Driving ad sales isn’t just about running pretty ads. It’s about the entire engine behind them, product strategy, funnel design, PDP optimization, agile testing and automation that keeps customers coming back.
The Challenge
Anaash had a strong product line, luxurious pearl jewellery with aspirational aesthetics but struggled to scale conversions consistently. Paid ads generated traffic, yet:
Funnel strategy lacked structure.
High-ticket items weren’t balanced with cash-flow-friendly products.
PDP pages weren’t optimized to inspire trust and address customer fears.
Cart abandonment was draining revenue with no robust automation in place.
The brand needed a performance marketing approach that went beyond ads one that aligned product strategy, funnel design, and customer journey optimization.
Our Approach
1. Funnel Strategy Reimagined
We built a streamlined Top, Middle, and Bottom of Funnel (TOF, MOF, BOF) ad structure, ensuring each stage spoke to a customer’s mindset.
TOF: Awareness campaigns with aspirational creatives that introduced Anaash’s world of pearl luxury.
MOF: Engaging videos and testimonials that built trust and nurtured interest.
BOF: Conversion-driven offers, retargeting, and urgency triggers.
2. Product Segmentation for Profitability
We categorized Anaash’s product line into two buckets:
Cash cow products: Low-hanging SKUs optimized for cash flow and consistent sales.
High-ticket products: Hero pieces positioned for higher margins.
This balance ensured predictable cash flow while scaling profitability.
3. Content and Creative Strategy
We tested and identified the formats that resonated most with Anaash’s audience:
Short-form videos showcasing jewellery in real-life settings.
Lifestyle visuals that spoke to aspiration and elegance.
UGC-style testimonials that reinforced authenticity and trust.
4. PDP Optimization
We redesigned product detail pages to reduce friction and build confidence:
Highlighting trust signals certifications, authenticity guarantees, and testimonials.
Breaking common fears around online jewellery purchase with transparent policies.
Enhancing visuals to reflect aspirational luxury, not just products.
5. Automation for Revenue Recovery
We integrated WhatsApp automations for:
Abandoned carts recovery.
Upsell and cross-sell workflows.
Post-purchase engagement to boost LTV.
This created a seamless retention loop, reducing leakage and maximizing each customer’s value.
The Results
Within months of implementation, Anaash saw transformative results:
45% increase in overall conversions.
Stronger unit economics through a balance of high-margin and cash cow products.
Significant revenue recovery from abandoned carts.
Improved customer trust and engagement via optimized PDPs and aspirational content.
ROAS of above 4.5
Final Takeaway
Performance marketing isn’t just about pushing ads, it’s about orchestrating the full growth engine. For Anaash, success came from aligning product strategy, funnel structure, creatives and automation into a seamless ecosystem.
The outcome wasn’t just higher conversions, but a sustainable growth model built for both scale and profitability.
