The Meta Ads Funnel That Generated 139K at 7.56x ROAS | Cumbria Life Casting
Client Overview - Who are they?
Cumbria Life Casting is a family-run keepsake jewellery business based in Silloth, Cumbria, run by Victoria and Mike.
Together, they handcraft deeply personal pieces that hold life’s most precious memories – from ashes jewellery and breastmilk jewellery to hair, dried flowers and baby hand and foot casts. Their diamond-cut glass inclusions can’t be found anywhere else in Europe.
Customers can visit their studio in Silloth or shop online from anywhere in the UK.
Objectives - What did they want to achieve?
Cumbria Life Casting wanted to increase online sales of their most popular products – ashes jewellery and breastmilk jewellery – through Facebook and Instagram advertising campaigns.
This client sells a highly emotional product. Their customers are trusting them with things that can never be replaced, such as a loved one’s ashes or a baby’s first lock of hair. That meant our objective wasn’t just to drive traffic – it was to build genuine trust at every stage of the customer journey before asking for the sale.
Strategy Development - What did we do?
Rather than running one-off ads, we built a full-funnel Meta ads strategy made up of 8 ad campaigns: 3 prospecting, 3 middle funnel and 2 retargeting.
We set up Meta Pixel and custom event tracking on their website so that we could measure the results of the campaign effectively, continuously optimised the campaigns based on real-time data feedback and provided the client with regular updates and comprehensive performance reports.
Step 1 – Prospecting (3 organic-style awareness ads)
We introduced Cumbria Life Casting to cold and lookalike audiences with organic-style content: ‘How ashes jewellery is made’, ‘Commemorate your breastfeeding journey’ and a behind-the-scenes introduction to Victoria and Mike – the faces behind the business.
These ads were designed to educate, feel native to the feed and filter high-intent viewers into our warm audiences.
Step 2 – Middle funnel (3 trust-building ads)
Before someone sends a loved one’s ashes in the post, they have questions. Our middle funnel ads answered the biggest ones head-on: ‘What can I put in my piece?’, ‘Are my personal items handled with care?’ and a UGC-style testimonial ad built entirely around real customer stories.
These campaigns retargeted people who had engaged with the brand’s social media or website, tackling the emotional barriers that stop people from enquiring.
Step 3 – Retargeting (2 product-focused carousels)
Finally, we served product-focused carousel ads for ashes jewellery and breastmilk jewellery to our warmest audiences – people who had engaged with the brand’s social media, watched 75% of the awareness campaigns or visited the website.
By the time this audience saw a product ad, they already knew who Cumbria Life Casting were, how the pieces were made and how their keepsakes would be treated. All that was left to do was buy.
Ad Campaign Design – What does the campaign look like?
Our approach was to be personal. The campaigns showcased Victoria and Mike themselves, behind-the-scenes footage of the creation process, and real customer stories – rather than polished, salesy product shots.
Every ad was written with care and respect for the subject matter. Copy like “We can light a candle, play some music and chat about a favourite subject whilst we create your piece” reflected how the business genuinely operates and resonated deeply with the target audience.
We started with a modest ad spend of around £50 per day spread across the campaigns, and scaled up as the results came in.
A/B testing – The interesting stuff!
We created 3 variants of primary text and headlines for every ad campaign – allowing Meta to utilise the version that performed the best. For our product carousels, we tested up to 8 different headline options per card.
We tested educational angles (‘How ashes jewellery is made’) against emotional angles (‘Keep your loved ones close’) and found that leading with the process and the care behind it consistently built more trust with cold audiences, whilst emotional messaging performed best with warm audiences.
The funnel structure proved itself in the data. Our cold prospecting campaigns achieved click-through rates of around 2.8% – 3.2%, but by the time audiences reached our retargeting campaigns, click-through rates rose to over 3.5% and cost per purchase dropped dramatically. Our top retargeting campaign achieved an incredible 36.63x return on ad spend.
Performance Metrics Analysis:
Over 6 months (February 2026 – July 2026), we measured the following key performance indicators (KPIs):
- Impressions = 3.45M
- Reach = 747K
- Link clicks = 79.5K
- Click through rate = 2.3%
- Cost per click = 23p
- Purchases = 690+
- Ad spend = £18.4K
- ROAS = £139.5K (x 7.56)
Results Achieved:
The ad campaigns generated over £139,000 in sales revenue within 8 months – a 7.56x return on ad spend across the entire account.
Our top retargeting campaign generated over £53,000 in revenue from just £1,459 in ad spend – a 36.63x return. This is the power of a properly built funnel: by the time we asked for the sale, the audience was ready to buy.
We successfully took Cumbria Life Casting from a low daily ad spend to a consistently profitable, scalable ad account generating over 690 purchases – all whilst handling one of the most sensitive product categories in e-commerce with the care it deserves.
Client Testimonial:
“Eddy and Kyle have been absolutely fantastic since we started working with them. Our sessions and revenue have increased incredibly in just a couple of months.
Just as importantly they’ve made it incredibly easy. They’ve come up with the ideas (they actually spent time examining the business, rather than overlaying a template) requested pictures and away they went.
They send regular updates and ideas for improvement. My trust in the lads is complete, I tend to just agree with whatever they want, confident that they know what they are doing.
Incredibly pleased to be working with such a great company.”
– Mike, Cumbria Life Casting
Conclusion:
This case study exemplifies how a strategic, full-funnel approach to Meta ads can deliver exceptional results – even in one of the most sensitive and trust-dependent product categories there is. By taking the time to genuinely understand Cumbria Life Casting’s business, building trust at every stage of the funnel and continuously optimising based on real data, the team at We Do The Marketing generated over £139,000 in revenue at a 7.56x return on ad spend.
Team collaborators:
Edward Kelly – Founder & Chartered Marketer
Kyle Johannessen – Meta Ads Manager
Looking to run Meta ads for your jewellery brand?
Get in touch with us today to discuss your brand goals and let’s see if we’re a good fit!
