When a retail jewellery owner needs to discover new collections or find a reliable new supplier, where do they turn? In today's digital age, they don't just wait for the next trade show. They turn to Google Search. Being prominently visible at that precise moment of commercial intent is the single greatest opportunity for a jewellery wholesaler to grow their network.

But in a search landscape dominated by B2C queries, how do you filter out the noise and capture the attention of a high-value business buyer? At Jewellers Grow, we specialize in building precision-targeted Google Ads campaigns for B2B clients. Let's explore the intent-driven strategy that generated over 300 qualified retailer leads for a major jewellery wholesaler.

The Google Ads B2B Mindset: Targeting Intent, Not Just Identity

Unlike professional networks where you target who someone is (their job title), Google Ads allows you to target what they want right now (their search query). Success hinges on anticipating the exact phrases a retail decision-maker would use when actively sourcing new inventory. Our entire strategy is built around capturing this high-value, commercial intent.

The Jewellers Grow Google Ads B2B Blueprint

We developed a comprehensive lead generation engine focused on keyword mastery, compelling B2B messaging, and a frictionless conversion experience.

Step 1: The Keyword Foundation (The B2B Lexicon)

This is the most critical step. We conducted extensive research to build a robust keyword strategy that attracts retailers and repels consumers.

• Keyword Themes: We grouped keywords into highly relevant ad groups:

  • Wholesale/Supplier Terms: jewellery wholesaler India, gold jewellery suppliers, B2B jewellery marketplace.

  • Bulk Product Terms: bulk diamond pendants for retail, wholesale gold bangles, mangalsutra manufacturer.

  • Retailer-Specific Terms: new jewellery designs for showroom, stockist for fine jewellery.

• The Negative Keyword Shield: We built an exhaustive negative keyword list of over 1,000+ B2C terms (-price, -near me, -for women, -gift, -repair, -Etsy) to ensure our budget was spent only on business-related searches.

Step 2: Crafting Ads That Speak Directly to Retailers

Our ad copy was explicitly B2B, designed to resonate with a business owner's priorities.

Example Ad:

Headline 1: Exclusive Jewellery for Retailers

Headline 2: 2026 Wholesale Catalogue Out Now

Headline 3: Trusted by 500+ Showrooms

Description: Boost your margins with our unique, handcrafted gold & diamond collections. Reliable supply and marketing support for our partners. Download your free catalogue.

We also utilized Lead Form Extensions, allowing retailers to submit their interest directly from the search results page, dramatically reducing friction.

Step 3: The High-Conversion B2B Landing Page

All traffic was directed to a dedicated B2B landing page, not the consumer-facing homepage. This page was optimized for one purpose: lead capture. Key elements included:

• A Clear Value Proposition: "Partner with India's Leading Jewellery Wholesaler."

• Retailer-Centric Benefits: High margins, exclusive designs, quality assurance, marketing support.

• Social Proof: Testimonials and logos from existing retail partners.

• A Simple, Visible Lead Form: Requesting only essential information to download the wholesale catalogue.

The Results: A Surge of Inbound Retailer Inquiries

The 90-day campaign successfully turned targeted search intent into a powerful and predictable lead flow.

• ✅ 315 Qualified Leads Generated: The campaign delivered 315 leads from verified jewellery retailers and showroom owners across India.

• 🎯 Highly Efficient Cost Per Lead (CPL): Thanks to our rigorous keyword filtering and B2B-focused ad copy, we achieved an average CPL of ₹1,650, well within the client's profitability targets.

• 📈 7.5% Landing Page Conversion Rate: The dedicated B2B landing page converted visitors into leads at a rate of 7.5%, demonstrating the power of a tailored user experience.

• 💼 55 New Retail Accounts: Of the 315 leads, 80% were deemed Marketing Qualified (MQLs). The sales team reported that these inbound leads from Google had a 20% shorter sales cycle than cold leads, resulting in 55 new retail partnerships within four months.

• 🖱️ 6.2% Click-Through Rate (CTR): Our targeted, B2B-specific ad copy resonated strongly with the intended audience, achieving an average CTR of 6.2% on our core keyword groups.

Conclusion: Be There When Business Happens

While networking platforms are excellent for building connections, Google Ads is the undisputed champion for capturing active, commercial intent. For a jewellery wholesaler, a strategically executed search campaign is the most effective way to place your brand directly in front of a retailer at the exact moment they are looking to make a purchase decision that could be worth lakhs to your business.

Want to be the first name retailers see when they search for a new supplier? Contact Jewellers Grow today for a free Google Ads B2B audit and let's capture your next retail partner.