Search ads for jewelry stores: buyers who are already looking for a piece.
When someone types «wedding rings pair price almaty» into Google, the decision is almost made — only the store remains to be chosen. We set up Google Ads and Yandex Direct for such queries, lead to category pages with prices and installments, and track the cost per reservation and purchase.
Search ads in jewelry work where demand already exists: wedding and engagement rings, diamond earrings, gifts for a specific date, repair and engraving. People searching for these have a clear task and deadline, and the ad's job is to show them a suitable piece with a price before a competitor does.
We structure accounts by category and occasion: separate campaigns for rings, earrings, chains, custom pieces, workshop services and the store brand. Each ad leads to its own filtered catalog page, not the home page. For catalogs with a feed we use shopping and dynamic campaigns — we check format availability in Kazakhstan at launch.
We pay separate attention to negative keywords: «costume jewelry», «DIY», «gold buying», «pawnshop», «dream meaning» bring people who will not buy. Without cleanup, the budget in the jewelry niche runs out fast.
What we do in search ads for jewelry stores.
Queries by item, metal, stone, occasion and city in Russian and Kazakh, with irrelevant demand filtered out.
Wedding rings, earrings, diamond rings, gifts, custom pieces — each with its own ads and landing page.
A feed from the website or 1C: pieces with photo and price in Google and Yandex results wherever the format is available for Kazakhstan.
Repair, engraving, resizing, cleaning — cheap local queries that bring people to the store and into the customer base.
Higher bids and budget for March 8, Nauryz, the wedding season and New Year, separate ads with selections.
Bringing back catalog visitors in Google and the Yandex Advertising Network, dynamic ads with viewed pieces.
We check and improve category pages: price, Kaspi installments, reservation, WhatsApp, trust and warranty.
Goals for reservations, calls, WhatsApp and payment, call tracking, CRM link — cost per purchase by campaign.
Typical account structure.
- Search: wedding and engagement rings + city
- Search: diamond earrings and rings
- Search: gold jewelry by category and fineness
- Search: holiday gifts (seasonal)
- Search: custom pieces and engraving
- Search: repair and resizing near me
- Brand campaign for the store name
- Shopping or dynamic campaign from the feed
- Retargeting: Google and YAN
- Campaigns in Kazakh
How to split the budget between platforms.
In Kazakhstan most search happens on Google, so for most jewelry stores it comes first: search by category, brand and services. We add Yandex Direct when analytics show a noticeable share of Yandex users or when reach via the Yandex Advertising Network is needed for retargeting.
For one store we usually start with one platform and 3–4 campaigns: wedding rings, diamonds, workshop services, brand. After a month we look at the cost per reservation and purchase and decide where to add budget. Two platforms and two languages from the start make sense for a chain or several cities.
Where a jewelry store's search budget goes to waste.
- Broad queries «gold» and «jewelry» without negatives: clicks from people looking for gold rates, gold buying and costume jewelry.
- Ads lead to the home page instead of the relevant category page.
- No price or installments in the ad or on the landing page — people go back to search.
- The same budget all year: not enough in March, wasted in January.
- No goals for WhatsApp and calls — it is unclear which campaigns bring buyers.
- The brand campaign is not separated — ads seem to pay off, while sales come from people who were searching for your store anyway.
How much search ads for a jewelry store cost.
Search ads management for one store on one platform in one city — ₸150,000–250,000 per month; Google and Yandex together, several stores or two languages — ₸250,000–400,000. The ad budget is separate, from ₸200,000 per month, in season and in competitive Almaty categories from ₸250,000–400,000. Setup is included in the first month; one-time setup without management — ₸150,000.
Landing page and feed improvements are estimated separately. General terms are on the page search advertising.
The short version.
How much do search ads for a jewelry store cost?
Management starts at ₸150,000 per month per platform, the ad budget is separate, from ₸200,000 per month. In peak seasons it is worth planning a higher budget.
Which is better for jewelry: search or targeted ads?
Search ads catch existing demand — wedding rings, diamonds, repair. Targeted ads create demand for holidays and new collections. For a store with a catalog they work best together: targeted ads for jewelry stores.
Do shopping campaigns work in Kazakhstan?
Availability of shopping formats in Google and Yandex for Kazakhstan changes, so we check it at launch. If the format is unavailable, we use dynamic ads and category search with prices.
How do we filter out irrelevant queries?
We collect negative keywords before launch — gold buying, pawnshop, costume jewelry, gold rate, DIY — and clean up search terms every week based on actual data.
When will the first inquiries come?
Launch takes a week after access to the website and analytics, first inquiries usually come in the first days of the campaigns. The cost per purchase becomes clear in 3–4 weeks.
Same service for other industries
Want buyers from search this week? Tell us about your store — we will suggest a campaign structure.
Send your website address, cities, key item categories and average ticket. We will reply with a campaign structure and an estimate within 1–2 business days.