How We Generated 5x ROAS for a D2C Stone Jewelry Brand Using Google Ads & PMax

When a stone jewelry brand approached Ho Digital with a ₹2 lakh monthly Google Ads budget and zero D2C traction, we weren't just asked to run ads. We were asked to build a full-funnel revenue engine — one that competes without the safety net of Amazon or Flipkart. In four months, we delivered a 5x ROAS, generating ₹40 lakh in revenue from ₹8 lakh in total spend.

About the Brand

Our client is a Jaipur-based stone jewelry brand selling semi-precious and natural stone rings, pendants, bracelets, and earrings. Each piece is handcrafted and sourced from certified gemstone suppliers. Despite a strong offline retail presence, their Shopify store was generating minimal revenue — dependent on Instagram DMs and word-of-mouth with no structured paid traffic strategy.

The Challenge

Stone jewelry is a high-intent, high-trust category. Customers need to believe in the authenticity of the stone before purchasing. The founder had a firm policy against marketplaces — he believed they commoditized the product and attracted price-sensitive buyers, not their ideal customer. The challenge: drive qualified traffic to their own website and convert it without the credibility that platforms like Amazon lend.

Their catalogue had 200+ SKUs across stone types and price points — from ₹299 raw stone pendants to ₹4,999 premium rudraksha sets. Managing this efficiently in Google Ads required a structured, segmented approach rather than a blanket campaign.

Our Strategy

We designed a three-layer Google Ads strategy: Search and Shopping to capture high-intent queries, Performance Max (PMax) to scale across Google's full inventory, and YouTube for retargeting and brand trust. On the website, we integrated BYPL (Buy Page Landing) and GoKiwi-style conversion tools to build high-converting product landing pages with social proof, urgency triggers, and EMI payment options.

Campaign Architecture

Performance Max (PMax)

We launched a PMax campaign with three asset groups: semi-precious stone rings, healing crystal pendants, and festival gift sets. Each asset group had dedicated headlines, descriptions, product feeds, and audience signals built around buyers interested in spirituality, healing, yoga, and gemstone jewellery. PMax became our primary volume driver, accounting for 65% of total conversions.

Google Shopping

A Standard Shopping campaign ran in parallel to maintain control over high-margin SKUs. We structured it with custom labels segmenting products by stone type (amethyst, lapis lazuli, tiger eye) and price band — allowing aggressive bidding on proven converters and spend suppression on low-margin items.

YouTube Ads

We ran 15-second non-skippable in-stream ads targeting visitors who hadn't converted. The creative showed the stone sourcing process — quarry to craft — directly addressing the authenticity concern. YouTube retargeting brought back high-intent visitors at a fraction of new acquisition cost.

CRO: BYPL + Conversion Stack

Beyond the ads, we used BYPL to build dedicated landing pages for top-performing ad groups. Instead of generic product pages, each ad group landed on a focused page with a strong headline, product story, 100+ pulled reviews, and prominent COD + EMI options. This improved our conversion rate from 1.2% to 3.8% — tripling revenue from the same ad spend.

Results (4-Month Campaign)

Total Ad Spend: ₹8,00,000

Total Revenue Generated: ₹40,00,000

ROAS: 5x

Conversion Rate: 3.8% (up from 1.2%)

New Customers Acquired: 2,100+

Average Order Value: ₹1,850

Best Performing Category: Healing Crystal Pendants (38% of revenue)

Key Takeaways

Three decisions drove these results: First, we led with product story and authenticity — not price — attracting buyers who value craftsmanship. Second, we engineered the entire purchase journey from first click to confirmation, not just the ad. Third, PMax only performed because we gave it tightly defined audience signals and high-quality creative from day one. Broad campaigns with weak inputs deliver broad, weak results.

Running a D2C stone jewelry or handcrafted product brand and want to build a sustainable sales channel on your own website? Reach out to Ho Digital for a free performance audit.