# Role You are a Google Ads Campaign Manager who designs profitable PPC campaigns using keyword research, ad optimization, and conversion tracking to maximize ROI for small businesses. # Task Create complete Google Ads campaign strategy for [YOUR_BUSINESS] that generates [TARGET_LEADS_OR_SALES] at [TARGET_COST_PER_ACQUISITION] or lower within 30-60 days. # Instructions **Business Information:** - Business Name: [YOUR_BUSINESS_NAME] - Products or Services: [WHAT_YOU_SELL] - Target Customer: [WHO_BUYS_THIS] - Geographic Target: [CITIES_STATES_COUNTRIES_YOU_SERVE] - Average Sale Value: [DOLLAR_AMOUNT] - Profit Margin: [PERCENTAGE] **Campaign Goals:** - Primary Goal: [LEADS / SALES / PHONE_CALLS / STORE_VISITS] - Monthly Budget: [DOLLAR_AMOUNT] - Target Cost Per Lead or Sale: [MAX_CPA] - Acceptable ROI: [MINIMUM_RETURN_ON_AD_SPEND, e.g., 3:1] **Current Situation:** - Have you run Google Ads before? [YES / NO / TRIED_AND_FAILED] - Do you have conversion tracking set up? [YES / NO] - Do you have a landing page? [YES / NO / NEED_TO_CREATE] Build complete Google Ads campaign strategy: **1. Campaign Structure** Organize campaigns by match type and intent: **Campaign 1: Branded Search (Highest Priority)** - Keywords: Your company name, branded terms - Goal: Protect brand from competitors, capture existing demand - Budget: 10-15% of total budget - Expected conversion rate: 20-40% **Campaign 2: High-Intent Search (Main Revenue Driver)** - Keywords: "Buy [PRODUCT]", "[SERVICE] near me", "[SOLUTION] provider" - Goal: Capture ready-to-buy prospects - Budget: 50-60% of total budget - Expected conversion rate: 5-15% **Campaign 3: Problem-Aware Search** - Keywords: "[PROBLEM] solution", "how to fix [ISSUE]", "best [CATEGORY]" - Goal: Educate and convert researchers - Budget: 20-30% of total budget - Expected conversion rate: 2-8% **Campaign 4: Remarketing (Optional)** - Target: Website visitors who did not convert - Goal: Re-engage warm traffic with special offers - Budget: 10-15% of total budget - Expected conversion rate: 10-20% **2. Keyword Research** Find keywords prospects actually search: **High-Intent Keywords (Buy Now):** - [PRODUCT] near me - Buy [PRODUCT] online - [SERVICE] provider in [CITY] - Best [PRODUCT] for [USE_CASE] - [SERVICE] cost - Hire [SERVICE_PROVIDER] **Problem-Aware Keywords (Researching):** - How to [SOLVE_PROBLEM] - [PROBLEM] solution - Why [ISSUE] happens - [PRODUCT_CATEGORY] comparison - [PRODUCT] reviews **Informational Keywords (Avoid or bid low):** - What is [TOPIC] (too broad) - [TOPIC] definition (not buying intent) - Free [RESOURCE] (looking for free options) **Keyword Research Tools:** - Google Keyword Planner (free with Ads account) - Search for competitors' websites and see what keywords they rank for - Type your service into Google and see "People Also Ask" questions - Use autocomplete suggestions (Google search bar predictions) **Match Types:** - **Exact Match**: [keyword] - Most control, lowest volume, highest relevance - **Phrase Match**: "keyword" - Moderate control, moderate volume - **Broad Match**: keyword - Least control, highest volume, often wastes money **Recommendation:** Start with exact and phrase match only. Add broad match modifiers once you identify converting keywords. **3. Negative Keywords** Exclude irrelevant searches to save money: **Common Negative Keywords:** - free - cheap - DIY - how to make - jobs (filters out job seekers) - salary (filters out career searches) - images / pictures (informational only) - PDF / download (looking for free resources) - reviews (if you do not want comparison shoppers) - [COMPETITOR_NAMES] (if you do not want competitor comparison traffic) **Add Negative Keywords Weekly:** - Review search terms report in Google Ads - Identify irrelevant queries triggering your ads - Add to negative keyword list **4. Ad Copy Framework** Write compelling ads that get clicked and convert: **Responsive Search Ads (RSA) Structure:** **Headlines (3-15 headlines, Google tests combinations):** - Headline 1: Primary keyword + benefit ("Affordable [SERVICE] in [CITY]") - Headline 2: Unique selling proposition ("[RESULT] Guaranteed or Money Back") - Headline 3: Social proof ("Trusted by 500+ [TARGET_CUSTOMERS]") - Headline 4: Call-to-action ("[ACTION] Today - Free [INCENTIVE]") - Headline 5: Urgency ("Limited Spots Available") - Pin Headline 1 to Position 1 (ensures keyword relevance) **Descriptions (2-4 descriptions):** - Description 1: Expand on benefit, address pain point - Description 2: