Case Study: Jewelry Brand, Pakistan

IT Cybx · Case Study

Turning Around a Loss-Making Jewelry Brand Through Ad Account Consolidation

How merging a fragmented account running below 1.0x ROAS into one CBO campaign generated Rs 884,975.65 in profitable sales.

Project facts

Market: Pakistan (nationwide)

Segment: Premium fashion jewelry

What we did: One consolidated CBO campaign

Main result: From loss-making to profitable at 3.33x ROAS

3.33x

ROAS after consolidation

Rs 508.80

Cost per purchase (from Rs 4,856.64)

523

Orders

Rs 884,975.65

Purchase value

1. The Challenge

An online fashion-jewelry store in Pakistan came to us losing money on ads. Its budget was spread thin across many separate campaigns (catalog sales, video views and general engagement), which starved Meta's pixel of the data it needs to learn who buys.

Before we stepped in, catalog tests and seasonal video campaigns were returning as little as 0.12x–0.24x ROAS, and a single purchase could cost Rs 4,856.64. Overlapping audiences and scattered tracking meant most of the spend was wasted, and the store was losing money overall.

2. Before and After

Meta Ads Manager figures, before and after the restructure.

Campaign	Spend	Avg. CPC	Purchases	Cost per purchase	ROAS
Consolidated CBO campaign (IT Cybx)	Rs 266,103.78	Rs 8.24	523	Rs 508.80	3.33x
Reviews Video Sales (before)	Rs 6,456.91	Rs 21.89	3	Rs 2,152.30	0.24x
All Products Catalog Sales (before)	Rs 4,856.64	Rs 12.61	1	Rs 4,856.64	0.12x
11-11 Video Test Sales (before)	Rs 5,003.64	Rs 21.38	3	Rs 1,667.88	0.99x
11-11 Sales Campaign (before)	Rs 3,347.61	Rs 29.37	2	Rs 1,673.81	1.10x
Catalog All PP Sales (before)	Rs 1,678.86	Rs 16.30	0	–	–

3. What We Changed

Consolidated the account. We paused the fragmented campaigns and moved the budget into one campaign-budget-optimized (CBO) campaign, putting Rs 266,103.78 of spend behind a single, well-fed campaign so Meta could learn quickly.

Rewrote the ads. Weak copy had pushed cost per click to between Rs 21.38 and Rs 29.37. New hooks built around current fashion trends in Pakistan brought the average CPC down to Rs 8.24.

Cut the cost per sale. With delivery stable, cost per purchase fell from a peak of Rs 4,856.64 to Rs 508.80, making sales profitable.

4. Ads Manager Proof

Before

After

5. The Result

For a jewelry brand in Pakistan, growth came from concentrating data, not multiplying campaigns. One consolidated campaign turned a loss-making ad budget into a reliable, profitable source of sales, and a template for scaling from here.

Results reflect this client's account during the period shown. Outcomes depend on product, market and budget; past results don't guarantee future performance.

Amira Essence