Monthly Meta Ads Management for Romany Starrs

This service covers 1 month of Meta ads management for Romany Starrs (@romanystarrsjewellery), an independent fine jewellery brand with a bricks and mortar store in East Kilbride and an online shop at romanystarrs.com.

Romany Starrs sells across two very different price points, and the ads will reflect that. Engagement rings, bridal and bespoke pieces sit between roughly £1,500 and £6,500. At those prices people rarely buy the first time they see something. They notice the piece, they follow the brand, they think about it for a while, and then they get in touch. Alongside that, the lower priced silver pieces sell as impulse purchases and can be advertised for direct online sales.

The goal of the first month is to test the strongest advertising angles, audiences, creatives and campaign structures across both of those routes, so we can see clearly where the strongest return sits before scaling. The first month will be treated as a testing month, so the focus will be on collecting clear data, understanding how Meta responds to the account, and identifying which audiences, creatives and campaign objectives have the strongest potential.

Because Romany Starrs has already run its own Meta ads, the first stage also includes a full review of everything run before. Where there is enough historical data, it will be used to shorten the testing period. Where there is not, the account will be tested from a clean base.

The first stage will start with a controlled daily ad budget for the first 2 weeks. This allows the campaigns to test without spending the full planned budget too early. Once there is enough data from the initial tests, the daily budget can move closer to the planned figure where performance supports it.

Timing is taken into account in the strategy. Engagement and proposal enquiries cluster from November through to February, and warm audiences take time to build before they perform well. The work in this first month is designed so the account is ready ahead of that period rather than being built during it.

Ads will be created and managed using the content, information and assets provided by Romany Starrs. This may include product photography, model and campaign images, video, press coverage, website and product links, product details, existing captions, customer reviews, instructions and brand messaging.

The monthly ad budget is separate from this management fee and will be paid directly by Romany Starrs to Meta.

What’s included

• Full audit of all previous Meta ads activity where access is provided, including campaign structure, audiences, creatives and results
• Review of existing saved audiences already built inside the account
• Technical setup checked end to end, including Meta pixel, Conversions API, event setup and event matching
• Review of Shopify and Meta connection, including catalogue and product feed where relevant to ads
• Meta ads strategy for the month based on current goals
• Campaign setup inside Meta Ads Manager
• Testing of several different approaches side by side, including online sales campaigns and enquiry or consultation campaigns for bridal and bespoke
• Separate treatment of higher priced bridal and bespoke pieces and lower priced silver pieces, which behave very differently in advertising
• Audience research, creation and testing, including competitor audiences, interest audiences, lookalikes and retargeting
• Retargeting built from website visitors, Instagram and Facebook engagement, and video viewers
• Creative testing across different angles and visuals using the assets provided
• Testing of product-focused, model-led and catalogue-based creatives where relevant
• Use of existing press coverage and social proof within ads where appropriate
• Monitoring of how Meta distributes budget between creatives
• Adjustments to give different creatives a fairer chance at the start of testing where possible
• Ongoing checks of campaign performance
• Optimisation of audiences, creatives, placements and budget distribution where needed
• Controlled scaling from the best-performing audiences and creatives where performance supports it
• Recommendations on product page or landing page issues where these are affecting ad performance
• Recommendations for catalogue image order where this affects ad performance
• Monthly performance report covering what was spent, what came back and the plan for the month ahead
• Updates during the month if anything urgent needs attention

What the client provides

• Access to Meta Business Manager or the relevant ad account, with no password needed
• Access to the connected Facebook Page and Instagram account where required
• Access to the Meta pixel, Conversions API setup and product catalogue where relevant
• Access to the Shopify store settings relevant to tracking, where required
• Confirmation of the main goal for the month
• Website link and priority product links
• Current product photos and videos
• Model and campaign images showing pieces being worn
• Any existing customer content, testimonials, reviews, press mentions or social proof
• Existing captions, brand messages and product descriptions where available
• Information about best-selling pieces and any priority products for ads
• Confirmation of available stock, made to order lead times, and any pieces that should not be promoted
• Confirmation of how bridal and bespoke enquiries are currently handled, so enquiry campaigns can be set up correctly
• Any important brand rules, wording preferences or visual guidelines
• One named contact who can answer questions about content and stock during the month

Important notes

• The £800 fee covers the Meta ads management service only for the first month.
• The first month is priced higher because it includes the audit of previous campaigns, the full technical check across pixel, Conversions API and events, and the initial account and audience build.
• From the second month onwards, the fee is £700 per month.
• The fee is flat and does not increase as ad spend increases.
• The ad budget is not included in this price and is paid directly to Meta.
• During the first 2 weeks, campaigns will begin with a controlled daily testing budget before moving towards the planned daily budget.
• The first month is a testing month. The focus is to find the strongest audiences, creatives, campaign structure and advertising angles before scaling.
• Higher priced bridal and bespoke pieces are a considered purchase. Results from these campaigns are more likely to appear as enquiries, consultations and saved interest before they appear as completed online orders.
• Scaling will only be recommended where the campaign has enough data and the performance supports it.
• Ad performance depends on the quality of the content provided, the strength of the website and product pages, audience response, Meta’s delivery system, product demand, pricing, stock availability, made to order lead times, and the available budget.
• There is no guaranteed number of purchases, enquiries, clicks, followers or results, but the campaigns will be monitored and optimised throughout the month to improve performance.

Contracts and continuation

• There are no long-term contracts and no lock-in.
• This is a month-to-month service.
• The fee is invoiced at the start of each month.
• At the end of each month, we review campaign performance and decide whether to continue working together.
• If work ends, the account, campaigns, audiences, data and all documents remain with Romany Starrs.