How we increased payout by ↑6.6% and conversion by ↑40% in 6 months for a high-end Jewelry brand
Boutique shop model: from strategy blueprint to hands-on execution.
"You already know you want someone who genuinely cares - let us be an extension of your team." ~ Naeela, during Hiral's first call
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THE CLIENT
Niche: High-End Fine Jewelry
Annual Revenue:
$12 Million

Team at Launch: Founder-led
Engagement: September 2024 – Present
Hiral—a second-generation jeweler—established her e-commerce brand 17 years ago. Over the past decade, she has designed, manufactured, and sold her white-label collections online, primarily in the U.S. through Amazon and direct-to-consumer channels.
"It was refreshing—no one else spoke our language or cared about margins like this."
- Hiral
Before Engagement
A profit leak hidden in plain sight
By the end of December 2023, Hiral's profit margins were declining rapidly. With over 1,000+ ASINs and 700+ live campaigns, cash flow was tight as ad spend continued to climb.
"Our previous agency chased revenue growth—no one was watching the bottom line."
Ad Spend vs. Profit Misalignment
Spend up 70% YoY; profit declined
Organic Cannibalization
PPC share peaked at 61.8% in April 2024
Wasted Ad Spend
40% of campaigns at ACOS > 80%
Operational Overload
Founder trapped in daily campaign firefighting
Our Initial Conversation
Diagnose First
"It felt like we were talking to someone who understood us." - Hiral
Diagnose
We deep-dived into their entire Amazon ecosystem—PPC, keywords, inventory & customer reviews—to pinpoint profit leaks and root causes.
Tailored solution
Once we identified the problem, we crafted a profit-first roadmap—optimizing PPC bids, expanding high-value keywords and streamlining inventory.
Fast implementation
We rolled out changes fast, tracked the numbers, and strategically managed ad-spend at the product level—so results showed up right away.
What happened next?
Hands-on Audit - Key Findings
We didn't just pull reports—we rolled up our sleeves and inspected every product in the catalog.
1
Revenue pulse: Growth had plateaued and category rank was starting to slip.
2
Wasted ad spend: A big chunk of budget wasn't moving the sales needle. Very little focus on organic ranking.
3
Inventory pulse: Best-sellers faced stockouts while slow movers tied up cash.
4
Conversion issue: Critical keywords and reviews were missing, capping organic reach.
5
Account health: Stranded SKUs, hidden fees, and compliance red flags.
Deep-Dive Problem Statement 1:
Conversion Issue -
Lots of Eyes, Few Buyers.
Awareness ↓ 22%, page views ↓ 38%, carts ↓ 29%, buyers ↓ 25%
Double-digit drops at every stage—awareness, consideration, and purchases were all bleeding red.
What did we do next?
90-Day Action Plan —
Audit, Fix & Scale
We didn't just pull reports—we rolled up our sleeves and inspected every product in the catalog
1
Audit every ASIN
Zeroed-in on the 20% of competitors & keywords taking 80% of sales
Competitor analysis, keyword, SEO, image, review, price and ranking audit on every ASIN
2
Fix the gaps
Overhauled Product Detail pages - fresh imagery, copy, A/B test images, refresh A+ content, test pricing, secure badges, plan deals on every ASIN
3
Scale what wins
Roll out bundles, promotions, and targeted ads; track performance and iterate weekly.
Deep-dive: Conversion
Results: ↑40% Conversion
We converted browsers to buyers. 40% conversion jump, 97% new buyers—now ranking in the 91st percentile.
↑40%
Conversion rate
↑40%
97%
New-to-brand buyers
From 93% → 97%
91st
Purchase percentile
From 89th → 91st
Deep-dive Problem Statement 2:
PPC Issue - High Spend, Slim Return
60% ad-spend; 40% organic
  • Spend ballooned: $76K → $133K in 90 days.
  • No strategic bidding: Cash burned on broad, low-converting keywords; margins shrank fast.
  • Cash crunch: Client finally said, "I can't keep paying," and slammed the brakes in October.
  • Algorithm whiplash: The sudden pull-back tanked impressions and rank - causing double-digit drops in awareness (-22%), page views (-38%), carts (-29%), and buyers (-25%).
What did we do next?
90-Day Action Plan -
Focus on Organic Ranking
Use organic ranking to cut ad spend by up to 50% while trimming costs by 20%
1
Cut wasted ad spend
Identify and pause inefficient campaigns, regroup by parent ASIN, campaign & portfolio budgets (as needed)
2
Rebuild and Test
Relaunch ASINs with unified naming, relevant keyword sets, and A/B tests on images, A+ content, and pricing.
3
Focus on TACOS and Organic ranking
Track top keywords daily, maintain TACOS targets at ASIN level
4
Scale the winners
Push budget to converting campaigns while holding TACOS <20%
5
Day-Parting
Dial back bids once you are ranked organically to protect bottom line, pause ads in low-traffic hours
Deep-dive: PPC
Results: ↑6.6% Payout
+55% Organic: 45% PPC
We converted browsers to buyers. 40% conversion jump, 97% new buyers—now ranking in the 91st percentile.
Bringing it all together
In Summary: Hidden Profit, Unlocked
Profit isn't a one-lever trick. We synced listings, ads, pricing, and operations so every piece pulled its weight.
  • Zeroed-in on the 20% of keywords driving 80% of sales
  • Built a profit-first, high-intent keyword system
  • Overhauled PDPs with fresh images, razor-sharp copy & backend SEO
  • Installed just-in-time inventory guardrails to prevent stockouts
  • Activated smart coupon & promo campaigns
What makes us different?
We get in the trenches with you on your floor.
"They walked our factory floor to understand the process, rolling up their sleeves to map strategy in person on-site." - Hiral
No distant theories—we visit you onsite, watch you in action,
and co-create solutions with you.
Final Reflection for Anyone on the Fence
"In just six months, our brand transformed from a cost center into a high-margin growth engine. I can't point to one magic move—every part of this process compounded to explode our business."
The Real Difference: Small Team with Mighty Force
Unlike one-size-fits-all services, they delivered tailored feedback, real-time accountability, and deep alignment with Hiral's brand vision.
Weekly 1:1 strategy sessions
Tackling real problems
Custom feedback
Tailored to Hiral's unique catalog
Reassurance and accountability
To trust the profit-first approach