Meta and Google ads for a jewelry brand in the UAE: 5.8x on Meta, 5.4x on Google
LUMINA runs the performance marketing for a gold jewelry brand that sells online in the UAE, on Meta and Google.
From March to September 2026, every $1 spent on Meta ads brought back $5.80 in sales, a 5.8x return, and Google Ads returned 5.4x. Meta stayed between 3.7x and 9.1x in every one of the seven months, and orders from Meta ads more than doubled between the first month and the latest. On Google, the return rose from 3.5x in the first two months to 7.1x in the latest two. We keep the client's name private. Every figure comes straight from the ad accounts we manage.
- Client
- A jewelry brand. We keep the name private.
- Sells
- Gold jewelry, online
- Market
- The UAE
- Channels
- Meta ads on Instagram and Facebook, Google Performance Max, Search and video ads
- LUMINA's role
- Performance marketing: strategy, campaign build and day-to-day management
- Source of figures
- Meta Ads Manager and Google Ads, as each platform reports them
What was the task?
The brand sells gold jewelry online in the UAE. Its pieces run from small gifts to jewelry for an occasion, so one campaign cannot fit every product or every buyer.
The work was to organise both ad accounts so that each group of products had its own budget and its own target, and then to put more money behind what returned.
Performance marketing, from strategy to daily management
LUMINA plans, builds and manages the brand's Meta and Google ads, and tells the client which creatives are working.
What did LUMINA set up?
How the campaigns are organised on Meta and on Google.
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Three stages on Meta
Campaigns are split by how well people know the brand. New audiences come first, then people who visited or engaged, then people close to buying. Ads to people who visited the store in the last 30 days returned 8.1x.
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A target cost for every sale
The broad campaign across all products runs with a target cost per sale. Meta looks for buyers at that cost, and the campaign returned 9.3x.
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The brand's own posts as ads
Instagram posts about a single piece or a collection run as sales ads. It is the largest campaign in the account and returned 5.1x. The best post returned 11.3x.
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Carts brought back
People who added a piece to the cart and left see it again. That campaign returned 6.6x.
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Creators in their own campaign
Ads made with creators run apart from the brand's own content, so the two are never mixed in the numbers. The creator campaign returned 5.9x, and the best creator returned 8.8x.
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Google campaigns grouped by return
On Google, Performance Max campaigns are grouped by the return each set of products can reach. Best sellers, one price band and products that were getting no traffic each have their own campaign. Search covers the brand name and competitors.
What were the results on Meta?
- Return on Meta ad spend, seven months: 5.8x
- Lowest month, the first: 3.7x
- Highest month: 9.1x
- Orders a month from Meta ads, first month to latest: 2.3x
- Cost per order, first month to latest: −27%
| Month | Return on Meta ad spend by month, 2026 |
|---|---|
| March | 3.7x |
| April | 9.1x |
| May | 5.7x |
| June | 6.7x |
| July | 5.6x |
| August | 6.3x |
| September | 5.2x |
Source: Meta Ads Manager, March to September 2026, as the platform reports it. The Meta ad account is in UAE dirhams. Sales reported by the platform are not the store's total sales.
What did Google Ads return?
Google Ads runs next to Meta for the same brand. Most of it is Performance Max, which shows the store's products across Google Search, Shopping and YouTube. Over the seven months it returned 5.4x. The first two months returned 3.5x and the latest two returned 7.1x, and each order cost 48% less.
Selling jewelry online in the UAE?
Tell us what you sell and what a sale is worth to you.
What made the difference?
Patience in the first month, then budget to what was proving itself. Meta returned 3.7x in March, the month the campaigns were learning, and has been between 5.2x and 9.1x every month since. Google climbed the same way, from 4.0x to above 7x. Budget moved month by month toward the campaigns with the highest return: broad all-products, product posts and cart retargeting.
Questions brands ask before they start
It depends on your margins, so one number will not fit every brand. In this account Meta returned between 3.7x and 9.1x by month and 5.8x over seven months. Google Ads returned 5.4x.
It did here. Google Ads, mostly Performance Max, returned 5.4x over seven months and 7.1x in the latest two. The campaigns are grouped by the return each set of products can reach.
In this account, ads made with creators returned 5.9x as their own campaign, and the best creator returned 8.8x. Keeping them apart from the brand's own content shows which one is selling.
Here both platforms were above 3x in the first month. Meta returned 3.7x in month one and Google 4.0x. The stronger months came after the campaigns had data to learn from.
Everything from strategy to campaign management and optimization. We also tell you which creatives are working and what we need from you next. Every client gets an account manager and a digital marketing specialist.
The performance figures belong to the client, so we keep the name private. The numbers come straight from Meta Ads Manager and Google Ads for the periods shown.
Selling jewelry online in the UAE?
Tell us what you sell and what a sale is worth to you.