Jewelry is sold on visuals, but your product photos don't sparkle in Shopping results. Competitors with professional photography get 3x your CTR.
Example: 1.2% CTR with phone photos vs. 3.5% CTR with professional jewelry photography
Most jewelry purchases are gifts, but your ads and landing pages speak to self-purchasers. 'Treat yourself' messaging during holiday gift season tanks conversion.
Example: Self-purchase messaging in December results in 40% lower conversion than gift messaging
Jewelry often requires size selection or personalization. Visitors click but can't complete because they don't know their ring size or need to choose engraving.
Example: 70% ring abandonment due to size uncertainty, no sizing guide visible
Buying $500+ jewelry online requires significant trust. Unknown brands compete against Kay, Zales, and established designers—and lose.
Example: 0.8% conversion for unknown brand vs. 2.4% for same product from recognized jeweler
Jewelry demand spikes 400% in November-December, Valentine's, and Mother's Day. Flat annual budgets either waste money in slow seasons or underspend in peaks.
Example: Same $5K/month budget in July and December—missing $50K in holiday demand
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. Low-quality product photos
Fix: Use high-resolution photos with proper jewelry lighting
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for jewelry & accessories stores. Here's what to skip:
Too broad, attracts browsers
Misses seasonal demand spikes
Poor images get amplified across Google properties
Follow these best practices to maximize your Jewelry & Accessories Google Ads performance:
Budget: 40-50% • Target ROAS: 4-6x
Budget: 20-30% • Target ROAS: 3-5x
Budget: 15-20% • Target ROAS: 6-12x
Budget: 15-20% • Target ROAS: 5-10x