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Dylan Rae Jewelry isn’t just another boutique brand; they’ve mastered the art of everyday luxury. Their pieces strike the perfect balance between timeless elegance and bold individuality, making dylanraejewelry.com a go-to destination for women who want jewelry that speaks their style, not just trends.

What followed was a sharp turnaround: more clicks, lower costs, and a big lift in purchases. This is a look behind the curtain at how our strategy transformed the brand’s paid ads into a serious sales machine.

The Problem: Wasted Clicks and Stagnant ROAS

At the start of the campaign, Dylan Rae was running ads but the returns were flat. Clicks were coming in, but not translating into purchases. ROAS hovered in the “meh” zone, and there was no clear funnel structure in place. Ad dollars were being spent, but not working hard enough. Our job was to change that quickly and efficiently.

The Strategy: Funnel Clarity, Creative Testing, and Smarter Targeting

We built a two-platform strategy using Meta (Facebook and Instagram) for discovery and retargeting, and Google Ads for high-intent capture. But it wasn’t just about running more ads. We redesigned the entire structure around three key principles:

• Focus on Purchase-Driven Metrics: No more optimizing for link clicks or reach. We went straight to purchase objectives with tROAS and target CPA campaigns.
• Creative Variation: We tested video and image ads across different audiences to identify what grabbed attention and converted best.
• Audience Intelligence: Using lookalike audiences (LALs) based on purchases and add-to-cart behavior, we began narrowing in on the people most likely to buy.

We also launched a Google Performance Max (PMax) campaign with a target ROAS of 300%, leveraging dynamic creative and intent-based channels like YouTube, Shopping, and Gmail to reach shoppers throughout the funnel.

What the Numbers Say: A Campaign in Motion

The results speak for themselves. Here’s what happened over the course of the month.

• • Clicks doubled from 592 to 1,190.
  • Impressions more than doubled from 40K to 85.7K.
  • Cost per conversion dropped from $42.40 to just $20.16, a 52.5% improvement.
  • Total conversions hit 130 overall purchasers.
  • Average CPC dropped by 18.3%, saving more money per visitor.

Even though CTR dropped slightly (from 1.46% to 1.38%), it was expected with impression scaling. We were reaching a much larger audience, and still converting better than before.

On the Google side, our branded search campaigns crushed it driving 7 conversions at only $1.77 per sale with a quality score of 9. This wasn’t traffic for the sake of traffic, it was high-intent, purchase-ready users.

On Meta, over just 7 days of video ad testing, we generated 3 sales and a ROAS of 2.02. Across the entire 30-day cycle, both video and image ads hovered around a consistent ROAS between 1.34 and 1.44, giving us a solid foundation for scaling.

We didn’t stop there. Our bottom-of-funnel Meta campaign was optimized not for clicks, but for purchases with tROAS and CPA bidding doing the heavy lifting. This shifted the focus entirely to outcomes, not activity.

Device Optimization: The Mobile Majority

One key insight? Mobile was king.

78% of all conversions came from mobile users. That told us everything we needed to know about our future creative and landing page design make it mobile-first or don’t bother. The cost per mobile conversion was also the lowest across all device types, further proving where our budget belonged.

The Turnaround: From Spending to Scaling

So what’s the final verdict? Let’s get to what matters. Here’s what we achieved over the last 60 days:

• • Sessions: 6,100 (↑ 106.3%)
  • Views: 14,000 (↑ 103.5%)
  • Purchases: 130 (↑ 251.4%)
  • Revenue: $8,700 (↑ 350.9%)

For context: the preceding period barely crossed 40 purchases. We more than tripled that.

• • ROAS climbed sharply across both platforms
  • Revenue increased
  • CPC dropped
  • Conversions rose
  • Efficiency improved in every key metric

But more than numbers, there’s a story here, about strategy, execution, and clarity. This wasn’t magic. It was structure. We gave the campaign a clear funnel, tested the right creatives, chased real conversions, and stopped wasting money on clicks that didn’t matter.

