Ecommerce / Jewelry · Google Ads · Search & Performance Max

Stauer: 314% more new customers in Q4 after a Google Ads restructure

A catalog jewelry brand turned Google Ads into a new-customer channel by separating brand from non-brand, scaling non-brand Search 10x and tying spend to CRM revenue.

Pen-and-ink sketch of a jewelry display with a watch, gemstone necklace, rings and an open catalog with a rising lime growth line representing Stauer new-customer growth

Spend Q4 YoY: +216%
CRM revenue Q4 YoY: +292%
CRM ROAS Q4 YoY: +20%
Customers Q4 YoY: +305%
New customers Q4 YoY: +314%
Membership sign-ups: +25%

In short

Q4 2024 vs Q4 2023, SalesX scaled Stauer's Google Ads spend 216%, which grew CRM revenue 292%, CRM ROAS 20%, customers 305%, new customers 314% and membership sign-ups 25%.

The challenge

Stauer sells jewelry, watches, and accessories to a large catalog audience and needed Google Ads to bring in new customers, not only existing buyers.
The jewelry SERP is crowded across price points. Brand and non-brand were mixed in one structure, so it was hard to see which categories earned spend.
Reporting lived in separate platform and CRM views. No single view tied spend to CRM revenue and new-customer mix in time to act in Q4.

Goals

Restructure the Google Ads account.
Real-time reporting that includes CRM data.
Increase non-brand spend.
Increase new customers and membership sign-ups.

What SalesX did

Split brand and non-brand into separate campaigns with their own budgets and goals.
Built campaigns by product and category ROI, using Google Ads data (impression share, CPC) against Stauer category margins.
Tested audiences and segments to find what actually produced new customers.
Increased non-brand Search spend 10x and launched new non-brand Performance Max campaigns.
Combined platform and CRM data into one reporting layer so Q4 spend decisions were not gut feel.

Results

Q4 2024 vs Q4 2023: spend +216%.
CRM revenue +292%.
CRM ROAS +20%.
Customers +305%.
New customers +314%.
Membership sign-ups +25%.
Digital is no longer only a catalog supplement. It is a new-customer channel.

Tools and technology used

Account restructure (brand vs non-brand, category campaigns)Performance Max (non-brand)X-Vault / BigQuery reporting connected to CRM outcomes

Frequently asked questions

What did Stauer gain in Q4 with SalesX?

Q4 2024 vs Q4 2023: spend +216%, CRM revenue +292%, CRM ROAS +20%, customers +305%, new customers +314%, membership sign-ups +25%.

What changed in the account?

Brand and non-brand were separated. Non-brand Search spend rose 10x. New non-brand Performance Max campaigns were added. Reporting tied Google Ads to CRM revenue and new-customer mix.