CASE STUDY

Gemsmantra x FTA Global

Gemsmantra is a brand that connects people with gemstones and Rudraksha for their beauty, energy and purpose. Blending ancient wisdom with modern aspirations, it aspires to be the most trusted destination for gemstones, Rudraksha and crystals. This heritage-rich company approached FTA Global to transform its paid advertising into a consistent revenue engine.

-MINUTE READ

October 15, 2025

Business Impact

Profitable Growth Through Smart Ad Strategy

87 %

increase in revenue with strategic increase in ad spends

38.20 %

international campaigns ROAS uplifted with a 1777 % jump in revenue.

33.46 % increase in conversion rate & ROAS at 8.97 for the newly launched product line.

Category: Spiritual & Lifestyle E‑commerce
Engagement Period: February 2025- July 2025

The Challenge

Gemsmantra’s account structure was fragmented, budgets were low and potential audiences were untapped. Conversion tracking and merchant data were misaligned, leaving the team unable to measure or optimise effectively.

Shopping campaigns delivered a reasonable ROAS but a low 1.11 % conversion rate. International campaigns were misconfigured and underfunded. The goal was to raise return on ad spend above 2.8 and drive meaningful revenue growth without sacrificing efficiency.

Strategy

FTA Global began with a deep audit to align conversion tracking with the Merchant Centre and clean up campaign structures. The team:

Refreshed listing groups and ensured creative assets were ready for scaled performance.
Built audience signals from all website visitors and customer lists.
Applied advanced bidding strategies (tCPA and tROAS) and adjusted bids to prioritise new customer acquisition.
Scaled Performance Max, Search and Shopping campaigns once the structure was sound.
Realigned and activated international campaigns, excluding non‑performing locations and chose the right bid strategy.
Deployed user‑generated content to build trust and relevance.
Planned big‑bet campaigns around Puri Rath Yatra, Sawan and Rakshabandhan.
Tested a new Mala product line; its ROAS trended at 8.97.

Outcome

With a strategic ad spend increase, we observed an 87 % rise in revenue.
Conversion rate improved 33.46 % after pruning low-return markets
International campaigns grew 1777 % in revenue, with ROAS improving 38.20%
The Mala product line achieved a ROAS of 8.97, setting a new internal benchmark

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The Paradigm Shift

This engagement shows the power of disciplined account structure and audience‑driven bidding. By aligning tracking, refreshing creative assets and scaling only after the foundation was solid, Gemsmantra turned paid search into a reliable growth channel.

FTA Global’s work moved the brand away from guesswork and into a cycle of continual testing and optimisation.

The result: sustainable revenue growth and a playbook the team can apply to future campaigns.

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Gemsmantra x FTA Global