Last updated:
May 12, 2025
Graff, a global leader in luxury diamond jewelry, used Lunio to elevate the performance of its paid media strategy. By eliminating invalid traffic, improving traffic quality, and reallocating a six-figure ad spend in Meta alone (over a 3 month period), Graff strengthened PMax performance and significantly reduced bounce rates during their critical peak season.
Graff is one of the world’s leading luxury brands, renowned for its exquisite diamond creations and one-of-a-kind high jewelry pieces, bridal collections, and motif-based designs. With an affluent target audience, Graff’s marketing efforts are focused on driving visitors with a high potential lifetime value (LTV) to their website.
Leading this effort is Global Head of Performance Marketing, Dahye Lee. Dahye has overseen the development of Graff’s digital marketing strategy from its early beginnings, establishing paid search, paid social, programmatic, and affiliate channels. Her objective has always been clear: deliver quality traffic, maximize paid media revenue, and uphold the brand’s exclusivity.
As part of her ongoing efforts to improve efficiency and scale sustainably, Dahye began looking more closely into potential causes behind some inefficiencies seen across paid media in 2023.
Despite ongoing optimizations to audience targeting and campaign structure, Dahye observed variability in paid media performance throughout 2023 - particularly elevated bounce rates across paid social and programmatic channels. Programmatic platforms also began delivering uneven results across key markets, prompting closer scrutiny of traffic quality.
The challenge became more pronounced with the rollout of automated formats like Performance Max (PMax), where Dahye saw bounce rates unexpectedly spike.
While Graff’s overall strategy remained strong, these emerging inefficiencies highlighted opportunities to further optimize performance. To accelerate results and strengthen her existing approach, Dahye began exploring ways to minimize waste and protect long-term growth.
This led Dahye to Lunio’s Performance Marketing Efficiency Playbook, co-created with PPC experts Miles McNair and Yoann Ferrand.
The playbook provided Dahye with a range of actionable strategies to help lower cost per acquisition (CPA), while also exposing the full extent of the invalid traffic (IVT) problem draining Graff’s budget.
It became clear that to protect performance and combat wasted ad spend, a dedicated solution was needed.
“We realized that if we wanted to scale paid traffic in a healthy way, it was time to implement a solution”
Dahye Lee, Head of Performance Marketing at Graff
When searching for an invalid traffic solution, Dahye prioritized two things:
While several platforms promised protection, few could meet her specific needs for reliability, transparency, overall cost, and most importantly ease of use - in which Lunio came out as a clear winner.
Graff briefly considered an alternative invalid traffic solution recommended by an agency, but concerns over aggressive sales tactics, complicated reporting, and pricing ultimately reinforced Dahye’s decision to choose Lunio in May 2024.
“The trust from seeing real experts behind Lunio made a big difference. And compared to others, Lunio was just much easier to use and more transparent”
Dahye Lee, Head of Performance Marketing at Graff
After a quick and seamless implementation, Graff rolled out Lunio in May 2024 - putting it to work across several key areas to strengthen Graff’s paid media strategy:
Graff uses Lunio to proactively block invalid traffic across Google Search, Performance Max, and Meta campaigns - significantly reducing wasted spend and driving major improvements in traffic quality.
Post-implementation, these improvements resulted in Graff’s global bounce rate stabilizing around an impressive 25%, compared to previously higher averages - including an isolated peak of up to 99% on unprotected channels like Baidu in China - a stark testament to Lunio’s impact.
While Lunio doesn’t directly protect Graff’s Criteo campaigns, the invalid traffic detection data proved invaluable. Lunio’s monitoring quickly exposed persistently poor traffic quality in Japan via Criteo, prompting Graff to pull Criteo spend from that market entirely.
This strategic pivot improved overall efficiency and highlighted the broader value of Lunio traffic health insights, beyond the automated blocking and protection capabilities.
As a one-person team, Dahye emphasizes Lunio’s ease-of-use as a major win. Minimal setup, a dedicated account manager, and automated in-depth insights allowed her to focus more on strategic initiatives, instead of firefighting platform management and configuration issues.
Graff used Lunio’s PMax placement exclusion lists early on, even before formal platform support was available. This proactive step significantly improved display traffic quality within PMax campaigns - a critical win, especially during periods of heavy spend.
Since implementing Lunio:
Dahye shared that Lunio has also strengthened Graff’s internal credibility:
“Improving traffic quality was one of our main KPIs, and since implementing Lunio, we’ve seen a significant improvement.
It’s been really reassuring - whenever conversations come up around traffic quality, we have a solid defense. We can confidently say we’re using Lunio and doing everything we can to protect our site.”
Dahye Lee, Head of Performance Marketing at Graff
Dahye rated Lunio’s value for money, emphasizing:
“If you don’t believe in the value of a platform like Lunio, you’re basically losing money. The only people who don’t use it are the ones who don’t understand the continually growing prevalence of fake traffic across major ad platforms.”
Dahye Lee, Head of Performance Marketing at Graff
By addressing invalid traffic at its source, Graff ensures that every ad dollar works harder - improving campaign efficiency, maximizing return on investment, and allowing Dahye to focus on scaling revenue through high-LTV customer acquisition.
