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L’ORO Jewellery

Loro Diamonds – a premium jewellery brand in Canada saw an increase of 90% of keywords ranking on the first page of Google (0 before starting). Leading to an increase of organic traffic and over 1,000+ conversions through Google Ads by combining SEO with a refined Google ads strategy. With 17 keywords ranking in the top 3 and a consistent Google ads performance, they scaled direct-to-consumer growth efficiently across both paid and organic channels.

Organic Sessions Increase

+54% in 3 months

Leads Generated

600+ in 6 months

Keywords ranked in top 3

17/25 keywords

Keywords ranked in top 10

25/25 keywords

The Challenge

L’oro Jewellery is a luxury diamond jewellery brand based in Canada. They needed to expand their direct-to-consumer (D2C) presence online and increase visibility in Canada’s competitive fine jewellery space—without relying heavily on brick-and-mortar traffic or traditional print media. While they had strong in-store sales and a reputation for premium craftsmanship, their digital presence wasn’t keeping up. Search rankings for high-intent keywords were dominated by national chains and online-first competitors.

  • Limited keyword visibility for products on Google
  • Little to no organic traffic, relying on traditional sales through mall traffic
  • Relying on 15+ years of referral business
  • Poor Google Ads experience due to poor settings

The Strategy

We implemented a strategy that focused on quick wins through Google shopping ads and SEO:

  1. Ranking for high-intent commercial keywords (e.g., “tennis bracelet”, “halo engagement ring”, “engagement rings for women”)

  2. Targeting local search queries and added them into Google Merchant Centre for shopping ads

  3. Updating entire Google ads account to focus on high converting shopping ads campaign

Phase 1: SEO Structure and Keyword Selection

1.1 Targeted Keyword Mapping

  • Identified 25 low hanging fruit search terms that have the most traffic & products they sold well
  • Prioritised keywords with local intent, such as “tennis bracelet for women" and a variety of "engagement ring" styles
  • Focused on different search intent and questions (FAQ) in both English

1.2 On-Page Optimisation 

  • Updated headers, title tags, and meta descriptions for relevancy
  • Optimised product and category pages for structure, clarity, and SEO positioning for AI results
  • Created keyword clusters for priority topics (e.g., bracelets, necklaces, rings, men, and women)

Phase 2: Organic Growth & Performance Scaling

2.1 Keyword Performance

  • 25 keywords improved in rankings since SEO launch
  • Top 3 keywords increased from 0 to 17/25 in 6 months
  • Top 10 rankings now cover 25/25 keywords, ranking 100% of the keywords on the first page

2.2 Organic Traffic Growth

  • Sessions rose from 548 to 833 in one month of optimising the content (+52%)
  • Engaged sessions increased by 53.85%, indicating stronger content retention and match with user intent

2.3 Dominance Across Commercial Terms

  • Ranking #1 for high-value search terms like: "pave diamond ring", "halo rings", "gemstone rings", "tennis bracelet", "engagement ring for women"
  • Creating a visible brand in the jewellery industry from being 0 to the first option on Google in 6 months

Phase 3: Google Ads (SEM + Shopping ads)

3.1 Campaign Restructure & Expansion

  • Launched a full-funnel strategy combining Search and Shopping ads
  • Targeted branded and generic commercial queries using SEO insights

3.2 Conversion Performance

  • 600+ leads generated between February–July
  • Conversion growth was continuous month-over-month, showing increased ROAS of 12x

Conclusion

Through a combined SEO and Google Ads strategy, L’ORO successfully:

This case study shows how a strong SEO & Google ads strategy can transform a business to drive high-quality leads for the jewellery industry every day without doing more work. 

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