Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a eCommerce brand in this space actually involves.
Jewellery buyers rarely convert on first click. Average order values are high, consideration is long, and trust does most of the selling. Attribution windows matter enormously — a 7-day click window will make jewellery look unprofitable when the real path is three weeks and six touches.
What I report on: Cost per acquisition against lifetime value, given long consideration windows.
Meta's policies around precious metals and certain claims cause avoidable rejections. Gifting occasions concentrate demand into narrow windows. Photography quality is a bigger conversion factor here than in almost any other category.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Jewellery.
Often an attribution window problem. Jewellery consideration runs weeks, not days, so short windows credit the last touch and hide everything that built the sale.
Higher than most eCommerce, because you need enough conversion volume across a long window for the algorithm to learn.
Substantially. Demand concentrates into a handful of windows, so audiences and creative need to be ready weeks before each one.
Show price context in the creative. It reduces click volume and improves everything downstream.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Meta creates demand, Google captures it. Running one without the other usually means paying twice for the same customer — once to introduce them, once to close them.
How Meta and Google work together for jewellery, what each is responsible for, and how the budget gets split between them.
The same market from the other side of the funnel — different intent, different costs, different job to do.
Not sure which channel is letting you down? A written review tells you where the money is actually going before you commit to anything.