Google Ads Audit / Proposal
October 2024
1
Website address:
- grumpygardener.co.uk
Aims / pains:
- Stop wasting time on low quality Google Ads
- Have a retained resource maintaining Google Ads
- Consistent flow of sales
Marketing objectives
- Increase website sales
Offering/s
- Gardening ecommerce:
- Tools / equipment
- Decor
- Planters
- Wild bird feeders
Target Audience/s
- Gardeners
- Garden owners
Target Location/s
- UK
- USA
- Germany
- Canada
- Australia
Competition
- Highly competitive
2
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!
Intent
Those searching on Google already have the intent to find your roles or services.
Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.
Direct Relationships
Prospects are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).
Instant ROI
Your adverts go live quickly and start delivering results immediately.
Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.
It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.
3
Adwords Audit/Recommendations
After reviewing your Google Ads account we now have insight into your current Google Ads setup.
Below is a list of the most critical elements we will work on as a priority for you.
Competition
As you know, we are up against competitors with significant budgets such as B&Q and Homebase.
Television shopping location targeting
To fully maximise the opportunity, we would run our ads in the same locations and at the same times that the business is running television shopping campaigns. We can alter our bidding strategy during the TV campaign and test sending traffic to landing pages that highlight ‘As seen on XXX channel’.
Search network
Your past Search campaign was not set up correctly and was wasting budget due to having no negative keywords.
Youtube/Video campaign
Over the last 90 days 80,000 views were wasted on child related videos. To reach our ideal audience, we would improve targeting by adding in demographics, topics, and keywords. Reducing budget waste will allow us to reduce the YouTube/video ads and pass that over to our Shopping/Performance Max ads.
Google Shopping / Performance Max
Because we know that customers are specifically searching for the products we sell; we would increase the budget for Google Shopping and Performance Max campaigns.
Performance Max is a goal-based campaign type that uses Google AI to optimise performance across all Google advertising channels including Search, Display, YouTube, Discover, Shopping and Maps.
Since the business started running the Performance Max campaign, it has generated 36 sales (assuming the purchase conversion is correct). Conversions were generated from a mix of brand and non-branded keywords and at a rate of 4.86%.
We would utilise more horizontal and vertical images to maximise on exposure. We would also update the images and have collection shots (1 image with several products included).
We would utilise signals (search themes, interests, audiences including in-market and affinity). Such as Garden Supplies, Garden Ideas, lawn and Garden Equipment, Garden Plants, Lawn Care & Gardening Supplies, Lawn & Garden Maintenance.
The campaign needs to include more asset groups to promote different types of products.
Ideally we will add in Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs) and brand names to the Google Shopping feed.
If you don’t already have one, we will need to set up a Google merchant centre account with a Google Shopping feed.
Budget
We recommend a budget starting at a minimum of £800 per month. The spend amount is likely to be slightly less. This is how we would split the budgets across campaigns.
65%: Shopping/Performance Max
25%: Brand + NutPecker + Wheelbarrow Booster
15%: Video
4
Shopping Ads
Maximise Sales with Google Shopping Ads
Google Shopping ads use your product data from the Merchant Center to create eye-catching, auto-populated ads that boost sales across key Google platforms.
Google Search Results – Your products appear right at the top when customers search for related keywords. They can show up as part of a carousel, in packs of images, or alongside search results.
Google Shopping – Shopping ads get prime placement at the top of the page in a scrollable carousel, ensuring maximum visibility.
Google Images – When customers search for product-related images, your ads will be front and center in a shopping carousel.
Google Maps – For local businesses, Inventory Ads appear in top results, helping nearby customers find your products quickly.
Search Partner Websites – Your ads can reach even more customers by appearing on Google’s partner websites, expanding your brand’s presence.
Each Shopping ad includes essential details like price, discounts, user ratings, and an image, making it easy for customers to decide and buy. Unlike traditional search ads, Shopping ads stand out with product visuals, helping drive more clicks and conversions.
5
YouTube/Video Ads
Harness the Power of YouTube Video Ads to Grow Your Business
Video ads are a powerful tool for reaching your audience, especially on YouTube. Here’s a quick breakdown of the six types of video ads and how they can benefit your business:
Skippable In-Stream Ads
These ads appear before, during, or after a video and can be skipped after a few seconds. They offer flexible ad lengths and the ability to grab attention right away—perfect for sharing longer messages without losing the viewer’s interest.
Non-Skippable In-Stream Ads
With a 20-second limit, these ads run from start to finish, ensuring your message gets across. Ideal for short, impactful campaigns where every second counts.
