How Online Marketing Gurus increased ROAS by 26% with Confect
March 12, 2025
Online Marketing Gurus (OMG) is a performance marketing agency that helps businesses scale by turning clicks into customers.
For Steven Khalil, an iconic name in luxury red carpet and bridal fashion, advertising needed to reflect the same elegance and exclusivity their clients expect. Like many eCommerce brands, their Catalog Ads initially looked like this:
Online Marketing Gurus used Confect to transform Steven Khalil’s Catalog Ads, ensuring they match perfectly with the brand’s high-end identity. They approached designing Catalog Ads to match the elegant aesthetics, included model shots instead of just product shots, and ran Catalog Ads on platforms like TikTok and Pinterest.
We spoke with Sophie Chugg, Associate Director at Online Marketing Gurus, to learn more about how the team approached this challenge and achieved outstanding results.
Their results using Confect for their Catalog Ads
Sophie shared 3 important tactics they implemented via Confect that helped them achieve these impressive results.
Making Catalog Ads 100% on-brand including brand assets
Steven Khalil was initially hesitant to use Catalog Ads because they often look basic and generic. Far from the premium look the brand is known for.
Products like jewellery are especially challenging to advertise using default options in Meta.
Sophie Chugg
Associate Director - Paid Social @ Online Marketing Gurus
A ring or a bracelet can easily be mistaken for one from any brand. For Steven Khalil’s bridal jewellery line, it was important that every ad felt unique and true to the brand’s luxury designs.
OMG shifted the brand’s perception by showing how Confect could be used to create Catalog Ads that looked clean, elegant, and on-brand, nothing like the generic formats they had avoided in the past.
The team designed custom templates that felt unmistakably Steven Khalil, helping the Catalog Ads match with the rest of the brand. This approach reinforced brand value while delivering performance, turning what was once a hesitant ad format into a brand asset that improves ROAS.
Now their always-on Catalog Ads look like this:
Achieving luxury look with model images
Running Catalog Ads for high-end brands is limiting. Strict design guidelines. A need to protect the brand's luxury feel. That's why the first step for Steven Khalil was to move away from basic packshots to designed ads with a premium look. Polished, on-brand, and worthy of their product.
But performance marketers at Online Marketing Gurus saw one more opportunity. Their next move was to add context.
Instead of only showing jewellery as standalone items, they updated the feed to show pieces worn by models.
Sophie Chugg
Associate Director - Paid Social @ Online Marketing Gurus
Showing the designs on real people brought them to life, helped audiences envision themselves in the pieces, and highlighted the craftsmanship behind each one. To maintain a luxury feel, OMG also removed pricing; keeping the focus on mood, elegance, and aspiration.
With these changes, the Catalog Ads felt personal, elevated, and unmistakably Steven Khalil, without compromising performance.
Using Catalog Ads on TikTok
Once OMG had found a Catalog Ad design that worked on Meta for Steven Khalil, they didn’t stop there. Instead, they looked at how to make the most of that success across more channels.
Because when you find a design that drives performance, why limit it to just one platform?
Steven Khalil's brand lives in the luxury segment, which naturally raises the question: where can we reach that audience? Many brands hesitate to run Catalog Ads on platforms like TikTok, especially high-end brands. But OMG decided to test it.
They used the same creative direction that had performed well on Meta and brought it to TikTok.
All they had to do was connect the new channels in Confect and make a few simple adjustments to the template like placing content within TikTok’s “safe zones” to avoid overlapping with UI elements.
Conclusion
With Confect, OMG was able to overcome Steven Khalil’s initial reservations about Catalog Ads and deliver a creative solution that aligned perfectly with the brand’s premium image. By focusing on brand consistency, utilizing model images, and extending their reach across multiple platforms, OMG achieved a 26% higher ROAS and a 15% reduction in CPM.
Steven Khalil’s case highlights how luxury brands can effectively use performance marketing tools without sacrificing their unique identity. Through thoughtful design and strategy, Catalog Ads became a key driver for brand elevation and performance.