For a brand with ₹50L+ ticket sizes, volume is the problem, not the goal. Cheap clicks bring browsers and admirers who love the craft but will never buy it. The showroom team's time is the constrained resource.
So I used Search the opposite way most performance marketers do - as a filter, not a funnel. High CPCs were welcomed because they discouraged casual interest. Keywords were scoped to brand, bridal-heritage, and bespoke intent only. Generic jewellery terms were blocked entirely.
The landing journey skipped the catalogue and went straight to consultation booking. The objective was fewer, more serious conversations - not more clicks. For a category where one closed bespoke piece can justify a full quarter of spend, the right five conversations beat fifty wrong ones.
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