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Taking a Handmade Jewelry Brand to 3x Revenue While Holding nCAC at 20% of AOV

RESULTS THAT SPEAK FOR THEMSELVES

Key Stats & Results

3x

Google Ads revenue over 24 months.

20%

nCAC held at 20% of AOV throughout scale.

24 Mo

Sustained, profitable growth trajectory.

FROM CHALLENGES TO SUCCESS

Beautiful Product, Broken Foundation

This sea-inspired, handmade jewelry brand had a product that naturally evoked emotion, but the ad account was doing the opposite. They were relying almost entirely on branded traffic, meaning they weren’t actually acquiring new customers. Worse, the account was tracking multiple primary conversions simultaneously, confusing the algorithm about what success actually looked like. The result: a brand stuck in a low-growth cycle with no path to scale.

Challenges

You Can’t Scale Chaos

The major roadblock wasn’t the creative or the product. It was the infrastructure. The account was built on a shaky foundation that prevented the machine learning from finding new buyers.

  • Confusing the algorithm: The account was tracking multiple “primary” conversion actions simultaneously. Google couldn’t distinguish between a high-value purchase and a low-value action, making optimization impossible.
  • The brand crutch: The structure was disorganized and heavily skewed toward branded keywords. They were capturing demand that already existed but failed to generate any new demand from cold traffic.
  • Unoptimized shopping feed: Without a clear hierarchy, best-selling pieces were getting lost in the mix, receiving the same budget priority as low-interest items.

Solution

A Bottom-Up Rebuild

We didn’t just tweak the campaigns. We tore the house down and rebuilt the foundation, focused on creating a single source of truth for the data and a clear hierarchy for the products.

1

One Source of Truth

We reconfigured the tracking to focus on one primary conversion action (Purchase). We also implemented Customer List Imports to feed offline data back into Google, giving the algorithm a clearer picture of high-value customers.

2

Feed & Segmentation

We optimized the entire Shopping feed, rewriting titles and attributes for better search relevance. We then segmented campaigns by product category, prioritizing the budget toward bestsellers to ensure the most popular items got the most visibility.

3

Creative Overhaul

We launched fresh ad copy designed to hook cold traffic, moving away from generic brand messaging to story-driven copy that highlighted the unique, handmade nature of the sea-inspired pieces.

Results

Sustainable Scaling Over 24 Months

The impact of this rebuild wasn’t a quick spike. It created a consistent trajectory of growth. By aligning the data and the product feed, we scaled spend aggressively without sacrificing profitability.

  • 3x revenue growth over a two-year period from Google Ads
  • nCAC held at 20% of AOV despite the massive scale
  • Shifted from branded to prospecting — the account now reliably brings in new customers, not just recaptures existing ones

3x revenue growth with nCAC steady at 20% of AOV for 24 months

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