Google Ads Strategy: Search Campaign Plan for a Live Brand

Project: SKYBORN Google Ads Strategy (Speculative)
Role: Paid Media Specialist
Platform: Google Ads Search
Brand: SKYBORN Premium Glassware & Lifestyle Products

Note: This is a practice campaign I built to show my Google Ads planning skills, using real brand data and Google Keyword Planner.

The Problem
SKYBORN was only using Meta Ads for marketing. People searching Google for things like "premium glassware Canada" weren't finding them — so competitors were capturing that traffic instead.

What I Did
I planned a Google Search Ads campaign to capture that missed traffic.

This included:
Researching high-intent keywords buyers actually search for
Organizing ads into clear groups (glassware, gift sets, brand protection)
Writing ad copy for different buyer motivations (quality, gifting, urgency)
Blocking irrelevant searches like "cheap" or "wholesale" so budget isn't wasted
Planning a bidding approach that starts manual, then shifts to automated once there's enough data

Goal
Reach a 3x or higher return on ad spend within the first 30 days.

Skills Demonstrated
Keyword research (Google Keyword Planner)
Campaign structure and ad group planning
Ad copywriting
Bidding strategy
Performance forecasting