Portfolio Project · Google Ads Strategy

Google Ads Campaign Strategy for DTC Search & Conversion

A multi-brand paid-search strategy demonstrating how search intent, campaign architecture, ad messaging, landing-page thinking and conversion measurement can be adapted to different DTC and e-commerce businesses.

Explore the strategies
Project
Google Ads Campaign Strategy
Focus
DTC Search & Conversion
Brands
5 E-commerce Scenarios
Role
SEO / AEO / Conversion Strategist
01 — PROJECT OVERVIEW

Paid search starts with understanding the searcher.

This project applies one strategic principle across five different DTC businesses: the campaign should reflect what the customer is actually trying to accomplish when they search.

Brand scenario

Five e-commerce brands need search strategies that do more than generate clicks. Each campaign must connect customer intent with the right product, message, landing page and conversion action.

Search intent Keyword strategy Ad copy Landing pages Conversion tracking Optimization

The strategic challenge

A generic Google Ads structure would treat every e-commerce brand the same. This project instead considers the product category, customer journey, search behavior and purchase decision for each brand.


The result is five distinct campaign approaches built around commercial search intent rather than simply collecting keywords.

02 — STRATEGIC APPROACH

From search query to conversion.

Every campaign follows the same strategic path while adapting the execution to the brand.

01

Understand intent

Identify what the customer wants when they enter a search.

02

Structure campaigns

Group search themes into commercially meaningful campaign and ad-group structures.

03

Write the message

Translate product value and customer intent into relevant ad copy.

04

Measure & optimize

Connect search activity to purchases, revenue and other conversion signals.

03.01

DailyNergy Socks

A compression-sock e-commerce scenario built around product intent, everyday use cases and a multi-pair purchase offer.

Brand scenario

DailyNergy needs to reach shoppers actively searching for compression socks while communicating the product proposition clearly without relying on unsupported medical promises.

Campaign objective

Capture high-intent searches and move shoppers from product discovery to purchase using relevant messaging, the multi-pair offer and a focused product experience.

Campaign structure

01 — Non-Brand Compression Socks
02 — Use-Case Search
03 — Brand Search
04 — Product / Offer

Keyword themes

  • compression socks
  • graduated compression socks
  • compression socks for men
  • compression socks for women
  • compression socks for travel
  • compression socks for work

Ad messaging

Angle 01
Graduated Compression Socks
Comfortable everyday support with graduated compression.
Angle 02
Get 4 Pairs When You Buy 3
Shop DailyNergy compression socks with free shipping.

Landing-page strategy

  • Clear product proposition above the fold
  • Price and multi-pair offer
  • Explanation of graduated compression
  • Product details and fit information
  • Customer proof
  • Shipping and returns
  • Strong purchase CTA

Measurement & optimization

Primary conversion: purchase and purchase value. Secondary signals include add-to-cart and checkout activity. Optimization focuses on search-term relevance, conversion efficiency, revenue/value, product performance and landing-page alignment.

View PDF →
03.02

EverPeak Pro

An adjustable laptop-stand strategy connecting product searches with workspace and home-office intent.

Brand scenario

EverPeak Pro needs to compete for shoppers looking for an adjustable laptop stand while turning product features into practical reasons to purchase.

Campaign objective

Capture high-intent laptop-stand searches and connect them to a product page that makes the product's adjustability, design and workspace value easy to understand.

Campaign structure

01 — Laptop Stand
02 — Workspace / Use Case
03 — Feature / Product
04 — Brand Search

Keyword themes

  • adjustable laptop stand
  • laptop stand for desk
  • laptop riser
  • ergonomic laptop stand
  • laptop stand for home office
  • laptop stand for remote work

Ad messaging

Angle 01
Adjustable Laptop Stand
Create a more flexible laptop setup for your workspace.
Angle 02
Upgrade Your Desk Setup
Explore the EverPeak ElevatePro laptop stand.

Landing-page strategy

  • Product proposition
  • Adjustability and product features
  • Dimensions and compatibility
  • Workspace use cases
  • Product imagery
  • Shipping and returns
  • Purchase CTA

Measurement & optimization

Optimize toward purchases and purchase value while monitoring add-to-cart, checkout activity, search-term quality, device performance and product-page conversion.

View PDF →
03.03

Velora Skin

A skincare acquisition strategy built around product discovery, supported customer needs and routine-based purchase intent.

Brand scenario

Velora Skin needs to turn skincare searches into qualified product discovery without relying on broad, unsupported claims. Search messaging should reflect the actual product catalog.

Campaign objective

Connect customers with relevant skincare products based on category, product type, supported customer needs and routine intent.

Campaign structure

01 — Core Skincare
02 — Product Search
03 — Skin Need
04 — Routine / Bundles
05 — Brand Search

Keyword themes

  • skincare products
  • skincare online
  • skincare routine
  • product-specific searches
  • supported skin-need searches
  • skincare sets and bundles

Ad messaging

Angle 01
Build Your Skincare Routine
Discover skincare designed around your routine.
Angle 02
Explore Velora Skin
Discover products and build a routine that fits your needs.

