Photography is the product
A stone that looks cloudy on a phone screen is a lost sale, and no amount of ad spend fixes it. We shoot jewellery on a macro setup with controlled reflections — the brilliance has to read at thumbnail size and still hold up when somebody pinches in on the facets. Model shots go alongside, because scale is the second question every buyer asks after price. For lab-grown brands we shoot the certificate too; proof photographs better than claims.
Built for a 40-day decision
Standard retargeting windows of seven days are useless here. We hold audiences warm for 45 to 60 days with a sequence that changes its job as it goes — first the piece, then the craft, then the certification and return policy, then the offer. The person who saw your bridal set in week one is shown social proof in week five, not the same carousel again.
Search intent splits by occasion
Jewellery search is not one market. 'Engagement ring' behaves nothing like 'daily wear gold earrings', and 'lab grown diamond price' is a research query that converts six weeks later. We separate these into their own campaigns with their own landing pages and their own expectations, so the bridal budget is not being judged against impulse-purchase CPAs.
The store visit is a conversion
Most jewellery money still closes in person. If walk-ins are not tracked, your ads look worse than they are. We set up offline conversion tracking — a WhatsApp booking, a store-visit confirmation, a billing match fed back into Meta and Google — so the algorithm optimises toward people who actually turn up with intent rather than people who click prettily.