In-Feed Ads
Want to promote a specific video? In-feed ads appear in YouTube search results, the homepage, and video feeds. They’re great for boosting views and engagement with targeted audiences.
Bumper Ads
These 6-second, non-skippable ads are perfect for delivering a quick, memorable message. Fast, effective, and straight to the point.
Outstream Ads
Extend your reach beyond YouTube! These ads play on Google’s video partner network across apps, games, and websites, giving you more visibility in high-quality placements.
Masthead Ads
Take center stage on YouTube’s homepage. Masthead ads are a premium option that puts your brand front and center for maximum exposure.
With YouTube’s wide-reaching video partner network, your ads can also appear on trusted sites and apps beyond YouTube. This means your video content gets seen in more places, boosting your visibility even further.
6
Performance Max
Leverage the power of AI across all networks
Performance Max is designed to work across Search, YouTube, Display, Shopping, and more, giving your business maximum exposure.
We tailor your ads by combining your specific goals—whether it’s sales, leads, or traffic—with strategic use of Google’s AI.
We carefully select and optimise the right assets, such as images, videos, and headlines, ensuring your ads perform at their best on every Google platform.
Our expertise ensures that your campaigns reach the most relevant audience, driving better results and higher conversions.
7
Reconnect with the 95%+ of website visitors that leave without contacting you!
Prospects rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.
Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.
Advert messaging and design
We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.
8
- Research to identify new advertising opportunities and markets
- Keyword analysis and optimisation
- Click through rate and quality score optimisation
- Cost Per Click monitoring to help you receive the cheapest possible price
- Advert content performance optimisation and split testing
- Advert design developments (if applicable)
- Daily budget management including impression, share and lost budget
- Google Analytics and conversion tracking analysis
- Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.
9
Grumpy Gardener’s – Approach and Quick Wins
Below are our suggestions on how to kick-off your campaign to maximise the initial results.
- Full review of past Pay-Per-Click campaigns
- Full target market and search term research
- Define conversion goals, configure in Google Analytics and install tracking code on your website
- Gradual campaign roll-out
- Remarketing Adverts – write, design and implement
- Website conversion optimisation
- Analyse your website and provide conversion improvement recommendations
- Advise on the creation and optimisation of campaign specific landing pages
- If you don’t have a website designer / developer we can provide quotations to implement our recommendations on your behalf.
10
Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.
| Monthly Click Budget (paid directly to the advertising platforms) |
Initial Setup Fee (One off) |
Monthly Management Fee |
| Up to £1,500 | £700 | £400 |
| £1,501 to £2,000 | £800 | £475 |
| £2,001 to £3,000 | £900 | £600 |
| £3,001 to £4,000 | £1,025 | £750 |
| £4,001 to £5,000 | £1,150 | £900 |
| £5,001 to £6,000 | £1,275 | £1,050 |
| 6,001 to £7,000 | £1,400 | £1,200 |
| £7,001 to £8,000 | £1,525 | £1,350 |
| £8,001 to £9,000 | £1,650 | £1,500 |
| £9,001 to £10,000 | £1,775 | £1,650 |
Average results we achieve in Less Than 3 Months
%
Increase in Enquiries / Sales
%
Increase in Google Visibility and Traffic
%
Increase in Marketing List Signup Rate
%
Increase in Conversion Rate
Ads under management
Annual Ad Budget Managed
Annual Ad Revenue
A Partnership
Working closely with you enables our campaigns to gain better results quicker; here’s how we do it…
- Full disclosure policy – our secrets are your secrets
- Dedicated account manager
- Monthly video meetings
- Monthly reports (performance, actions, roadmap)
- Client portal
Chris
Strategy
Laura
Account Management
Alex
Account Management
Mae
Account Management
Gem
Finance
Janice
Operations
Clare
Google Ads
Anthony
Google Ads
Benjie
Content
Dhang
Content
Juphet
SEO
Maria
SEO
Mark
SEO
Dave
SEO
Wendy
Outreach
Carlo
Outreach
Expertise
As Google and Bing partners, we are proven and qualified Google Experts; each year, we re-qualify by keeping up to date with the latest advanced techniques, and then we sit Google exams to retain our expert partner status.
Award Winning Agency
Our team work tirelessly for our clients and are proud of the results we achieve and the recognition gained from organisations such as the following.
How to get your Ads started…
If you can see how Search Advertising will help your business to be found by those people looking for your offering, then enlisting our services could not be easier…
- Receive an Audit/Proposal
- Choose your budget
- Sign the service agreement.
Which options would you like to go with?