Google Ads consultant for jewellery & luxury accessory brands
Jewellery is a tough categories to run Google Ads for profitably. Price points spanning £50 gifting to £5,000+ bridal & luxury, catalogues with thousands of variants once metal, stone, carat and size multiply out, and margins that swing hard between own-manufacture pieces and stocked branded lines.
I work with UK jewellery brands as a specialist consultant. Partnering with me means a Google Ads consultant who has sat on your side of the P&L and treats margin volatility and fulfilment cost as part of the media decision, not an afterthought. The Google Ads for jewellery brands hub pulls the whole approach together in one place.
The commercial layer
What you need from a jewellery Google Ads consultant
You need a specialist who factors in which collections you can commercially compete for, how hard, or whether the SKUs winning your budget are the ones that actually make you money & bringing in new customers.
The work below is the layer that sits on top of a healthy account. Each piece feeds the others: your segmentation drives your bidding, your bidding depends on margin data, your margin data depends on knowing your true unit economics. Variant-heavy jewellery catalogues also lean hard on feed quality & the Shopping feed optimisation hub covers that side in detail - the cards below are the individual levers.
Margin-led structure, segmentation and bidding
A jewellery catalogue balloons the moment metal, stone, carat and size variants multiply out, and margin swings hard between own-manufacture pieces and stocked branded lines. Structure and segment campaigns around commercial priorities - bridal, gifting, hero collections, margin bands - instead of one undifferentiated all-products catch-all, then bid each group to its own contribution margin and breakeven ROAS. Work both out for your collections with the jewellery unit economics calculator, so a thin-margin bestselling stud and a high-margin bespoke piece never share the same target.
Metal, stone and fulfilment costs in the numbers
Jewellery economics live and die on the costs a dashboard hides - gold and silver spot movement, stone sourcing, resizing, insured delivery, high-value returns and BNPL fees. Targets built on last quarter's margin go stale the moment metal prices move, so the numbers get rebuilt rather than inherited.
Gifting peaks and engagement season
Demand concentrates into a handful of windows so blended annual targets quietly mislead you. The same ROAS target that is generous in November is punishing in February. Budget, bidding and stock priorities get planned against the calendar, not averaged across it.
Standard Shopping versus Performance Max
Deciding when PMax earns its place on a high-AOV, gift-driven catalogue and when Standard Shopping keeps the control you need over which SKUs show and for which queries - particularly where resellers, marketplaces and lookalike listings compete on your own brand terms. That call sits inside the wider Google Ads account strategy for jewellery brands, where campaign type follows from your catalogue and margins rather than the other way round.
Offline and long consideration windows
Bridal and fine jewellery buyers research for weeks, book appointments and often finish in a showroom or over the phone. Measurement and bidding have to account for enquiries, consultations and a long lag to sale, or you under-credit the campaigns doing the real work.
Account and feed ownership
You own the account and the feed. Everything is built in your assets, documented, and yours to keep - whether or not we keep working together.
Why jewellery specifically
A specialist who treats a variant-heavy, gifting-driven catalogue as its own problem, not a generalist learning on your budget
Most agencies rotate through different accounts between jewellery, fashion, B2B and finance, treating a catalogue of bridal, gifting and fine jewellery ranges like any other store. With my experience the strategy is formed by the expert whose seen it all first-hand.
Available services
Most new clients start with an audit - it's the lowest-risk way to see exactly how your account is performing against your P&L before committing to anything ongoing.
Audit
Account & Feed Audit
One-off · From £2,500
- Find exactly where your account is leaking profit vs. just showing poor platform metrics
- SKU-level analysis - which products drive real margin vs. burning budget
- Full GMC feed review: attribute coverage, alignment to search behaviour, tailored for business needs
- Delivered with prioritised fixes, not a long list of observations & tear downs
- No obligation to continue - you own the audit
Account Management
Ongoing Account Management
Monthly retainer · From £3,000 · 3-month initial term, then rolling
- Audit included, or a head start if you've had the audit in the last 90 days
- Senior specialist managing your account - not passed off to a junior focusing on ROAS
- Managed to the line of your P&L you choose, measured from your own data
- Flat fee. No percentage of spend, mark-ups or revenue share
- Daily Slack comms. Weekly performance updates. QBRs in person if requested.
- You always own the account and the data.
Strategy & Advisory
Fractional Strategy & Advisory
Monthly · From £1,500 after the audit month · Rolling, 30 days' notice
- Audit first, or start on the plan if you've had the audit in the last 90 days
- For brands spending £10k+/mo whose in-house team or agency runs the account
- Strategy and targets set against the line of your P&L you choose
- Fortnightly check-ins with whoever executes, and a written decision log after each
- Ongoing diagnosis as performance moves, plus a red-pen of your monthly report
- Your team or agency does the work. You own the account and the data.
Also available
One-hour consultation
One problem, one hour, one to one. A short form before the call, and a recording if you ask.
Team training
Scoped to what your team needs - how to run the account if you're in-house, or how to judge your agency's work if they run it. Raise it on an advisory call.
All services are flat fee. No percentage of spend, mark-ups or revenue share. Ever. That's not a policy - it's a structural commitment to alignment.
Who this is for
Built for high-consideration jewellery brands
- UK jewellery, fine jewellery and luxury accessory brands spending roughly £25k+ a month on Google Ads.
- Considered-purchase ranges - bridal, engagement, fine jewellery, watches and premium gifting collections - where margin, metal cost and assortment genuinely move the P&L.
- Founders and marketing leads who care about contribution margin and new-customer acquisition cost, not headline ROAS on a dashboard.
- Brands that want a specialist who works on the account directly - no juniors, no handoff.