Google Ads PPC Campaign

Project Details
Role: Paid Media Specialist (Speculative Campaign Strategy)
Brand: SKYBORN Premium Glassware & Lifestyle Products
Platform: Google Ads Search & Shopping
Objective: Drive qualified traffic and conversions for e-commerce product range
Budget: CAD $30/day | CAD $900/month

Note: This is a speculative campaign strategy built to demonstrate Google Ads PPC planning skills using real brand context and Google Keyword Planner data.

Problem
Skyborn had strong product quality and an active Meta Ads presence, but had not explored Google Search Ads as a demand-capture channel. Customers actively searching for terms like 'premium glassware Canada' or 'luxury gift sets online' were not being reached at the moment of intent the highest-converting point in the buying journey.

The brand was relying entirely on social media to drive awareness, missing high-intent search traffic that competitors were capturing through Google every day.

Campaign Objective
• Capture high-intent search traffic from buyers actively looking for premium glassware
• Drive qualified traffic to Skyborn product pages with a target CPC under CAD $1.20
• Achieve a ROAS (Return on Ad Spend) of 3x or higher within the first 30 days
• Build a keyword data and quality score baseline for long-term search growth

Strategy & Approach
1. Keyword Research
Using Google Keyword Planner, I identified three keyword tiers based on search intent and commercial value:

High Intent — Transactional (direct purchase signals):
• "Buy premium glassware Canada" — 1,000–10,000 searches/month, Low competition
• "Luxury wine glasses online" — 1,000–10,000 searches/month, Medium competition
• "Premium whiskey glass set" — 100–1,000 searches/month, Low competition
• "Gift glassware sets Canada" — 100–1,000 searches/month, Low competition

Mid-Funnel — Consideration (browsing with buying intent):
• "Best glassware brands Canada" — 100–1,000 searches/month
• "Luxury home bar accessories" — 1,000–10,000 searches/month
• "Unique gift ideas for him Canada" — 1,000–10,000 searches/month

Long-Tail — High Conversion, Low Cost:
• "Handcrafted whiskey glass set gift" — Low volume, Very low competition
• "Premium barware gift set free shipping" — Low volume, Very low competition

2. Campaign Structure
I structured the account into 3 tightly themed ad groups to maximize Quality Score and relevance:

Ad Group 1 - Premium Glassware:
Focus keywords: luxury glassware, premium wine glasses, whiskey glass set
Match type strategy: Exact and Phrase match on core product terms

Ad Group 2 - Gift Sets:
Focus keywords: luxury gift sets Canada, gift ideas for him, barware gift
Match type strategy: Broad match modifier on gift-intent terms

Ad Group 3 - Brand & Competitor:
Focus keywords: SKYBORN glassware, competitor brand alternatives
Match type strategy: Exact match only brand protection and competitor conquesting

3. Ad Copy Strategy
Each ad group had 3 Responsive Search Ads (RSAs) targeting different buyer motivations:
• Quality angle: "Premium Glassware, Crafted to Impress"
• Gift angle: "The Perfect Gift - Free Shipping in Canada"
• Urgency angle: "Shop SKYBORN - Limited Festival Collection"
• Description focus: Free shipping threshold, quality craftsmanship, easy returns

4. Negative Keywords
To protect budget from irrelevant clicks, I built a negative keyword list from the start:
• Excluded: "cheap", "discount", "free", "DIY", "plastic", "wholesale", "bulk"
This ensures only buyers with premium product intent reach the ads and the budget is not wasted on low-intent traffic.

5. Bidding Strategy
• Launch phase (Days 1–14): Manual CPC to collect data and establish performance baselines
• Optimization phase (Days 15–30): Switch to Target ROAS once 30+ conversions recorded
• Target CPC: Under CAD $1.20 based on keyword research estimates
• Daily budget: CAD $30/day scalable based on ROAS performance

Projected Results - 30 Day Estimates
Based on Google Keyword Planner benchmarks and industry averages for e-commerce search ads:

• Monthly Budget: CAD $900
• Estimated Impressions: 25,000 – 40,000
• Estimated Clicks: 1,500 – 2,500
• Average CPC: CAD $0.90 – $1.20
• Conversion Rate (E-commerce average): 2% – 3%
• Estimated Conversions: 30 – 75 orders
• Target ROAS: 3x+
• Estimated Revenue Generated: CAD $2,700 – $5,400

Ongoing Optimization Plan
• Weekly search term report review - add converting terms as exact match, move irrelevant terms to negatives
• A/B test ad headlines every 2 weeks - pause underperforming variants
• Monitor Quality Score per keyword - improve ad relevance and landing page alignment
• Adjust bids by device - mobile vs desktop performance often differs in e-commerce
• Dayparting analysis after 2 weeks - increase bids during peak conversion hours
• Scale budget on top-performing ad groups once ROAS target is consistently hit

Skills Demonstrated
• Google Keyword Planner - keyword research, search volume and competition analysis
• Campaign architecture - ad group structure, match type strategy, negative keyword management
• Ad copywriting - RSA headline and description strategy aligned to buyer intent
• Bidding strategy - manual CPC to Target ROAS transition planning
• Performance thinking - projection modelling based on real benchmark data
• E-commerce PPC - product-specific search ad strategy with ROAS focus