Google Ads · Google Shopping Updated
This store had people clicking on its Google Shopping and Search ads every day, but hardly anyone was buying. One month after we rebuilt the account, sales went from 5 to 25 and each sale cost 65% less.
Overview
This client runs a Shopify store in the US that sells personalized photo necklaces. Think memorial pendants with a loved one's photo, couple necklaces and iced-out hip hop pieces in gold, silver and rose gold. Most people buying are shopping for a gift or remembering someone they lost, so it's a very emotional purchase. The owner came to us with one ask: get more sales from Google Shopping and Search ads without spending more per order.
The challenge
When we looked at August 2026, the account had 2,040 clicks and just 5 sales. That meant $160 spent for every sale and a ROAS of 31%. Digging in, we found Google Shopping ads sending people to products that were sold out, so the click was wasted before the visitor even landed. The site wasn't helping either: it scored 54 on mobile speed, the "Shop Now" button opened an empty collection, and there was no obvious place to upload your photo.
Plenty of traffic, very few orders.
Shopping clicks landed on products nobody could buy.
The store loaded slowly on phones.
No obvious place to upload a photo.
The solution
We started by cutting the keyword list down hard. Out of roughly 1,874 ideas, we kept 10 that showed real buying intent, like "custom photo pendant" and "memorial necklace with picture". Then we split the campaign by type of buyer (general, memorial, men's and women's), so each person saw an ad that spoke to why they were shopping. We rewrote the ads from scratch and got them to Excellent ad strength. On the Google Shopping side, we flagged every sold-out product still getting clicks, so the budget went to necklaces people could actually buy. Finally, we gave the owner a short list of site fixes.
Kept only searches from people ready to buy.
General, memorial, men's and women's ad groups.
Fresh ads that reached Excellent ad strength.
Clear fixes for speed, navigation and photo upload.
Results
Same store, same country, one month apart. Here's how the numbers moved.
Before
Clicks Without Sales
Lots of people were clicking, but only 5 bought. Every sale cost $160, and some of the Shopping ad money went to products nobody could order.
After
More Sales at a Lower Cost
Clicks went up a little, but sales jumped to 25. Each sale now costs about $56, and ROAS climbed to 89%.
Aug 1–31, 2026 vs. Sep 1–30, 2026. Google Ads account data.
Execution
Step 1
We looked at what the top US photo jewelry brands were doing and pulled around 1,874 keyword ideas. We kept only the 10 people use when they're ready to buy.
Step 2
We set up a Google Shopping campaign aimed at sales across the USA, plus Search with four ad groups for general, memorial, men's and women's buyers.
Step 3
We wrote fresh ads around memorial and personalized photo necklaces, with 15 headlines and 5 descriptions, and got them to Excellent ad strength.
Step 4
We caught Google Shopping ads pointing at sold-out products and sent the owner a list of site fixes for mobile speed, navigation and photo upload.
FAQ
We didn't buy more traffic, we bought better traffic. Once the keywords and ads matched what people actually wanted, about 1 in 100 clicks turned into a sale instead of 1 in 400.
Not fully yet, and we'd rather be upfront about that. ROAS went from 31% to 89% in one month, so it's close to break-even. Performance Max and the site fixes are the next steps to push it over.
Most likely. People buying personalized gifts search by occasion and by who it's for. If your ads match that, and you keep sold-out items out of your Shopping ads, you'll waste far less money.
Jewelry is a visual buy. Shopping ads show the actual necklace, the price and the store before anyone clicks, so the people who do click already like that piece.
More results
In September 2025 the account spent MX$25.5K at 166% ROAS.
From September 1 to 13, 2025 the account ran at 1,712% ROAS with a 4.50% conversion rate.
From September to November 2025 the account averaged about $3.57K in monthly spend at $54.76 per conversion.
In November 2025 the account produced 19 form leads and 6 phone calls at $176 per conversion.
Calls were coming in, but volume was unpredictable and too much budget went to searches that did not turn into customers.
In October 2025 the account produced 67 phone calls and 54 form leads at $104 per conversion.
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