Ring Jewellers is a jewellery design and remodelling business based in Brighton, England. They’ve been in business for more than 2 decades and are often frequented by celebrities like Graham Norton, Holly Willoughby and Theo Paphetis.

Challenge

When Ring Jewellers approached us, they were running Google Ads internally but weren’t seeing results that justified the investment. They knew potential was being missed but weren’t sure where the gaps were. The key issues included:

• Lack of conversion tracking: There was no accurate way to measure which campaigns were driving leads, making it impossible to judge success or scale up what was working.
• Poor campaign structure: The Google Ads account was targeting broad, unfocused keywords that were attracting low-quality traffic and wasting budget.
• Low lead volume: Despite regular spend, they were only generating a handful of enquiries—just 8 per month—without any insight into how to improve.
• Unoptimised landing experience: The traffic from ads was being sent to a general website page not designed with conversion in mind. There was no clear value proposition, limited trust signals, and no clear path to enquiry.

These issues combined to create a lack of visibility, low lead flow, and limited ROI from their ad budget.

Solution

To turn things around, we delivered a full overhaul of their Google Ads strategy and user journey—from ad targeting to landing page performance:

Google Ads Account Rebuild

• Tightened keyword targeting: We researched and focused on high-intent keywords related specifically to jewellery remodelling and custom ring design. This removed waste and brought in traffic with genuine purchase intent.
• New campaign structure: We rebuilt the campaigns from scratch with tightly themed ad groups, location targeting, and bidding aligned with goals.
• Ad copy that converts: We wrote new ads focused on the unique services Ring Jewellers offer—emphasising craftsmanship, custom design, and local expertise—with strong calls to action and benefits.

Conversion Tracking Setup

• Google Tag Manager implementation: We set up accurate conversion tracking to capture all enquiries from both phone calls and form submissions.
• Analytics integration: Their Ads and Analytics accounts were synced to allow full visibility into what was working—and what wasn’t.
• Landing Pages: We helped them launch a new landing page focused specifically on jewellery remodelling enquiries. It featured a clear headline and value proposition, easy-to-use enquiry form, social proof in the form of real customer testimonials and a mobile-first, fast-loading layout

Results

The improvements were immediate and impactful:

• Leads increased by 300% — from 8 per month to 32 enquiries in just 30 days.
• Cost per conversion dropped by 29%, from £32.02 to £22.76.
• Clear ROI established — with tracking in place, Ring Jewellers could see which campaigns were generating leads and scale their budget accordingly.
• Improved profitability — according to the client, the return on ad spend was highly profitable following the changes.

Conclusion

This case study shows how even an established business like Ring Jewellers can unlock new levels of growth by refining the fundamentals: clear tracking, smart targeting, compelling creative, and an optimised landing page.

With these in place, their Google Ads spend became a reliable, scalable source of high-quality leads—turning guesswork into growth.