The growth I’ve seen in both ad performance and brand visibility has been game-changing.– Danielle Ambrosio, Owner and Designer at Dylan Rae Jewelry

How Griffon Webstudios Can Help You Soar

At Griffon Webstudios, we don’t just run ads. We build revenue engines. Our approach combines data, creativity, and relentless testing to craft ad strategies that actually convert. Whether it’s Google, Meta, or a full-funnel system tailored to your brand, we focus on the metrics that matter like ROAS, conversions, and growth.

We help businesses go from guesswork to clarity, scaling campaigns that bring real, measurable returns. If you’re ready to turn clicks into customers and budgets into breakthroughs, we’re the team that makes it happen.

The post How Our Client Scaled Revenue with Smart Google and Meta Ads: A Case Study appeared first on Griffon Webstudios.

Although PMax demonstrates strong automation and reach abilities its lack of transparency together with precision remains a major limitation. The system provides no ability to determine which advertising channels receive budget priority or to view specific search term data or separate effective marketing assets.

The successful advertisers today use PMax together with traditional Search, Display, Shopping and YouTube campaigns to achieve both automated performance and controlled management of intent and reach.

Understanding the Performance Max Campaigns

Performance Max operates as an AI-powered advertising solution which displays content across Search, Display, YouTube, Gmail and Maps platforms. The system applies machine learning algorithms to locate users with strong buying intent before delivering their best-performing assets from your asset group. It operates with efficiency but users must sacrifice both control and visibility.

Also, it does not show which keyword caused an ad to appear. The system fails to reveal which platform generated the conversion event. You cannot manage the budget distribution across specific channels. When you depend solely on Pmax, you surrender control of the advertising direction to Google while expecting positive results.

When you integrate PMax with traditional campaigns you gain access to both AI-based scaling capabilities and detailed data monitoring functions.

Combining PMax with Search Campaigns for High-Intent Control

Imagine you run a wellness brand that provides individual holistic health coaching services and distributes digital wellness journals and detox plans and guided meditation bundles.

The Strategy:

Imagine you run a wellness brand that provides individual holistic health coaching services and distributes digital wellness journals and detox plans and guided meditation bundles.

Your team discovered that the search terms “online wellness coach,” “nutritionist for stress relief” and “holistic health coaching near me” bring in qualified leads who intend to schedule consultations or purchase products instantly.

To capture this high-intent traffic with precision, you launch a Search campaign targeting these keywords using Exact Match. This gives you full control over ad copy, landing pages, ad extensions (like scheduling or reviews), and bid adjustments for specific demographics or devices.

At the same time, you run a Performance Max campaign that includes a broader set of wellness-related creatives and signals. This campaign is designed to reach users who may not be searching for a wellness coach explicitly but are browsing YouTube videos about burnout, reading blog articles on gut health, or using mobile apps related to sleep tracking.

Performance Max might show them a Display ad about your “7-Day Wellness Reset” or a YouTube bumper ad introducing your brand. If they engage, the campaign may then follow up with tailored search ads, Google Discover cards, or Gmail promotions nudging them toward your digital store or booking page.

To avoid duplication or ad spend conflict, you work with your Google rep to exclude Exact Match branded and high-performing keywords from PMax, so that your Search campaign continues to dominate those terms without being cannibalized.

This layered approach ensures that your Search campaign captures demand from people actively seeking your services, while PMax intelligently expands reach, nurtures new audiences, and optimizes for conversions across multiple channels without stepping on each other’s toes.

Structuring PMax with Shopping and Display for E-commerce

Let’s say you run an e-commerce company selling fitness gear. Your top products- dumbbells and resistance bands delivers a consistent high ROAS on standard shopping campaigns.

The Strategy:

Instead of migrating everything to PMax, you keep these high-performers in a Standard Shopping campaign where you can control bidding, budget, and visibility. You use custom labels in your product feed (e.g., Top Performer) to isolate them.

Then, you run a Performance Max campaign for your broader catalog- say, yoga mats, foam rollers, or gym bags where you want to test reach and allow AI to find new audiences.

