The Client
The Queens' Jewels creates hand-crafted, bedazzled wine glasses and glassware featuring Swarovski-style crystals. Their products range from jeweled stemmed wine glasses to themed designs (turtles, crowns, lips, starfish) that serve as both functional glassware and luxury gifts.
This is a niche e-commerce brand competing against mass-market glassware retailers with a fraction of the budget — making efficient advertising essential to survival.
The Challenge
- Niche product category — "jeweled wine glasses" is not a high-volume search category, requiring creative keyword strategies to capture adjacent gift-buying intent
- Gift-driven purchase behavior — many purchases are gifts, meaning the buyer is often not the end user. This changes keyword targeting and ad messaging significantly.
- Seasonal concentration — holidays (Christmas, Mother's Day, Valentine's Day) drive a disproportionate share of revenue, requiring careful budget pacing
- Premium pricing — at $30-60+ per glass, the product needs to justify its value against $10 alternatives from Amazon
Our Approach
- Gift-intent keyword strategy — targeting "unique wine gifts," "wine lover gifts for her," "crystal wine glasses gift" alongside direct product queries
- Shopping campaigns with high-quality product imagery showcasing the crystal detail and craftsmanship
- Performance Max with audience signals targeting gift buyers, wine enthusiasts, and home decor shoppers
- Seasonal budget scaling — increasing spend 200-300% during peak gift seasons while maintaining ROAS targets
- Remarketing to capture visitors who browsed but didn't purchase — critical for a considered gift purchase
The Results
- $1.08 million in tracked e-commerce revenue from the ads
- $215,265 in total ad spend
- 5.0x ROAS — every $1 in ads generated $5 in revenue
- 17,708 purchase conversions
- Profitable in a niche category where many small brands struggle to compete against Amazon
About This Campaign
Industry: E-Commerce — Luxury Glassware & Gifts Platforms: Google Ads (Search, Shopping, PMax) Account Duration: Started 2021 (engagement has ended)