Regal Jewellery Reduced Cost Per Lead by 26% While Increasing Conversion Rate by 212%
How Touchpoint PPC transformed Regal Jewellery's Google Ads performance, generating almost the same number of genuine leads with significantly less spend.
26%
Reduction in
Cost Per Lead
212%
Increase in
Conversion Rate
160
Genuine Leads
Generated
9.54%
Click-Through
Rate
About Regal Jewellery
Regal Jewellery is an established luxury UK jeweller based in the highly competitive Hatton Garden, London.
When Regal Jewellery partnered with Touchpoint PPC, the account had significant tracking and campaign structure issues that were making it difficult to understand the true performance of the advertising. Cost per appointment booking/lead was far too high, despite duplicated conversion data leading to huge amounts of wasted spend.
Our goal was to rebuild the account with accurate conversion tracking, higher-intent search traffic and a more efficient approach focused on engagement rings to generate regular, high quality and more affordable enquiries.
The Starting Point
When we took over the Regal Jewellery Google Ads account, one of the first issues we identified was the serious issue with conversion tracking.
Multiple conversion actions were recording the same customer bookings. In particular, the account was using several different conversion actions for the same underlying consultation/appointment, meaning Google Ads was significantly overstating the number of conversions being generated.
The account was also generating a large volume of impressions and clicks, but with a relatively low conversion rate and high cost per genuine lead – it was clear that targeting and strategy implementation were both weak, leading to low quality clicks/traffic overall as well.
Before making changes, we needed to establish a reliable baseline and ensure that future performance could be measured against genuine customer actions rather than duplicated tracking data. We completed this, setting clear goals and timelines to ensure the client knew exactly what to expect.
The Challenge
Regal Jewellery’s Google Ads account presented several key challenges:
Duplicate Conversion Tracking: Multiple conversion actions were recording the same appointment or consultation, artificially inflating reported conversion numbers and making performance difficult to assess accurately.
Low Conversion Rate: The account had a pre-takeover conversion rate of just 0.68% when measured against genuine lead conversions.
High Cost Per Lead: Genuine lead acquisition was costing approximately £330 per conversion, limiting the efficiency of the account.
Large Volume of Lower-Intent Traffic: The account generated more than 1 million impressions during the previous six-month period, but only 2.46% of those impressions resulted in clicks.
Limited Visibility Over True Performance: With duplicate conversion actions in place, the account’s reported 318.25 conversions did not represent 318 genuine customer actions.
Our Approach
We took a considerably more focused and structured approach to Regal Jewellery’s Google Ads strategy, concentrating on the quality of traffic, expert search ad implementation, and the accuracy of the data being used to optimise the account.
Conversion Tracking: We identified and removed duplicate conversion actions so that appointments and enquiries were counted correctly. This created a reliable foundation for ongoing optimisation and reporting.
Higher-Intent Traffic: We refined the account to focus more on searches with genuine commercial intent, reducing the reliance on large volumes of lower-quality traffic.
Expert Search Ad Implementation: We restructured and optimised search campaigns to give greater control over budgets, targeting and search terms, ad copy and more; allowing spend to be concentrated and optimised more effectively.
Expert Keyword Management: With high CPC costs and intense competition, managing performance keyword by keyword was essential to ensure the best possible use of budget, and optimisation over time.
Consistent Optimisation: With accurate conversion data in place, we could optimise campaigns accurately based on real customer actions rather than inflated conversion figures.
The result has been a significant improvement in the quality and efficiency of the traffic being generated by Google Ads.
.
Results
The changes had a major impact on Regal Jewellery’s Google Ads performance, and speak for themselves.
In the six months before Touchpoint PPC took over, the account generated approximately 168 genuine lead conversions at an effective cost of £330 per lead.
Since taking over, the account has generated 160 genuine lead conversions while spending £16,366 less overall, and over a shorter period.
The improvement becomes even more significant when performance is measured by efficiency.
Conversion rate increased from 0.68% to 2.13%, representing a 212% increase.
Cost per genuine lead fell from approximately £330 to £245, representing a 26% reduction.
At the same time, click-through rate increased from 2.46% to 9.54%, showing that the account was attracting substantially more relevant search traffic.
Despite spending less per day, the account generated approximately 17% more genuine leads per day than during the previous period.
26%
Reduction in
Cost Per Lead
£330 → £245
212%
Increase in
Conversion Rate
0.68% → 2.13%
288%
Increase in
Click-Through Rate
2.46% → 9.54%
+17%
Genuine Leads
Per Day
0.92 → 1.08
Key Takeaways
If you’re running Google Ads for a high-value service business, Regal Jewellery demonstrates why improving performance isn’t always about generating more clicks.
Fix your conversion tracking first. If Google Ads isn’t accurately measuring genuine customer actions, optimisation decisions and reported results can both be misleading.
Prioritise intent over volume. More impressions and clicks don’t necessarily mean more customers. Focusing spend on searches with genuine commercial intent can produce significantly better results.
Measure efficiency, not just volume. Regal generated almost the same number of genuine leads while spending substantially less, with cost per lead falling by 26%.
Build from accurate data. Once duplicate conversion actions were removed, the account could be optimised around real customer outcomes rather than inflated conversion numbers.
The result was a more focused, measurable and efficient Google Ads account — generating more leads per day while costing less to operate.
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