ByGlaze, a sustainable jewellery brand, came to us wanting one thing from Google Ads: more sales. We built the account around that goal and grew revenue faster than spend.
Sales Value
42%
Clicks
30%
Peak Quarter ROAS
5.79x
The Challenge
ByGlaze sells sustainable jewellery direct to consumers through byglaze.com. Growing sales through Google Ads is harder than it sounds in jewellery. Price points vary widely across the catalogue, brand searches need protecting from competitors, and shoppers who browse without buying on their first visit need a reason to come back.
The Solution
We built the account into a full-funnel structure, giving every stage of the customer journey its own campaign rather than relying on one generic push:
- Brand protection: dedicated Brand Search and Brand Shopping campaigns to own searches for ByGlaze's name, plus a Brand RLSA campaign bidding harder on past site visitors when they searched again.
- Category demand: separate Jewellery and Bridal campaigns, matching ad copy and keywords to what each shopper was actually looking for.
- Recapturing browsers: Display remarketing aimed at site visitors who hadn't yet purchased.
- Seasonal spikes: a dedicated Mother's Day campaign for one of jewellery's biggest demand moments.
- Value-based bidding: almost every campaign ran on Target ROAS, so spend followed order value rather than click volume, which mattered with such a wide range of price points.
The first few months went into building that structure and giving Google's bidding enough data to work with. That groundwork paid off through the first half of the year.
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The Results
Performance climbed steadily from the ramp-up period (December to February) into ByGlaze's strongest quarter (March to May). Quarter on quarter, sales value grew 42% and clicks grew 30%, while return on ad spend improved from 5.45x to 5.79x.
Crucially, sales grew faster than spend, which rose by around 34% over the same period. Across the full 15-month partnership, the account sustained an average return of 4.39x on every pound spent.
The Outcome
ByGlaze wanted more sales, not more clicks or a bigger account for its own sake. Every part of the build served that one goal, and the results show it: as the account scaled, each pound of spend worked harder than the last.
GET IN TOUCH
Do you want to maximise growth?
Get in touch with Gravytrain to find out what a full-funnel Google Ads strategy could do for your brand.
