What's a healthy POAS for a jewelry store on Google Ads?

POAS divides the gross profit a campaign produced by what you spent to get it. At 1.0, ad spend used up every dollar of product profit the campaign generated. Above 1.0, the campaign contributes to fixed costs and net profit; below it, each sale loses money before overhead is counted.

No published POAS or ROAS benchmark exists for jewelry specifically. The figure above is the nearest credible number: the median Google Ads ROAS for apparel and accessories brands in Triple Whale's dataset. Triple Whale doesn't say whether jewelry brands sit in that category, so treat it as the loosest match on these pages. The same brands had a median order value of $99.39 and a median cost per acquisition of $25.40. Further down, we combine that ROAS with one listed jeweler's margin to give a rough POAS, and show the working.

What moves a jewelry store's POAS

Fine and fashion jewelry are different businesses

A gold ring with a certified stone and a plated necklace can both sell through the same store, at very different prices and margins. A POAS figure blended across both hides which one is paying for the other.

Metal prices move your cost

Brilliant Earth's annual report notes that gold, platinum and other precious metal prices "have been highly volatile, and significant price increases occurred in 2025". A campaign's POAS can fall with no change in its ROAS, because the pieces it sells now cost more to replace. The jewelry COGS breakdown shows by how much.

Gifting peaks

Signet Jewelers reports that its fourth quarter has historically accounted for approximately 35-40% of annual sales. POAS measured across the whole year blends the peak with the quiet months.

Returns on style and size

In Loop's returns data, style or preference drove 33-38% of accessories and jewelry returns, with sizing issues on rings and bracelets. Measure POAS once your return window has closed.

A rough POAS for jewelry

Turning the median ROAS into your POAS

POAS equals ROAS multiplied by your own margin after shipping, packaging and returns.

• Convert fine and fashion jewelry separately.
• Re-cost metal-heavy pieces when metal prices move, then re-check each campaign's POAS.
• Judge gifting peaks after returns are in.

Why a benchmark is only a starting point

Your break-even line depends on your mix of fine and fashion pieces, your metal costs and your return rate. Use the median and the rough POAS to see roughly where jewelry stores sit, then set targets from your own margins.