Landing-page strategy

  • Customer need
  • Product recommendation
  • Ingredients/features
  • Supported benefits
  • How to use
  • Suitability information
  • Reviews and proof
  • CTA

Measurement & optimization

Measure purchases and purchase value while using product views, add-to-cart and checkout behavior as supporting signals. Optimization should identify which combination of product, customer need, search theme and landing page creates the strongest commercial performance.

View PDF →
03.04

Apex Kicks

A sneaker e-commerce search strategy built around category, brand, model and use-case intent.

Brand scenario

Apex Kicks needs to turn sneaker searches into product discovery and purchases while making sure customers land on the most relevant collection or product page.

Campaign objective

Capture high-intent sneaker searches across generic, brand, product/model and use-case categories.

Campaign structure

01 — Generic Sneakers
02 — Brand Search
03 — Product / Model
04 — Use Case
05 — Apex Kicks Brand

Keyword themes

  • sneakers online
  • buy sneakers online
  • Nike sneakers
  • ASICS sneakers
  • Hoka shoes
  • Salomon sneakers
  • New Balance sneakers
  • specific product/model searches

Ad messaging

Angle 01
Shop Sneakers Online
Explore the Apex Kicks collection and find your next pair.
Angle 02
Explore Your Favorite Brands
Shop selected sneaker collections from Apex Kicks.

Landing-page mapping

  • Generic sneaker search → sneaker collection
  • Brand search → brand collection
  • Model search → product page
  • Running search → running collection
  • Trail search → trail collection

Negative keyword strategy

Monitor search terms for irrelevant intent such as free, counterfeit/replica, repair, cleaning, jobs and other non-commercial searches where appropriate. Negative keywords should be refined from actual search-term behavior rather than relying entirely on assumptions.

View PDF →
03.05

Luxury Perfume

A concept luxury-fragrance search strategy focused on discovery, scent profiles, gifting and high-intent fragrance searches.

Brand scenario

This is a concept portfolio brand. The strategy demonstrates how a luxury fragrance business could use paid search to capture both customers who know what they want and customers who need help discovering a scent.

Campaign objective

Capture luxury-fragrance searches across category, scent profile, discovery and gifting intent, then guide shoppers into a relevant collection or product.

Campaign structure

01 — Luxury Fragrance
02 — Scent Discovery
03 — Fragrance Families
04 — Gifting
05 — Brand Search

Keyword themes

  • luxury perfume
  • luxury fragrance
  • premium perfume
  • signature scent
  • floral perfume
  • woody perfume
  • vanilla perfume
  • luxury perfume gift

Ad messaging

Angle 01
Discover Your Signature Scent
Explore luxury fragrance and find a scent that fits your style.
Angle 02
Luxury Fragrance for Gifting
Discover fragrance collections for meaningful gifting moments.

Landing-page strategy

  • Shop by scent family
  • Fragrance notes
  • Occasion-based discovery
  • Product character
  • Size and price
  • Reviews/proof
  • Shipping and returns
  • Purchase CTA

Measurement & optimization

Measure purchases and purchase value while comparing performance across product, scent, gifting, generic luxury and brand intent. Budget can then move toward the search themes that demonstrate stronger commercial value.

View PDF →
04 — CROSS-BRAND FRAMEWORK

One framework. Five different executions.

The strategic principles stay consistent, but the customer journey changes according to the product.

Search Intent

Start with what the customer is trying to accomplish, not simply the largest available keyword.

Campaign Architecture

Organize campaigns around meaningful commercial themes, products, brands and use cases.

Ad Messaging

Connect the customer's search intent with a clear reason to click.

Landing Pages

Match the landing page to the specificity of the search instead of sending every visitor to a generic homepage.

Conversion Value

Measure purchases and revenue/value where appropriate instead of optimizing solely for clicks or traffic.

Continuous Optimization

Use search-term, conversion and landing-page data to refine the account over time.

05 — STRATEGY AT A GLANCE

Different products require different search strategies.

The table below summarizes the primary strategic angle for each brand.

Brand Primary intent Core campaign focus Landing-page priority
DailyNergy Product + use case Compression socks / offer Product + offer + proof
EverPeak Pro Product + workspace Laptop stand / desk setup Product features + use case
Velora Skin Product + skincare need Products / routines / supported needs Need → product → routine
Apex Kicks Brand + model + category Sneakers / brands / models Search-specific collection/product
Luxury Perfume Discovery + gifting Fragrance / scent / gift Discovery + notes + product
06 — MEASUREMENT

The strategy is built to be measurable.

The portfolio intentionally separates campaign strategy from campaign performance. No performance numbers are presented without actual campaign data.

Primary conversion signals

  • Purchases
  • Purchase value / revenue
  • Return on ad spend where appropriate
  • Cost per acquisition

Supporting signals

  • Add to cart
  • Begin checkout
  • Product views
  • Landing-page engagement
Portfolio methodology note:

This project demonstrates campaign strategy, search-intent mapping, advertising messaging, landing-page thinking and measurement planning. It does not present fabricated campaign performance. CTR, CPC, conversion rate, CPA, revenue and ROAS are intentionally excluded.

The luxury fragrance brand is presented as a concept portfolio scenario and does not imply affiliation with the real Sephora company.

Search strategy should connect the query to the conversion.

This project demonstrates how I approach paid search from the customer's intent through to ad messaging, landing-page relevance and measurable business outcomes.

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