The Client
Prestigious Jewellers is a luxury watch and fine jewellery retailer with a flagship store in Leeds, selling Rolex and other prestige watches and fine jewellery in store and online. We run their Google Ads, and calls from the ads have grown from 3 a quarter to 320+.
A luxury watch is not an impulse purchase. Buyers call to ask about availability, condition and viewings before they ever visit, so a phone call is the lead that matters.
"3 calls in our first quarter. 320+ in January to March 2026."
The Challenge
Google Ads for jewellers selling prestige watches is a demanding category:
- Expensive, competitive searches. Rolex and luxury watch searches attract official retailers, national chains and online marketplaces, all bidding on the same terms.
- High-value, low-volume buyers. The people ready to buy a five-figure watch are few, and most searches are from browsers checking prices.
- Calls, not carts. The sale usually starts with a phone call or a visit to the Leeds store, not a checkout.
- National reach, local store. Buyers travel for the right watch, so the ads have to reach the whole UK while still bringing people to Leeds.
What We Built
1. A Rolex Performance Max campaign
Rolex Pmax Campaign - LPA runs across the UK with the store's product images and brand videos, bid to maximize conversions on calls. It has become the account's biggest source of calls.
2. Search on the brand and Leeds watch searches
Conv Search Campaign - LPA, launched in June 2025, covers the store's name and local watch searches: "prestigious jewellers leeds," "rolex leeds," "prestigious watches leeds." A Manual Search Campaign covers specific models and buying searches like "rolex daytona" and "second hand rolex watch," targeted to 58 UK cities and regions.
3. Shopping and Business Profile campaigns
A Rolex Shopping campaign for product searches and a campaign promoting the store's Business Profile for local searches.
4. Call tracking, negatives and assets
Conversions are set up for calls from the ads and calls from the website. 460+ unique negative keywords, 20 sitelinks, 18 images, callouts and call assets.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed every business day through Ad Campaign Concierge™, our proprietary optimization system: search terms, negatives, bids and budget pacing.
The Results
The numbers below are calls counted by Google Ads from our campaigns, July 2024 to September 2026.
- 1,000+ calls from the ads on about £42K of ad spend, about £40 a call overall.
- Calls a quarter: 3 in July to September 2024, 49 a year later, then 270+ in October to December 2025 and 320+ in January to March 2026.
- The best month: January 2026, with 130+ calls.
Cost Per Call, Down Every Half-Year
Since April 2026 the account has run on about half its earlier monthly budget, just under £1,100 a month, and still brings about 45 to 70 calls a month. From July to September 2026 it produced 200+ calls at about £15 each.
- Rolex Performance Max: 590+ calls at about £28 each.
- Brand and Leeds search: 420+ calls at about £10 each.
Key Takeaways
- For luxury retail, the call is the conversion. A watch buyer calls before they buy. Tracking calls from the ads and the website shows what the budget really does.
- Your own name is your cheapest lead. Brand and Leeds searches brought calls at about £10 each.
- Performance Max can sell prestige. With the right products, images and videos, it became the account's main source of calls.
- Efficiency lets you spend less. Once the account was dialed in, half the budget kept the phone ringing at about £15 a call.
Frequently Asked Questions
Can Google Ads bring phone calls to a jewellery store?
Yes. Prestigious Jewellers has had 1,000+ calls from its Google Ads since July 2024. Calls grew from 3 in the first quarter to 320+ in January to March 2026.
How much does a phone call from Google Ads cost a jeweller?
Across the whole engagement, about £40 a call. The cost has fallen every half-year: about £440 a call in the first half of 2025, about £37 in the second half, about £17 in the first half of 2026 and about £15 from July to September 2026.
Are brand searches worth paying for?
For a destination jeweller, yes. The search campaign on the store's name and on Leeds watch searches like 'prestigious jewellers leeds' and 'rolex leeds' brought 420+ calls on about £4.7K, about £10 a call.
Does Performance Max work for a luxury watch retailer?
It did here. The Rolex Performance Max campaign has produced 590+ calls on about £17K of spend, about £28 a call, the largest share of the account's calls.
About This Campaign
Luxury watch and jewellery lead generation on Google Ads, built and managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Retail (Luxury Watches & Fine Jewellery) Platforms: Google Ads (Performance Max, Search, Shopping, Smart) Location: Leeds, United Kingdom, advertising across the UK Account Duration: July 2024 (still running today)
Calls are counted Google Ads conversions from our campaigns: calls from ads, calls from the website and calls from the Business Profile. Clicks on the phone number, directions and website visits are excluded. Online orders are not included. All figures are rounded down and in British pounds (£).