Over 140,000 impressions in a single quarter via Google Ads campaigns for the B2B diamond trade.
After setting up the KGK Suisse online shop, Loehn Digital took over the Google Ads campaigns for the certified diamond business.
The task: To efficiently tap into a highly specialized B2B niche market—certified diamonds, melee diamonds, and gemstones for the watch and jewelry industries—using search campaigns. The campaigns were designed from the ground up to be multilingual and targeted at international B2B audiences. The result in a single quarter: 142,114 impressions, 1,946 clicks, and 35 conversions, with an average CPC of just CHF 1.08.
Starting Position: A Niche Market with High Demands
KGK Suisse stands for Swiss Diamantaire Heritage since 1918 – a market where trust, proof of origin, and precision are crucial. The digital platform had already been successfully established as an exclusive B2B shop with APPlus ERP integration and controlled onboarding. What was missing: targeted digital visibility among the exact buyers from the watch and jewelry industry who are looking for certified diamonds and gemstones.
The challenge: A classic B2B niche business with small target groups but high potential, high quality standards and long decision cycles. The campaigns had to be trilingual (German, English, French) and internationally oriented – with a keyword strategy that speaks the industry’s technical language. There was also the need to make sensitive product areas only visible to verified business customers – a requirement that required close coordination between campaign logic and shop architecture.
Campaign Strategy: Three Axes for Maximum Efficiency
The Google Ads campaigns were not designed as simple search campaigns, but followed a three-part logic:
- Product Search – Keyword strategy along diamond categories: certified diamonds, melee diamonds, gemstones, parcel diamonds. Each category with its own keyword research and ad texts.
- Target markets – Separate campaigns for the DACH region, France, and English-speaking markets, each with tailored landing pages and bidding strategies.
- Qualified Inquiries – Focus on conversions rather than mere click numbers. The shop pages were used as optimized landing pages that lead users directly into the protected B2B area.
Results: Measurable Performance in the Diamond Trade
In a single quarter, the campaigns achieved:
| Key Figure | Value |
|---|---|
| Impressions | 142.114 |
| Clicks | 1.946 |
| Conversions | 35 |
| Average CPC | CHF 1.08 |
These figures show: Even a highly specialized B2B niche market can be efficiently tapped into through search campaigns. Particularly noteworthy is the low CPC of CHF 1.08 – proof that the campaigns were precisely targeted at the relevant audience. Every franc spent directly led to qualified conversions.
Optimization Approaches: Continuous Improvement as a Principle
Successful B2B marketing is not a one-time setup, but an ongoing optimization process. For KGK Suisse, all relevant levers were utilized:
- Landing page logic – The existing shop pages were used as optimized landing pages for the ads, ensuring that every click led to a relevant and familiar environment.
- Keyword research – Continuous refinement of the keyword strategy for the niche market, supplemented by negative keywords to avoid wasted spend.
- Bid management – Data-driven optimization of bids based on conversions, not just clicks.
- A/B testing – Systematic testing of various ad copy and calls to action to increase the conversion rate.
In Short: From Online-shop to active sales tool
The combination of the existing KGK Suisse online shop and the Google Ads campaigns has created a system that is far more than the sum of its parts. The shop provides a professional, trustworthy environment for completing purchases, while the campaigns ensure targeted visibility among the right decision-makers—at the right time and with the right message.
For managing directors and marketing decision-makers in the B2B sector, this case demonstrates: Even in the narrowest niche markets, measurable results are possible – if the technical platform is sound, the campaign strategy is well-conceived, and both areas are closely coordinated.
Learn more about our Google Ads strategies and how we boost your visibility in the B2B market. Also, visit KGK Suisse to get a firsthand look at the platform and find out more about the certificates of origin behind the certified diamonds.