Pixel Street :: 360° Google Marketing for a Prominent Jewellery Brand

Nemichand Bamalwa & Sons (J)Fashion and Retail

Turning a Kolkata jewellery landmark into the top local result for the searches that actually convert.

• Google Ads
• Local SEO
• Google My Business

Nemichand Bamalwa & Sons (J), pioneers in the retail of 22/22K gold jewellery specialising in bridal and bespoke pieces, wanted to improve visibility and engagement across Google platforms for its Park Street showroom, driving more store visits, phone calls and website traffic in a fiercely competitive local market.

The constraint

Jewellery is considered a high-trust purchase, and most of that trust gets built before a customer ever walks in: through a search result, a map listing, a review score. In a market crowded with jewellers competing for the same searches, visibility wasn't optional. It was the whole game.

Found In The Search, Chosen In The Store.

The strategy targeted both intent layers at once, brand searches from people who already knew the name, and location-specific product searches from people who didn't, so Nemichand Bamalwa showed up whichever way a customer searched.

Google Search and Performance Max campaigns were optimised against real performance data to drive store visits, calls and site traffic, run alongside a dual-goal SEO strategy targeting both brand keywords and location-specific product terms, with active Google My Business management keeping listings current and reviews flowing.

• Google AdsOur Google Ads strategy included Search and Performance Max campaigns designed to increase visibility and drive specific actions like store visits, phone calls, and website traffic. The campaigns were optimized based on performance data to ensure cost-effective ad spend and maximum reach.
• SEO OptimisationA dual-goal SEO strategy was employed, focusing on ranking for both brand-related keywords such as "Nemichand Bamalwa" and location-specific product keywords like "jewellers in Kolkata." This approach helped in achieving the #1 ranking for most targeted keywords.
• Google My Business ManagementWe actively managed the GMB listing, ensuring that all business information was up-to-date and reflected the current status of the store.
• Customer ReviewsWe implemented a system to prompt satisfied customers to leave feedback, enhancing the store’s reputation online.

“In local retail, you don't win the sale in the store. You win it in the search result, twenty minutes earlier.”

A number-one ranking across most targeted keywords, a rise in store visits, calls and website traffic, and stronger local engagement built through consistent, well-managed visibility.

• Enhanced Online VisibilityWe saw a substantial increase in online visibility, reflected in higher impressions and clicks.
• Increased TrafficThe campaigns led to more store visits, as well as an increase in calls and website visits, demonstrating the effectiveness of the integrated marketing strategy.
• Improved EngagementThe management of GMB and proactive collection of customer reviews enhanced local engagement and helped in converting more visitors into customers.
• By effectively leveraging Google's marketing channels and focusing on both brand and location-specific SEO strategies, Nemichand Bamalwa & Sons (J) was able to significantly enhance their market presence and customer engagement.