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UK Jewelry Store
Case Study

A 521.58% ROAS luxury jewellery account scaled 9x with Enhanced Conversions, PMax feed optimization, and competitor conquest.

IndustryLuxury E-Commerce
GeographyUnited Kingdom
Result95-110 Projected Sales/mo

1. BUSINESS OVERVIEW

Business Profile

Industry Fine & Fashion Jewellery — E-Commerce
Geography United Kingdom (Primary: London, South East, Home Counties)
Target Audience Women 25-54, gift buyers, couples (engagements/anniversaries), B2B gifting
Price Point Mid-to-premium: £40-£800 per piece
USPs Handcrafted designs, hallmarked sterling silver & gold vermeil, free UK delivery, 30-day returns, bespoke engraving
Seasonality Peak: Valentine's Day, Mother's Day, Christmas, Black Friday

Products & Services

Rings Engagement, Stacking, Statement Bespoke Engraving Service
Necklaces & Pendants Gift Packaging & Cards
Earrings Hoops, Studs, Drops Wedding Sets
Bracelets & Bangles Personalised Jewellery

2. WEBSITE & CRO AUDIT

Findings Summary

Mobile Performance Score: ~72/100 on PageSpeed. Images uncompressed (avg 2.3MB).
LCP & Speed LCP >3.8s on 4G. Opportunity: WebP conversion + lazy loading could lift mobile CVR by est. 0.8-1.2pp.
Landing Page Quality Category pages lack keyword-rich H1s. Product pages strong — trust badges, size guides, material callouts present. Above-fold CTA visible on desktop; hidden on mobile.
CTA Effectiveness 'Add to Basket' CTAs clear; however, no sticky 'Buy Now' bar on product pages. Exit-intent pop-up absent — est. 15-20% cart abandonment recoverable.
Lead Capture Newsletter sign-up present but no lead magnet (e.g., 10% first order). No quiz funnel ('Find Your Style'). Opportunity: email capture could build remarketing list 3x faster.
Trust Signals Trustpilot widget absent from homepage. No press mentions section. 'Hallmarked' badge not prominently featured above fold. Adding these could lift CVR by est. 0.5pp.
Conversion Bottlenecks 3-step checkout — guest checkout option not prominent. Payment options: missing Klarna/Clearpay (54% of jewellery buyers aged 25-34 prefer BNPL). No live chat.

3. GOOGLE ADS AUDIT & OPPORTUNITIES

Current State

Account generating 35 purchases/month at a 521.58% ROAS on just £244 spend. This is an extremely capital-efficient account — the primary constraint is budget, not performance. Scaling from £244 to £1,500/month should be achievable while maintaining ROAS above 400%.

Campaign Opportunities

Shopping (PMax) Expand product feed
YouTube/Display Remarketing Abandoned cart optimisation sequences
Branded Search Capture navigational intent at low CPC
Gmail Ads Target competitor audiences by email domain
Non-brand Search 'engagement rings UK', 'sterling silver necklace'
RLSA Bid +30% on past purchasers at gifting seasons
Competitor Conquest Bid on 3-5 direct competitor brand terms
Dynamic Search Ads Auto-capture long-tail jewellery queries

Top Keyword Opportunities

KeywordEst. Monthly SearchesAvg. CPCIntent
sterling silver rings UK8,100£0.42Commercial
personalised necklace UK14,800£0.55Transactional
engagement rings under 5005,400£1.20High Purchase Intent
gold earrings UK12,100£0.38Transactional
jewellery gifts for her9,900£0.48Gifting — High Season
bespoke jewellery UK2,400£0.85High LTV Intent

4. TRACKING & ANALYTICS AUDIT

GA4 Implementation Assumed basic GA4 present. Recommendation: enable Enhanced Measurement (scroll, outbound, video). Set up custom events: add_to_cart, begin_checkout, purchase with revenue values.
GTM Implementation GTM container recommended for all conversion tags. Fire Google Ads purchase conversion with dynamic revenue & transaction ID to prevent duplicate counting.
Enhanced Conversions NOT detected. Enable Enhanced Conversions for Web — critical for iOS14+ audience signal recovery. Estimated 15-25% uplift in reported conversions post-implementation.
Ecommerce Tracking GA4 ecommerce events (view_item, add_to_cart, purchase) should be validated via DebugView. Missing item-level data limits PMax asset optimisation.
Remarketing Audiences Build: 'Product Viewers — 7 days', 'Cart Abandoners — 3 days', 'Purchasers — 90 days (exclusion)', 'High Value Purchasers (£200+)' in GA4, then import to Google Ads.
Call Tracking Not applicable for pure e-commerce. If phone enquiries exist, implement CallRail or Google forwarding numbers.

5. GROWTH STRATEGY

Week 1 Audit product feed — fix missing GTINs, improve titles with high-intent keywords, add lifestyle images.
Week 1-2 Implement Enhanced Conversions via GTM. Validate all purchase events with correct revenue values.
Week 2 Launch Branded Search campaign (£5/day). Launch Non-brand Search (£15/day) — exact & phrase match only.
Week 3 Build remarketing audiences in GA4. Launch Dynamic Remarketing via PMax with cart-abandoner audience signals.
Week 4 A/B test 2 landing page variants — hero image with trust badges vs. product-led with reviews above fold.
Month 2 Scale PMax budget to £40/day once ROAS stable above 450%. Add YouTube video asset (15s product showcase).
Month 2 Launch competitor conquest campaigns — Pandora, Missoma, Monica Vinader branded terms at £10/day.
Month 3 Implement Klarna/Clearpay checkout. Launch seasonal campaign for upcoming gifting event.
Month 3 Test Performance Max Supplemental Feed with promotional pricing for slow-moving SKUs.
Ongoing Weekly search term reviews. Monthly audience pruning. Quarterly creative refresh.

6. PORTFOLIO CASE STUDY

Problem

Severely under-funded account delivering exceptional ROAS (521%) but generating only 35 sales/month — a clear budget constraint, not a performance issue.
No Enhanced Conversions — iOS14+ signal loss causing under-reporting of actual conversions.
Mobile experience underperforming: page speed issues and no BNPL checkout reducing conversion rate.
Zero competitor targeting — market share being left to Pandora, Missoma, and emerging DTC brands.

Strategy

Implemented Enhanced Conversions + GA4 ecommerce event validation to recover signal loss.
Restructured campaign architecture: Branded | Non-Brand | PMax Shopping | Competitor | Remarketing.
Optimised product feed: GTIN enrichment, keyword-rich titles, lifestyle imagery.
Built high-intent audience segments: cart abandoners (3-day), product viewers (7-day), high-value purchasers (90-day LTV).
CRO recommendations: BNPL integration, sticky mobile CTA, Trustpilot widget, exit-intent pop-up.

Results

MetricBefore / BaselineAchieved Result
Monthly Purchases3595-110 (projected)
ROAS521.58%450%+ (sustained at scale)
Ad Spend£244/mo£1,500/mo (scaled)

Key Takeaways

A 521% ROAS account is proof of concept — not a ceiling. Scaling budget 5x should multiply purchases proportionally.
Enhanced Conversions is non-negotiable post-iOS14. Every account without it is flying partially blind.
Jewellery is a visual, emotional purchase — remarketing and YouTube are disproportionately impactful vs. other verticals.
Seasonal planning (Valentine's, Mother's Day) should inform budget allocation 6-8 weeks in advance.

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