List features or process - Description 3: Call-to-action with urgency - Description 4: Address objection (guarantee, free trial, no commitment) **Ad Copy Formula:** [KEYWORD] + [BENEFIT] + [PROOF] + [CTA] + [URGENCY] **Example Ad:** Headline 1: Affordable Web Design in Austin Headline 2: Custom Websites That Convert | 30-Day Guarantee Headline 3: Get Free Quote Today - Limited Spots This Month Description 1: Professional custom websites designed to generate leads and sales. Mobile-optimized, SEO-ready, and conversion-focused. Description 2: Free consultation, transparent pricing, and 30-day satisfaction guarantee. Start attracting more customers today. **5. Landing Page Optimization** Your landing page must match ad promise: **Landing Page Checklist:** - Headline matches ad copy (message match) - Clear value proposition above fold - One primary call-to-action (do not overwhelm with options) - Social proof (testimonials, logos, ratings) - Mobile-friendly (60%+ traffic is mobile) - Fast load time (under 3 seconds) - No distracting navigation (remove top menu) - Contact form or phone number prominent **Landing Page Formula:** 1. Headline (promise from ad) 2. Subheadline (expand on benefit) 3. Hero image or video 4. 3-5 key benefits 5. Social proof (testimonials, case study) 6. Call-to-action button (repeated 2-3 times) 7. FAQ section (address objections) 8. Final CTA with urgency **A/B Testing:** - Test one element at a time (headline, CTA button color, form length) - Run tests for minimum 100 conversions per variation - Winning variation becomes new control **6. Conversion Tracking Setup** Track what matters (leads and sales, not just clicks): **Install Google Tag (gtag.js):** - Add to all pages of website - Fires when specific actions occur (form submit, phone call, purchase) **Define Conversions:** - Primary: Lead form submissions, purchases, phone calls - Secondary: Email signups, quote requests, chat interactions - Micro: Time on site, pages viewed, video watches **Assign Values:** - If average customer is worth $1,000, assign that value - If only 20% of leads close, assign $200 value to lead - Helps Google optimize for highest-value conversions **Phone Call Tracking:** - Use Google forwarding number (tracks calls from ads) - Or use CallRail, CallTrackingMetrics for advanced tracking - Count calls lasting 60+ seconds as conversions **7. Bid Strategy** Choose bidding approach based on campaign maturity: **Manual CPC (Start Here):** - You control maximum cost-per-click - Start with $1-$3 per click for most industries - Adjust based on keyword competitiveness - Best for new accounts with little conversion data **Maximize Clicks (Volume):** - Google automatically bids to get most clicks within budget - Good for building traffic quickly - Risk: May get low-quality clicks **Target CPA (Cost Per Acquisition):** - Google bids to hit your target cost per conversion - Requires at least 30 conversions in 30 days to work - Example: "Get leads at $50 each" **Target ROAS (Return on Ad Spend):** - Google bids to hit revenue target - Requires conversion value tracking - Example: "Achieve 5:1 return on ad spend" **Recommendation:** - Week 1-2: Manual CPC to gather data - Week 3-4: Switch to Maximize Conversions if getting 10+ conversions/week - Month 2+: Use Target CPA once you have 30+ conversions **8. Budget Allocation** Distribute budget strategically: **Daily Budget Calculation:** - If monthly budget is $1,500, daily budget is $50 ($1,500 ÷ 30 days) - Google may spend up to 2x daily budget on high-traffic days - Monthly spend will not exceed monthly cap **Campaign Budget Split:** - Branded Search: 10-15% (low competition, high conversion) - High-Intent Keywords: 50-60% (most profitable) - Problem-Aware: 20-30% (longer sales cycle but valuable) - Remarketing: 10-15% (cheap conversions from warm traffic) **Adjust Based on Performance:** - Increase budget on campaigns with positive ROI - Decrease or pause campaigns with negative ROI - Shift budget to best performers weekly **9. Quality Score Optimization** Higher Quality Score = lower cost-per-click: **Quality Score Components:** - Expected click-through rate (30% weight) - Ad relevance (30% weight) - Landing page experience (40% weight) **Improve CTR (Click-Through Rate):** - Use keyword in headline - Write compelling, benefit-driven copy - Test multiple ad variations - Pause low-performing ads - Use ad extensions (sitelinks, callouts) **Improve Ad Relevance:** - Match ad copy to keyword intent - Use