Facebook Ads That Actually Work: Lessons from Jewelry, Hair Care, and Healthcare Campaigns

Facebook ads are often seen as a quick fix for businesses that want growth. Some believe that all it takes is putting money behind a post, and sales will automatically start rolling in. The reality is very different. Paid advertising can either waste your budget or completely transform your business, depending on how you approach it. The difference comes down to having a clear goal, facing challenges with the right mindset, and designing a strategy that matches your audience.

Over the last few campaigns I managed, I learned this lesson first-hand across three very different industries: men’s jewelry in the UK, premium hair care products in the e-commerce market, and healthcare services where the aim was lead generation. These industries look worlds apart, but when you examine the campaigns closely, you realize that the foundation of success is built on the same pillars—structured planning, strong creatives, retargeting funnels, and continuous optimization. Let’s break down how these campaigns unfolded and what they teach us about running Facebook ads that actually deliver results.

Case Study 1: Jewelry Industry E-Commerce

Target Market: UK
Ad Spend: £29,612
Revenue Generated: £112,795
ROAS: 3.81x
Duration: 5 Months

Goal

The brand wanted to increase online sales of men’s jewelry in the UK market. The goal was to achieve at least a 3x return on ad spend (ROAS) while building a loyal customer base.

Challenges

• High competition in the jewelry niche
• Customers skeptical about online jewelry purchases
• Need for high-quality creatives that stand out

Strategy

1. Audience Segmentation: Targeted men aged 25–45, with interests in fashion, luxury lifestyle, and accessories.
2. Creative Testing: Produced multiple ad variations—carousel ads showcasing jewelry sets, lifestyle videos of models, and retargeting ads with close-up product images.
3. Sales Funnel:
   • Top of Funnel (TOF): Attracted cold audiences with stylish lifestyle videos.
   • Middle of Funnel (MOF): Retargeted website visitors with carousel ads highlighting product benefits.
   • Bottom of Funnel (BOF): Used dynamic product ads + limited-time discounts to convert.

Results

The campaign generated £112,795 in sales, achieving a 3.81x ROAS. By the end of 5 months, the brand had not only grown sales but also built a loyal returning customer base.

Hair Products Campaign: Education Before Sales

A completely different challenge came with the hair products campaign. This brand sold premium hair care items, but the audience was hesitant to switch from the big names they were already loyal to. The objective here was not only to drive sales but also to educate customers about why this product was worth trying.

We knew that direct “buy now” ads would not work, so we built the campaign around value. Educational content showed how the products worked, including before-and-after transformations and testimonials. This approach answered the unspoken question: “Why should I trust you instead of the brand I already use?”

Once the audience engaged with the educational content, we retargeted them with more direct offers—bundle discounts, free shipping deals, and referral codes. To scale further, we created lookalike audiences from existing buyers and warm users, making the targeting sharper.

With an ad spend of just over $10,000, the brand secured 700 purchases and achieved a return of 4.38 times. What stands out here is that education and social proof often matter more than discounts. Customers don’t just buy products; they buy trust and transformation.

Case Study 2: Hair Products E-Commerce

Reach: 338,426
Ad Spend: $10,182.64
Purchases: 700
ROI: 4.38x

Goal

The objective was to increase sales of premium hair products while educating customers about the brand’s unique value.

Challenges

• Customers were skeptical about switching from well-known hair brands.
• Need to communicate product benefits clearly.
• Budget was moderate compared to competitors.

Strategy

1. Content Marketing Ads: Created educational video ads explaining product benefits, before-and-after transformations, and testimonials.
2. Offer Testing: Tested multiple offers—bundled discounts, free shipping, and referral codes.
3. Lookalike Audiences: Built lookalikes from past purchasers and engaged users for better targeting.
4. Retargeting Funnel:
   • Website visitors who didn’t purchase were retargeted with social proof ads (customer reviews).
   • Cart abandoners were retargeted with discount-based ads.

Results

The campaign achieved 700 purchases with a 4.38x ROI. This proved that even with a mid-sized budget, strong creatives and smart retargeting could scale sales effectively.

Healthcare Campaign: Generating Leads with Compliance

Healthcare was an entirely new ballgame. Unlike jewelry or hair care, where customers can see and touch the results, healthcare advertising comes with strict policies and high customer sensitivity. The goal in this campaign was to generate leads for a medical services provider, but the challenges were significant. Facebook policies restrict how directly you can advertise medical treatments, and users are highly cautious about giving their details.

The approach here had to be more subtle, focusing on wellness, professionalism, and reassurance rather than bold claims. We used compliance-friendly creatives with patient-friendly imagery and wellness messaging. Instead of directing people to complicated websites, we used Facebook’s instant lead forms, which reduced friction and increased conversion rates.

To ensure that leads were relevant, we targeted a narrow audience based on demographics and interests in wellness and healthcare. But the real key was the follow-up system. Every lead was contacted within 24 hours, which turned simple sign-ups into genuine prospects.

With a spend of just $3,200, the campaign generated 241 leads at an average cost of $13.53 per lead. For healthcare, this was not only cost-effective but also built a database of quality prospects that the sales team could continue nurturing.

Case Study 2: Hair Products E-Commerce

Reach: 338,426
Ad Spend: $10,182.64
Purchases: 700
ROI: 4.38x

Goal

The objective was to increase sales of premium hair products while educating customers about the brand’s unique value.

Challenges

• Customers were skeptical about switching from well-known hair brands.
• Need to communicate product benefits clearly.
• Budget was moderate compared to competitors.

Strategy

1. Content Marketing Ads: Created educational video ads explaining product benefits, before-and-after transformations, and testimonials.
2. Offer Testing: Tested multiple offers—bundled discounts, free shipping, and referral codes.
3. Lookalike Audiences: Built lookalikes from past purchasers and engaged users for better targeting.
4. Retargeting Funnel:
   • Website visitors who didn’t purchase were retargeted with social proof ads (customer reviews).
   • Cart abandoners were retargeted with discount-based ads.

Results

The campaign achieved 700 purchases with a 4.38x ROI. This proved that even with a mid-sized budget, strong creatives and smart retargeting could scale sales effectively.