Ice Jeweller Ltd · UK Google Search advertising · September 2026
Market research and a ready-to-launch Google Search campaign for Ice Jeweller's custom grillz studio in Harrow. Built from Semrush market data and Google's own Keyword Planner. Budget £25 a day, UK only, target £25 per order.
12,100
UK searches a month for "grillz" alone (Google Keyword Planner, close variants merged)
£0.23–0.53
Google's top-of-page bid range for "grillz"; median across 104 priced terms £0.24–0.57
1
grillz competitor buying Google search today (London Grillz, ~1.5k paid visits a month)
20k
monthly "grillz" searches that are restaurants, not jewellery
Search is under-contested. Semrush's results-page snapshot for grillz, gold grillz, custom grillz, diamond grillz and grillz london records no text ads and no Shopping ads. Gold Grillz UK's ad is dormant (12 paid visits a month); London Grillz runs a small campaign. Google Keyword Planner confirms it: top-of-page bids start at £0.11–0.30 on almost every grillz term.
Match types decide whether the budget survives. Roughly 20k of the ~56k monthly "grillz" queries are for Grillz Steakhouse, Bare Grillz, Chilli Grillz and other restaurants. "Grills" alone is barbecues. Exact and phrase match plus a shared restaurant negative list from day one. Never bid [grillz birmingham].
Local pack shows on gold grillz, custom grillz and grillz london. A verified Google Business Profile for the Harrow studio, plus a Trustpilot or Google review profile, matters as much as the media budget for those queries. Competitors' Trustpilot pages already rank.
The message no rival can copy: free at-home impression kit or free in-studio 3D scan, Perfect Fit Guarantee, buy now pay later, from £166. londongrillz has the free kit but no scan or BNPL; goldgrillz has BNPL but sits in Southend; loudmouth and Kabils charge for the kit; Adamans and Harlem Bling are pre-made, not custom-fit.
The economics work at realistic conversion rates. £25 a day buys roughly 1,900 clicks a month at a £0.40 blended cost per click, taken from Google's own bid ranges. Break-even for a £25 cost per order is a 1.6% conversion rate. At 1.5% the cost per order is £27; at 2.5% it is £16. The first 300 clicks tell us which.
Semrush UK database, monthly volume, 211 keywords clustered by intent. Google Keyword Planner figures, which merge close variants so head terms read larger, are in the bids section below.
| Cluster | Keywords | Volume | Wtd CPC £ | Use |
|---|---|---|---|---|
| Generic grillz (grillz, grillz uk, teeth grills, grill jewellery…) | 24 | ~21,000 | 0.38 | Core |
| Gold (gold grillz, gold teeth, 10k/14k/18k, rose/white) | 24 | 7,200 | 0.70 | Core |
| Silver | 5 | 2,860 | 0.73 | Core |
| Stone (diamond, vvs, iced out, moissanite, lab, bustdown) | 8 | 1,730 | 0.29 | Core |
| Style (fang, single tooth, bottom/top, permanent, black) | 14 | 1,530 | 0.24 | Core |
| Price intent (how much are grillz, grillz price, cheap grillz) | 10 | 970 | 0.58 | Core, low bids |
| Custom + impression kit | 7 | 550 | 0.24 | Core |
| Local (london, near me, cities) | 34 | 4,290 | 0.44 | Local + Cities |
| Adjacent jewellery (cuban link, pendant, iced watch, custom ring) | 23 | 18,570 | 0.54 | Hold |
| Informational questions | 15 | 1,150 | 0.00 | Negatives / content |
| Restaurants (Grillz Steakhouse, Bare, Chilli, Sizzling, Lahoree…) | 37 | 20,090 | — | Exclude |
| Competitor brand names (kabils, k9, london grillz, house of grillz) | 9 | 4,610 | — | Never bid |
| Dental (crowns, caps, dentist) · sell/scrap gold | 7 | 2,540 | — | Exclude |
| Keyword | Vol | CPC £ | KD | Keyword | Vol | CPC £ | KD |
|---|---|---|---|---|---|---|---|
| grillz | 6,600 | 0.38 | 43 | grillz near me | 390 | 0.28 | 42 |
| grillz teeth | 1,900 | 0.36 | 42 | grillz london | 320 | 0.38 | 35 |
| gold grillz | 1,300 | 0.81 | 26 | gold grills | 320 | 0.81 | 40 |
| gold teeth | 1,300 | 0.70 | 14 | custom grillz | 260 | 0.24 | 36 |
| grills teeth / teeth grills | 1,300 ea | 0.36 | 35–41 | gold grillz london / uk | 260 ea | 0.97 | 28–36 |
| tooth grill | 1,300 | 0.30 | 47 | gold teeth grillz | 260 | 0.48 | 22 |
| silver grillz | 880 | 0.21 | 15 | moissanite grillz | 210 | 0.40 | 10 |
| diamond grillz | 720 | 0.38 | 6 | vvs grillz | 170 | 0.35 | 5 |
| teeth grill | 590 | 0.30 | 36 | how much are grillz | 170 | 0.38 | 25 |
| grillz uk | 480 | 0.48 | 40 | fang / rose gold grillz | 140 ea | 0.35 | 7–8 |
| grill jewellery | 480 | 0.38 | 47 | iced out / white gold grillz | 110 ea | 0.36 | 4–9 |
~20,000 searches a month for "grillz" in the UK are for restaurants. grillz coventry road birmingham 1,900 · bare grillz 1,600 · grillz steakhouse 1,300 · house of grillz 1,300 · sizzling grillz 1,000 · chilli grillz 590 + 720 + 480 · lahoree grillz bradford 590 · grillz tadley 590 · grillz birmingham 880 (Semrush ad density 0.02: it is navigational for the steakhouse).
