The campaign focused on reaching a broad but relevant set of users:

• Search-driven customers actively looking for jewellery-making supplies and components

• Creative hobbyists interested in DIY jewellery and crafting

• Trade and bulk buyers purchasing materials for resale

• Prospective new customers identified through YouTube video activity

• Existing users re-engaged through Shopping and remarketing signals

The approach combined intent capture with proactive audience expansion to support both short-term sales and long-term growth.

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JewelleryMaker needed to unlock growth within a number of constraints:

• Drive revenue growth without increasing spend

• Improve new customer acquisition at scale

• Bring structure to a large, diverse product catalogue

• Ensure priority products performed efficiently, particularly those with higher value or volume

• Avoid over-reliance on automation, maintaining visibility and control where it mattered most

Ultimately, the challenge was to make Google Ads work harder through smarter structuring and targeting rather than increased investment.​

To address this, SHC implemented a more structured and balanced Google Ads framework, designed to improve both control and scalability.

Smarter account structure:

 

• Rebuilt campaigns around product tiers, grouping by demand, value, and commercial importance

• Enabled clearer budget prioritisation across high-impact product areas

Performance Max with greater control:

• Used Performance Max to ensure full catalogue coverage

• Structured campaigns to weight investment towards priority ranges, rather than treating all products equally

Layered Shopping strategy:

• Introduced standard Shopping campaigns to sit alongside Performance Max

• Allowed for greater query insight and control, particularly for top-performing and high AOV products

• Helped stabilise performance and improve efficiency across key categories

Creative and messaging refinement:

• Tested a mix of product-focused and lifestyle/in-use imagery

• Iterated messaging to better align with user intent and improve conversion rates

Driving new demand:

• Rolled out YouTube Demand Generation campaigns to reach untapped audiences

• Used video to introduce the brand and product range in a more engaging format

• Gradually scaled budgets based on performance, with a clear emphasis on acquisition efficiency

Full-funnel support:

• Maintained Search activity for brand protection and long-tail queries, ensuring no demand was lost

This approach created a more flexible and effective account, capable of scaling while maintaining control over key performance drivers.