For upper-funnel traffic, you launch a Display campaign with custom intent targeting (e.g., “home workout routines”) to build brand awareness. The Display campaign feeds traffic into PMax’s remarketing loop, where PMax can then optimize toward conversions using video, dynamic product ads, and responsive search ads.

By keeping Shopping, Display, and PMax distinct but complementary, you get full-funnel coverage with both control and scalability.

Balancing YouTube Campaigns with PMax for Full-Funnel Impact

Now imagine you’re promoting a mobile app for meditation. You’ve developed a compelling 30-second YouTube video explaining the benefits of your app.

The Strategy:

You run this video in a dedicated YouTube campaign, using skippable in-stream ads targeted to audiences interested in wellness, productivity, or mental health. You’re paying specifically for video views and engagement, not conversions.

Simultaneously, PMax uses that same video asset within its own ad formats. After someone watches your YouTube ad, PMax may remarket to them later with a search ad when they Google “best meditation apps,” or show a responsive Display ad on a lifestyle blog.

Because the standalone YouTube campaign builds awareness and the PMax campaign captures downstream action, the combination becomes a synchronized funnel—from exposure to consideration to conversion.

Budget Allocation: Let Performance Drive Decisions

The allocation of budget should prevent any campaign from stealing from other campaigns. Start with a balanced structure.

• 30% of budget to Exact Match Search campaigns for proven high-converting terms
• 40% to Performance Max for expansion and mid-funnel optimization
• 20% to YouTube or Display for awareness and intent generation
• 10% to Shopping for high-margin products or manual bidding control

When performance data becomes available you should adjust your approach. Use GA4 or Looker Studio dashboards to compare assisted conversions and audience behavior and asset group effectiveness across the campaigns.

Structure Is Your Strategy

Performance Max functions as a powerful tool which does not replace traditional advertising methods. The proper integration of PMax with your Search Display Shopping and YouTube campaigns enhances their reach and enables them to reach buyers at various stages of their journey.

Don’t leave your success entirely in the hands of automation. Build a multi-campaign architecture where Performance Max explores, and traditional campaigns execute. That’s the future of profitable Google Ads strategy.

Our team executes intricate Google Ads strategies through automated systems which provide exact control. We keep the platform updated while delivering measurable growth to our clients.

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Running Google Ads without call ads (formerly call-only ads) results in lost money and unconverted leads especially if you use them improperly. The guide provides instructions for creating a successful Google Ads conversion-focused strategy by integrating call ads and other advanced high-intent targeting methods.

The importance of Google Call Ads

Call Ads display exclusively to devices with phone capabilities which primarily includes mobile devices. These ads direct customers straight to your business through an immediate phone connection instead of routing them to a webpage. Service-based businesses should note that phone conversions are typically higher than form submissions because customers tend to prefer discussing business needs verbally.

Service-based businesses that focus on form submissions instead of phone calls during optimization process are actually delaying conversions instead of optimizing for them.

The success of Google Call Ads can be understood through the following factors.

Here’s why Call Ads, when used right, are gold:

• • Speed: No web pages. No load time. Just a direct call.
  • Intent: A person who wants to make a call demonstrates greater commitment than someone who is only browsing casually.
  • Mobile-first: More than sixty percent of users access search engines through mobile devices. Call ads match the mobile environment.

How to develop an approach which includes Call Ads and other channels to maximize your Google Ads funnel?

Step 1: Develop campaigns which target specific intent-driven search terms

Avoid basic keywords such as “plumber” and “locksmith”. The cost is expensive and the terms are unclear. Instead, go intent-first. Long-tail keywords demonstrate commercial intensity.  Your winning combination should be call-ads with these keywords.

Pro Tip: Terms such as “near me,” “open now,” “same day,” “call now,” “book over phone,” and others help signal that the buyer is prepared to make a purchase.

Step 2: Schedule ads for specific times of day

A rookie mistake- Running call ads 24/7 when no one’s there to answer the phone.

