01 / Overview
In one month, Thiqa ran a Mother's Day Instagram campaign for Mallorca Golds — a US jewelry brand on Shopify — generating 33 online purchases at 3.90× ROAS on a $611.86 budget. Virtually all results came from Instagram placements (Feed, Stories, Reels). The retargeting audience delivered the highest return at 4.04× ROAS. 97% of buyers were women (cost per result: $18.77) versus 3% men ($10.59 per result), concentrated in the 25–44 age range, with a 5.88% CTR and $0.44 CPC well above and below industry averages respectively.
02 / The Challenge
What We Were Up Against
Mallorca Golds, a US-based jewelry brand selling on Shopify, needed to generate real online sales from Instagram Ads — not just traffic — within a tight single-month window, targeting a highly specific female audience.
Single-channel constraint: Instagram only, no cross-platform safety net
Jewelry is a considered purchase — creative quality and timing are critical to converting
Tight budget ($611) required every dollar to work; no room for wasted spend on wrong audiences
Short campaign window (1 month) meant fast learning and rapid optimisation were essential
03 / How We Drove 33 Purchases at 3.90× ROAS
How We Fixed It
Seasonal Creative Strategy — Mother's Day Offer
Built the campaign around a timely Mother's Day hook: 50% off with promo code MOM50. Used high-quality product lifestyle visuals across Feed, Stories, and Reels to match the browsing context of each placement — driving urgency through the seasonal offer.
Three-Audience Structure
Launched three parallel ad sets: a Retargeting audience (RE) targeting warm visitors and engagers, a Broad interest audience, and a Broad-AR variant for testing. This structure allowed budget to flow toward proven performers while still prospecting new buyers.
Retargeting-Led Optimisation
The RE (retargeting) ad set emerged as the top performer with 7,294 reach and a 4.04× ROAS — outperforming cold Broad audiences. Budget was concentrated there to maximise purchase volume within the campaign window.
Audience Insight — Women 25–44
97% of all purchases came from women, with the 25–34 and 35–44 age brackets delivering the highest volumes. This demographic insight directly informed creative and copy direction, and provides the foundation for future campaign targeting.
04 / 33 Purchases. 3.90× ROAS. $611 Spent.
The Numbers
33
Website Purchases
Shopify conversions
$611.86
Amount Spent
Total ad spend
3.90×
Purchase ROAS
Return on ad spend
$25.75
Avg. CPM
Per 1,000 impressions
$0.44
Avg. CPC
Per link click
5.88%
CTR (all)
Above industry avg.
8,351
Reach
Meta Accounts
785
Link Clicks
Total
05 / Verified platform data — Meta Ads Manager
Platform Screenshots
Performance Overview — Purchases & ROAS
Age & Gender Distribution
Placement per Platform — Instagram Dominant
Ad Set Breakdown — ROAS by Audience
Ad Creatives