Case study · Meta Ads · Jordan

Valentine’s Day Meta Ads for a Luxury Jewelry Retailer in Jordan: 6.28 ROAS on $1,858

People buying jewelry for Valentine’s Day are not shopping for a product; they are shopping for a feeling, against a delivery deadline. AlGurus built the campaign around both, and turned $1,858 into $11,672.

Luxury jewelry retailerJordan, nationwide e-commerceFacebook & InstagramValentine’s Day peak, 2023Luxury Jewelry & Watches

Build a plan like this Watch the campaign replay

Replay availableCase file · Valentine’s 2023

11,672 USD

revenue from Valentine’s Day Meta ads

6.28ROAS

179purchases

$1,858ad spend

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

Results at a glance

For the Valentine’s Day peak, AlGurus ran Meta ads on Facebook and Instagram for a luxury jewelry retailer selling online across Jordan. On $1,858 in ad spend, the campaign generated $11,672 in revenue from 179 website purchases: a 6.28 ROAS, above the 4–6 average for Valentine’s jewelry campaigns. The cost per purchase was $10.38, 45% to 63% below the $18–28 typical for luxury jewelry. Women made 70% of purchases.

Meta Ads Manager table for the Valentine’s Day campaign, 25 January to 15 February 2023: seven ad sets with 179 purchases, $11,672.86 purchase value, $1,858.17 spent and an average purchase ROAS of 6.28. — 7 ad sets · 25 Jan – 15 Feb 2023 See all 3 screenshots

ROAS: 6.28vs 4–6 Valentine’s jewelry average
Revenue: $11,672Valentine’s Day peak
Ad spend: $1,858Facebook and Instagram
Website purchases: 179nationwide e-commerce
Cost per purchase: $10.38vs $18–28 typical
Women: 70%of purchases (126 of 179); 18–24 bought most

01 · The challenge

Selling a feeling before a deadline

The client is a luxury jewelry retailer selling online across Jordan. Valentine’s Day is one of its key seasons, and one of the most crowded: every jeweller, florist and gift shop is advertising to the same couples in the same few weeks. The people buying are not comparing carats; they are looking for a gift that says the right thing and arrives on time.

Seasonal competition

A crowded Valentine’s market, and a luxury brand that had to keep its positioning while competing in it.

Emotional targeting

Reaching the people looking for a meaningful romantic gift, not just anyone browsing jewelry.

Performance benchmarks

Valentine’s jewelry campaigns average a 4 to 6 ROAS, and luxury jewelry typically costs $18 to $28 per purchase.

02 · The strategy

Romantic audiences, emotional creative, no doubt about delivery

ObjectiveMaximise Valentine’s Day sales through targeted romantic campaigns on Facebook and Instagram, without discounting the brand.

Pillar 1

Romantic audience targeting

Interests in luxury gifts, romantic occasions and premium jewelry; high-income buyers in Jordan; and custom audiences of previous purchasers for exclusive Valentine’s collections.

Pillar 2

Emotional creative

Carousels of Valentine’s-themed collections, videos of romantic gifting scenarios, and Arabic and English copy about love and commitment under a “Gift of Love” positioning with limited-time offers.

Pillar 3

Conversion optimisation

Urgency-driven CTAs with delivery deadlines, special Valentine’s packaging and personalised messaging, in a multi-campaign structure optimised for purchases.

The delivery deadline did two jobs. It created honest urgency, and it removed the biggest worry a gift buyer has. Packaging and a personal message finished the thought: the order arrives ready to give.

03 · Execution, replayed

Press play: Valentine’s season in seven 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

Starting point

A crowded season for an emotional purchase

Every jeweller advertises before Valentine’s Day. Buyers want something meaningful, not just something expensive, and the brand had to keep its luxury positioning while competing for them.

Seasonal competition in a crowded Valentine’s market
Emotional targeting: buyers seeking meaningful gifts
Luxury positioning to protect

The bar to beat

4–6

average ROAS for Valentine’s jewelry campaigns

Industry avg (top)6

Step 1 · Audience

Romantic gift buyers with the means

We targeted people interested in luxury gifts, romantic occasions and premium jewelry, focused on high-income buyers in Jordan.

Interests: luxury gifts, romantic occasions, premium jewelry
High-income demographics in Jordan

Top buying age group

18–24

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

Step 2 · Past buyers

Previous customers saw it first

Custom audiences of previous purchasers were shown the exclusive Valentine’s collections. People who already trust the brand are the easiest gift buyers to convert.

Custom audiences of previous purchasers
Exclusive Valentine’s collections for them

Step 3 · Creative

A “Gift of Love”, in two languages

The creative sold the moment, not the metal: carousels of Valentine’s-themed collections, videos of romantic gifting scenes, and Arabic and English copy about love and commitment.