Your ads should appear only within your operational hours or agent availability period. Using an extended hour schedule with a 24/7 answering service and chatbot-enabled call centers would give you a substantial competitive advantage.

Advanced Hack: Utilize call tracking tools such as CallRail or WhatConverts to determine which periods produce the highest conversion rates and then expand marketing efforts into those time slots.

Step 3: Align Ad Copy with User Anxiety

The available space in call ads requires every word to create a sense of trust and action while calming user anxiety. Users in service-based industries such as interior design tend to hesitate because they worry about pricing and want to know if the designer understands their style and has credibility.

Your ad copy should tackle these anxieties head-on.

The headline of this New York-based interior designer reads “Award-Winning NYC Interior Designer”

The description includes a free 15-minute design consultation. Luxury Spaces, Modern Style. The consultation line is open for immediate calls.

This message immediately:

• • Establishes authority (“Award-Winning”)
  • Offers value with no risk (“Free 15-Min Design Call”)
  • Sets expectations on style and niche (“Luxury Spaces, Modern Style”)

Pro Tip: The addition of design specialties through ad extensions (e.g. “Loft Conversions,” “Studio Apartments,” “Office Interiors”) helps establish trust through mentions of “As Seen in Architectural Digest” and increases local appeal through location extensions.

Step 4: Use Call-Only Ads in a Hybrid Funnel

Call ads reach their peak effectiveness when combined with campaigns that direct users to landing pages.

Here’s a battle-tested structure:

• • Call Ads for High-Intent Users (who are ready to call)
  • Search Ads with Landing Pages for medium-intent users (need more info
  • Remarketing Display/YouTube Ads for low-intent users (drive them down the funnel)

Example for an HVAC Business:

• • “AC repair near me” → Call Ad
  • “How much does AC repair cost” → Search Ad → Informational Page + Lead Form
  • “Ways to keep AC from breaking” → YouTube Ad with Tips + CTA to Schedule a Call

Smart Move: By feeding call ad data into lookalike and remarketing audiences, you’ll get high-performance targeting across the board.

Step 5: Track and Optimize Ruthlessly

Key Metrics to Track:

• • Call Duration: 60 seconds+ usually means a quality lead.
  • Call Status: Did the call go unanswered? That’s wasted spend.
  • Keyword-Level Call Conversions: Remove keywords that result in calls under 30 seconds or have low intent.

 Tools to Use:

• • Google Ads Call Reporting (enables call conversions and duration tracking)
  • CallRail / Twilio (for deep call attribution and recordings)
  • Google Analytics 4 + Google Tag Manager (track cross-channel behavior)

Optimization Insight: If you’re getting 100 calls a week from your ads but only 20 of those lead to actual sales conversations, your front-desk team might be your biggest conversion leak.

Step 6: Go Local — But Think Beyond the Obvious

Geo-targeting is your secret weapon. Don’t just run ads in your city. Run ads in ZIP codes with high-income demographics or where you’ve previously gotten quality leads.

Aggressive Tactic: As a lawyer in Florida, you should run call ads in surrounding counties/cities that have less competition but still need legal help. Then show “We serve the Florida Metro Area” in the copy.

Step 7:  Bid Like You Mean It

Set your bid strategy to maximize conversion value or use Target ROAS if you have data.

For call ads specifically, use Manual CPC with Enhanced Bidding — this gives you more control in the early stages. Once you’ve reached 30-50 conversions, switch to Target CPA for better automation.

Power Play: Increase bids for high intent times (e.g.,  7AM to 10AM for home services) and decrease bids for low quality times.

Bonus: Test Voicemail Funnel: Not every call will be answered — but every call should have a backup plan. Set up a custom voicemail script with a clear call-to-action.

Example:

“Thanks for calling GW Plumbing. We’re currently helping another customer. Please leave your name, phone number, and ZIP code, and we’ll get back to you in 10 minutes.”

Then… actually do it. Prompt follow-up = closed deal.

The Real Strategy Is in the Details

Google Ads — especially Call Ads — are not “set and forget.” They’re performance-driven channels that require iteration, testing, and hustle.

