DTC Google Ads Strategy

The problem

One template campaign copied across five different DTC brands mixes high-intent buyers with casual browsers and wastes spend. Each brand scenario needed its own campaign structure, keyword themes, ad angles and landing-page mapping to match how its customers search and decide.

Research & diagnosis

I looked at five different DTC brand scenarios and how customers of each search and decide. One template copied across brands mixes high-intent buyers with casual browsers and wastes spend.

Strategy

I gave each scenario its own approach built around commercial search intent: campaign structure, keyword themes, ad angles, landing-page mapping and a measurement plan.

The solution

I built five distinct campaign approaches around commercial search intent, each with its own campaign structure, keyword themes, ad messaging, landing-page mapping and measurement plan.

What I implemented

1. Built five distinct campaign approaches around commercial search intent.
2. Defined the campaign structure and keyword themes for each.
3. Wrote the ad messaging and mapped each campaign to a landing page.
4. Set out a measurement plan for each scenario.

Project scope