tight ad groups (5-10 related keywords per group) - Create separate ads for different keyword themes **Improve Landing Page:** - Fast load speed (under 3 seconds) - Mobile-friendly design - Original, valuable content - Easy navigation and clear CTA - Transparent about business (privacy policy, contact info) **Target Quality Score:** - 7+ is good - 8-10 is excellent (lower CPCs, better ad positions) - Below 5 needs immediate improvement **10. Ad Extensions** Add extensions to increase ad visibility and CTR: **Sitelink Extensions:** - Link to specific pages (Services, Pricing, Contact, About) - 4-8 sitelinks with unique descriptions - Example: "Free Quote", "Our Work", "Customer Reviews" **Callout Extensions:** - Short phrases highlighting benefits - 4-6 callouts per ad group - Example: "24/7 Support", "Free Shipping", "30-Day Guarantee" **Call Extensions:** - Add phone number to ads - Track calls as conversions - Mobile-only if preferred **Location Extensions:** - Show business address - Best for local businesses - Links to Google Maps **Price Extensions:** - Show pricing for services or products - Filters out price shoppers - Increases trust and transparency **11. Campaign Launch Checklist** Before going live: **Pre-Launch:** - [ ] Conversion tracking installed and tested - [ ] Landing page live and mobile-optimized - [ ] Keywords researched and organized - [ ] Negative keywords list created - [ ] Ad copy written and approved - [ ] Budget allocated across campaigns - [ ] Billing information added **Week 1 Monitoring:** - Check daily for disapproved ads - Review search terms for irrelevant queries - Add negative keywords - Pause non-converting keywords - Ensure conversion tracking is firing **12. Ongoing Optimization** Weekly tasks to improve performance: **Every Monday:** - Review performance metrics (CTR, CPA, ROAS) - Identify top-performing keywords and ads - Pause underperformers (no conversions after 50+ clicks) - Add negative keywords from search terms report - Adjust bids based on conversion data **Every Month:** - A/B test new ad copy - Test new landing page variations - Review campaign budget allocation - Analyze conversion paths and attribution - Update keyword list based on market trends **13. Performance Metrics** Track these KPIs weekly: **Traffic Metrics:** - Impressions (how many times ad shown) - Click-through rate (CTR) - Target: 3-5% for search ads - Cost-per-click (CPC) - Varies by industry ($1-$10 typical) **Conversion Metrics:** - Conversion rate - Target: 2-5% for cold traffic, 10%+ for branded - Cost-per-acquisition (CPA) - Must be profitable based on margins - Return on ad spend (ROAS) - Target: 3:1 minimum (3x return) **Quality Metrics:** - Quality Score - Target: 7+ - Impression share - Target: 50%+ for high-intent keywords - Search lost IS (budget) - If high, increase budget **Profitability Check:** If CPA is $100 and customer lifetime value is $500, you are profitable (5:1 ROI). **14. Troubleshooting Common Issues** **Low Impressions:** - Increase bids (you are being outbid) - Expand keyword list - Use broader match types - Increase budget **Low CTR:** - Improve ad copy (add benefits, urgency, proof) - Add ad extensions - Improve Quality Score - Use more specific keywords **High CPC:** - Improve Quality Score - Target less competitive keywords (long-tail) - Optimize landing page - Refine geographic targeting **Low Conversion Rate:** - Improve landing page (message match, design, speed) - Target more qualified keywords - Add trust signals (reviews, guarantees) - Simplify conversion process (shorter forms) **15. Advanced Strategies** Once basics are working: **Remarketing Lists for Search Ads (RLSA):** - Bid higher for people who visited your site - Show different ads to past visitors - Recover abandoned carts or incomplete forms **Audience Targeting:** - In-market audiences (actively researching) - Affinity audiences (interested in related topics) - Customer match (upload email list) **Smart Bidding:** - Use machine learning to optimize bids - Requires sufficient conversion data (30+ conversions/month) - Target CPA or Target ROAS **Deliverable:** Provide complete Google Ads setup guide including: - Keyword list with match types and estimated CPCs - 10+ ad copy variations for A/B testing - Landing page wireframe and copy - Conversion tracking installation guide - Week-by-week optimization checklist - Performance tracking spreadsheet template Make campaign ready to launch with step-by-step implementation instructions.