Jewellery E-commerce Brand

The brief

Increase brand awareness while lifting lead quality, conversion rate and return on ad spend — and run different economics during sale periods than outside them.

What was in the way

• Return on ad spend below 1% and conversion rate below 2%.
• Poor lead quality — volume was not the problem, qualification was.
• No brand recognition to reduce acquisition cost.
• No proper tracking setup, so nothing could be optimised with confidence.

What we did

1. 01

   Ran shopping, search and display as one system

   Base keywords were established and expanded toward real search queries, with keywords organised into segmented campaigns to open new geographic regions while keeping targeting control.

2. 02

   Split branded from non-branded intent

   Non-branded campaigns focused on specific product categories, with a Dynamic Search Ads campaign capturing the remaining traffic — and negative keyword lists built from filtered search-term analysis.

3. 03

   Segmented audiences by funnel position

   Top, middle and bottom-of-funnel audiences were targeted separately across YouTube, Display and Discovery, with placement exclusions applied to keep junk leads out of lead-generation campaigns.

4. 04

   Ran distinct sale and non-sale playbooks

   During sale periods, retargeting pools built during quieter months were activated. Outside them, product video created awareness while RLSA ads worked the remarketing pool.