Jewelry Store Meta Ads + Google Ads

Task: increase the number of quality inquiries and sales for a jewelry store operating online and offline. The main focus was on attracting a solvent audience, a stable flow of applications, and scaling advertising without losing quality.

Channels:
Meta Ads - Instagram/Facebook, visual presentation, demand generation, retargeting
Google Ads - search advertising for hot commercial queries
analytics and quality control of applications
optimization for sales, average check, and ROI

What was done:
divided audiences by purchase scenarios: gift, personal jewelry, premium products, new collections, seasonal occasions
tested different combinations of creative + offer in Meta Ads: premium visuals, gift selections, new arrivals, limited offers, social proof
emphasized aesthetics, status, product details, quality, and trust in the store in creatives
collected semantics for hot queries in Google Ads: buy jewelry, jewelry store, rings, pendants, bracelets, gift, specific product categories
divided search campaigns by product groups to better control budget and traffic quality
regularly cleaned search queries and added negative keywords to avoid spending budget on irrelevant audiences
set up retargeting for people who interacted with Instagram, viewed products, or had already shown interest
prioritized product groups with better margins and higher likelihood of sale
monitored not only the number of applications but also subsequent sales, average check, and payback
gradually scaled campaigns to increase sales volume without compromising application quality

Result:
advertising budget: $10,600
applications: 1,413
CPL: $7.50
sales: 227
CPA: $46.70
average check: $484.60
turnover: $110,000
ROI: 938%

Brief conclusion:
In the jewelry niche, it is important to combine emotional demand with hot search demand. Meta Ads helped showcase the value of jewelry through visuals, create a desire to buy, and return warm audiences through retargeting. Google Ads gathered users who were already searching for specific jewelry or a jewelry store and were closer to making a purchase.

Thanks to the combination of Meta Ads + Google Ads, segmentation of product groups, working with creatives, commercial queries, and regular optimization, it was possible to achieve 1,413 applications, 227 sales, a turnover of $110,000, and an ROI of 938%.

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