Don’t be the business pouring thousands into generic campaigns with zero strategy. Be the brand that:

• • Targets only high-intent keywords
  • Matches ad copy to anxiety and urgency
  • Schedules with purpose
  • Tracks every lead
  • And constantly optimizes

End Game: A well-run call ad campaign doesn’t just generate leads — it generates sales conversations. That’s the metric that matters most. 

Why Griffon Webstudios?

Our team at Griffon Webstudios develops advertising strategies that generate measurable business growth through ROI engineering. Our certified Google Partners team uses advanced campaign optimization techniques with precise audience targeting and real-time analytics to maximize the impact of every dollar spent on Google Ads for your business.

Our focus is on high-intent traffic through search, display, call-only campaigns which produce leads and sales while delivering maximum return on investment. Our team will convert your advertising funds into a growth acceleration system.

The post Mastering Google Ads Strategy- Intent-Based Targeting appeared first on Griffon Webstudios.

Almost 60% of shopping queries on Google Search are upper-funnel, meaning they’re looking to find a specific product from a broad category

What Is Google Shopping?

Google Shopping is an online shopping service offered by Google that enables users to shop for products from various merchants via the search engine. It works by displaying results in a visual format with product images, descriptions, and prices. Consumers can then click on the product they are interested in purchasing and be directed to the merchant’s website or app where they can purchase the item.

Benefits of Using Google Shopping

Google Shopping provides an incredible range of benefits to businesses, including increased visibility, traffic, and revenue. Statistics show that Google Shopping campaigns often have the highest return on investment (ROI) compared to other forms of online marketing, such as display ads, sponsored search ads and organic search.

According to a study by Conductor, Retailers who use Google Shopping are 77% more likely to see a meaningful return on their investments than those who don’t. Additionally, they report that businesses using Google Shopping campaigns tend to have higher click-through rates (CTRs), cost per click (CPCs), and conversions than those who do not.

Moreover, optimized Google Shopping campaigns can help retailers easily target consumers who are searching for relevant products quickly and efficiently. In fact, statistics from the same Conductor study show that 74% of digital marketers agree that managing Google Shopping campaigns is much simpler than optimizing for organic search results — making it easier for businesses to reach the right customers in a timely manner.

How to Set Up Your Business On Google Shopping

Setting up your business on Google Shopping is simple and straightforward; all you need is a Merchant Center account and you’re ready to go! The first step is connecting your existing store or marketplace (such as Shopify or Etsy) with the Merchant Center so that your product information can be pulled into listings on the platform.

Once this connection has been established, you will be able to create campaigns that target specific keywords related to your products and define budgets for each campaign so that you can control how much money you spend on advertising each month. Finally, once everything has been set up properly, all that remains is monitoring performance metrics such as impressions and clicks so that you can adjust campaigns accordingly if needed.

You can view the step by step instruction here.

Organizing Your Products

After your Merchant Center account is created and populated with eligible products, it’s time to organize them into groups called “Ad Groups” so that shoppers can easily filter through them based on their preferences. You can also customize ad group settings like bids and budget limits at this stage as well. Finally, make sure that each product has accurate descriptions and appropriate images—this will ensure that they appear properly when customers search for related products or services on Google Search.

Optimizing Your Campaigns

Once your Ad Groups are set up and ready to go, it’s time to optimize them for maximum visibility. By optimizing the campaigns regularly—including making changes such as adjusting bids, budget limits, keywords used in titles/descriptions—you can ensure that shoppers are finding the right products quickly and efficiently while getting the most out of their budget spend.

Additionally, tracking customer behavior using tools like Conversion Tracking can help identify areas where optimization may be needed in order to drive more conversions from shoppers who click on your ads.

As a Google Partner, we use a comprehensive suite of tools that allow us to track key performance indicators (KPIs), analyze user behavior, and identify opportunities for growth. With our experience in website optimization, content marketing, and search engine optimization (SEO), we can create an effective strategy tailored to your needs.

