Google Ads Advertising Strategy — Local Flower
Role: PPC Specialist — full strategy development from business audit to campaign launch plan
Summary: A complete, client-ready Google Ads strategy for a competitive local market: market audit, competitor analysis, campaign structure, ROI forecast, and a 3-phase optimization roadmap — delivered as a 42-slide presentation.
Project Description
Running Google Ads without a strategy is expensive. Without understanding who you're competing against, what your customers are actually searching for, and whether your landing page is ready to convert paid traffic — every click is a gamble.
This project is a full Google Ads strategy developed for a local flower delivery and e-commerce business operating in a competitive Ukrainian market. The scope goes beyond campaign settings: it covers the full picture from business and market audit through to launch planning, with a 3-phase optimization roadmap and ROI forecast built for two scenarios.
The strategy was prepared as a client-ready deliverable — structured as a 42-slide presentation covering every decision with its rationale, so the client can understand not just what to do, but why.
What Was Covered
Business & Market Audit
Business model analysis: product mix, margins, delivery geography, seasonal demand
Target audience identification and segmentation (3 distinct segments defined)
Market overview: demand size, seasonal patterns, competitive intensity
Competitive Research
9 direct competitors analyzed
Google Ads Transparency Center used for real ad copy intelligence
SERP analysis: who holds what positions, with what messages
Competitive gap identification: positioning opportunities the client can own
Digital Presence & Readiness Audit
Current organic and paid search visibility assessed
Google Business Profile status review
Landing page readiness: message match, conversion elements, UX gaps
Page speed analysis: load time impact on Quality Score and conversion rate
Campaign Structure Design
6 ad groups defined with naming convention and keyword logic
Full keyword research: commercial intent, long-tail, seasonal terms
Match type strategy: phrase/exact primary with controlled broad
Negative keyword list: pre-built before first click
3 complete RSA ad copies with full headline/description sets and all assets
Bidding Strategy & Budget
Bidding strategy progression plan: Max Clicks → Maximize Conversions → Target CPA
Budget allocation by campaign and phase
Rationale for each phase transition (data thresholds defined)
ROI / ROAS Forecast
Two-scenario forecast calculator: conservative and target
Input assumptions documented (avg order value, conversion rate, CPC estimate)
Break-even ROAS calculated
Expected CPL and CPA by campaign type
3-Phase Optimization Roadmap
Week 1: launch, data collection, search term monitoring
Week 2: first optimization pass (negatives, bid adjustments, CTR analysis)
Month 1: performance review, bidding strategy transition, A/B test launch
Reporting & Communication Framework
Looker Studio dashboard specification
Weekly and monthly reporting cadence defined
KPIs and success metrics agreed upfront
Skills Demonstrated
Business and market analysis for PPC strategy
Competitor research (Google Ads Transparency Center, SERP analysis)
Audience segmentation and positioning
Landing page readiness audit
Full campaign structure design
Keyword research and match type strategy
RSA ad copy creation
Bidding strategy progression planning
ROI/ROAS forecasting
Client-facing strategy presentation (42 slides)
