The Account
A NJ custom jewelry studio specializing in engagement rings, custom ring design, and fine jewelry.
90-day campaign period. $6,904 in Google Ads spend. 992 total conversion actions at $6.96 each. 91.3% top-of-page impression share. 8,700+ all-time conversions in the full account.
The jewelry vertical carries high average transaction values — custom engagement rings range from $2,000-25,000+. At $6.96 per inquiry and a 10-20% close rate on qualified inquiries, the acquisition economics are exceptional.
The Keyword Strategy
Intent-specific ring vocabulary
Custom engagement ring, custom ring near me, engagement ring designer NJ, lab grown diamond ring, custom ring builder — these searches come from buyers who have moved past ‘should I propose’ and are now in ‘find the right ring’ mode.
High intent, specific vocabulary, ready to begin a purchasing conversation.
Lab-grown diamond searches
Lab-grown diamond searches have grown significantly as consumer awareness increased.
‘Lab grown diamond engagement ring’, ‘lab grown vs natural diamond’, ‘lab grown diamond near me’ — these searchers are price-conscious and research-oriented but are genuine buyers. The studio offers both, so both convert.
Custom ring builder
‘Custom ring builder’, ‘design your own engagement ring’, ‘ring customizer near me’ — these searches indicate high purchase intent and interest in the design process specifically. A studio with a design consultation process should prioritize these searches.
The 91.3% Top-of-Page Rate
91.3% top-of-page impression share means this studio appeared in the first position 91 out of every 100 relevant searches. For a high-ticket item where trust and visibility matter, impression share this high is a competitive moat.
A buyer considering a $5,000 custom ring will search multiple times over days or weeks. If the same studio appears at the top every time they search, it becomes the reference point — the familiar name in an unfamiliar purchasing journey.
91.3% top-of-page. The studio that appears every time someone searches for a ring becomes the default. |
What Gets Excluded
Fashion jewelry and costume jewelry searches attract buyers in completely different price ranges. ‘Cheap rings’, ‘fashion jewelry near me’, ‘sterling silver rings’, ‘rings under $50’ — these are not custom engagement ring buyers.
Jewelry repair searches also appear in custom ring accounts because both use the word ‘jewelry’. ‘Ring repair near me’, ‘jewelry cleaning near me’, ‘watch repair’ — if the studio doesn’t offer these services, they’re excluded.
The account concentrates on custom design and engagement intent. Every search that doesn’t indicate a buyer in that specific market is excluded so budget reaches the right audience at full efficiency.
Less documentation. Less competition. $3.45 per booking.
The Booking Data
A Florida Keys fishing charter: $22,850 in total Google Ads spend.
2,795 booking conversions at $3.45 each. The Florida Keys attracts both local anglers and destination tourists — two audiences with different search patterns that need different keyword treatment.
The Two Search Audiences
Local and regional anglers
Florida Keys residents and South Florida visitors who fish regularly and know what they’re looking for: species-specific searches (tarpon fishing charters, deep sea fishing Keys, bonefishing guides), access-point searches (fishing charters Key West, Islamorada fishing guides, Marathon FL fishing), and technique searches (fly fishing Keys, backcountry fishing Florida).
These searches have strong intent and reasonable competition. The searcher knows fishing. They’re choosing a guide, not discovering the activity.
Destination tourists
Visitors to the Florida Keys who want a fishing experience as part of their trip: ‘things to do in Key West’, ‘Florida Keys fishing experience’, ‘deep sea fishing vacation’, ‘family fishing trip Florida’.
These searches are broader, earlier in the decision process, and more competitive — but they represent a large volume of potential bookings from people who may never have fished before.
The two audiences need different ad copy. The experienced angler wants species, technique, and guide credentials. The tourist wants an experience, safety, family-friendliness, and logistics.
The Seasonal Structure
Florida Keys fishing has distinct seasonal patterns.
Tarpon season peaks April-June. Permit and bonefish are consistent spring through fall. Offshore fishing for sailfish and mahi peaks November-March. A flat bidding strategy wastes budget on low-demand months and under-invests during peak season.
Seasonal bid adjustments and budget shifts by month — weighted toward peak species seasons and toward the peak tourist arrival windows (winter from the North, spring break, summer family travel) — maximize booking volume relative to spend.
The Exclusions
Fishing charter accounts share vocabulary with fishing gear, fishing license information, and fishing regulations searches.
‘Fishing near me’ attracts lake anglers who want a pier, not a charter. ‘Florida fishing’ attracts people researching regulations, not booking trips. These categories are excluded.
The goal is direct booking intent: charter, guide, trip, book, reserve. Every search should be from someone ready to book an experience, not someone researching the sport.
