Splendid Iris
Cracked a saturated luxury niche on $20K/mo.
Splendid Iris is a premium fine-jewelry brand with strong product and branding fighting for share in one of the most expensive paid-media verticals on the internet.
What was broken.
Rising ad costs and inefficient spend, in three flavors. Broad audience targeting was serving ads to users with little buying intent. Competition in jewelry meant ad costs spiked the moment precision dropped, every major retailer was bidding on the same head terms with much bigger budgets. And conversion rates had stagnated: even when ad spend went up, sales weren't scaling proportionately.
The brand needed to compete with budgets a fraction the size of incumbent jewelry advertisers paying 3x the CPMs.
The plays we ran.
Audience layering: built micro-segments based on purchase history, browsing behavior, and affinity categories, grouped into high-intent, mid-intent, and exploratory tiers
Ad-placement strategy tuned to user behavior during peak browsing hours across search and display
Creative testing: customized ads per audience layer, six hooks per week, messaging matched to each segment's pain point
Cost-efficiency bidding: smart-bidding strategies optimized for lower CPAs without cutting volume
Brand-protection campaigns to defend branded queries from competitor poaching
Cross-channel deployment across Google, Meta, and Amazon so the buyer was reached wherever they were comparison-shopping
The numbers.
On $20K/month, a fraction of competitor budgets, we delivered a 6.2x ROAS and reached profitable scale within three months.
Sales grew 200%, traffic grew 110%, and CPA dropped 34%. The core lesson the engagement crystallized: precision beats volume. Customized audience targeting outperformed competitors who were buying broad reach at 3x the CPM.
Engagement is ongoing. Scaling into adjacent jewelry categories with the same micro-segmented framework.
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