Oscar Stone
Oscar Stone, the mastermind behind the highly successful Oscar Buys Gold pawn shop, partnered with us to manage digital marketing efforts for his various locations, including his flagship pawn shop. By leveraging Meta Ads, Google Ads (for both pawn shop services and jewelry sales), and optimizing the website for better lead generation and online sales, we helped Oscar Buys Gold triple their sales, boost phone calls, and increase high-quality leads, all while dominating local search results and driving in-store traffic.
Holistic Marketing
Jewellery
Challenges Oscar Stone Faced
1. Fragmented Digital Presence Across Locations
Oscar Buys Gold had multiple storefronts but lacked a unified digital marketing strategy to support growth across all locations. The absence of targeted campaigns and optimized online funnels limited their ability to generate leads and drive consistent foot traffic.
2. Low Conversion from Online Channels
Despite having a reputable name in the pawn and jewelry market, their online efforts were not translating into meaningful sales or inbound calls. Without a strong presence on Google and Meta platforms, they were missing out on high-intent local customers searching for pawn and gold buying services.
How Waves Tackled These Challenges
1. Meta Ads Strategy (Instagram, Facebook, WhatsApp)
We launched a targeted Meta Ads strategy across Facebook, Instagram, and WhatsApp to drive high-quality leads, using these platforms to boost both online engagement and in-store traffic. We:
Created highly-targeted campaigns that reached users interested in pawn shops, gold buying, custom jewelry, picture pendants, engagement rings, and other jewelry services, ensuring we reached people who were ready to take action.
Leveraged Instagram DMs and Facebook Messenger to create direct communication channels, making it easier for customers to ask questions and book appointments with Oscar Buys Gold.
Integrated WhatsApp into the ads for quick, seamless communication, making it easy for users to inquire about gold prices, jewelry customization, or schedule appointments.
The results were impressive: we saw an uptick in the number of phone calls, Instagram DMs, Facebook messages, and WhatsApp inquiries every month, increasing engagement and conversion rates.
2. Google Ads Strategy for Pawn Shops and Jewelry Sales
Oscar Buys Gold needed to dominate local search results for both pawn shop services and jewelry sales. Google Ads was the perfect tool. We implemented:
Local Search Ads: By optimizing their Google Ads campaigns for “near me” searches, we made sure that whenever someone searched for “pawn shop,” “custom jewelry,” “engagement rings,” or “buy gold near me,” Oscar Buys Gold was at the top of the results.
Jewelry-Specific Campaigns: We launched Google Ads campaigns specifically targeting jewelry customers, promoting custom jewelry, picture pendants, engagement rings, and other high-ticket items.
Re-targeting Campaigns: We used dynamic retargeting to bring back visitors who had previously interacted with the website but hadn’t yet converted. This kept Oscar Buys Gold top of mind and drove more conversions.
Call Extensions: We set up phone call extensions for direct calls from search results, increasing the volume of inbound calls to the store.
Through these strategies, we not only increased the volume of phone calls by over 100 every month but also helped to push Oscar Buys Gold’s store to the #1 position for pawn shop and jewelry-related searches in New York.
3. Website Optimization for Lead Generation & Online Sales
We optimized the Oscar Buys Gold website to serve as a better lead magnet and boost online sales. Key updates included:
Improved Lead Capture Forms: We streamlined the forms to make them more user-friendly and easier to complete, ensuring that visitors could easily inquire about products, book appointments, or get gold pricing details.
Enhanced Jewelry Product Pages: We improved the product pages for custom jewelry, engagement rings, and picture pendants, ensuring they were visually appealing with high-quality images and compelling descriptions.
Clear Calls to Action: We strategically placed prominent calls to action across the site, prompting visitors to take action—whether it was to call, book an appointment, or inquire about gold prices and custom jewelry.
These optimizations not only improved the quality and quantity of leads but also contributed to higher online sales, driving revenue growth.
Our holistic approach across Meta Ads, Google Ads, and website optimization created a seamless experience for customers. Whether it was through a quick message on Instagram, a phone call from Google, or a WhatsApp inquiry, Oscar Buys Gold became more accessible, leading to higher conversion rates and improved customer satisfaction.
How We Exceeded Expectations
Increased Store Visits & Appointments
By dominating local search on Google, Oscar Buys Gold saw a huge increase in foot traffic. Customers who found the store online were more likely to book appointments or come in person to sell their gold, buy custom jewelry, or browse engagement rings.
Consistent Lead Flow
With a combination of online and offline efforts, we ensured a consistent flow of high-quality leads, from Instagram DMs to Google search phone calls. The increased volume and quality of leads helped Oscar Buys Gold not only generate more sales but also build stronger relationships with their customers.
Results Achieved
Tripled Sales: We helped Oscar Buys Gold triple their sales, both online and in-store, by optimizing ad strategies across Meta and Google, and refining the website to capture more leads and drive higher online sales.
Increased Phone Calls by 100 per Month: By optimizing Google Ads and Meta Ads to include call extensions and direct messaging, we increased phone inquiries by 100 per month.
#1 Ranking on Google: Oscar Buys Gold now ranks #1 on Google for “pawn shops near me,” “custom jewelry,” “engagement rings,” and other related searches, increasing visibility and driving more local traffic.
Higher Lead Quality & Conversion Rates: Through smarter lead qualification and more targeted campaigns, we improved the overall conversion rates and quality of leads, resulting in more closed sales.
Increased In-Store Traffic & Appointments: Both online appointments and physical store visits increased dramatically, thanks to effective re-targeting campaigns, local search ads, and optimized website lead capture forms.
