Modern Mangal is a direct-to-consumer fine-jewelry brand that reimagines the traditional mangalsutra with sleek, minimalist designs. In early 2025, we partnered with them to drive revenue through paid media across Google (Search & Performance Max), Meta, and TikTok.
Campaign Objectives
- Primary Goal:
- Maximize revenue/ROAS.
- Secondary Goals:
- Sustain brand visibility for high-ticket SKUs (average order value > $1,000).
- Maintain efficient spend across channels as measured by cost per purchase.
Strategy and Execution
We focused our budget on the highest-intent channels—Google Performance Max (PMax) and Google Search—to drive purchases, while using Meta for prospecting and remarketing. Creative assets emphasized the brand’s minimalist 18K-gold craftsmanship through short UGC-style videos and clean product imagery. Across platforms, we employed a “maximize conversions” bidding strategy and continually boosted top-performing content rather than reinventing creatives. We used consistent monitoring to ensure the assets were performing to the best of their ability.
Results and Impact
Google PMax & Search
- Spend: $3.54 K → ROAS: 963.6%
- Purchases: 10 tracked (Shopify: 18 orders → $28 K+ sales YTD)
Meta (Facebook & Instagram)
- Spend: $1.3 K → ROAS: ~500%
Client Success & Insights
- Rapid Revenue Growth: Modern Mangal exceeded its early-year revenue goals, attributing a major share to Google PMax’s turnkey optimization.
- Efficient Creative Investment: By boosting only the top 10–15% of assets, the team cut creative development time by 40% while maintaining engagement.
- Audience Validation: High-income, wedding-life-event segments delivered the strongest conversion rates, confirming our luxury-shopper hypothesis.
Next-Phase Focus: Client is shifting budget toward Google channels for sustained purchase performance and dialing back on TikTok, where direct ROI was less clear.
Conclusion
By concentrating on high-intent channels and lean creative optimization, Modern Mangal delivered exceptional early-year performance—achieving a 963.6% ROAS on Google PMax and a ~500% ROAS on Meta, while driving overall revenue up 182% and marketing-sourced sales up 400% YTD. The results validated our luxury-shopper targeting and “maximize conversions” bidding approach, and underscored the value of boosting top-performing assets rather than constantly reinventing creative. Moving forward, Modern Mangal will lean into Google’s purchase-driving efficiency, maintain agile creative testing, and continue refining audience segments to sustain growth.
