This company operates multiple mines in British Columbia alongside an eCommerce store selling jewellery made from its mining activity. 

With a lean team focused on day-to-day operations, marketing never had a dedicated manager.

The retail side of the business, an online store that ships finished jewellery directly to customers, was making sales, but paid ads weren’t part of their strategy.

When we first spoke with the owner of the business, he was cautious about digital advertising.

The plan was to start small and judge it on results.

We started with an extremely simple goal: Generate more sales for the online store. 

To accomplish this, we:

✔ Launched Google Search, Shopping, and Display to capture active demand.

✔ ️ Built Meta campaigns (Facebook & Instagram) to create and convert demand.

But the real difference came from how we approached creative testing. 

Instead of only running a handful of ads and hoping something stuck, we launched 300+ distinct creatives. These included static images, videos, dynamic shopping ads, and catalog ads.

Then, we:

✔ Prioritized high-contrast variety so the algorithm could find winners fast and scale them.

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This strategy works because the market isn’t one big uniform group. 

It responds to different messages and visuals. 

Some people connect with heritage messaging, some with style, some with convenience. 

The results speak to this.

Revenue Growth:

✔ $420k+ revenue since kickoff (+37% vs. previous period)

✔ 2,112 new orders (+42%)

Advertising Performance:

✔ 459% new-customer ROAS—not recycled buyers, but first-time purchasers

✔ 937% total ROAS across audiences

✔ 10.48 MER (Total Revenue / Total Ad Spend + Hypelocal Retainer

Bottom Line:

By giving the algorithm a wide pool of creative options, it can do its job: match the right person with the message that convinces them to buy.

This is how the online jewellery retailer scaled efficiently month after month, instead of plateauing after a short burst of performance.