Our aim was to drive high-intent new users to the website through an additional online marketplace, while simultaneously increasing the size and quality of retargeting audiences across Meta and Pinterest.

We implemented a multi-campaign type Google Ads structure, designed to:

• Capture branded and non-branded search demand

• Reach users at different stages in the customer journey

• Support full-funnel growth across all paid channels

​

Using Google’s Keyword Planner, we built campaigns around keywords with strong search volume, affordable CPCs, and low-to-medium competition.

​

Ad copy was carefully crafted using:

• High-performing paid social messaging

• Website and product copy

• Jarapa’s brand guidelines

• Our in-depth understanding of Google Ads best practices

​

The account launched with a fully optimised Search and Performance Max setup, making full use of all available assets.

​

To accelerate learning, campaigns initially ran on a Maximise Clicks bidding strategy, allowing Google to gather sufficient data and understand conversion behaviour. This is a key step that’s often overlooked, especially in new accounts which have no historical data.