Case study · Meta Ads · Jordan

Black Friday Meta Ads for a Luxury Jewelry Retailer in Jordan: 17.63 ROAS in 4 Days

Four days, the most crowded auction of the year, and a luxury brand that cannot look like a discount store. How AlGurus tested first, then spent fast, and closed 183 purchases at $3.55 each.

Luxury jewelry retailerJordan, nationwide e-commerceFacebook & InstagramBlack Friday weekend 2024, 4 daysLuxury Jewelry & Watches

Build a plan like this Replay Black Friday weekend 2024, 4 days

Replay availableCase file · 4 days · 2024

17.63 ROAS

return on ad spend over Black Friday weekend

$11,449.08sales revenue

183purchases

$3.55cost per purchase

Watch the campaign replay7 stops, from the starting point to the result

Results at a glance

Over the four days of Black Friday weekend 2024, AlGurus ran Meta ads on Facebook and Instagram for a luxury jewelry retailer selling online across Jordan. The campaign generated $11,449.08 in sales from 183 purchases at a 17.63 ROAS, against an industry average of 5 to 7 for luxury goods in sales events. The average cost per purchase was $3.55, where jewelry typically costs $15 to $25. Women made 72% of purchases.

Meta Ads Manager table for the Black Friday campaign, 27 to 30 November 2024: three ad sets with 183 purchases, $11,449.08 purchase value, $649.57 spent and an average purchase ROAS of 17.63. — 3 ad sets · 27–30 Nov 2024 See all 4 screenshots

ROAS: 17.63vs 5–7 luxury sales-event average
Sales revenue: $11,449.084 days
Purchases: 183nationwide e-commerce
Cost per purchase: $3.55vs $15–25 expected for jewelry
Women: 72%132 of the purchases
Campaign length: 4 daysBlack Friday weekend 2024

01 · The challenge

Four days to win the most expensive auction of the year

The client is a luxury jewelry retailer selling online across Jordan. Black Friday is its biggest opportunity and its biggest risk: demand peaks, but so does competition, and every advertiser in the country is bidding for the same buyers over the same four days. Overspend, and the weekend is unprofitable. Over-discount, and the brand looks cheap.

A high-stakes period

Competing in a saturated Black Friday market while keeping a luxury brand image.

Profitability

More ad spend in a competitive period still had to deliver a strong return on ad spend.

Audience targeting

Finding and converting the most valuable customers inside a flood of broad holiday traffic.

The benchmarks were set before launch: an industry average ROAS of 5 to 7 for luxury goods in sales events, and an expected cost per purchase of $15 to $25 for jewelry.

02 · The strategy

Test first, then spend fast

ObjectiveMaximise Black Friday revenue and customer acquisition over a 4-day weekend, profitably, without diluting the brand.

Pillar 1

Hyper-optimised campaign architecture

A series of conversion campaigns optimised for “Purchase”, dynamic creative testing to find the best image, copy and CTA combinations, then accelerated spending behind the winners.

Pillar 2

Demographic and behavioural precision

People in Jordan interested in luxury brands, high-end jewelry and premium gifting, with age and gender targeting from historical data.

Pillar 3

Urgency-driven creative

Carousels of best-selling pieces and exclusive Black Friday sets, craftsmanship videos with the limited-time offer, and copy about exclusivity and value with Arabic and English CTAs.

The order mattered. On a normal month there is time to learn as you go. On Black Friday weekend there is not, so the learning had to happen before the budget was opened up.

03 · Execution, replayed

Press play: Black Friday weekend in six stops

Drag the timeline or press play. Each stop shows what we did and the number it moved, and the results board fills as you go.

7 / 7

Before the weekend

High stakes, high costs, luxury image

Black Friday is when every retailer bids for the same buyers. A luxury jeweller has to win that auction profitably without looking like a clearance sale.

A saturated Black Friday market
Higher spend must still deliver strong ROAS
Find the valuable buyers inside broad holiday traffic

The bar to beat

5–7

average ROAS for luxury goods during sales events

Industry avg (top)7

Step 1 · Test

Find the winning ad before scaling it

Dynamic creative testing mixed images, copy and calls to action to find the top-performing combinations before the budget went up.

Dynamic creative testing of imagery, copy and CTA
Budget scaled only behind the winners

Step 2 · Structure

Built to win a short, crowded auction

A series of conversion campaigns optimised for “Purchase”, with accelerated spending to win auctions during the peak shopping hours.

Conversion campaigns optimised for purchases
Accelerated spending in the peak period

Step 3 · Audience

Luxury interests, the ages that buy

Targeting followed historical performance: people in Jordan interested in luxury brands, high-end jewelry and premium gifting, with age and gender targeting built from historical data.

