735 gold scheme enquiries and 4.36 million prospective buyers reached for a jeweller in Kerala

Gold and diamond jewellery in Kerala is bought on trust and planned well ahead. For a jewellery retailer in the state, we ran Meta campaigns that did two jobs at the same time: they kept the shop's name in front of buyers before the festive season, and they asked those buyers to commit early through the retailer's gold purchase schemes.

On a total budget of ₹1.31 lakh, spread over 16 campaign sets, the campaigns reached 4.36 million prospective jewellery buyers and brought in 735 gold scheme enquiries. Because each scheme was promoted and tracked on its own, the jeweller can now see exactly what an enquiry costs for each one: ₹38.14 for the first scheme and ₹79.49 for the wedding scheme.

At a glance

The client

Our client is a retailer of gold and diamond jewellery in Kerala. In this market, jewellery is almost never a spur of the moment purchase. Families plan for it, often for a long time, and the timing usually follows the calendar of weddings and festivals.

Many buyers also spread the cost. A gold purchase scheme lets a customer pay in instalments over a fixed period and buy jewellery at the end. For the buyer, a large purchase becomes manageable. For the jeweller, a vague intention becomes a commitment to one shop.

The retailer offered two of these schemes, and one of them was designed around weddings.

That shapes the buying journey. A family first notices a few names. Over time, one of them starts to feel like the safe choice. Then the family decides where to put its money, by joining a scheme or booking ahead. Advertising has to be present at each of those moments, not just the last.

The challenge

A jeweller wants two different things from its advertising, and no single type of ad provides both.

The first is familiarity. Jewellery is a purchase built on trust, and when the festive season arrives, people tend to go to the shop whose name they already know. If that familiarity is not in place before the rush, it is very hard to build during it.

The second is early commitment. The jeweller needs people to join a scheme or book ahead before a competitor's offer gets their attention. A family that has already started paying into one shop's scheme is far less likely to be tempted elsewhere.

The usual approach is to pick one. Brand ads on their own make the name familiar but produce few bookings. Booking ads on their own only reach people who are already shopping, so they miss everyone who has not yet started to look. Each one, run alone, does half of the job.

There was a measurement problem too. With two schemes running, one combined cost per enquiry would hide the difference between them and make it impossible to judge either fairly.

What we did

Full-funnel campaigns across 16 sets

We built the work as full-funnel Meta campaigns. Full funnel means there are ads for every stage of the decision, from the first time someone sees the name to the moment they book. The ₹1.31 lakh budget was divided across 16 campaign sets, so each stage and each offer had its own share and its own results.

People at the start of the journey and people ready to commit need different messages, and one campaign cannot speak to both well.

Mass festive brand pushes

The festive brand pushes were built for scale. Their job was to put the jeweller in front of as many likely buyers as possible before the season. Together with the rest of the work, they delivered over 11.4 million impressions, which is the number of times an ad was shown, and the campaigns reached 4.36 million prospective jewellery buyers.

Reach of this kind does not ask for anything yet. It makes sure that when a family starts to plan, this shop is a name they already recognise.

Each scheme measured on its own

We promoted and tracked the two gold purchase schemes separately. The first scheme brought 414 enquiries at ₹38.14 per lead. The wedding scheme brought 321 enquiries at ₹79.49 per lead.

Keeping the schemes apart is what makes these numbers useful. Each one can now be judged against what a new member of that scheme is worth to the business, rather than against a blended figure that fits neither.

Two routes to an advance booking

Alongside the brand pushes, we ran direct conversion funnels on WhatsApp and on the website for advance festive bookings. The interest that the brand ads created now had somewhere to go, and a buyer could turn it into a booking before the festive season began.

Some people want to ask questions first; others prefer to decide on their own. Two routes served both.

The results

Between them, the two schemes produced 735 enquiries from people considering buying gold through a plan: families already thinking about committing to one jeweller over time.

The wedding scheme cost more per enquiry, as you would expect. A wedding is a bigger and less frequent purchase, so fewer people are in the market for it at any moment. The higher cost reflects a smaller pool of buyers making a larger decision, not weak ads.

Why it worked

Brand and booking ran side by side. The festive pushes put the name in front of millions of prospective buyers, and the conversion funnels gave that familiarity a next step. Each half made the other more useful: the brand ads warmed people up, and the booking routes caught them while they were warm.

Each scheme had its own numbers. Knowing that the first scheme brings enquiries at ₹38.14 and the wedding scheme at ₹79.49 lets the jeweller decide what each kind of enquiry is worth paying for.

Buyers chose how to reply. WhatsApp suited the people who wanted a conversation. The website suited the people who wanted to act alone. Offering both meant nobody dropped out simply because the only route available was the wrong one for them.

We planned around the festive season for a vehicle dealership chain in Kerala too, and paired wide reach with WhatsApp for an electronics retail chain in Kerala.

Be the name buyers already know, then give them a reason to commit early.

How to apply this to your business

• Start brand advertising before your busy season, so your name is familiar by the time people begin to plan.
• Run brand and booking campaigns at the same time, rather than choosing one or running them one after the other.
• Give every offer or scheme its own campaign and its own numbers, so you can see what each enquiry really costs.
• Decide what a new customer on each offer is worth to you, then judge the cost per enquiry against that figure, not against a general average.
• Offer buyers both a chat and a web page, so each person can respond in the way that suits them.
• Expect bigger, rarer purchases such as wedding jewellery to cost more per enquiry, and budget for that from the start.

Questions business owners ask

How much should a jeweller spend on Meta ads?

It depends on your offers and what a new customer is worth. In this case, a total budget of ₹1.31 lakh, split across 16 campaign sets, reached 4.36 million prospective buyers and brought 735 gold scheme enquiries. What matters more than the total is splitting it so each offer can be judged on its own.

Why do wedding jewellery enquiries cost more?

Fewer people are planning a wedding at any one time than are thinking about an everyday gold purchase. With a smaller pool of buyers, each enquiry costs more to find. In this case the wedding scheme came in at ₹79.49 per lead, against ₹38.14 for the first scheme.

Are brand ads worth paying for if they do not bring enquiries directly?

For a purchase built on trust, yes, as long as they run alongside campaigns that ask for a commitment. Brand ads make the name familiar; scheme and booking campaigns turn that familiarity into enquiries.

Should a jeweller take bookings on WhatsApp or on its website?

Both, if you can. Some buyers want to talk first, and others would rather decide alone. A choice means fewer of them drop out.

Planning your festive season? Book a 20-minute call.