Evry Jewels

The Objective

Reaching high-intent audiences and scaling conversions efficiently

Evry Jewels, a fashion-forward jewelry brand catering to Gen Z and young millennial shoppers in the US and Canada, wanted to explore new ways to drive performance beyond traditional feed ads. The brand’s objective was to test TikTok Search Ads as a scalable, always-on acquisition channel capable of delivering strong returns and tapping into high-intent audiences actively searching for jewelry trends.

The Solution

Leveraging keyword intent and continuous optimization

To unlock the full value of TikTok Search, the team structured the campaign according to best practice, separating keywords into two dedicated ad groups to maximize intent signals and improve cost efficiency:

• Branded keywords to capture demand from users already familiar with Evry Jewels.

• Generic keywords to reach users searching for trending or category-related terms.

The campaign used intent-based keyword targeting and conversion-optimized bidding to reach users with strong purchase intent. Through ongoing creative testing and regular optimization cycles, the team refined top-performing keywords, improved visual alignment with search behavior, and maximized cost efficiency.

The Results

Turning Search Intent Into Scalable Growth

TikTok Search Ads quickly became a high-performing, cost-effective acquisition tool for Evry Jewels. Within weeks, the campaign delivered exceptional performance across key metrics:

• 7 ROAS compared to the 3.6 account average

• 3.48% CTR, a 4× improvement over standard feed ads

• 5,500+ purchases directly attributed to TikTok

By combining keyword-driven targeting with creative optimization, and by feeding Search insights back into their full-funnel activity, Evry Jewels unlocked new audiences and strengthened performance across their entire TikTok presence.

TikTok Search is now a central pillar in the brand’s ongoing growth strategy.