The Client
Club de Broderie Diamant is an e-commerce retailer specializing in diamond painting kits -- the fast-growing craft hobby where adhesive canvases are covered in tiny resin "diamonds" to create mosaic-style artwork. With hundreds of designs ranging from landscapes to custom photo conversions, they serve a passionate crafting community across the United States.
The Challenge
- Diamond painting is a niche hobby with inconsistent search volume, requiring campaigns to capture demand during trending periods while maintaining baseline performance during lulls.
- Low average order values (many kits under $30) meant campaigns had to operate at extremely low cost-per-click to remain profitable.
- Competition from AliExpress, Amazon, and direct-from-manufacturer sellers created intense price pressure on Shopping placements.
- The customer base is highly repeat-driven, but first-purchase acquisition needed to be efficient enough to justify the lifetime value assumption.
Our Approach
- Built Shopping campaigns organized by kit size, price range, and theme category, allowing bid adjustments that reflected each segment's actual conversion rate and margin.
- Created Search campaigns targeting both "diamond painting" core terms and adjacent hobby queries ("craft kits for adults," "relaxing art projects") to expand the addressable audience.
- Deployed Performance Max campaigns with vibrant product imagery showing completed kits, which drove strong engagement on visual placements like YouTube and Discover.
- Implemented promotional campaign structures for seasonal pushes (holiday gift-giving, summer hobby season) with dedicated budgets and time-limited ad copy.
- Used customer match audiences from the email list to build lookalike audiences, finding new crafters with similar interests and purchasing behavior.
The Results
- Generated $1.45 million in tracked revenue on $401K in total spend, delivering a 3.6x ROAS across all campaigns.
- Drove 24,000+ conversions with strong repeat purchase rates as customers returned for new kit designs.
- Performance Max visual campaigns achieved the highest engagement rates in the account, with YouTube placements driving a 4.2x ROAS on their own.
- Seasonal holiday campaigns outperformed year-round averages by 65%, with diamond painting kits proving to be a popular gift item.
- Customer acquisition cost decreased by 31% over 12 months as lookalike audiences refined and campaign quality scores improved.
What the Client Says
"Diamond painting is still a growing hobby, and Live PPC Ads helped us ride that wave at the perfect time. They figured out exactly how to show our kits to the right people and keep the costs low enough that every order is profitable from day one."
-- Founder, Club de Broderie Diamant
About This Campaign
This engagement covers ongoing Google Shopping, Search, and Performance Max campaign management. Revenue is tracked through Google Ads conversion integration with the Club de Broderie Diamant e-commerce storefront.