Rules built into the campaign: no broad match anywhere; [grillz birmingham] excluded despite its volume; a 155-term shared negative list (steakhouse, menu, restaurant, takeaway, every restaurant name, bbq, charcoal, weber…); "grills" alone (5,400) never bid because it is barbecues.
Semrush results-page snapshot for the UK. Ad presence is as recorded by Semrush; we recommend one manual check from London on launch day.
| Query | Features recorded | Ads / Shopping | Organic top 10 (order) |
|---|---|---|---|
| grillz | video, PAA, related, short videos, AI Overview | none | goldgrillz.uk ×3, k9grillzuk, Wikipedia, Instagram (londongrillz), smile2impress, londongrillz, YouTube, grillzzone |
| gold grillz | local pack, image pack, reviews, video, PAA | none | goldgrillz.uk, k9grillzuk, Wikipedia, londongrillz, Trustpilot (goldgrillz), Instagram, YouTube, Etsy, grilledup |
| custom grillz | local pack, video, related, short videos | none | k9grillzuk, kabilsgrillz, loudmouthldn, pearlsetstudio, londongrillz, Instagram, grillzzone, YouTube, customgoldgrillz, plygrnd |
| diamond grillz | image pack, reviews, video carousel, PAA | none | goldgrillz.uk, grilledup, johnnydangandco, kabilsgrillz, k9grillzuk, londongrillz, lsgrills, nasherz, grillzzone, customgoldgrillz |
| grillz london | local pack, reviews, video, image, related | none | londongrillz, Instagram (londongrillz), loudmouthldn, pearlsetstudio, Trustpilot (londongrillz), grilledup, plygrnd, k9grillzuk, icebankjewellers |
Instagram, YouTube and short videos sit inside the results: the category is social-first, which matches the traffic picture below (Direct and in-app traffic dwarf search). Trustpilot pages rank for two rivals while Ice Jeweller's five-star Etsy rating is invisible on Google.
Semrush domain and backlink data plus Semrush Traffic Analytics. Competitor sites reviewed 2 September 2026.
| Domain | Semrush rank | Organic visits/mo | Paid kw | Authority | Visits/mo (Traffic Analytics) |
|---|---|---|---|---|---|
| goldgrillz.uk | 44,071 | 11,250 | 1 | 28 | ~16–19k, Direct ~14k |
| londongrillz.com | 96,557 | 4,559 | 1 | 11 | ~20–34k, Direct ~29k, Paid Search ~1.5k |
| k9grillzuk.co.uk | 96,116 | 4,584 | 0 | 11 | ~3–4k (48k in Feb, collapsed) |
| adamans.com | 124,166 | 3,379 | 7 | — | — |
| kabilsgrillz.com | 192,485 | 1,948 | 0 | 10 | ~1.5k |
| harlembling.com | 308,992 | 1,021 | 2 | — | — |
| icejewellerltd.com | 2,507,634 | ~10 | 0 | 7 | — |
| Ice Jeweller | goldgrillz.uk | londongrillz | k9grillzuk | kabils | loudmouth | milk & honey | adamans / harlembling | |
|---|---|---|---|---|---|---|---|---|
| Entry price | £166 → £1,350+ | not shown | not shown | £110–170 | £400–800 single; sets £1.6–4.8k | £120–240 | premium 18k, quote | $160–300 pre-made |
| Fit | free kit + free 3D scan | kit, "guaranteed fit" | free mould kit | paid kit | paid kit | paid kit + Peckham appts | in-person, £20 deposit | universal |
| Turnaround | ~3 weeks | — | "quick" | — | 2–3 wks | up to 4 wks | 2–4 wks | next day |
| Location | Harrow HA1 studio | Southend-on-Sea | Hammersmith W6 | remote only | Birmingham JQ | Peckham SE15 | Hatton Garden | US / online |
| BNPL | yes | Klarna | — | — | — | Klarna + deposit | no | no |
| Trust on Google | Etsy 5★ (not on SERP) | Trustpilot ranks | Trustpilot ranks | reviews page | 3 testimonials | brand collabs | craft story | "4.5 · 2,000+ reviews" |
The two things a grillz buyer weighs: how the fit is captured, and the price to start.
