Proof · Jewelry brand on AppLovin
Case study · Jewelry · AppLovin
Spend up 8%. New-customer ROAS up 21%. One week.
A jewelry brand’s US campaigns on AppLovin, run by an AppLovin partner. In one week of January 2026, spend grew and efficiency improved with it.
Proof · Attribution dashboard
+21%
new-customer ROAS, last 7 days vs the previous 7.
0.85 → 1.04 while spend rose from $14,130 to $15,262, January 2026.
$15,262
Ad spend
Up 8% on the week before
1.04
New-customer ROAS
From 0.85
92
New-customer purchases
From 69
$0.96
Cost per click
From $1.31
Client snapshot
- Category
- Jewelry
- Market
- United States
- Channel
- AppLovin (Axon)
- Period
- One week, January 2026
- Creative
- 118 image creatives, 9:16
- Our role
- AppLovin media buying and creative testing, as an AppLovin partner. Founder-led.
Where they started
The scaling paradox.
On most accounts, raising spend drags ROAS and efficiency down. The goal here was to grow spend and keep new-customer returns rising. The week before, every ad dollar brought back 85¢ in new-customer revenue.
What we did · The system
Find the hooks new buyers click. Raise budget in small steps.
01
Fast creative testing
118 image creatives in the account, kept or cut on how well their hooks performed.
02
Hooks for first-time buyers
Creative chosen for people who had never bought, not for returning customers.
03
Small budget steps
Spend raised 8% in a week, in small steps, to keep campaigns out of a new learning phase.
AppLovin Axon · Media, images · 8–14 Jan 2026
Creative previews and names hidden. Top-spending images ran at 2.3–3.3% CTR.
Results
More spend, cheaper clicks, more new customers.
Week on week, spend rose 8% and new-customer ROAS rose 21%. Cost per click fell 26%, sessions rose 40%, and new customers made 92 purchases instead of 69. The same brand ran Pinterest with us in 2024, at a 3.55 new-customer ROAS. Read the Pinterest case
US campaign group · previous 7 days → last 7 days
| Ad spend | $14,130 → $15,262 | +8% |
| New-customer ROAS | 0.85 → 1.04 | +21% |
| New-customer purchases | 69 → 92 | +33% |
| Cost per click | $1.31 → $0.96 | −26% |
| Sessions | 13,658 → 19,162 | +40% |
| Share of new visitors | 42.98% → 59.16% | +38% |
| Attribution ROAS | 1.14 → 1.22 | +7% |
| AppLovin-reported ROAS | 0.73 → 0.82 | +12% |
Attribution dashboard, January 2026. Attribution ROAS is the dashboard’s own tracking; AppLovin-reported ROAS comes from Axon.
The trade-off: at 1.04 new-customer ROAS, first orders cover the ad spend in revenue, not yet in margin. The value of new customers builds with their next orders.
Attribution dashboard · last 7 days vs the previous period
Campaign names hidden. Orange box: the US campaign group.
Who this is for
Brands ready to grow beyond Meta.
If you want a second channel that brings in new customers, and someone who can scale it without breaking it, this is the work we do as an AppLovin partner.
Curious what AppLovin could do for you?
Fifteen minutes is enough to see whether your brand is a fit.
Book a 15-minute call