Why the previous agency wasn’t working

This D2C jewellery brand had been running Meta Ads for a while — spending consistently, getting some orders, but never crossing into real profitability. On the surface the account looked active. Dig deeper and the problems were everywhere. The previous agency was measuring success by the number of orders coming in, not by whether those orders were actually generating a return worth the investment. That mindset creates a very specific kind of account — busy, but broken.

An account that looks like it’s working and an account that’s actually profitable are two very different things. This brand was experiencing the first — and paying for the difference every single month.

What the audit actually revealed

When we took over, the first thing we did was a full account audit — and what we found explained everything. The most glaring issue was frequency. The TOF campaigns had an ad frequency of around 3.3, which means the same people were seeing the same ads over and over again. In a top-of-funnel campaign, that’s a serious red flag. High frequency at TOF means your audience has become completely saturated — they’ve seen your ad so many times that they’ve tuned it out entirely. You’re spending money reaching people who are no longer paying attention, while new potential buyers are never entering the funnel at all.

The second major issue was the click-to-conversion rate — the percentage of people who clicked on the ads but actually went on to purchase. This number was well below where it should be for a jewellery brand with a quality product. It told us that the problem wasn’t just the targeting — the journey from ad click to completed purchase was leaking badly somewhere between the ad and the checkout. People were interested enough to click, but something was stopping them from buying.

In short: The TOF was burning budget on exhausted audiences. The conversion funnel was losing buyers it had already paid to attract. Both problems were quietly destroying profitability every single day.

How we fixed it

The first thing we tackled was the frequency problem. We completely refreshed the TOF campaigns — new audience sets, new creatives, and a tighter budget structure that prevented the same audiences from being hammered repeatedly. In jewellery, reaching the right new people consistently is far more valuable than over-serving the same faces. We widened the prospecting pool and set up proper audience rotation to keep frequency healthy and discovery constant.

For the click-to-conversion issue, we looked at the full journey — from the ad creative all the way through to the product page and checkout. The creatives were tweaked to attract buyers with stronger purchase intent, not just browsers. We also worked on the landing experience to remove friction points that were causing drop-offs after the click. More qualified clicks arriving at a smoother experience meant the conversion rate started moving in the right direction almost immediately.

We then rebuilt the entire funnel structure — separating TOF, MOF, and BOF into clean, distinct campaigns across 1,157 ad sets. Customer data audiences and ATC retargeting, which had been underfunded before, became the backbone of the MOF and BOF layers. Budget was reallocated strictly based on ROAS performance — the highest returning segments got more, everything else got less until it proved itself. Every week, every optimisation decision came back to one question: is this profitable?