Facebook Ads for handmade jewelry brand (Poland)
A local premium handmade jewelry brand in Poland wanted to increase orders through their website via systematic advertising.
About the Client
Local premium handmade jewelry brand (Poland).
Client Request
Increase website orders.
Initial Situation
Instagram page without systematic advertising. Client's mistakes: posting beautiful product photos but with no traffic strategy beyond hoping for organic reach. No email collection, no retargeting pixel, no customer segmentation. When they did try ads, they boosted posts randomly without funnel strategy, burning budget on eyeballs rather than conversions. Also priced products inconsistently, making it hard for algorithms to optimize for ROAS.
TOP→MOFU→BOFU Funnel
Built funnel: TOP (collection video reviews) → MOFU (dynamic retargeting for product viewers) → BOFU (first order discount offer).
Advantage+ Catalog Ads
Used Advantage+ Catalog Ads format for automatic relevant product selection.
“Aesthetic content combined with Facebook Advantage+ algorithms found a paying audience beyond existing followers. The critical insight: social media ads for premium handmade products require a full funnel approach, not just conversion campaigns. TOP-of-funnel content (lifestyle videos, behind-the-scenes) built trust, MOFU retargeting reminded interested users, and BOFU discount offers converted fence-sitters. Single-stage campaigns would have failed at this price point.