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How GemPundit increased high-value leads by 31% and reduced Cost per Qualified Lead by 22% with EasyInsights Weighted Event Framework

By sending weighted conversion signals based on chat quality and expected ticket size, GemPundit enabled Google Ads to optimise toward more valuable leads, resulting in higher-quality enquiries and better use of marketing spend.

gempundit x easyinsights

31%

Increase in High Value Leads

22%

Reduction in Cost per Qualified Lead

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Meet the Brand

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GemPundit is India's top online destination for loose gemstones and colored gemstone jewellery. They focus on delivering a high-quality shopping experience that's common in other industries but often missing in the gems and jewellery space.

At gempundit.com, you will find a wide array of natural coloured gemstones - both precious stones and semi-precious stones. These are of the astrological gemstones, jewelry gemstones and exhibition grade gemstones variety and are astrologically and gemologically approved.

The Challenge

GemPundit receives a large volume of enquiries every day through chat and contact forms. While this helped generate a steady stream of leads, not all of them were equal in terms of quality or potential value. Google Ads was optimising campaigns based on basic conversion events (e.g., form submitted / chat initiated), without understanding which leads had higher intent or larger expected order size

As a result, campaigns were being scaled on the basis of volume rather than value - leading to wasted budget on low-quality leads and limited visibility into which campaigns were actually attracting high-value prospects.

The Solution

EasyInsights introduced a new Weighted Event Framework to help GemPundit send more meaningful signals back to Google Ads.

First, instead of treating every lead the same, each incoming chat or form submission was evaluated based on two internal parameters:

  • Chat Quality - GemPundit's team already scores every conversation based on how serious and relevant the enquiry is.

  • Expected Ticket Size - an estimated order value based on what the user is looking for.

These two scores were combined into a single weighted value and converted into a custom event.

This event was then automatically sent back to Google Ads in real time.

Once Google Ads started receiving these weighted values, its algorithm began identifying which campaigns and audience segments were producing high-quality, high-value leads - not just basic conversions.

It gradually shifted spend toward those high-performing campaigns, avoided low-value leads, and improved overall efficiency of the advertising effort.

As a result, GemPundit was no longer optimising for lead volume alone - they were optimising for business value.

The Result

By implementing EasyInsight's Weighted Event Framework, GemPundit was able to:

  • Achieve a 31% increase in qualified leads and a Cost per Qualified Lead by 22%.

  • Send richer, value-based conversion signals to Google Ads instead of generic events.

  • Optimise campaigns towards high-quality leads with stronger intent and higher expected order value.

  • Reduce budget wastage on low-value enquiries and focus spend on the campaigns driving the most meaningful results.

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