The Challenge
A traditional jewellery shop in Salem with 20+ years of history had zero online presence. Walk-in traffic was declining as younger customers shifted to online research before visiting stores. The owner had tried running Google Ads himself but was spending ₹30,000/month with no trackable results.
What We Found
During our free audit, we discovered:
- Ads were running on broad match keywords, attracting irrelevant traffic
- No conversion tracking was set up — impossible to know which ads worked
- The landing page was the homepage (no dedicated product pages)
- Mobile experience was poor — 8-second load time
- No remarketing to bring back interested visitors
Our Strategy
Month 1: Foundation
- Built dedicated landing pages for top product categories (wedding jewellery, gold chains, diamond rings)
- Set up Google Ads conversion tracking for calls, WhatsApp clicks, and form submissions
- Created a new campaign structure with tight ad groups and phrase match keywords
- Implemented remarketing audiences
Month 2: Optimization
- Paused underperforming keywords (saved ₹12,000/month in wasted spend)
- A/B tested ad copy — "Wedding Jewellery Collection" outperformed "Buy Jewellery Online" by 3x
- Added location extensions and call extensions
- Optimized bids for mobile (where 78% of traffic came from)
Month 3: Scale
- Increased budget on winning campaigns
- Launched Shopping ads for top products
- Added YouTube remarketing for brand awareness
- Expanded to nearby cities (Namakkal, Erode)
The Results
After 3 months, the numbers spoke for themselves:
- Online enquiries increased 340% (from ~10/month to 44/month)
- ROAS hit 5.2x (₹5.20 revenue for every ₹1 spent)
- Cost per lead dropped 62% (from ₹800 to ₹300)
- Walk-in customers started mentioning they found the shop on Google
The owner now allocates ₹60,000/month to Google Ads and considers it his best investment.