measurable revenue.
No Lock-In Contracts
Stay because it’s working, not because you're stuck.
Complete Transparency
You’ll always know what we’re doing, why we’re doing it, and how it’s performing.
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Contact Information
Phone:
601-436-4112
Email:
contact@fuelresults.com
Location:
Purvis, MS
Work Hours:
Mon - Fri: 8am - 5pm CDT
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