Dayyani Jewelers - ROAS Efficiency

Dayyani Jewelers partnered with Acorn Strategy to refine and optimize their Google Ads program. In six months, ROAS improved by 5.89% while ad spend was reduced by 44.59%, resulting in a more efficient and profitable channel.

How We Increased ROAS Efficiency While Reducing Ad Spend

Executive Summary

Dayyani Jewelers is a luxury fine jewelry brand competing in one of the most expensive and competitive PPC environments. When they partnered with Acorn Strategy on May 1, 2025, their Google Ads account was generating a strong 5.64x ROAS, but rising click costs and overexposure to low-intent traffic threatened long-term profitability.

Within six months, Acorn Strategy improved ROAS from 5.64x to 5.97x, representing a 5.89% lift in performance efficiency. During the same timeframe, overall ad spend decreased by 44.59%, which naturally reduced total conversion value—but generated higher profitability per advertising dollar spent.

This case study highlights how a luxury retailer can achieve stronger efficiency and protect margins by tightening Google Ads structure and intent targeting.

Client Background

About the Brand

Dayyani Jewelers specializes in luxury fine jewelry, bridal collections, and handcrafted custom pieces. Their customers expect premium service, exceptional quality, and seamless digital shopping experiences.

Industry Category

  • Industry: Luxury Jewelry / Fine Jewelry Retail

  • Product Type: High-end rings, necklaces, bridal pieces, and custom jewelry

  • Business Model: eCommerce + retail hybrid

  • Region: North America

  • Platform: Shopify + Google Ads

The Challenge

Before engaging Acorn Strategy, Dayyani Jewelers’ Google Ads account demonstrated strong ROAS but weak cost efficiency. Key issues included:

  • Overspending on broad, informational, and low-intent queries

  • High CPC volatility due to lack of segmentation

  • Performance Max inconsistencies

  • Missing negative keywords and limited audience refinement

  • Spend-heavy structure that did not reflect margin realities

The goal was not to simply increase revenue—it was to improve efficiency, refine targeting, and reduce wasted spend while maintaining or improving ROAS.

Goals & KPIs

Primary Objectives

  • Improve ROAS with tighter audience and keyword controls

  • Reduce wasted ad spend while preserving profitable visibility

  • Increase efficiency of Performance Max and Shopping campaigns

  • Strengthen alignment between traffic quality and jewelry buyer behavior

  • Build a structure suitable for a high-ticket niche

Our Solution

Luxury-Focused PPC Optimization Strategy

Acorn Strategy implemented a high-intent and cost-efficient Google Ads strategy tailored to luxury jewelry buying cycles.

Key strategic actions:

1. Surgical Keyword Segmentation

  • Split campaigns by product category (bridal, fine jewelry, custom pieces)

  • Eliminated broad-match overspending

  • Prioritized exact-match commercial-intent terms

2. Performance Max Refinement

  • Rebuilt asset groups around categories and buyer profiles

  • Improved signals by feeding higher-quality conversion data

  • Reduced algorithmic drift into low-value traffic pools

3. Aggressive Negative Keyword Expansion

  • Removed informational queries (e.g., research terms with no purchase intent)

  • Reduced competition with irrelevant verticals

  • Increased overall traffic quality

4. Smart Bidding Optimization

  • Shifted toward ROAS-based bidding after establishing clean conversion pathways

  • Tightened thresholds to reduce overbidding during high CPC fluctuations

5. Spend Rationalization

  • Actively lowered budgets in historically inefficient categories

  • Reallocated spend toward high-margin and higher-ROAS categories

Implementation Process

  1. Full account audit and baseline ROAS analysis

  2. Search, Shopping, and PMax segmentation overhaul

  3. Conversion action cleanup

  4. Bid strategy optimization

  5. Weekly refinement of queries, audiences, and asset groups

  6. Strategic spend reduction to improve marginal return

Results

Quantitative Results (6-Month Window)

ROAS

  • Before: 5.64x

  • After: 5.97x

  • Improvement: +5.89%

Conversion Value Efficiency

  • Conversion value decreased due to a 44.59% reduction in ad spend

  • Efficiency improved as spend declined faster than revenue, increasing profitability

  • High-intent traffic comprised a much larger share of total clicks

  • Wasteful categories were successfully eliminated

Qualitative Results

  • Improved profitability per advertising dollar

  • Better traffic quality and stronger purchase signals

  • Reduced exposure to high-cost, low-return keywords

  • More stability across campaigns and categories

  • Increased buyer relevance in Search and PMax campaigns

Client Testimonial

Dayyani Jewelers noted clearer, more sustainable performance after restructuring. The brand now spends less while achieving higher ROAS efficiency and more predictable outcomes.

Tools & Tech Stack

  • Google Ads (Search, Performance Max, Shopping)

  • Google Merchant Center

  • Enhanced Conversions

  • GA4

  • Category-based segmentation tools

Why the Solution Worked

Luxury PPC requires precision. Dayyani Jewelers’ improvements stemmed from:

  • Reducing spend in low-intent segments

  • Strengthening ROAS-centric bidding strategies

  • Feeding Google’s algorithm clean, high-quality signals

  • Aligning keyword targeting with real buyer intent

By focusing on efficiency rather than sheer volume, the account produced more profitable outcomes—and protected ROAS amidst rising CPCs.

Key Takeaways

  • Reducing spend can increase profitability when done strategically

  • High-ticket buyers require precise, intent-driven PPC segmentation

  • ROAS improvement is often tied to traffic quality, not traffic volume

  • Performance Max thrives when fed structured, category-focused signals

  • Efficiency is crucial in luxury and high-CPC verticals

Next Steps for the Client

  • Expand high-ROAS collections into dedicated PMax groups

  • Test YouTube for luxury remarketing

  • Build seasonal bidding rules

  • Continue refining keyword clusters based on margin

  • Strengthen cross-channel synergy between Google Ads and on-site CRO

Work With Us

If you’re a luxury or high-ticket retailer wanting to strengthen ROAS while controlling costs, Acorn Strategy can help. Book a call and let’s build your most profitable Google Ads strategy yet.

What Our
Customers Say

  • "Working with the Acorn Strategy team has been nothing short of an amazing experience. They were patient, knowledgeable, and responsive. Great value and excellent results."

    Petro G.

    Owner, Onoma Kitchenware

  • "Acorn Strategy has been an exceptional partner throughout our collaboration, consistently exceeding our expectations. Their team embodies professionalism, punctuality, and ongoing support."

    Miranda M.

    Forty West Designs

  • "The team at Acorn Strategy were a delight to work with. The platform they created was exactly what I had in mind, and the process was organized and smooth."

    Shannon S.

    Foxwedge Furniture

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