Google Ads · jewellery
Google Ads for jewellers.
Jewellery draws an enormous amount of searching that is not shopping. We build accounts that can tell the difference, and stop paying for the rest.
What that does to an account.
From an account we run
Figures from the Astra Jewelers account, published in full on their case study.
Where the budget goes in a jewellery account.
The problem
People price, compare, look at pictures and check what a cut is called. All of that is searching, none of it is buying, and an account bidding on volume buys every bit of it. It then reports healthy traffic and books nobody.
The account we took over had produced 688 clicks and three leads in its first month. That ratio is not unusual in this category. It is what broad match does to a jeweller.
Competing for the same searches are national marketplaces with budgets no studio or independent brand can match, which means the only winnable version of this is a narrower one.
- Browsing outnumbers buying
- Jewellery is one of the most researched categories there is, and most of that research never becomes an enquiry.
- A booking is not a basket
- An appointment studio and a brand shipping orders need different conversion actions, different landing pages and different bidding.
- Clicks are not the target
- If tracking counts the wrong thing, the bidding optimises toward it. Most accounts we inherit are pointed at traffic.
How we run a jewellery account.
The work
Search terms before keywords
Every term the account has actually paid for, read against what converted. On the account above that removed 198 off-theme keywords.
Match type held tight
Broad match is where a jewellery budget disappears. We reduced it to the two terms that survived their own search term report.
Ad groups built around intent
Engagement rings, custom design, repair and valuation are four different buyers. Grouping them together means writing an ad for none of them.
A page written for the search
Each intent points at a page built to answer it rather than one page taking everything. This is the half of the job that most ad accounts never get.
Tracking that counts the enquiry
Form, call and WhatsApp conversions, recorded properly, so the bidding optimises toward booked appointments instead of clicks.
Budget concentrated, not increased
Traffic dropped by two-thirds on the account above. Monthly leads went up eight times. The spend did not go up to do it.
Who the figures belong to.
Jewellery clients
Astra Jewelers
- Account
- Google Ads, managed
- Based
- Upper Montclair, NJ
- Result
- 79% lower cost per lead, 16× conversion rate
An ad account cannot fix a page that loses people, so on jewellery work the site and the advertising usually arrive together. See Google Ads and web development.
Talk to us about your ad account.
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