Columnists

Google Ads vs. Social Media Ads: Which Are More Effective?

ColumnistsApr 29, 2025

Google Ads vs. Social Media Ads: Which Are More Effective?

Emmanuel Raheb outlines the differences between the two platforms and posits that the most successful jewelers use both.

National Jeweler Columnist Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
As a jeweler, you already know that having a physical storefront isn’t enough anymore. 

Today’s customers start their shopping online, scrolling, searching and clicking, and you need to meet them where they are. 

Of course, everyone has a website and to get traffic you need to advertise. But, with so many options, where should you direct your budget? 

The two biggest players in digital advertising are Google ads and social media ads (primarily Facebook and Instagram, but there’s also Pinterest and TikTok, which are lesser used). 

Both Google and social media offer major opportunities, but they serve very different purposes. 

Let’s break down what works best for jewelry businesses like yours.

Google Ads Capture Shoppers at the Moment of Need
Google ads are text-search based, which means your ad shows up when someone types in very specific keywords like “diamond stud earrings for sale,” “custom engagement rings near me,” or “14k gold May birthstone necklace.”

These are people who are already looking for exactly what you sell; they’re in buying mode. 

That’s why Google ads are so powerful. They target user intent.

With Google, you’re not interrupting someone’s day, you’re showing up immediately when they want to find you. 

That means faster conversions and higher-quality leads.

It also means instant visibility, laser-targeted reach, and the chance to capture sales right when the customer is ready to buy with their wallet in hand and credit card out.

But there’s a catch. Jewelry is a competitive space. The bidding costs for high-value keywords like “engagement rings” can get pricey, and you’ll need to constantly manage and optimize your campaigns to stay ahead of the game and keep your costs low. 

If you don’t have someone monitoring your keywords, tweaking your bids, or improving your landing pages, you could end up burning through your marketing budget really fast.

The biggest benefit of running Google ads is that you reach a real person who’s serious about making a purchase today.

 Related stories will be right here … 

Social Media Ads Help Build Desire
Advertising on social media is a great choice for jewelers because it’s so visual. 

You can have gorgeous photos of your jewelry, behind-the-scenes videos, customer testimonials, styling tips, and any other type of content you can think of.

It all works to tell your jewelry store’s brand story and help “stop the scroll.”

Unlike Google, where people are just keyword searching, social media ads work by targeting a person’s unique interests and behaviors. 

You can reach people who follow jewelry-related accounts, are getting married, or simply love luxury items, even if they are not actively looking to buy. 

This is top-of-the-funnel marketing at its best. It plants the seeds for later sales.

Social ads help you build brand awareness, introduce your new jewelry collections, and creates emotional engagement. 

The cost-per-click is generally lower than Google, but the challenge really comes in the creative. 

If your photos or videos aren’t compelling enough, you’ll simply get skipped. 

And ad fatigue is very real. People get bored easily so you have to keep your content updated and fresh to do its best.

Which Type Of Ad Works Better? It Depends On Your Goal
If you’re looking to drive immediate sales from people who are ready to purchase, Google ads are your best bet. They capture high-intent traffic and convert fast, if you do it right.

However, if your goal is to build long-term brand awareness, attract new fans, or show off your latest jewelry designs, social media ads are the way to go.  

They get your store in front of people who didn’t know they needed your jewelry until they saw it. Now you’re on their radar.

Whichever you choose, there’s no wrong choice, just a different strategy. You want to build a business that thrives year-round, no matter what stage of the buying journey the customer is in.   

Don’t pit Google against social media. Instead, use them together. Truthfully, the most successful jewelers use both.  

Run a search campaign to capture the ready-to-buy customer, and a social campaign to inspire the ones who will buy from you next. Use social media to connect and Google to convert.  

One ad sells the piece, the other ad sells the story. Together, they help you make the sale.

The Latest

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy