PMJ Jewels – B2B Lead Generation & Performance Marketing Case Study

Executive Summary

This outlines how PMJ Jewels successfully scaled its B2B lead generation, brand visibility, and showroom footfall using a structured performance marketing strategy across Meta (Instagram & Facebook) and LinkedIn.The campaign committed to delivering 100 qualified B2B leads and successfully generated 250+ high-quality business leads, exceeding the target by 2.5×.

This outlines how PMJ Jewels successfully scaled its B2B lead generation, brand visibility, and showroom footfall using a structured performance marketing strategy across Meta (Instagram & Facebook) and LinkedIn.The campaign committed to delivering 100 qualified B2B leads and successfully generated 250+ high-quality business leads, exceeding the target by 2.5×.

Client Overview

Brand Name :

PMJ Jewels 

Industry :

Fine Jewelry (B2B & Retail) 

Location :

Business Objective :

Generate qualified B2B enquiries and increase physical showroom footfall 

Marketing Platforms :

Meta (Instagram & Facebook), LinkedIn

Business Challenge

PMJ Jewels wanted to strengthen its B2B presence by reaching: - Jewellry retailers - Wholesalers - Distributors - Business decision-makers

The key challenges were: - Inconsistent B2B lead flow - No defined digital funnel for business enquiries - Difficulty balancing premium brand image with scalable lead generation

Campaign Objective

Generate 100 qualified B2B leads
Improve brand visibility among decision-makers
Drive showroom footfall through digital campaigns
Maintain high lead quality while scaling volume

Strategy & Execution

Audience & Funnel Design

A full-funnel strategy was designed with platform-specific roles:- Identified high-intent B2B audiences (retailers, wholesalers, business owners) - Created separate funnels for awareness, consideration, and lead generation - Used interest-based and job-title-based targeting

Meta (Instagram & Facebook)

Objective: Brand trust, awareness, and lead capture

Execution: Premium jewelry creatives aligned with brand aesthetics - Instagram reels highlighting craftsmanship and collections - Lead form ads optimized for ease of enquiry

LinkedIn (B2B Lead Generation)

Objective: Direct access to business decision-makers

Execution: Targeted retailers, wholesalers, and industry professionals - Messaging focused on partnerships, bulk supply, and long-term collaboration - Lead generation ads optimized for quality over volume

LinkedIn Reference: https://www.linkedin.com/company/pmjgroup/

Campaign Optimization

Daily performance monitoring
Creative and copy testing
Lead quality evaluation
Budget scaling only on high-performing ads

This ensured delivery of business-ready, qualified leads.

Results & Performance

Clear B2B-focused messaging
Platform-specific campaign strategy
Premium visual storytelling via Instagram reels
Continuous optimization based on lead quality

Key Success Factors

Clear B2B-focused messaging
Platform-specific campaign strategy
Premium visual storytelling via Instagram reels
Continuous optimization based on lead quality

Conclusion

This campaign enabled PMJ Jewels to build a scalable and predictable B2B lead generation system, strengthen brand visibility, and exceed performance commitments while preserving its premium brand identity.

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