Google Ads Strategy Example: What to Include

A Google Ads strategy example is a concrete, documented plan showing how to structure and execute a paid search campaign for a specific client or industry vertical. It typically includes the account architecture, keyword groupings, ad copy variations, bid management approaches, landing page targeting, and performance benchmarks. Rather than a generic framework, it's a real-world instance you can reference—whether that's a successful campaign you've run, a case study from an established source, or a template built from proven patterns in your niche. For SEO agencies and web designers, this matters because it bridges the gap between "we do Google Ads" and "here's how we'd actually spend your money." When you present a strategy example to a prospect, you're showing them exactly how their budget gets allocated, which keywords you'd target at what bid levels, what messaging you'd test, and how success gets measured. This transparency builds trust and differentiates you from competitors who speak only in abstractions.

Practically, your strategy example should reflect your agency's actual approach and the client type you're targeting. If you work with ecommerce clients, show an example that addresses product-level keywords, audience segmentation, and ROAS benchmarks specific to retail. If you focus on local service businesses, your example should demonstrate location-based targeting, call extensions, and cost-per-lead metrics that matter in that vertical. The specificity does the selling. Include your account structure decisions—whether you're organizing by campaign intent (branded, high-intent, awareness) or by product line—because this shows you've thought through how to scale without creating management nightmares. Add two to three actual ad copy examples showing headlines and descriptions you'd test, not placeholder text. This gives prospects confidence you know what converts in their space. Include a concrete bid strategy approach, such as "We start with manual CPC at $1.50 for high-intent keywords and move to Target CPA of $35 after collecting 100 conversions," because vague statements about "bid optimization" don't demonstrate expertise.

The landing page component is where many agencies get lazy, but this is crucial. Your strategy example should specify that brand keywords direct to the homepage, product-specific keywords go to category or product pages, and bottom-funnel keywords land on comparison or pricing pages. Show that you're not sending all traffic to one URL. Include performance targets too—not just vanity metrics. Instead of "aim for good CTR," specify "we target 4-6% CTR on brand terms and 1.5-3% on non-brand search" because these numbers show you understand realistic performance ranges. Document your conversion tracking setup so prospects understand how you'll measure what matters to their business, whether that's form submissions, phone calls, or online sales.