The challenge
A jewellery brand in a super competitive market faced a classic growth problem: hitting the budget ceiling without the ROAS dropping. The client wanted to achieve two concrete goals: monthly growth and keeping the ROAS well above break-even (1.8).
Jewellery brands operate in a market with high CPMs, fierce competition on keywords, and seasonal peaks that can destabilise campaigns. A simple budget increase wasn't an option — that would immediately cause the ROAS to drop.
Our approach
We didn't make one big intervention, but built step by step towards a scalable foundation. Each optimisation built on the previous one.
1. CRO & landing page optimisation
Bringing in more traffic while the conversion rate is low is wasted money. We started at the basics: how does the site actually convert? By using heatmaps, session recordings, and A/B tests, we identified the biggest bottlenecks in the purchase process and optimised the product and category pages.
2. Checkout improvements
The checkout was a leaky bucket. Visitors reached the cart but dropped off at the payment stage. We optimised the checkout process, simplified the steps, and added trust signals at the right moments.
3. Feed optimisation
A good product feed is the backbone of Shopping Ads and Performance Max. We optimised titles and structure for more relevance and higher CTR: the right keywords in the right position, better categorisation, and correct attributes. This resulted in more relevant impressions and lower CPCs.
4. Lightspeed → Shopify migration
The client wanted to switch to Shopify but was worried about a revenue dip during migration. We guided the migration while keeping the ad campaigns stable. By carefully transferring URLs, tracking, and feeds, there was no noticeable dip in revenue or ROAS.
5. Foundation for international expansion
With a stable and scalable foundation in the Netherlands, we laid the groundwork for expansion into Germany and the United Kingdom. We set ROAS guardrails so the international campaigns remain profitable from day one.
The results
The results for 2025 (through 17 December) speak for themselves:
- ROAS: 6.26 — well above the break-even of 1.8
- Revenue: €166,000 on €26,500 advertising budget
- 1,760 conversions in the measurement year
- Every €1 of advertising budget generated ~€6.26 in revenue
Not by one big intervention, but by systematically building a foundation that is scalable — both in terms of budget and internationally.