From below 2x to 10x ROAS: restructuring Google Ads for a pearl and jewellery ecommerce brand

The situation

A pearl and jewellery brand based in Hyderabad, India, was running Google Ads on a broad Performance Max setup without a clear campaign strategy. It typically spent the full monthly budget within roughly 7–10 days and was struggling to reach even 2x return on ad spend.

What we did

• Replaced the single broad approach with separate campaigns for brand, pearls, other jewellery and international sales.
• Gave each campaign its own budget and goal, so spend could follow performance and intent instead of being absorbed by one campaign.
• Optimised continuously over the following weeks, improving results step by step.

Results

The brand has since expanded into the UAE.

This is a return-on-ad-spend figure. It does not mean sales or revenue grew tenfold.

How results were measured

ROAS = conversion value ÷ ad spend, as reported in Google Ads. Conversion value is based on order values including tax and shipping, so it is higher than a net-revenue ROAS would be.

Scope of work

Google Ads strategy, campaign restructure, budget allocation and ongoing optimisation.