Cadena Jewelry approached us with a significant portion of their budget directed towards branded campaigns.

Despite heavy spending, even their cold campaigns contained branded terms, limiting their reach and scalability.

They struggled to achieve profitable growth

​Now… What did we do to help them grow profitably?

Firstly, we created negative keyword lists and used scripts to exclude branded terms from the campaigns.

This allowed us to focus solely on targeting cold traffic, which was crucial for acquiring new customers.
Next, we expanded successful campaigns from the UK to the US and Australia.

Where we tailored the creatives and copy to resonate with each specific market, ensuring maximum relevance and engagement.
We started with four campaigns, but after our intervention, Cadena Jewelry had around 13 or 14 active campaigns.

This expansion included launching YouTube Shorts to further drive brand awareness and engagement.
By continually optimising and expanding our strategies, we ensured that the ad spend was used efficiently to scale profitably week after week.
So, what results did we achieve after these tweaks?

Comparing the last month (May) to the month before they came to us (February), Cadena Jewelry saw significant improvements, and the data speaks for itself:

The takeaway from Cadena Jewelry's case is the crucial importance of focusing on cold traffic and strategically expanding into new markets with tailored campaigns.

Focusing on cold traffic allows brands to reach new audiences, expand their customer base, and drive sustainable growth.

This approach is particularly vital for businesses that have been overly reliant on branded campaigns, which can limit their reach and scalability.
By shifting away from an over-reliance on branded campaigns, Cadena Jewelry was able to tap into new customer segments that they had previously overlooked.
Our data-driven approach enabled us to continuously optimise campaigns based on performance metrics.
This ongoing optimization was key to ensuring that ad spend was allocated efficiently, leading to improved ROAS and MER.