Meta Ads Strategy — Novara Jewellery
A performance marketing framework designed to build local jewellery brand awareness, generate category-specific enquiries, and convert local prospects in Mumbai into verified showroom appointments and sales.
Sponsored Ad Creative Showcase (TOFU • MOFU • BOFU)
Visual preview of the 4 product-segment ad creatives running across Instagram & Facebook Feeds, Stories, and Reels.
1. Executive Summary & Product Price Segments
This strategy adapts a full-funnel Meta Ads framework to a jewellery business in Mumbai. It separates the customer journey by product category and purchase intent, with strict attention to lead qualification and in-store conversion for higher-value jewellery.
Operating Parameters
| Business Detail | Recommended Plan |
|---|---|
| Location | Mumbai (plus Bhayandar, Dahisar & Borivali) |
| Monthly Budget | ₹1,50,000 (Approx. ₹5,000 / day) |
| Platforms | Facebook & Instagram |
| Primary Conversions | WhatsApp enquiry, lead form, call, appointment, confirmed purchase |
| Core KPI | Cost per qualified lead and verified sales revenue |
Product Price Segments
| Category | Price Range | Recommended Conversion |
|---|---|---|
| Silver / Fashion Jewellery | ₹999 – ₹10,000 | Product enquiry or direct purchase |
| Gold Jewellery | ₹25,000 – ₹1,50,000+ | Enquiry and store visit |
| Premium Gold / Diamond | ₹1,50,000 – ₹5,00,000+ | Personal consultation / appointment |
| Bridal Jewellery | ₹50,000 – ₹5,00,000+ | Bridal consultation / store appointment |
2. Campaign Objectives & 3. Target Audience Personas
Core Campaign Objectives
- Increase local awareness among jewellery shoppers in Mumbai and serviceable nearby areas.
- Generate product enquiries for silver, fashion, gold, premium diamond, and bridal jewellery.
- Build trust through genuine product details, craftsmanship, customer feedback, and store experience.
- Generate qualified WhatsApp conversations and showroom appointments.
- Track confirmed sales and revenue instead of optimising only for low-cost clicks or leads.
Geographic & Audience Approach
- Start with mumbai and test nearby serviceable areas such as Bhayandar, Dahisar, and Borivali.
- Test broad adult audiences against relevant jewellery, bridal, fashion, and gifting interests where available.
- Build eligible warm audiences from social engagement, video views, website visits, and catalogue interactions.
- Use Lookalike Audiences only when enough high-quality customer or purchaser data is available and eligible.
Buyer Persona Matrix
| Persona | Need / Motivation | Creative Format & Primary CTA |
|---|---|---|
| Fashion Jewellery Shopper | Everyday styling, gifting, and trend-led products. | Product Reels / carousel; Shop or WhatsApp |
| Gold Jewellery Buyer | Family occasions, gifting, daily wear, and traditional designs. | Design details and purity information; Enquire / Visit Store |
| Premium Diamond Buyer | Confidence, craftsmanship, certification information, and service. | Premium close-ups; Book a Consultation |
| Bridal Jewellery Buyer | Wedding jewellery, family decision-making, and styling support. | Bridal sets and collection previews; Book Bridal Appointment |
4. Full-Funnel Budget Allocation & 5. Campaign Architecture
| Funnel Stage | Monthly Budget | Budget Share | Average / Day | Strategic Role & Execution |
|---|---|---|---|---|
| TOFU — Awareness | ₹37,500 | 25% | ₹1,250 | Reach & Video Views: Jewellery Reels, bridal sets, gold showcases, diamond close-ups & fashion styling videos. |
| MOFU — Consideration | ₹45,000 | 30% | ₹1,500 | Engagement & Qualified Traffic: Product details, craftsmanship, genuine customer feedback, collection info & store experience. |
| BOFU — Conversion | ₹67,500 | 45% | ₹2,250 | Leads, WhatsApp & Purchases: WhatsApp enquiries, instant forms, genuine offers, appointment invitations & high-intent retargeting. |
| TOTAL | ₹1,50,000 | 100% | ₹5,000 | Full-funnel activity (consolidate ad sets if audiences are too small to spend efficiently). |
5. Product-Specific Campaign Architecture
| Campaign Segment | Creative Direction | Conversion Action |
|---|---|---|
| Silver / Fashion | Everyday styling, new arrivals, gift ideas, product carousel. | WhatsApp or online purchase |
| Gold Jewellery | Traditional designs, occasion styling, accurate purity and price details. | Enquiry and store visit |
| Premium Gold / Diamond | Premium close-ups, craftsmanship, relevant certification details and personalised service. | Private consultation |
| Bridal Jewellery | Bridal sets, wedding looks, collection preview and styling guidance. | Bridal appointment |
6. Sample Ad Copy (Ads A–D) & 7. Creative Strategy
“Elevate your everyday style with jewellery that makes every look special. Explore our latest collection and find your next favourite piece.”
