The challenge
A jewellery brand in a highly competitive market faced a familiar problem: budget couldn't go up any further without revenue per euro of ad spend falling. The client wanted two things: growth every month and staying well above the break-even point of €1.80 revenue per euro of ad spend, the point where the ads exactly earn themselves back.
In the jewellery market, 1,000 impressions cost a lot, there's heavy competition on keywords, and seasonal peaks throw campaigns off balance. Simply increasing the budget wasn't an option: revenue per euro of ad spend would drop immediately.
Our approach
One big intervention is rarely the answer. We worked step by step, with each improvement building on the last.
1. More buyers from the same visitors
Bringing in more visitors while few of them buy is money wasted. We started at the basics: how many visitors buy something, and where do they drop off? Using heatmaps (maps of where visitors click and scroll), session recordings and tests with two versions of a page, we found the biggest obstacles in the buying process. We then improved the product and category pages.
2. A smoother checkout
Visitors reached the cart but dropped off at payment. We simplified the steps, showed trust signals at the right moments, and removed unnecessary friction.
3. Better product data for Google Shopping
Good product data is the backbone of Google Shopping and Performance Max (one campaign that advertises across all Google channels at once). We improved titles and structure so products appear for the right search terms and get clicked more often: the right words up front, better categories and accurate product attributes. That delivered more relevant impressions and a lower cost per click.
4. Switching from Lightspeed to Shopify
The client wanted to switch to Shopify but was worried about a revenue dip during the migration. We guided the switch and kept the campaigns stable throughout. There was no noticeable dip in revenue or in revenue per euro of ad spend.
5. A foundation for international expansion
With a stable foundation in the Netherlands, we laid the groundwork for Germany and the United Kingdom. We agreed on a minimum for revenue per euro of ad spend, so we adjust immediately if campaigns drop below it.
The results
The results for 2025 (through 17 December):
- €6.26 revenue per euro of ad spend, well above the break-even point of €1.80
- Revenue: €166,000 on €26,500 ad budget
- 1,760 measured results in 2025
Every euro of ad budget generated €6.26 in revenue. Not through one big intervention, but through the right improvements in the path from visitor to customer, in the right order.
Similar challenge for your webshop? See our e-commerce marketing service, including a contact form.
