Our Challenge:
Driving profitable growth on high ticket products
We partnered with a bespoke jewellery brand in Q3 and it clearly needed some love. The structure was quite outdated with a focus on standard shopping campaigns with no custom labels and brand search was the backbone of the account, accounting for around 85% of the revenue.
The business wanted to shift more budget toward high-ticket items to increase AOV and adhere to their profit margins, and reduce investment in lower-ticket products. While that made sense in theory, it came with a few problems: Competition, price point, conversion rate and an outdated Google ads setup.
Our Strategy
Restructure, test, and increase AOV
We took a phased and layered approach to regain efficiency and lay the groundwork for growth.
Fixing the Foundations
We began with a full product feed cleanup, focusing on both ensuring as many attributes were accurately updated.. Several product groups had been built manually without much strategy, and on Google, there were no custom labels, leading to inefficient bidding and wasted spend. We also reviewed budget distribution at SKU level to ensure profit margins were adhered to and we weren’t just driving revenue
Account restructure
We researched close competitors, potential resellers and reverse engineered CPA allowables by product category. To add to this, they sell both their own brand and work closely with designers who have their own profit margins, making the task even more important.
High-Ticket Performance Optimisation
We rebuilt campaign structures around product categories, giving us more control and better visibility. For example, we separated out rings into their own campaign, which delivered a £90 CPA and £585 AOV. These changes helped us fine-tune performance by category and adapt creative and bidding strategies accordingly.
The Results
The impact of the changes was amazing after 2 months:
- AOV increased by 6%
- Total purchases grew by 49% year on year
- Revenue rose by 58% year on year
- 179% increase in revenue from non brand
- CPC decreased 13% despite a 91% increase in clicks
By improving structure, creative and alignment with the customer journey, we helped this gorgeous jewellery brand unlock profitable revenue and growth at scale.
Conclusion
Scaling high-ticket products isn’t just about shifting more budget, it’s about matching intent with structure and improving user experience. In this case, the brand’s growth didn’t come from doing more, but from doing things better. By focusing on segmentation, feed accuracy, profit margins, and tighter campaign structure, we helped a stunning jewellery brand unlock 58% more revenue vs the previous year.