Ready as Google Ads Editor import files: 350 keyword rows, 155 shared negatives, 21 responsive search ads. Nothing goes live until the budget is approved and the pre-launch list below is done.
| Campaign | £/day | Ad groups (keywords) | UK vol covered | Landing page | Match |
|---|---|---|---|---|---|
| IJ | Grillz Core | UK | 14.00 | Generic (27) · Gold (22) · Silver (8) · Diamond & Iced (10) · Lab Diamond & Bustdown (4) · Moissanite (4) · Styles (18) · Rose & White Gold (4) · Coloured (5) · Price intent (11) · Impression kit (7) | ~31,300 | matching collection page | Exact + Phrase |
| IJ | Local London | 6.00 | London (24) · Near me (10) | ~2,700 | /pages/book-a-free-consultation | Exact + Phrase, Greater London, +20% Harrow radius |
| IJ | UK Cities | Remote kit | 2.50 | Birmingham (4) · Manchester (3) · Leicester (2) · Other cities (15) | ~740 | /collections/dental-impression-kit | Exact |
| IJ | Brand | 1.00 | Brand (7) | — | homepage | Exact + Phrase |
| IJ | Adjacent Jewellery | HOLD | 1.50 | Chains & pendants (6) · Rings (3) · Watches (4) | ~8,800 | necklace / ring / watch collections | Paused until bid check |
Every bid comes from Google Keyword Planner (United Kingdom, plan created 2 September 2026): Google's "top of page bid" low range × 1.2, capped at the high range. Terms too small for Google to price carry a Semrush-based bid and are labelled in the build file.
| Keyword | Avg searches / mo | Competition | Top-of-page low £ | Top-of-page high £ | Our max CPC £ |
|---|---|---|---|---|---|
| grillz | 12,100 | High | 0.23 | 0.53 | 0.30 |
| gold teeth | 4,400 | Medium | 0.36 | 1.48 | 0.43 |
| grills teeth / grillz teeth | 3,600 | High | 0.24 | 0.54 | 0.30 |
| diamond grill | 2,400 | Low | 0.45 | 2.22 | 0.55 |
| gold grillz | 1,600 | High | 0.30 | 2.22 | 0.36 |
| silver teeth | 1,600 | High | 0.44 | 2.38 | 0.53 |
| diamond grillz | 1,300 | High | 0.21 | 0.50 | 0.30 |
| silver grillz | 1,000 | High | 0.11 | 0.61 | 0.30 |
| how much are gold teeth | 880 | Low | 0.34 | 1.66 | 0.40 |
| grillz near me | 590 | Medium | 0.17 | 0.42 | 0.30 |
| grillz uk | 590 | High | 0.25 | 0.86 | 0.30 |
| grillz glasgow | 590 | Low | 0.53 | 0.54 | 0.54 |
| diamond teeth | 590 | High | 0.28 | 0.46 | 0.34 |
| gold grillz london / uk | 480 | High | 0.30 | 2.66 | 0.36 |
| grillz london | 390 | High | 0.26 | 0.51 | 0.31 |
| black grillz | 390 | High | 0.24 | 0.43 | 0.29 |
| vampire grillz | 390 | High | 0.13 | 0.39 | 0.30 |
| gold teeth grillz | 320 | High | 0.26 | 0.83 | 0.31 |
| grillz shop near me | 320 | Low | 0.25 | 0.93 | 0.30 |
| one tooth grillz | 320 | High | 0.19 | 0.46 | 0.30 |
| custom grillz | 260 | High | 0.14 | 0.45 | 0.30 |
| moissanite grillz | 260 | High | 0.23 | 0.46 | 0.30 |
| vvs grillz | 260 | High | 0.19 | 0.49 | 0.30 |
| fang grillz | 260 | High | 0.20 | 0.45 | 0.30 |
| white gold grillz | 210 | High | 0.26 | 0.70 | 0.31 |
| how much are grillz | 210 | Medium | 0.25 | 0.45 | 0.30 |
| rose gold grillz | 170 | High | 0.29 | 1.48 | 0.34 |
| grillz manchester | 170 | Low | 0.13 | 0.59 | 0.30 |
| grillz nottingham | 170 | Low | 0.12 | 1.48 | 0.30 |
Google merges close variants, so "grillz", "grill jewellery" and "grillz teeth" share one number. Twelve-month history shows the head terms down roughly 18% year on year and gold, silver and diamond terms flat. Local "near me" searches run around 590 a month with the lowest bids on the board.
| Conversion rate | Clicks / mo | Orders | Cost per order £ | vs £25 target |
|---|---|---|---|---|
| 1.0% | 1,900 | 19 | 40 | fix the landing page before spending more |
| 1.5% | 1,900 | 28 | 27 | close: tighten to exact match |
| 2.0% | 1,900 | 38 | 20 | on target |
| 2.5% | 1,900 | 47 | 16 | scale the core campaign |
Assumes £750 a month and a £0.40 blended cost per click, the midpoint of Google's low and high ranges on the terms that carry most of the budget. Consultation bookings (valued at £10) lower the effective cost per order. We launch on manual bidding and move to Google's target-cost-per-order bidding once 30 orders are recorded.