Our process.
We built a commercially focused Google Ads strategy designed to balance short-term revenue generation with long-term demand, aligning campaign performance to overall business growth rather than isolated channel metrics.
Our approach included:
Dual-conversion strategy: Structured campaigns around both direct purchases and high-value leads, ensuring consistent revenue generation while maintaining a strong pipeline of future work.
Full-funnel demand capture: Built a campaign structure spanning Search, Shopping and Performance Max to drive visibility at every stage of the customer journey — from research through to purchase.
Product & seasonal prioritisation: Aligned budget allocation to key product categories (wedding vs engagement rings), seasonal demand and the client’s production capacity to maximise commercial efficiency.
Revenue-first optimisation: Balanced return targets, CPA and channel mix to ensure a healthy blend of direct purchases and lead generation — supporting both immediate income and future order books.
Ongoing testing and refinement: Continuously tested bidding strategies, campaign structures and audience targeting to improve conversion rates and scale performance while maintaining relevance.
