Nobody goes looking for a jeweller. They go looking for an engagement ring, and there are twenty five times more of them.
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Australian search volumes, Semrush.
Three channels, three jobs. A business usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
Jewellery is the most photogenic thing anyone sells and Meta is a photo feed. It also reaches the people who have not started searching yet, which on a proposal is most of them, because the decision to buy comes months before the first search.
GOOGLE ADS
Catches them the moment they start searching, including the ones Meta warmed up. Fastest of the three to produce an enquiry, and the only one that works in the fortnight before an anniversary nobody planned for.
SEO
Takes over the same product searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce enquiries, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who looked at a ring and did not enquire, which on a purchase this considered is nearly all of them. And as SEO ranks for a product, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per product rather than a Collections grid, written for someone who does not know what they are looking at. Google Business Profile built properly, categories right, and a review process that runs after every sale. This is what moves the map pack and the product terms.
THE FAST LEVER
Campaigns split by product, not one campaign called Jewellery. Negative keywords so you stop paying for cheap, fake, cubic zirconia, replica, costume jewellery and the enormous volume of people browsing rings with no intention of buying one this year. Enquiry and appointment tracking, because this sale usually starts with a conversation rather than a checkout.
THE ONE BUILT FOR THIS TRADE
The one this trade is built for. Photographs of your own pieces, reaching people in the months between deciding to propose and starting to search, which is where this purchase is actually won.
We start from which pieces you want to sell more of, not from which service we would like to sell you. A jeweller who wants custom commissions rather than counter sales needs a custom page and Meta Ads, not more foot traffic. A new store with no reviews needs Google Ads while the SEO catches up. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for a Brisbane jeweller, why those three, and the numbers behind each one.
Built around “engagement rings”
The biggest number in the trade by a distance and the least understood purchase anyone makes. Cut against clarity against carat, what a certificate actually tells you, lab grown against mined and why the price differs so much. Write that honestly and you win someone who arrived knowing nothing and now trusts you, which is the entire sale.
Built around “custom engagement rings”
2,900 a month and the best term on the list. It cannot be served by an online retailer, it cannot be price matched, and the person searching it has already decided they want something made rather than bought. Show the process, show pieces you have made, and give a starting point so nobody is afraid to ask.
Built around “jewellery repairs”
Repairs at 720 and watch repairs at 1,300 look like small numbers until you notice what they are. They are the only searches on this list that must be served by someone local, they bring a person physically into the store, and a resize today is an engagement ring in three years.
Tell us your area and the pieces you want to sell more of. We will come back with the real search numbers and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because that is the gap. Engagement rings does 33,100 searches a month and jewellery store near me does 1,300, a twenty five times difference. Almost nobody sets out to find a jeweller. They set out to buy a specific thing on a deadline, and they read for weeks first.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Not on price, because you will lose. Compete where they cannot follow: custom work at 2,900 searches a month, repairs, resizing, valuations, and the simple fact that someone can look at the thing before spending five figures on it. A standard stone is a commodity. A piece made for someone is not.
It is the best term on the list. 2,900 a month, it cannot be price matched, it cannot be shipped from a warehouse, and the person searching it has already decided they want something made rather than bought. Show the process and give a starting price so nobody is afraid to ask.
Repairs at 720 and watch repairs at 1,300 are small numbers doing an unusual job. They are the only searches on the list that have to be served by someone local, they bring a person physically into the store, and a resize today is often an engagement ring three years later.
Cheap, fake, replica, cubic zirconia, costume, and the very large volume of people browsing rings for inspiration with no intention of buying this year. On broad match an account buys all of it, and engagement ring traffic is heavy with window shoppers.
Yes, and it is the most underrated page in the vertical. Most jewellery sites are a gallery that assumes the visitor already understands cut, clarity, carat and certification. Most do not, and nobody wants to admit that while spending months of savings. Explaining it plainly is how you get the appointment.
Google Ads produces enquiries within days. The product pages take three to six months to rank. Meta sits in between and tends to work in a long arc, because the decision to propose comes months before the first search.
Yes. Search behaviour is the same across Australia, only the competitor set changes. The volumes quoted on this page are national.
We look at whether your site has a real page for anything other than the store itself, what the product terms do in your area, how you are positioned against online retailers, and whether custom work is visible at all. You get it in writing and you keep it either way.
