Do I need to show the HUID in ads?

There is no rule that the ad must show it, but hallmarking is mandatory for covered gold jewellery and showing the mark is one of the strongest trust signals for online buyers. Check BIS guidance for what applies to your products.

How do I advertise prices when gold rates change daily?

Avoid a fixed rupee price in evergreen ads, or state the date and rate it is based on. Product pages should update with the current rate and show making charges and GST separately.

Does COD work for jewellery?

For high-ticket gold, many brands limit or disable COD because RTO on expensive parcels is costly and risky. For demi-fine and silver, COD can work. Test it against contribution per order.

Which regions should I target for festive campaigns?

It depends on the festival. Akshaya Tritiya and Dhanteras are strong nationally. South Indian markets have distinct design preferences, so test Tamil, Telugu and Kannada copy with region-specific designs.

Meta ads for jewellery brands in India: angles, policy and a testing plan

Angles worth testing

Purity and hallmark proof

Hypothesis: Showing the BIS hallmark and HUID on the piece in the first frame will lift conversion among first-time online gold buyers who worry about purity.

Zoom in on the hallmark. Every gold piece carries a 6-digit HUID.
BIS hallmarked 22K. Here is how to verify the HUID yourself.
What the three marks on a hallmarked ring mean.

Transparent price breakup

Hypothesis: Showing gold weight, rate, making charges and GST separately will reduce drop-off at checkout compared with a single price.

Gold weight, today's rate, making charge, GST. All on one line.
How we price a 4 gram chain, step by step.
Making charges shown upfront on every product page.

True scale on the body

Hypothesis: Showing pieces worn, with a ruler or coin for scale, will reduce returns and raise conversion compared with studio shots on white.

This is how a 10 mm stud looks on the ear.
Pendant shown next to a ₹5 coin so you see the real size.
Daily-wear chain, filmed on a phone in normal light.

Occasion and gifting

Hypothesis: Ads tied to a specific occasion (Akshaya Tritiya, anniversary, Raksha Bandhan) will outperform evergreen product ads during those windows.

A light gold coin pendant for Akshaya Tritiya.
Anniversary pieces that arrive gift-wrapped with a note.
Silver rakhis your brother can keep wearing.

Daily wear and lightweight

Hypothesis: Positioning lightweight pieces for office and daily wear will reach younger buyers who do not think of jewellery as a festive-only purchase.

Under 2 grams. Made for every day, not just weddings.
Gold earrings that go with a work shirt.
Stackable rings you can wear to the gym and to dinner.

Buyback and exchange policy

Hypothesis: Stating the buyback or exchange terms plainly will lift trust for high-ticket orders more than a discount on making charges.

Our buyback terms, in plain words, before you buy.
Lifetime exchange on gold value. Here is the fine print.
Free resizing within 30 days of delivery.

Formats

Macro video in natural light: Shows sparkle, finish and hallmark honestly. Avoid heavy colour grading that misrepresents gold tone.
On-body scale shots: Answers the 'how big is it' question that drives returns in jewellery.
Carousel with price breakup: One card per cost component builds trust for gold buyers comparing with their local jeweller.
Catalogue retargeting: Jewellery is considered over days or weeks. Showing the exact pieces viewed keeps them in mind.

Policy watch-outs

Hallmarking claims
BIS hallmarking with a 6-digit HUID is mandatory for gold jewellery sold in notified districts. Do not describe purity in ads beyond what the hallmark certifies, and check the BIS guidance for which items and districts are covered.
BIS: hallmarking overview
Misleading price displays
The ASCI Code requires price claims not to mislead. If gold rates change daily, say what the displayed price is based on and whether making charges and GST are included.
ASCI Code for Self-Regulation of Advertising Content
Fake urgency around gold rates
'Rates go up tomorrow' style copy is false urgency unless you can show it. The 2023 dark patterns guidelines list false urgency as a prohibited practice.
Department of Consumer Affairs: Guidelines for Prevention and Regulation of Dark Patterns, 2023
Material claims on demi-fine and fashion jewellery
Words like 'gold', 'silver' or 'anti-tarnish' need to match the actual material and plating. Say '18K gold-plated 925 silver' rather than 'gold' if that is what it is. ASCI treats misleading by omission as misleading.
ASCI Code for Self-Regulation of Advertising Content

Seasonal calendar

When	Moment	Ad idea
April to May	Akshaya Tritiya	Light gold coins and pendants for first-time buyers, with hallmark and price breakup up front.
August	Raksha Bandhan	Silver rakhis and gifts for sisters, with delivery cut-off dates stated plainly.
October to November	Dhanteras and Diwali	The biggest gold buying window. Run price-transparent creatives early and book creative production well in advance.
November to February	Wedding season	Bridal and guest jewellery by function. Offer video consultation or store visits for high-ticket pieces.
February	Valentine's Day	Lightweight daily-wear pieces and couple bands for younger urban buyers.

A testing plan

Write a hypothesis per ad, for example 'showing the price breakup will lift checkout completion among first-time gold buyers'.
Launch concepts that differ in angle or format: hallmark macro video, on-body scale shots, price breakup carousel, occasion gifting. Each should test a different reason to buy.
Because order values are high and purchases are fewer, optimise for a mid-funnel event (add to cart or lead for consultation) if purchases are too sparse, but still read purchases before scaling.
Give each concept at least 2× target CPA and 3 days. Kill any ad that spends 2× target CPA with zero results on the event you optimise for.
Iterate one variable at a time on winners and judge them on contribution after making charges, gold cost, returns and GST, not platform ROAS.

Worked example: breakeven ROAS

Illustrative assumptions, not benchmarks. Replace with your own numbers. 3% GST is used for gold jewellery. Making charges are taxed separately and silver, fashion and demi-fine jewellery may sit at different rates, so check your HSN code.

Breakeven ROAS in Ads Manager

5.15×

Below this, every order the platform reports costs you money. Breakeven cost per purchase: ₹2,915.

Target ROAS for 10% margin: 10.08×
Target cost per purchase: ₹1,488
Shortcut “1 ÷ margin”: 4.53×
Orders actually delivered: 98.0%

Where an order’s money goes

Product cost₹11,025
Shipping + packaging₹85
RTO losses₹1
COD + gateway fees₹245
Left for ads and profit₹2,915
Per order placed, out of ₹14,272 realised revenue after GST and RTO.

Questions

Do I need to show the HUID in ads?: There is no rule that the ad must show it, but hallmarking is mandatory for covered gold jewellery and showing the mark is one of the strongest trust signals for online buyers. Check BIS guidance for what applies to your products.
How do I advertise prices when gold rates change daily?: Avoid a fixed rupee price in evergreen ads, or state the date and rate it is based on. Product pages should update with the current rate and show making charges and GST separately.
Does COD work for jewellery?: For high-ticket gold, many brands limit or disable COD because RTO on expensive parcels is costly and risky. For demi-fine and silver, COD can work. Test it against contribution per order.
Which regions should I target for festive campaigns?: It depends on the festival. Akshaya Tritiya and Dhanteras are strong nationally. South Indian markets have distinct design preferences, so test Tamil, Telugu and Kannada copy with region-specific designs.