Interests: luxury brands, high-end jewelry, premium gifting
Age and gender targeting from historical data
Ads Manager later showed 18–24 and 25–34 buying most

Top buying age group

18–24

the largest group of buyers in Ads Manager, ahead of 25–34

Step 4 · Creative

Urgency without losing luxury

Carousels showed best-selling pieces and exclusive Black Friday sets; videos showed the craftsmanship and the limited-time offer. Copy spoke of exclusivity and value, with clear Arabic and English calls to action.

Carousels of best-sellers and exclusive Black Friday sets
Craftsmanship videos with the limited-time offer
Arabic and English CTAs

Metric it moved

$3.55

average cost per purchase, vs $15–25 expected for jewelry

This campaign$3.55

Expected (low)$15

During the weekend

Women led the buying

Women drove most of the revenue. By age, the youngest buyers led: 18–24 made the most purchases, followed by 25–34, while 35–44 and older bought far less.

132 purchases by women
18–24 bought the most, then 25–34

Purchases by women

72%

132 of all purchases

Women were the primary drivers of revenue.

End of weekend · Result

17.63 in revenue for every 1 spent

In four days the campaign closed 183 purchases and $11,449.08 in sales, at a ROAS 152% to 253% above the luxury sales-event average.

183 purchases
$11,449.08 in sales revenue
$3.55 average cost per purchase

ROAS

17.63

vs a 5–7 industry average

This campaign17.63

Industry avg (top)7

The live case gives a 4-day Black Friday weekend in 2024 without day-by-day dates; the stops follow the order of the work.

Planning your Black Friday?

A 30-minute strategy call. We plan the test-then-scale structure for your peak weekend before the auction gets expensive.

Build my plan WhatsApp us (opens in a new tab)

04 · The results

Revenue up, cost per purchase down

The comparisons below are against the industry averages quoted in the case, not before-and-after figures.

Return on ad spend

Campaign vs luxury sales-event average

152–253% higher

17.63

Cost per purchase

Campaign vs expected for jewelry

78–86% lower

$3.55

$15

$25

Who bought

Share of purchases

Women

132 purchases by women. By age, 18–24 bought the most, then 25–34.

A ROAS of 17.63 means that every $1 spent on ads returned about $17.63 in revenue. The campaign converted high-value customers at a fraction of the typical cost, which is what made the weekend profitable as well as busy.

Results vs benchmarks
Metric	Result	Industry benchmark
Total sales revenue	$11,449.08	N/A
Overall ROAS	17.63	5–7 (luxury goods, sales events)
Total purchases	183	N/A
Cost per purchase	$3.55	$15–25 (jewelry)
Purchases by women	72% (132)	N/A

Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

Meta Ads Manager3 ad sets · 27–30 Nov 2024
Meta Ads ManagerPerformance overview · Black Friday 2024
Meta Ads ManagerPurchases by age and gender
Meta Ads ManagerImpressions and results by platform

05 · What we learned

Three lessons for peak-season jewelry ads

Learn before the peak

Dynamic creative testing found the winning ads first, so the accelerated spend went behind proven combinations.

Know who really buys

Women made 72% of purchases. Historical data on age and gender shaped the targeting, and the results confirmed it.

Sell exclusivity, not discount

Exclusive Black Friday sets and craftsmanship videos kept the luxury image while the limited-time offer created urgency.

Why Meta for jewelry in Jordan

Cultural connection. Facebook and Instagram are part of daily digital life in Jordan, which makes them the place to meet buyers during shopping events.

Visual quality. Feed placements show the detail and finish that luxury jewelry needs.

Precise targeting. Location, interests and demographics keep a short, expensive weekend’s budget on real buyers, not window-shoppers.

Services used

The team and tools behind this case

Meta AdsPurchase-optimised campaigns, accelerated spend Facebook AdsFeed carousels and video Instagram AdsInstagram placements for jewelry visuals Social Media DesignBlack Friday sets, Arabic and English creative

Platform & partners

Google PartnerPremier 2026

MetaBusiness Partner

ShopifySelect Partner

SallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

FAQ

Questions about this case

What ROAS did the jewelry retailer get on Black Friday?

17.63 over the 4-day Black Friday weekend in 2024: $11,449.08 in sales from 183 purchases. The industry average quoted in the case for luxury goods during sales events is 5 to 7.

How low was the cost per purchase?

$3.55 on average, where the expected cost per purchase for jewelry is $15 to $25, so 78% to 86% lower.

Can a luxury brand run Black Friday ads without hurting its image?

Yes, if the creative sells exclusivity rather than discounts. This campaign used exclusive Black Friday sets, craftsmanship videos and copy about exclusivity and time-limited value, in Arabic and English.

Who bought jewelry on Black Friday in Jordan?

Mostly women: 72% of purchases (132). Men made the other 28% (51). By age, 18–24 bought the most, followed by 25–34; buyers aged 35 and over were a small share.

Why test creative before scaling on Black Friday?

The weekend is short and auctions are expensive. Dynamic creative testing found the best combinations of image, copy and call to action first, so the accelerated budget went behind ads that were already proven. See our Meta Ads service.

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