Lisa Fletcher Jewellery Case Study

META Ads Management 2025 Overview

The Background.

Lisa came to us after seeing Meta ads we were running for Skwálwen Botanicals, a founder-led skincare brand she was already familiar with and personally connected to. Before reaching out to us, Lisa contacted Leigh Joseph, Skwálwen’s Founder, to ask who was managing their ads and what it was like to work with the agency. According to Lisa, Leigh gave us a “glowing review.”

Lisa Fletcher Jewellery is a Canadian artisan jewellery brand rooted in craftsmanship, intentional design, and timeless pieces located in Tofino, B.C., on Vancouver Island.

Historically, the brand’s growth was driven primarily through in-studio and retail sales, with e-commerce playing a minimal role.

While demand for the jewellery was strong, the online sales channel had never been given much attention. A few smaller sales would come through online monthly. Lisa was curious about what e-commerce could become with the right strategy in place, and what her online sales channels were capable of.

The Challenge.

Like many artisan jewellery brands, e-commerce growth came with unique challenges:

  • Jewellery is a considered purchase, not impulse-driven

  • Higher price points mean longer decision-making cycles

  • The brand wanted to grow without discounting.

    • Lisa had never discounted her jewellery and was clear that this was not something she wanted to entertain

  • E-commerce needed to scale without compromising brand equity

Another key challenge was the lack of historical data to build from. There was no Meta Ads account, no GA4 set up, and only a small email list, meaning there were limited insights into how customers were behaving online.

The initial goal was to start with lower-budget engagement campaigns to build foundational data while we developed a Meta Ads strategy that respected how people actually buy jewellery like Lisa’s - thoughtfully and emotionally.

As part of our onboarding process, we also implemented heat-mapping software on the website to better understand how users were navigating the site and where friction existed. About three months into 2025, Lisa invested in key CRO-focused site updates based on these insights.

Within 3-4 weeks of the refreshed site launch, we saw a noticeable lift in conversion performance, reinforcing the importance of pairing paid media with a strong onsite experience.

Our Approach.

Rather than forcing conversions, we built a full-funnel Meta Ads system designed to support discovery, consideration, and return visits.

Our strategy focused on:

  • Prospecting campaigns to introduce the brand and collections to new audiences

  • Catalog-based retargeting to support natural browsing behaviour

  • Creative that showcased both the founder, her apprentice and the jewellery itself, allowing craftsmanship and design to lead

This approach ensured Meta wasn’t just acting as a “closing tool,” but also as a brand discovery and reinforcement channel, while building data so we can eventually launch retargeting campaigns.

We did not discount Lisa’s products throughout the entire year; instead, we helped Lisa collaborate with complementary brands to offer Free Gifts and Layered Incentive Programs, which worked well generally, but what worked incredibly well during the BFCM and holiday season was the

The Results.

Across various Meta campaigns, performance delivered strong, sustainable growth from January to December 2025.

  • 610 Purchases

  • 2.96x ROAS

  • $107.91 cost per purchase

For an artisan jewellery brand, these results exceed typical Meta benchmarks and demonstrate the effectiveness of a considered-purchase strategy.

A Key Insight To Note

One of the most important insights from this account was the volume of high-intent browsing behaviour.

Add-to-cart activity significantly exceeded immediate purchases, a strong signal of:

  • Intent-driven traffic

  • Thoughtful purchasing decisions

  • Clear opportunity for lifecycle marketing through email and retargeting

This behaviour is healthy and expected in artisan jewellery, reinforcing the importance of patience and brand-led strategy.

Standout Performance.

Catalog retargeting played a key role in overall efficiency:

  • 5.30x ROAS

  • $62 cost per purchase

  • 108 attributed purchases

This confirmed strong product-market fit and validated the longer decision-making journey common in jewellery e-commerce.

Prospecting campaigns also performed above expectations, with ROAS consistently ranging from 2.7x to 4.5x, proving that new customer acquisition can be profitable in this category when creative and structure are aligned.

The Takeaway.

This case study shows that artisan jewellery brands can scale with Meta Ads without sacrificing brand integrity or relying on aggressive promotions.

By aligning ad strategy with real buyer behaviour, Meta becomes a long-term growth channel rather than a short-term sales lever.