PK Grills has the brand, the loyalty, and the demand. What it needs is a Google Ads account built around selling grills - not chasing accessories - with a structure that scales through summer without breaking.
01 / Where You Are Right Now
The account is producing returns but selling the wrong products. A 5.5x ROAS sounds strong - and it is, relative to the 3x breakeven. But if most conversions are accessories rather than grills, the revenue ceiling is low and the account is optimising for volume, not value. The goal is grill conversions at higher order values, not accessory volume at low AOV.
The campaigns running now are a patchwork of 2020 Logical Position structure and a second agency's setup. Campaign types, bid strategies, and match types from six years ago have been changed by Google without warning - what looked like a working campaign is now running on fundamentally different logic. Turning on old campaigns is not the same as running them as they were built.
Spend doubled and ROAS started drifting - because scaling without structure always works that way. Going from $50/day to $500/day without changing campaign architecture pushes budget into colder audience signals. The account needs segmentation by product tier and separate ROAS targets before budget scales further.
Peak season starts now and runs to July 4th - the window to get this right is weeks, not months. Memorial Day, Fourth of July, and Father's Day are the three highest-converting moments in the outdoor cooking calendar. Promotions need to be live and the account structure needs to be solid before that window opens.
The brand has 70 years of recognition and loyal customers who already know PK Grills. That is a significant advantage that most e-commerce brands do not have. Brand campaigns can recapture that loyalty at very low cost per conversion. The problem is not awareness - it is converting the demand that already exists into grill purchases, not accessory add-ons.
02 / Channel Strategy
PK Grills has real demand already in the market - people searching for premium charcoal grills, ceramic grills, and American-made outdoor cooking equipment. Google Search captures that demand directly. The structure fix is separating grills from accessories into independent campaigns with different ROAS targets, then layering brand and remarketing on top.
Dedicated campaigns per grill tier - PK300, PK360, PK Original. Separated from accessories so budget cannot bleed across product lines. Higher ROAS target, tighter keyword match, and Shopping feed optimised for average order value, not click volume.
Accessories run on a lower ROAS target - higher volume, lower AOV. Remarketing captures grill-page visitors who did not convert: the highest-intent audience in the funnel. Both kept structurally separate from grill campaigns so budget allocation is deliberate, not algorithmic drift.
03 / Deliverables
Full account rebuild, not a patch job. Grill-first structure, promo agility, and weekly reporting so you always know where the budget went and why the ROAS moved.
04 / Add-Ons
The retainer covers Google Search, Shopping, brand, and remarketing. These channels are available as the account matures and budget grows.
Meta Ads
Demand generation for audiences not actively searching for a grill but reachable with the right creative. Effective for brand awareness and retargeting website visitors across platforms. Recommended once Google is optimised and budget allows a second channel without splitting focus.
CRO Audit - Product Pages
A structured review of the PK Grills product pages - identifying where paid traffic drops off before adding to cart. Delivered as a prioritised action list. At $12-20K/month in ad spend, even a 10% improvement in conversion rate is worth significantly more than the audit cost.
Amazon Ads
Sponsored Products and Sponsored Brands campaigns on Amazon for PK Grills listings. Captures high-intent buyers searching directly on Amazon - a significant share of outdoor cooking purchases start there. Separate campaign structure from Google, managed with product-level bidding and keyword isolation by grill tier.
TikTok Ads
Short-form video ads reaching a younger outdoor cooking audience on TikTok. Effective for brand discovery and product demos - PK Grills' visual product lends itself well to the format. Demand generation channel that builds awareness before someone searches on Google or Amazon.
05 / What to Expect
Week 1
Access to Google Ads, Analytics, GTM, and Merchant Center. Full account audit: historical performance by campaign, conversion tracking health, feed quality. Restructure plan finalised. Memorial Day campaign brief prepared.
Week 2
New campaign structure live: grill tiers separated, accessories isolated, brand campaign running. Conversion tracking verified. Memorial Day promotions in market. First weekly report delivered.
Month 01
Father's Day and Fourth of July campaigns live on schedule. Budget allocation reviewed weekly by campaign performance. ROAS targets monitored by product line. Grill conversion volume increasing as structure matures.
Month 02+
Peak season data informs off-season strategy. Budget scaled behind proven campaign structures. Lookalike audiences built from purchaser data. YouTube introduced if raw footage available. Monthly strategic review with Svitlana.
06 / Investment
Start at $6-7K optimised ad spend while we rebuild the structure. Scale to $15-20K once we know what works. The management fee stays flat until $15K/month.
Google Ads Management
per month - up to $15K ad spend
+ 5% of ad spend above $15K/month
Before restructuring anything, we do a full audit of the existing account - what Logical Position built, what the second agency changed, and what you modified. We map exactly what to keep, what to rebuild, and what to kill.
Credited toward month 1 of the retainer if we work together.
07 / Our Work
Highly seasonal products, promotional calendars, Google Shopping at scale. Three clients that map directly to what PK Grills needs.
Premium food gifting brand, 600+ seasonal retail locations, Q4-only online sales window. Highly promotional calendar: Mother's Day, Christmas, post-Christmas clearance. We manage their full Google Ads account and have built a process for implementing time-sensitive promotional offers across Search, Shopping, and Display within 24 hours of brief. Three years running - every peak season delivered on time and on budget.
Same challenge: seasonal peaks, promotional calendar, Google Shopping at the core. The promo agility we built for Hickory Farms is the same system we bring to PK Grills.
Two complementary shower filter products targeting different audiences - one for families with kids, one for adults concerned about scalp and hair quality. Entered with separate audience segments and no shared campaign structure. Built isolated campaigns per product line with independent ROAS targets. Scaled from $30K to close to $100K/month in revenue from ads without cannibalising between product lines.
The same product-line separation logic we use here - grills in one campaign structure, accessories in another - is what drove this account from $30K to $100K/month.
Peptides supplement brand, started from zero paid search two years ago. Built Google Ads structure from scratch - keyword segmentation by product category, Shopping feed optimisation, remarketing by product page visited. Scaled to close to $300K/month in revenue from paid. The account now runs across multiple campaign types with product-level bidding and ROAS targets set per SKU group.
Started with messy structure, no ROAS targets by product, budget bleeding across categories. Same starting point as PK Grills. Two years later, $300K/month.
Ready to start this week
Memorial Day is weeks away. The account structure can be rebuilt in week one and campaigns can be live before the first major holiday of the season. Marta, the brand is there - we just need to build the system around it.
Telegram
@svetagreenOney Studio x PK Grills