Google Ads Strategy — Novara Jewellery
Capture high-intent jewellery searches on Google and convert them into store visits, qualified enquiries, and showroom sales across mumbai, Bhayandar, Dahisar, and Borivali.
Monthly Budget
₹1,50,000
~₹5,000 / Day PacePrimary Market
mumbai + Catchment
Presence Location TargetingCampaign Sprint
30-Day Launch
Continuous OptimizationPrimary KPI
Cost / Qualified Lead
Appointments & Store VisitsGoogle Search, Maps & Performance Max Visual Assets
Visual preview of the 4 category-segmented creatives powering Google Image Extensions, Performance Max Asset Groups, and Display Remarketing.
1. Executive Strategy & 2. Customer Personas & Search Intent
Search campaigns serve as the primary acquisition engine because jewellery is a considered purchase where shoppers actively compare designs, purity, making charges, trust signals, and showroom locations before buying. Lower-ticket fashion jewellery drives online or WhatsApp enquiries, while gold, diamond, and bridal campaigns prioritize qualified consultations and showroom visits.
| Customer Persona | Likely Google Search Queries | Ad & Landing-Page Hook |
|---|---|---|
| Everyday & Fashion Jewellery Shopper | “silver jewellery mumbai”, “fashion jewellery shop near me”, “silver earrings price” | Browse collections, clear price bands (₹999–₹10,000), current designs, store location, WhatsApp support |
| Gold Jewellery Buyer | “gold jewellery shop mumbai”, “22 carat gold necklace”, “gold chain price” | Purity and BIS hallmarking information, making-charge explanation, designs, call/store visit |
| Premium Gold / Diamond Buyer | “diamond jewellery showroom near mumbai”, “diamond ring price”, “premium gold necklace” | Premium collection gallery, diamond certification details, private consultation, appointment booking |
| Bridal Shopper / Family Decision-Maker | “bridal jewellery set mumbai”, “bridal gold necklace price”, “wedding jewellery showroom” | Bridal sets by budget, appointment for family consultation, store visit CTA |
3. Budget Architecture — ₹1,50,000 per Month
Initial allocation dedicates 70% of spend to high-intent Search campaigns, with 20% for Performance Max and 10% for Remarketing. Reallocate after the first two weeks using qualified lead and sales-quality data—not clicks alone.
| Campaign | Monthly Budget | Daily Avg. | Share | Primary Focus |
|---|---|---|---|---|
| Search — Gold Jewellery | ₹37,500 | ₹1,250 | 25% | High-intent gold jewellery and local showroom searches |
| Search — Premium Gold / Diamond | ₹30,000 | ₹1,000 | 20% | Diamond rings, premium gold, high-value consultations |
| Search — Bridal Jewellery | ₹22,500 | ₹750 | 15% | Bridal sets, wedding shopping, appointment enquiries |
| Search — Silver / Fashion Jewellery | ₹15,000 | ₹500 | 10% | Silver jewellery and fashion-led product searches |
| Performance Max — Product/Store Discovery | ₹30,000 | ₹1,000 | 20% | Eligible product feed or strong image/video assets; local discovery & conversions |
| Remarketing — Display / Demand Gen | ₹15,000 | ₹500 | 10% | Re-engage consented site visitors and non-converting category viewers |
| TOTAL | ₹1,50,000 | ₹5,000 | 100% | Initial planning allocation |
4 – 7. Category Search Campaigns Breakdown
MIR_GADS_SEARCH_GOLD
Search: Gold Jewellery
Goal: Qualified calls, WhatsApp enquiries, appointment requests & store visits.
Keywords: "gold jewellery shop mumbai" (Phrase), [gold jewellery mumbai] (Exact), "22 carat gold necklace" (Phrase), [gold chain price] (Exact), "gold earrings showroom near me" (Phrase).
RSA Headlines: Gold Jewellery in Mumbai | Explore Gold Designs | Visit Our Jewellery Showroom | Book a Store Consultation
MIR_GADS_SEARCH_DIAMOND_PREMIUM
Search: Premium Gold / Diamond
Goal: High-quality consultations & appointments for purchases valued at ₹1.5L–₹5L+.
Keywords: "diamond jewellery showroom mumbai" (Phrase), [diamond ring mumbai] (Exact), "premium diamond necklace" (Phrase), "gold diamond ring showroom near me" (Phrase).
RSA Headlines: Premium Diamond Jewellery | Explore Diamond Rings & Sets | Book a Jewellery Consultation
MIR_GADS_SEARCH_BRIDAL
Search: Bridal Jewellery
Goal: Bridal consultation enquiries and planned family showroom visits.