Carousels of Valentine’s-themed collections
Videos of romantic gifting scenarios
Bilingual copy, “Gift of Love” positioning with limited-time offers

Step 4 · Conversion

Deadlines, packaging and a personal note

Gift buyers worry about one thing: will it arrive in time? Calls to action carried the delivery deadline, and special Valentine’s packaging with personalised messages made the order feel ready to give.

Urgency CTAs with delivery deadlines
Special Valentine’s packaging and personalised messaging
Multi-campaign structure optimised for purchases

Metric it moved

$10.38

cost per purchase, vs $18–28 typical

This campaign$10.38

Typical (low)$18

Peak week

Women bought most of the gifts

Engagement and purchases came strongly from women. By age, 18–24 bought the most, followed by 25–34.

70% of purchases by women
18–24 bought the most, then 25–34

Purchases by women

70%

of website purchases

Strong female engagement through the season.

Valentine’s Day · Result

$11,672 from $1,858

The season closed with 179 website purchases and $11,672 in revenue, above the Valentine’s jewelry benchmark and without discounting the brand.

179 website purchases
$11,672 revenue
$1,858 ad spend

ROAS

6.28

vs a 4–6 Valentine’s jewelry average

This campaign6.28

Industry avg (top)6

The live case covers the Valentine’s Day peak period without dates for each step; the stops follow the order of the work.

Valentine’s Day is a deadline. Plan for it.

A 30-minute strategy call. We map your past buyers, your gift collections and the delivery cut-off into one campaign plan.

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

04 · The results

Above the benchmark, at a lower cost per sale

The comparisons below are against the Valentine’s and luxury jewelry averages quoted in the case, not before-and-after figures.

Return on ad spend

Campaign vs Valentine’s jewelry average

5–57% higher

6.28

Cost per purchase

Campaign vs typical for luxury jewelry

45–63% lower

$10.38

$18

$28

Spend and revenue

USD, Valentine’s Day peak

6.28 ROAS

Revenue$11,672

Ad spend$1,858

The campaign reached romantic gift buyers across Jordan, sold most to 18 to 24 year olds, then 25 to 34, and saw strong engagement from women, who made 70% of purchases (126 of 179). The luxury positioning held through the whole competitive period.

Results vs benchmarks
Metric	Result	Industry benchmark
Total revenue	$11,672	N/A
ROAS	6.28	4–6 (Valentine’s jewelry)
Website purchases	179	N/A
Cost per purchase	$10.38	$18–28 (luxury jewelry)
Amount spent	$1,858	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 Manager7 ad sets · 25 Jan – 15 Feb 2023
Meta Ads ManagerPerformance overview · February 2023
Meta Ads ManagerPurchases by age and gender

05 · What we learned

Three lessons for gifting-season jewelry ads

Sell the moment

Romantic gifting scenes and “Gift of Love” copy turned a product into a gesture, and the emotional positioning resonated with Valentine’s shoppers.

Start with people who already trust you

Custom audiences of previous purchasers, shown exclusive collections, are the warmest gift buyers you have.

Make the deadline the CTA

Delivery cut-offs, special packaging and personal messages answer the questions that stop a gift order.

Why Meta for Valentine’s jewelry in Jordan

Visual platforms. Facebook and Instagram show romantic jewelry the way it should be seen.

Precise seasonal targeting. Interests, income and past purchasers can be combined for a few intense weeks.

Mobile gift shopping. Strong mobile adoption suits last-minute gift buyers.

Services used

The team and tools behind this case

Meta AdsMulti-campaign structure optimised for purchases Instagram AdsValentine’s carousels and gifting videos Facebook AdsCustom audiences of previous purchasers Social Media DesignBilingual “Gift of Love” 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 Valentine’s Day jewelry campaign reach?

6.28: $11,672 in revenue from $1,858 in ad spend. The average for Valentine’s jewelry campaigns quoted in the case is 4 to 6.

How much did each Valentine’s purchase cost?

$10.38 per website purchase across 179 purchases, where the typical cost per purchase for luxury jewelry is $18 to $28.

Who should Valentine’s Day jewelry ads target in Jordan?

In this case the campaign targeted high-income buyers interested in luxury gifts, romantic occasions and premium jewelry, plus custom audiences of previous purchasers. Women made 70% of purchases (126 of 179), and by age 18–24 bought the most, followed by 25–34.

What makes Valentine’s creative work for luxury jewelry?

Emotion and timing. The ads used Valentine’s-themed carousels, romantic gifting videos and bilingual “Gift of Love” copy, then gave buyers certainty with delivery deadlines, special packaging and personalised messages.

How is this different from a Black Friday campaign?

Valentine’s buyers want a meaningful gift by a fixed date; Black Friday buyers want exclusive value over a short weekend. Compare our Black Friday jewelry case study.

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Meta AdsWatches & jewelry · Jordan17.63ROAS in 4 days

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