When Chapelle came to Glass Digital in July 2024, their Google Ads account had been dormant since 2018 — six years sitting idle, doing nothing. The reason was a common one: the in-house team simply didn’t have the time or dedicated resource to run paid search alongside everything else, so the account had been left switched off rather than working for the business.
So while the account existed on paper, in practice this was close to a from-scratch build. Presence was minimal — at our first full reporting snapshot the account was capturing only around a fifth of the search impressions available to it, meaning it was effectively invisible for roughly four in five relevant searches. There was no active feed optimisation, the campaign structure was dated, and the account wasn’t using the automated bidding and Performance Max capabilities that competitors had adopted while it sat idle.
Jewellery and watches is a competitive, seasonal category — intense branded and generic competition, high-consideration purchases, and a pronounced Christmas peak that rewards accounts built to scale into demand. The brief was to grow Chapelle’s online presence, conversions and revenue essentially from scratch: build a modern, competitive paid search account and scale it into a genuine revenue driver.
