Google Ads for a jewellery e-commerce brand

The challenge

Sales had slowed, and the business wanted a better return from Google Ads. Its return on ad spend was around 250%, with a target of 350–400%.

The work focused on how the campaigns were organised, how products appeared in Shopping ads and where the budget was being spent.

My role

I reviewed and restructured the Google Ads campaigns, improved the product feed and managed bidding and targeting changes.

What I worked on

Campaign structure and ad copy

I reorganised the active campaigns, cleaned up keywords and removed geographic targeting that was not serving the business. I rewrote ads and supporting ad information to explain the products and the brand's selling points more clearly.

Shopping campaigns and product information

I improved product titles, descriptions, categories and custom labels in the feed. I also worked on product images, clear pricing, bidding and website conversion improvements to support the Shopping campaigns.

Performance Max and bidding

I introduced and optimised Performance Max campaigns, reviewing the product groups, custom labels and creative assets against Google Shopping requirements. I monitored bidding targets and daily budgets against the account's return-on-ad-spend goal.

Location targeting

I adjusted the campaigns to focus on the UK locations relevant to the business.

What changed

The published results reported:

• 34% higher paid-search revenue year on year.

• More than 30% higher conversion rate year on year.

• Return on ad spend of up to 370%, compared with the initial 250%.

• 17% lower cost per conversion.

The account reached the target range for return on ad spend while revenue and conversion rate improved. ROAS measures revenue against advertising spend; it does not account for every business cost.

Read the more recent nimbl case study

This is a historical e-commerce project, first published in 2023.

Is your advertising giving you the return you need?

If sales have slowed or acquisition costs are rising, I can review your paid media and identify changes that support your business goals.

The Creative Shak

Performance marketing consultancy led by Alessia.

CONTACT

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