Case Studies



The client wanted REBEL to help grow revenue and return on ad spend year on year while maintaining the same spend, to help support their growth plans without increased spend within digital marketing.

About Joma Jewellery

Joma Jewellery is an online Jewellery brand based in Banbury, offering meaningful and personalised jewellery to capture special memories. To celebrate every little moment, the collection of beautiful jewellery has the magical power to hold and represent life’s biggest, happiest, saddest and littlest memories. With it’s wide range of core products, as well as a selection of seasonal gifts, Joma Jewellery provides lasting value and trusted quality at an always affordable price.

The challenge

The challenge for Joma Jewellery was to build on 2022 revenue growth whilst remaining efficient. There was opportunity to grow the paid search account and to drive more revenue year on year, whilst keeping cost per click low. The aim was to drive higher revenue year on year with the same ad spend.

Our approach

The approach was to focus on a performance max strategy and to minimise generic search activity where cost per click can typically be much higher. Whilst performance max campaigns were already in place from August 2022, there was opportunity to build these out further and utilise new features. Segmenting campaigns more granularly meant more control over performance, ROAS targets and where spend could be reallocated into higher performing campaigns.

Adding more assets to each asset group drove stronger ads which could be positioned in a wide range of placements. Utilising the 20 image spaces, linking to the brand YouTube videos and building out an array of ad copy helped to improve the ad strength.

Using in-market audiences alongside demographics targeting, keywords and CRM audiences meant that audience signals added to help the campaign drive stronger performance and reach relevant audiences was optimal.

Finally, refining generic search keywords within the account and pausing any low performers reduced wastage and improved account efficiencies, specifically cost per click, conversion rate and return on ad spend.

The results

Comparing H1 2023 with H1 the previous year was the most fair comparison given that Q4 tends to be an anomaly for results with Black Friday and the gifting season inflating revenue and conversion rate.

Since implementing these changes, Joma Jewellery has seen strong efficiencies within the performance max campaigns and across the account. Year on year revenue has improved drastically with similar spends, due to efficiencies made in cost per click, conversion rate, average order value and therefore return on ad spend.

+ 51% Revenue | + 49% Customer transactions | + 22% Conversion rate | + -10% Cost per click | + 47% Return on ad spend

What They Say

About Us

“REBEL are a great company to work with. Building meaningful relationships with their clients and always being reactive, their team strive for greatness and want the best for your company, championing you as a client.”

Charlotte Rowlson STH

“Rebel feel like an extension to the business and are quick to respond, help with any last minute changes. They are strategic in planning and help deliver our targets/goals.”

Anna Ferguson Joma Jewellery & Katie Loxton

“What stands out about working with REBEL is their responsiveness, expertise, and collaborative approach. They’re quick to respond to inquiries and always keep us updated on ongoing projects. Their team’s specialised knowledge in areas like PPC and SEO has been instrumental in our campaigns’ success. We work closely together, and they ensure that their strategies align perfectly with our goals, making the collaboration both productive and enjoyable.”

Cherise Cupid Pax8

“I was having trouble with transferring from another agency and they helped me through that tricky process, guided me at each step and made it easy to do exactly what I needed to do. As I am new to paid search, the team made it very easy for me to understand how it all works, which is not something my previous agency did. They are also highly efficient and quick to respond to my emails. I look forward to continuing my partnership with them.”

Misha Agarwal Clarion Events

“We were looking for a digital-marketing agency small enough to care but with world-class thinkers and implementors to maximise our investment and results. REBEL delivered incredible strategic-advice, customer service and campaign delivery. I am proud to call them our partner.”

Jonathan Griffiths Marketing Director, Sports Travel and Hospitality Group (STH)
Recommended Rating
9.6Out of 10

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