Background

Facets is a Singapore-based diamond wholesaler with over 40 years of experience. The company offers products like loose polished diamonds along with bespoke bridal and contemporary jewellery. It also offers gem and jewellery resetting plus diamond brokerage services.

After consulting with Facets, the Lite Brew team developed a focused strategy aimed at enhancing Facets’ online visibility. This approach was built on five key tactics:

• Targeting high-intent customers through the strategic use of Google search ads
• Conducting weekly reviews of search terms and bids
• Regularly updating negative search terms
• Improving efficiency with Hubspot automations
• Providing Facets with relevant, easily-understood information

These steps were designed to directly address Facets’ need for more leads by increasing the likelihood of attracting interested and relevant potential customers.

Capturing Leads: Search Ads Target High-Intent Customers

By utilising search ads, Facets can ensure their marketing messages are prominently displayed at the moment potential customers are searching for related services online. For example, when a user searches for “custom jewellery design” on a search engine, Facets’ ad could appear at the top of the search results.

Sample of a Google Search Ad that we ran for Facets

This immediate visibility means that Facets is the first option seen by someone with a direct interest in custom jewellery services, significantly increasing the likelihood that the searcher will click through to Facets’ website and potentially become a lead.

Doing so increases the visibility of Facets among users with a high intent to engage but also significantly boosts the chances of converting these searches into tangible leads.

Optimising Weekly: Fine-Tuning Search & Bids

Optimising Facets’ ads on a weekly basis allows us to fine-tune their search terms and bid strategies, ensuring their ads remain competitive and cost-effective. This includes increasing bids to high-yielding keywords and pausing high CPC ones.

For instance, if analysis reveals that certain keywords are driving more qualified traffic to Facets’ website, they can increase bids on those terms to maintain high visibility.

Conversely, if other terms are underperforming or becoming too costly, reducing bids or pausing those ads can save budget and refocus efforts on more profitable areas. It also helps in managing ad spend efficiently, by allocating more resources to high-performing keywords and cutting back on those that do not contribute to ROI.

Boosting Efficiency with HubSpot Automations

Because of their hands-on approach to business operations, we chose to implement HubSpot’s automation capabilities to create a seamless workflow for managing inquiries. This would allow Facets to screen all potential customers and ensure that all leads are given appropriate attention.

HubSpot automation that we set up for Facets

Strategic use of automation not only streamlines the process of handling inquiries but also guarantees that communications are personalised and timely.

Automated email that we set up for Facets

Simultaneously, we introduced an automated email system designed to enhance client engagement and ensure no appointment goes unnoticed.

The automated reminder email sent to clients about their upcoming appointments serves as a crucial touchpoint, helping to reduce no-shows. Automating this process saves valuable administrative time and reinforces Facet’s commitment to personalised, client-centric service.

Providing Up-to-Date Information

To help Facets stay connected, we developed a dynamic dashboard that gave them a clear and concise overview of their marketing campaign performance at a glance.

Dashboard that Lite Brew created for Facets campaign

This approach allows for immediate insights into how the campaign is performing, identifying areas of success and opportunities for improvement. It serves as a common reference point during discussions, ensuring that conversations are focused, efficient, and driven by data.

Results

The implementation of our tailored approaches yielded significant outcomes, as highlighted below:

Tripled Lead Generation:Through strategic marketing efforts, Facets experienced a dramatic 3-fold increase in new leads compared to the previous year. This surge in lead generation marked a significant milestone in Facets’ growth, demonstrating the effectiveness of our comprehensive marketing plan.

Year-Over-Year Paid Search Performance: Analysis of the leads generated revealed an interesting trend; contacts obtained through Paid Search in 2023 consistently outpaced those acquired in 2024.

These results not only demonstrate the tangible benefits of our marketing strategies but also reinforce our commitment to delivering substantial growth and success for our clients.