CTA: Send WhatsApp Message“Discover gold jewellery for celebrations, gifting and timeless style. Explore available designs and contact our team for product details and a store visit.”
CTA: Enquire Now“Discover a premium jewellery collection crafted for memorable moments. Request collection details and arrange a personalised viewing at our mumbai store.”
CTA: Book Appointment“Your bridal look deserves thoughtful selection. Explore bridal jewellery designs, discuss your occasion and book a personalised collection consultation.”
CTA: Book Bridal Consultation7. Creative Format Matrix
| Creative Type | Primary Purpose | Execution Standard |
|---|---|---|
| Product Reel | Reach and discovery | 9:16 vertical, clear first frame, close-ups and styling |
| Product Carousel | Consideration | Multiple angles, product names and useful details |
| Craftsmanship Video | Trust | Show details and process accurately |
| Customer Review | Confidence | Use genuine reviews with permission |
| Bridal Collection | Qualified appointments | Show coordinated sets and appointment CTA |
| Store Walkthrough | Local intent | Show actual store, location and experience |
8. Landing Page & Qualification, 9. Retargeting & 10. Attribution
8. Landing Page & Lead Form Qualification
Suggested Collection URLs: /collections/fashion-jewellery/, /collections/gold-jewellery/, /collections/diamond-jewellery/, /collections/bridal-jewellery/, /contact/
Lead Qualification Form Fields:
- Name and phone / WhatsApp number
- Jewellery category of interest
- Approximate budget band
- Purchase occasion and timeline + preferred contact method
9. Warm & High-Intent Retargeting
Warm Audiences:
- Instagram & Facebook engagers and 50%+ video viewers
- Website, catalogue & collection-page visitors
High-Intent Audiences:
- Visitors to specific gold, diamond, or bridal pages
- Incomplete enquiry forms & qualified leads yet to book a store visit
10. Meta Pixel & Conversions API (CAPI) Event Architecture
| Meta Event | Trigger Condition | Measurement Purpose |
|---|---|---|
PageView | Website page loads | Traffic measurement |
ViewContent | Collection / product viewed | Product interest segmentation |
Contact | WhatsApp or phone click | Contact intent signal |
Lead | Enquiry form successfully submitted | Primary lead measurement |
Schedule | Appointment booked | Showroom appointment measurement |
Purchase | Confirmed purchase | Revenue and ROAS attribution |
11. Lead Follow-Up, 12. 30-Day Launch Roadmap & 13. Dashboard
11. 7-Stage Lead Management (5–15 Min SLA)
| Stage | Action |
|---|---|
| 1. NEW | Capture enquiry and campaign source |
| 2. CONTACTED | Respond within 5–15 mins via preferred channel |
| 3. QUALIFIED | Confirm category, budget, occasion & timeline |
| 4. SHORTLISTED | Share relevant designs and accurate details |
| 5. APPOINTMENT | Schedule store visit or bridal consultation |
| 6. STORE VISIT | Record attendance and customer interest |
| 7. PURCHASE | Record sale value or respectful follow-up |
12. 30-Day Launch Roadmap
| Period | Execution Actions |
|---|---|
| Days 1–3 | Audit account, tracking, WhatsApp, website, catalogue & conversion events. |
| Days 4–7 | Launch awareness, consideration & lead campaigns with category creatives. |
| Days 8–10 | Review delivery, engagement, landing-page visits & event tracking. |
| Days 11–15 | Evaluate lead quality, budget fit, product interest & response speed. |
| Days 16–20 | Test new hooks, Reels, carousel designs & audience variations. |
| Days 21–25 | Improve retargeting where volume permits; refine category budgets. |
| Days 26–30 | Review qualified leads, appointments, confirmed sales & next-month plan. |
13. Diagnostic Optimization Rules
High Reach, Low Engagement
Improve video hooks, first 3-second frames, and product close-up lighting.
Many Enquiries, Low Qualification
Tighten budget/category questions on instant forms and add price-band clarity to creatives.
Qualified Leads, Few Appointments
Audit WhatsApp/phone response speed (target 5–15 mins), stock availability, and scheduling flow.