Targeted ads for jewelry stores: campaigns for every gift season.
Jewelry is bought with the eyes, and Instagram is made for that: Reels with a piece on the hand, a catalog with prices, selections like «gifts under ₸200,000». We prepare campaigns ahead for Valentine's Day, March 8, Nauryz and the wedding season, route inquiries to WhatsApp and the CRM, and track the cost per buyer.
In jewelry, targeted ads work with two audiences. The first is people buying for themselves, mostly women aged 25–55: we show them new collections, everyday jewelry and installments. The second is gift buyers: men before Valentine's Day and March 8, relatives before a toi, syrga salu or an anniversary. They need ready selections by occasion and budget and a simple path to ordering.
Video works best: a piece on the hand in daylight, unboxing in a branded box, a ring being made in the workshop. Catalog ads with a product feed show people exactly the pieces they viewed on the website.
The main mistake is launching ads a few days before a holiday. We start 3–4 weeks ahead: warm up the audience with video, build a retargeting base, and in the peak week show selections to people who already know the store.
What we do in targeted ads for jewelry stores.
A yearly campaign calendar: Valentine's Day, March 8, Nauryz, graduations, wedding season, New Year, Kaspi sales, with budget and start dates.
Reels and TikTok scripts: a piece on the hand, gift selections, workshop process; a shooting brief or work with your content.
A product feed from the website or 1C, dynamic ads for pieces the person has already viewed.
Men before holidays, people with life events — engagement, wedding, a newborn — via available interests, relatives before a toi.
A WhatsApp button with text about the piece, lead forms, fitting appointments; every inquiry goes to the CRM with a campaign tag.
Website and catalog visitors, video viewers, people who wrote in Direct; abandoned reservations separately.
Creatives and copy in Russian and Kazakh, especially for national jewelry and toi gifts.
Not reach, but inquiries, reservations, sales and cost per buyer by campaign and season.
Typical campaign structure.
- «Holiday gift» campaign: men 25–50, selections by budget
- «Wedding rings» campaign: couples, engagement, wedding season
- «Syrga salu and toi» campaign: earrings and sets, copy in Kazakh
- «New collection» campaign: regular customers and lookalikes
- «Custom pieces» campaign: workshop videos
- Catalog ads from the product feed
- Retargeting: website, 50 %+ video views, Direct
- Lookalike based on CRM buyers
- TikTok test for gifts and everyday jewelry
The jewelry advertising calendar.
- January — mid-February: preparation and launch for Valentine's Day, warm-up for March 8.
- Late February — March: the main peak of the year, March 8 and Nauryz back to back; budget and creatives are needed in advance, the auction gets more expensive in these weeks.
- May — June: graduations and gifts for children, the start of the wedding season.
- July — October: weddings, engagements, syrga salu and kyz uzatu — wedding rings and sets.
- November — December: sales, Kaspi Жұма, New Year and corporate gifts.
Between peaks ads are not switched off but moved to everyday collections, custom pieces and building the audience for the next season.
What a buyer from targeted ads costs.
The cost per inquiry in jewelry depends heavily on season and ticket size: based on our experience and market data, it is lower in quiet months, and in the week before March 8 it can grow 1.5–2 times. So we track not cost per click or lead, but cost per purchase and revenue per tenge spent.
This requires a link-up: a pixel and Conversions API on the website, a campaign tag on every inquiry in the CRM and a purchase mark. Then you can see that a campaign with expensive wedding ring inquiries brings more revenue than cheap silver leads, and the budget is allocated by actual sales.
How much targeted ads for a jewelry store cost.
Targeted ads management for one store on one platform in one city — ₸150,000–250,000 per month; two platforms, several stores or two languages — ₸250,000–400,000. The ad budget is paid separately, at least ₸200,000 per month, in season and in Almaty — from ₸250,000–400,000. Setup is included in the first month; one-time setup without management — ₸150,000.
Video and product photography are estimated separately. General terms are on the page targeted advertising.
The short version.
How much do targeted ads for a jewelry store cost?
Management starts at ₸150,000 per month per platform, the ad budget is separate, from ₸200,000 per month, in season and in Almaty from ₸250,000–400,000.
When should ads for March 8 be launched?
3–4 weeks ahead: in early February we warm up the audience with video and build retargeting, in the last 10 days we show gift selections. Creatives are prepared in January.
Are there restrictions on jewelry ads?
There is no outright ban, but ad platforms review discount and price claims, and installment ads must state correct terms. We check copy and offers against platform rules before launch.
Do we need a website for targeted ads?
Instagram and WhatsApp are enough to start, but catalog ads and accurate analytics require a website with a feed and a pixel. The minimum is a collection landing page: website for jewelry stores.
How do we know the ads pay off?
We connect inquiries to the CRM and mark purchases. The report shows sales and revenue by campaign, not just clicks.
Same service for other industries
Preparing for the season? Tell us about your store — we will suggest a campaign plan and budget.
Tell us which holiday you are preparing for, how many stores you have, your average ticket and whether you have a catalog website. We will reply with a media plan and an estimate within 1–2 business days.