Astra Jewelers

Who they are

A private, appointment-based fine jewelry studio in Upper Montclair, offering curated fine jewelry, custom design, engagement rings and repair.

The challenge

A private, appointment-based jewelry studio in Upper Montclair competing against national e-commerce marketplaces with unlimited budgets. The account was spending on broad-match traffic that browsed and never booked: 688 clicks in month one produced three leads.

What we did

Built their website, then rebuilt the ad account around commercial intent instead of volume: audited every search term against what actually converts, cut 198 off-theme keywords, purged broad match down to two survivors, and split the campaign into intent-matched ad groups with dedicated landing pages. Fixed conversion tracking so bidding optimised toward real leads.

The objectives

• Stop paying for broad-match traffic that browses and never books
• Rebuild the account around commercial intent
• Fix conversion tracking so bidding optimises toward real leads

The outcome

Fewer clicks, better clicks. Traffic dropped by two-thirds while monthly leads went up eight times.