Keywords: "bridal jewellery shop mumbai" (Phrase), [bridal gold set] (Exact), "bridal necklace set price" (Phrase), "wedding jewellery showroom near me" (Phrase), "bridal diamond jewellery" (Phrase).
RSA Headlines: Bridal Jewellery in Mumbai | Explore Wedding Jewellery Sets | Plan Your Bridal Jewellery Visit
MIR_GADS_SEARCH_SILVER_FASHION
Search: Silver / Fashion Jewellery
Goal: Product enquiries, online purchases (if enabled) & store visits.
Keywords: "silver jewellery mumbai" (Phrase), [silver earrings price] (Exact), "fashion jewellery shop near me" (Phrase), "silver bracelet for women" (Phrase).
RSA Headlines: Silver Jewellery from ₹999 | Explore Fashion Jewellery | Silver Earrings, Rings & More | Visit Our mumbai Store
8. PMax & Remarketing, 9. Negative Keywords & 10. Ad Extensions
9. Negative Keyword Strategy
| Negative Keyword Idea | Reason | Caution |
|---|---|---|
jobs, vacancy, career, salary | Employment intent | Safe global negatives |
course, training, how to become | Education research | Safe global negatives |
repair, polishing, cleaning | Service intent | Exclude if not offered |
wholesale, manufacturer, supplier | B2B intent | Exclude if retail-only |
free, images, wallpaper, drawing | Image research | Review before broad exclusion |
used jewellery, scrap gold | Second-hand / scrap | Exclude if not offered |
10. Google Ads Assets & Extensions
| Asset Type | Suggested Content |
|---|---|
| Sitelinks | Gold Jewellery; Diamond Collection; Bridal Jewellery; Silver & Fashion; Store Location |
| Callouts | Multiple Price Ranges; Showroom in Mumbai; Enquire About Availability; Bridal Consultation |
| Structured Snippets | Categories: Gold Jewellery, Diamond Jewellery, Bridal Sets, Silver Jewellery |
| Call Assets | Business phone number scheduled strictly during staffed showroom hours |
| Location Assets | Linked to verified Google Business Profile in Mumbai |
| Image & Promo Assets | Genuine product imagery & real, currently valid offers |
11. Landing Page CRO, 12. GTM/GA4 Tracking & 14. 30-Day Rollout
11. High-Converting Landing Page Structure
| Page Element | Conversion Requirement & CTA |
|---|---|
| Hero Banner | “Discover Jewellery That Tells Your Story” with mumbai location + Explore Collection / Book a Visit |
| Shop by Category | 4 category cards (Silver/Fashion, Gold, Diamond, Bridal) with price bands |
| Trust & Transparency | BIS hallmark details, diamond certification, exchange/buyback policy & genuine reviews |
| Lead / Consultation Form | Name, phone/WhatsApp, category, budget range & preferred visit time |
| Direct Contact Bar | Tap-to-call, Click-to-WhatsApp, Google Maps directions & showroom hours |
14. 30-Day Google Ads Rollout Roadmap
| Phase & Days | Execution Actions |
|---|---|
| Foundation (Days 1–3) | Audit landing pages & GBP; install GTM/GA4/conversion tags; prepare keyword lists, negatives & assets. |
| Launch (Days 4–7) | Launch the 4 Search campaigns; verify location Presence settings, budget pacing, call handling & form delivery. |
| Search-Term Mining (Days 8–15) | Review search terms, add negatives, compare device/location/category performance; launch PMax if ready. |
| Optimization (Days 16–23) | Pause irrelevant queries, refine ad copy & landing pages, adjust budget toward qualified leads & appointments. |
| Evaluation & Scale (Days 24–30) | Review qualified lead cost, appointment show-up, sales & revenue attribution; shift budget to top categories. |
Combined Cross-Channel Media Allocation Option (Google Ads + Meta Ads = ₹1,50,000)
When ₹1,50,000 is deployed as a unified cross-channel monthly media budget across both Google Ads and Meta Ads (from the Jewellery Digital Advertising Strategy deck):
| Channel | Monthly Budget | Share | Strategic Role |
|---|---|---|---|
| Google Search Ads (Gold ₹35K, Diamond ₹15K, Bridal ₹10K, Silver ₹10K) | ₹60,000 | 40.0% | Capture high-intent local searches, calls and enquiries |
| Google Performance Max | ₹25,000 | 16.7% | Expand eligible local Google reach with verified conversion tracking |
| Instagram / Facebook Ads (Meta) | ₹45,000 | 30.0% | Product discovery, Reels/carousel creatives and WhatsApp/lead generation |
| Flexible Remarketing Reserve | ₹20,000 | 13.3% | Re-engage eligible site visitors and social engagers on best-performing channel |