ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthColumnistsApr 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.
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 …
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.
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.
More on Columnists
The Latest
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
