Speirs Jewellers

Clients

Speirs Jewellers

Project Type

D2C Jewellery E-commerce

Location:

Australia

Platform:

Google Ads

The Challenge & Strategy

Speirs Jewellers was running Meta Ads using single-image creatives, but the campaigns were failing to deliver a sustainable return on ad spend. Despite consistent advertising spend, returns remained below expectations.
We paused Meta Ads entirely and shifted the full budget to Google Ads, focusing on capturing shoppers with stronger purchase intent. Google Shopping campaigns were launched with custom labels for structured bidding, while the full product catalogue was also listed through Google Merchant Center's free listings.
This approach prioritised product visibility and purchase intent over continuing to spend on an underperforming channel.

Interesting Facts In Development

The biggest improvement came from changing the platform, not simply adjusting the existing campaigns. By combining Google Shopping with Merchant Center free listings, we created additional opportunities to reach shoppers actively looking for jewellery.
  • Strategic Channel Reallocation
  • Google Shopping Campaigns
  • Custom Labels for Structured Bidding
  • Google Merchant Center Free Listings
  • Product Catalogue Optimisation
  • Purchase-Intent-Focused Advertising

Campaign Process

01

Identify the Problem

02

Reallocate the Budget

03

Launch Google Shopping

04

Expand Product Visibility

Frequently Asked Questions

What type of business is Speirs Jewellers?

A direct-to-consumer jewellery business based in Australia.

The strategy shifted from Meta Ads to Google Ads, combining Google Shopping with Merchant Center free listings.

Meta campaigns using single-image creatives were not delivering a sustainable return on ad spend.

Orders started coming through in the first week after the channel switch.

The account reached 6X ROAS within two months of switching to Google Ads.