A Google Ads rebuild designed to drive high-ticket grill sales — not just accessory clicks — before your peak season hits.
01 / The Situation
Campaigns built in 2020 are still running. The account has valuable history from Logical Position, but those campaign types have changed significantly in five years. What once drove $20 cost-per-conversion now costs $60–100. The structure needs a rebuild, not a tweak.
Spend is scaling, but ROAS is falling. Going from $50–90/day to $500–600/day without restructuring campaigns is the fastest way to burn budget. More spend on a broken setup doesn't fix the setup — it amplifies the problem.
Accessories are converting; grills are not. The current campaigns aren't distinguishing between a $40 accessory and a $400+ grill. Without separate campaign structures and separate ROAS targets, ad spend gravitates toward the easier, lower-value conversions.
Peak season is weeks away. End of May through July 4th is PK Grills' biggest window. The time to rebuild is now — not after Memorial Day has passed.
02 / Current State at a Glance
Cost per Conversion
$60–100
Was ~$20 with Logical Position. Fixable with proper structure.
Monthly Ad Spend
~$12K
Scaling toward $20K in summer — needs solid structure first.
Current ROAS
~5.5×
Profitable (break-even is 3×), but declining as spend increases.
Gross Margin
~40%
DTC margin with healthy room for ad investment at 3×+ ROAS.
03 / Our Approach
Google Ads is the right channel for PK Grills — people actively searching for a premium charcoal grill are already warm. The goal isn't to educate them about barbecue; it's to be the answer when they're already looking. We'll rebuild the account structure from scratch with separate campaigns for your high-value grills vs. accessories, proper conversion tracking, and a clear scale plan timed to your busy season. Month one we build and stabilise. Month two we push volume.
Week 1 — Onboarding
Full account audit reviewing historical Logical Position data, identifying what still works. Access to Google Ads, Analytics, and GTM. Conversion tracking verified — purchase events firing correctly on order confirmation.
Week 2 — Live
New campaign structure goes live. Grills and accessories split into separate campaigns with separate ROAS targets. Shopping feed reviewed and optimised. Brand keyword campaign activated to recapture PK Grill name searches.
Month 2
Winners identified. Budget shifted toward grill campaigns that hit ROAS targets. Retargeting layered in for visitors who viewed grill pages but didn't purchase. Promo cycles (Memorial Day, July 4th) integrated into ad copy and banners.
04 / Campaign Structure
Focus
Dedicated Shopping + Search campaign for PK300, PK360 and higher-ticket SKUs. Separate ROAS target — we're not letting accessory conversions dilute this campaign's data.
Why it matters
Right now the algorithm has no reason to prioritise a $400 grill over a $40 cover. Isolation fixes that.
Focus
Separate campaign for covers, grates, and add-ons with its own budget and ROAS floor. Lower AOV means different bid logic.
Why it matters
Accessories will convert at a different rate — keeping them separate means both campaigns can be optimised for their own profitability, not a blended average.
Focus
Capture everyone searching "PK Grill," "Portable Kitchen grill," and brand variants. Lowest CPC, highest intent.
Why it matters
With 70+ years of brand equity, people are already searching for you by name. This campaign ensures you win every one of those clicks.
Focus
Display and Shopping remarketing for grill page visitors, cart abandoners, and past purchasers (cross-sell accessories). Promo-specific banners for Memorial Day, July 4th, and seasonal offers.
Why it matters
A customer researching a $400 grill rarely buys on the first visit. Retargeting closes the gap — and your promo cycles become recovery opportunities.
05 / What's Included
$1,500/month covers all setup, management, copywriting, and reporting for ad spend up to $15,000/month. No setup fees, no hidden costs. You control the ad budget — it stays in your account.
06 / Launch Timeline
Week 1
Access shared: Google Ads, Analytics, GTM. Audit of historical account. Conversion tracking verified. Campaign architecture planned.
Week 2
All 4 campaigns built and launched. Shopping feed reviewed. Ad copy live. Memorial Day banner set in production.
Weeks 3–4
Memorial Day promo activated. Budget optimised toward grill campaigns. Daily monitoring through July 4th window.
Month 2+
Winning campaigns scaled. Budget increased where ROAS holds. Retargeting audiences built from peak season traffic.
07 / Investment
Flat monthly management fee. No setup charges. The fee covers everything up to $15,000/month in ad spend.
Management Fee
per month, flat. Ad spend is separate and stays in your account.
Scaling Rate
flat $1,500 up to $15K spend, then +5% on spend above $15K only.
08 / Case Studies
Google Ads — Outdoor / Sports Equipment
A premium outdoor equipment brand with strong product-market fit but under-optimised campaigns. Problems: poor Shopping feed, no retargeting, generic audience targeting. Solution: product feed revamp, PMax campaigns focused on best-sellers, Meta remarketing launch, and refined audience segmentation. ROAS grew from 21.78× to 47.27× over 6 months.
Google Ads — DTC Apparel / Lifestyle
A niche DTC brand averaging $3K/month, unable to scale without ROAS collapsing below 1.5×. Problems identical to PK Grills: generic Shopping feed, no retargeting, static bids. Solution: feed rewrite with key product attributes, campaign segmentation by audience intent, dynamic remarketing, and top-3 SKU budget focus. Revenue hit $49K/month by month 5 with ROAS holding at 3.85×.
Ready when you are
One week to onboard, one week to launch. If we start now, campaigns are live before Memorial Day — your most important sales window of the year.
Telegram
@svetagreenOney Studio — oney.studio