We understand that each business is unique and we customize our services accordingly to meet your individual requirements. Moreover, we keep up with the latest digital trends and innovations so that you remain competitive in your industry.

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1. Dove’s “Real Beauty”

Dove is a personal care brand that produces body washes, hair products, and other skincare items. In 2004, the brand launched its “Real Beauty” campaign to encourage women to feel good about themselves. The campaign has been very successful and has won numerous awards for its positive message. It featured women of all shapes and sizes showing skin in ways that were directly contradictory to the accepted beauty styles of the time.

It may seem odd now with so much more acceptance in today’s world, but in 2004, this was both controversial and empowering.

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched by Unilever in 2004 aiming to build self-confidence in women and young children. Dove’s partners in the campaign included Ogilvy, Edelman Public Relations, and Harbinger Communications along with other consultants. Wikipedia

2. Skittles “Taste the Rainbow”

Skittles is a brand of fruit-flavored, colored sugar-coated candy manufactured by the Wrigley Company. Skittles’ advertising is often colorful and whimsical. The unique part of this campaign is that the slogan is what sticks in people’s minds. No matter the content of each individual commercial, everyone thinks of tasting a rainbow when they share or eat the candy treat.

In 1994, the slogan “Taste the Rainbow” was introduced and became one of the longest running advertising campaigns in history. The entire theme of the Skittles company was created by D’Arcy Masius Benton & Bowles, a New York advertising agency. Today, Skittles are loved in over 65 countries.

Budweiser “Wassup”

Super Bowl XXXIV in 2000 featured a new commercial from the beer giant where friends were calling one another with a simple question – Wassup? This ridiculous way of talking to one another has been repeated in movies, TV shows, and podcasts ever since, becoming a cultural phenomenon attached to the brand, and growing its market recognition.

Whassup? (also known as Wazzup) was a commercial campaign for Anheuser-Busch Budweiser beer from 1999 to 2002. The first spot aired during Monday Night Football on December 20, 1999. The ad campaign ran in much of the world and became a pop culture catchphrase, comically slurring “what’s up?”.

Always “Like a Girl”

This was an ad campaign meant to change how girls are perceived. It’s a movement that encourages girls to be strong, brave, and confident.

In this particular ad, the narrator asks you to describe what you think of when someone uses the phrase “like a girl.” Most people say something mean like “weak” or “stupid,” but then she shows that it’s actually insulting when you’re in your own mind and body, as well as other women who don’t fit into society’s idea of what an attractive woman should look like. This is another campaign that bucked social norms and forced us to rethink how we talk about each other.

the hashtag #likeagirl became a trending topic and women all over the world wrote about their habits and the things they do like girls! So it does look like “Always” succeeded in making a small change and raising awareness on how wrongly society sometimes treats women.

Six Flags “Dancing Man”

From 2004 to 2010, Six Flags theme parks used Mr. Six, an elderly man wearing a tuxedo with thick-framed glasses, as their brand mascot. That may seem an odd choice for a park mostly populated with a younger audience, but you have to remember the advertisements.

When a multicolored bus pulls up in front of a suburban neighborhood, and a bald old man in a tux starts a high-energy dance routine to “We Like to Party” playing in the background – you take notice.

Volvo “The Epic Split”

Van Damme’s commercial is a creative masterpiece. Not only does he use his famous martial arts moves, but also he manages to add humor and some great choreography. The piece was so popular that it went viral on YouTube and was talked about for months later. When you consider this was a B2B ad and not for the general public to promote Volvo trucks, it is pretty impressive.

Creative Ad Campaigns Create Memories

Creative ad campaigns can be fun and memorable. They can also be a great way to build brand equity, help a company stand out from the competition, promote a new product or service, or promote a cause.

No matter what you’re trying to accomplish—and whether or not you have the budget for an expensive campaign—creative thinking will take your advertising efforts to new heights. That is exactly what we promote at Griffon Webstudios. We love to introduce a bit of fun into our ad campaigns and designs to ensure your brands get better recognition and remembrance with your target audience. Set up a consultation today, and let’s start brainstorming!

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