Chiara Bridi
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E-commerce · Jewellery

The '90s bracelet everyone buys for a different reason

A link charm bracelet, the one everyone wore in the '90s. I split the campaigns by the reason people buy it: a trip, an initial, a flag, an occasion.

Period: Mar 2026 – todayThe client's name is confidential.

Spend Mar – Oct 2026
$592K
Sales generated
$1.63M
Return
2.75x
Clicks
483K

In 30 seconds

  • What it sells: link charm bracelets, the '90s kind, personalised with the charms you choose.
  • What I did: I split the campaigns by buyer intent (trips, letters, flags, occasions like Halloween), each with its own keywords and creatives.
  • The result: from March to October 2026, with $592K of spend we generated $1.63M in sales, a 2.75x return. It was 2.26x before.

The starting question

How do you sell a charm bracelet when everyone buys it for a different reason?

How it went

  1. 01

    A memory from the '90s

    They're the square-link bracelets everyone wore in the '90s. Each link can be swapped for a charm: a heart, a letter, a flag, a symbol.

    Here psychology is already at work. For many people it's a childhood memory, and nostalgia makes a product more desirable. On top of that, you build the bracelet yourself, and what we make with our own hands feels more valuable: it's called the IKEA effect.

  2. 02

    March 2026: the starting point

    When I took on the account, in March 2026, the campaigns treated the catalogue as one block: one bracelet, lots of charms, a single message. But a mum looking for her child's initial and a girl who wants to remember a trip aren't looking for the same thing.

    Spend Jul 2025 – Mar 2026
    $109K
    Sales
    $250K
    Return
    2.26x
  3. 03

    A set of campaigns for every reason

    The main move was to split everything by intent, meaning the reason someone is searching. Each category has its own keywords, its own Merchant Center feed titles and its own images.

    • Trips: for people who want to remember a holiday, with sea, sun and travel charms
    • Letters: the mum who wants her child's initial, or someone who wants to carry a special person's name
    • Flags: to remember a place you've been, or your home country
    • Occasions: Halloween, Christmas, Easter, each with creatives refreshed for the season

    That way someone searching for "initial charm bracelet" sees exactly that, not a generic catalogue. The ad and the search say the same thing.

  4. 04

    Halloween: the same bracelet, a different story

    For Halloween I refreshed the creatives: pumpkins, sweets, bats and an autumn feel, both in the ads and in the Merchant images. The product is the same, but the reason to buy it now changes.

    It works like seasonal window displays in physical shops: the window changes and passers-by notice something new, even if the product inside is the same.

  5. 05

    How it went

    I compared my first seven and a half months on the account with the seven and a half months before.

    BeforeJul 2025 – Mar 2026
    Spend
    $109K
    Sales
    $250K
    Return
    2.26x
    6.5x the salesAfterMar – Oct 2026
    Spend
    $592K
    Sales
    $1.63M
    Return
    2.75x

    Two periods of the same length, Google Ads data.

    Spend grew more than fivefold, and instead of dropping, the return went up, from 2.26x to 2.75x. The ads were finally speaking to the right reason, for each person.

  6. 06

    The last 30 days

    Spend
    $90.8K
    Sales
    $277K
    Return
    3.05x
    Clicks
    66.1K

    From 22 September to 21 October 2026, with the Halloween creatives live, the return reached 3.05x.

The lesson

The same bracelet is bought for different reasons. Speaking to the right reason is worth more than any discount.

What to take away

  1. Split by intentNot by product, but by the reason the person is searching.
  2. Every category gets its own windowKeywords, feed titles and images change from one reason to the next.
  3. Nostalgia sellsA childhood memory makes a product more desirable than any technical feature.
  4. Refresh for every occasionHalloween, Christmas, Easter: same product, a new reason to buy it now.

From the Google Ads account

Real screenshots taken straight from the accounts, with charts and tables showing the exact figures. Campaign names blurred.

  • Mar – Oct 2026 vs the previous months: $592K spend, $1.63M in sales, 2.75x return

  • Campaign detail, Mar – Oct 2026: $591,626 spend, $1,627,835 conversion value, 2.75x return

  • Trips category: the bracelet to remember a holiday

  • Letters and flags, with '90s nostalgia front and centre

  • Creative refreshed for Halloween

  • Last 30 days: $90.8K spend, 3.05x return

  • Campaign detail, last 30 days: $90,757 spend, $278,063 conversion value, 3.06x return

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