Fine jewellery brand
Search intent was sitting in plain sight, wearing a neon jacket. The account finally looked at it.
₹2,10,36,890
The starting problem
The jewellery brand had beautiful product and a Shopping feed that was actively sabotaging it: generic titles, no GTINs, one catch-all campaign. High-intent queries like "gold vermeil evil eye pendant" were being lost to marketplaces with worse product.
The change we made
We rebuilt the feed attribute by attribute, split Shopping by margin tier, and ring-fenced brand from generic. PMax was allowed to exist only after clean feed data gave it something honest to learn from. Meta ran as the desire engine on top: collection films retargeted against Search visitors.
How it ran
Every fortnight we pruned queries, promoted winners into exact match, and pushed budget toward margin, not just ROAS. A wedding-season surge plan was pre-built in month five so scaling was a checklist, not a scramble.
What held
Eight months in: 4.8x blended, AOV up 26% because the ads now pre-sold the premium tier, and Search structure became the moat.
The systems behind the lap.
Fine jewellery brand reached 4.8x blended ROAS. The case study explains the strategy, testing logic and operating changes behind the result.
The figures are based on account work and presented as case-study debriefs. Outcomes vary by brand, market, offer, tracking quality and execution speed.
Fine jewellery brand used Google Ads, Meta Ads as part of the performance system.