01
The brief
A US retailer of pre-owned luxury watches. I managed Google Ads lead and sales campaigns and ran its SEO and reporting.
In the first seven weeks the account produced 502 conversions at $37.29 each. June 2023 SEO traffic was 93% higher than May.
High-value watches sold online, so the account needed tight control of brand and model searches, where one click can be expensive.
I produced monthly reports covering Google Ads, Semrush, Search Console and GA4.
02
What made it hard
- Very high cost per click on luxury model searches.
- Separating cheap brand-name conversions from expensive generic-model traffic.
- Showing SEO progress on a site that relied heavily on paid search.
03
How I approached it
- Search campaigns structured by brand, model and intent, with separate budgets.
- Bid and keyword control: efficient brand terms well funded; generic model terms watched closely at keyword-level CPA.
- Shopify and Merchant Center checks for product visibility.
- SEO: on-page optimisation of collection and product pages, and monthly keyword tracking.
04
What I did
How I solved it: Protect brand and shopping efficiency on a high-ticket catalogue.
- I managed brand and product Search for a luxury-watch catalogue and watched keyword-level CPA.
- I paired the ads work with SEO reporting (Semrush month-on-month in the July 2023 agency deck).
- Ran the Google Ads account day to day.
- Planned and delivered SEO work.
- Wrote the June and July 2023 client reporting decks.
05
The numbers
| Metric | Value | Source and period |
|---|---|---|
| Google Ads | 23.2K clicks · $18.7K cost · 502 conversions · $37.29 CPA | Google Ads, 16 Mar – 7 May 2023 |
| Brand keyword | 918 clicks · 27 conversions · $21.83 CPA | Same period (OCR) |
| Generic model keyword (a men’s luxury model) | 690 clicks · 10 conversions · $132.70 CPA | Same period (OCR) |
| July 2023 spend | $10.6K · 6,370 clicks | Google Ads |
| Organic traffic | 3,300 in June 2023 (≈+93% vs May); GSC clicks +16.19% | June 2023 client report |
| Semrush trend | Organic traffic +7.37%; ranking keywords +12.56%; paid keywords +63.98% | July 2023 report (to 9 Aug 2023) |
| GA4 | 20,884 new users; 1,055 conversions (+125.91% on the previous month) | GA4, July 2023 |
| Lead conversions | 467 in June (−33.47% MoM, while paid campaigns were paused) | GA4, June 2023 report |
