Episode 5: How Daniel’s Jewelers Rocks Local Social Ads

Key Takeaways

• Daniel’s Jewelers runs 12 to 15 hyperlocal one-day-sale ads per week across 100+ locations — each targeted to a 10–15 mile radius around a specific store
• Running ads two to three days before the sale — not just on the day — gives customers time to plan their visit and significantly increases foot traffic
• Localizing ad content with store-specific phone numbers, addresses, and placeholders makes each ad feel relevant to the audience seeing it
• A centralized platform removes the complexity of managing hundreds of hyperlocal campaigns through Meta’s native ads manager
• Foot traffic counters combined with ad performance data let Daniel’s Jewelers directly compare one-day-sale traffic against regular weekday traffic and prior sale events

For multi-location retailers, the challenge of social advertising is not whether to run ads — it is how to make those ads feel local when you have over 100 stores. A national ad that promotes a sale in San Antonio is irrelevant to someone in Nashville. The brands that win at local social are the ones that can scale hyperlocal campaigns without drowning in complexity.

In this episode of the Local Marketing Beat podcast, host Christian Hustle is joined by Zach Perline, Store Marketing Coordinator at Daniel’s Jewelers, and Matthew Swan, Solutions Engineer at Uberall, to explore how Daniel’s Jewelers uses Uberall’s social ads platform to run hyperlocal one-day-sale campaigns across 100+ locations, drive measurable foot traffic, and scale a strategy that would be nearly impossible to manage natively through Meta’s ads manager.

Timestamps

00:00 Introduction to the episode and the topic of social ads for multi-location brands

01:00 Meet the guests: Zach Perline and Matthew Swan

03:00 Ice breaker: favorite social media platforms

04:00 Overview of Uberall’s social capabilities for multi-location brands

06:55 What sets Daniel’s Jewelers apart in the retail jewelry market

08:00 How Daniel’s Jewelers runs hyper-local one-day-sale campaigns

11:00 How the platform enables location-specific targeting and ad creation

14:30 Tracking performance: foot traffic counters, clicks, reach, and conversions

16:30 The lesson learned: run ads before the sale, not just on the day

19:00 What makes Uberall’s social ads stand out for retailers

22:00 The future of social ads and adapting to Meta’s evolving platform

Hyperlocal One-Day Sales at Scale

“We have over 100 locations. We’ll have a specific one-day sale in, say, the San Antonio store. We’ll put out one of our Uberall social ads specifically targeted to that San Antonio mall and it’ll be about a 10 to 15 mile radius around that.” — Zach Perline

Zach describes Daniel’s Jewelers’ unique approach to local advertising: rotating one-day sales across their 100+ locations, with each sale supported by a hyperlocal social ad campaign targeted to a 10–15 mile radius around that specific store.

Three team members coordinate approximately 12 to 15 of these campaigns per week, with each sale planned months in advance to allow time for merchandise shipping, in-store setup, and ad creation.

The strategy is deliberately hyperlocal. Rather than running national campaigns that reach audiences with no connection to a specific store, Daniel’s ensures that only people within a realistic driving distance of the sale location see the ad.

This approach maximizes relevance and minimizes wasted spend — a principle that applies to any multi-location brand running local social media campaigns at scale.

Run Ads Before the Sale, Not Just on the Day

“One thing we started doing is we started moving that date back a little because it gives people time to see the ad. Not everyone sees it and goes straight down to the mall. Sometimes you see it and think, oh it’s tomorrow — I can make time in my schedule to go tomorrow.” — Zach Perline

Zach shares what he considers the single most impactful lesson from running hundreds of these campaigns: Do not limit ad delivery to the day of the sale.

Daniel’s Jewelers initially ran ads only on the sale day itself, but discovered that starting the campaign two to three days earlier gave potential customers time to plan their visit.

This is especially important for campaigns designed to drive foot traffic rather than online conversions. Shopping at a physical location requires planning — scheduling time, arranging transportation, coordinating with partners.

By extending the ad window while keeping the sale date clearly communicated in the creative, Daniel’s saw measurably higher foot traffic on sale days. For any retailer running time-sensitive local promotions, this is a directly applicable insight.

Localized Content Makes Every Ad Feel Relevant

“One thing I actually love how you guys do is how you use the description as an opportunity to put the phone number placeholder within there, keeping it localized content right in there to drive potential calls in.” — Matthew Swan

Matthew highlights a specific tactic that Daniel’s Jewelers uses effectively: inserting location-specific placeholders — store phone numbers, addresses, and mall names — directly into the ad copy.

This means that even though the campaign structure is templated for efficiency, each ad that a consumer sees contains information specific to their nearest store.

For multi-location brands, this balance between scalability and localization is the core challenge of local social media. The Uberall platform enables this through dynamic placeholders that automatically populate with each location’s data — meaning a single campaign template can generate 100+ unique, locally relevant ads without manual customization for each store.

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Measuring Success: Foot Traffic Counters Meet Ad Data

“We have traffic counters in all of our stores. I’ll compare that traffic to their regular traffic or the traffic for their last one-day sale. Our one-day sale traffic is significantly higher, in part thanks to the social ads.” — Zach Perline

Zach describes a measurement approach that goes beyond standard digital ad metrics.

Daniel’s Jewelers combines Uberall’s built-in reporting — reach, clicks, and engagement — with physical foot traffic counters installed in every store. Each month, Zach compares one-day-sale traffic against the average weekday traffic from the prior week and against the previous sale event at that same store.

This dual measurement approach — digital ad performance plus physical foot traffic — gives Daniel’s a direct line from ad spend to in-store visits and sales tickets.

For any retailer trying to connect online marketing activity to offline revenue, this methodology provides a practical framework: Use ad platform data for reach and engagement, and in-store counters for the conversion metric that actually matters.

Why a Centralized Platform Beats Native Ads Manager at Scale

“The platform is really adaptable to how each business wishes to work. It’s so much easier to manage than having to go through ads manager. We try to make it as simple and scalable as possible.” — Matthew Swan

Matthew explains why managing 12 to 15 hyperlocal campaigns per week through Meta’s native ads manager would be operationally unsustainable.

Each campaign requires unique targeting (specific radius around a specific store), unique creative (with localized details), and precise scheduling (starting days before the sale, ending on the sale date). Doing this natively would require a dedicated team managing Meta’s increasingly complex interface for every single campaign.

Uberall’s social ads platform streamlines this into a repeatable workflow: Create a campaign template, select the target location, set the radius and date range, and publish.

The platform handles audience creation, Meta’s publishing guidelines, and optimization. For franchise brands, Matthew also highlights the approval workflow — franchisees can create ads that require corporate approval before going live, maintaining brand consistency without slowing down execution.