Mansi's Blog

Low-Budget Google Ads Plan

Overview

This case study outlines how I would create and manage a paid search campaign for a local NYC plant shop with a limited monthly budget of $300. It demonstrates my ability to plan strategically, target effectively, and optimize campaigns, even without running actual paid ads.

Client Scenario

Business Type: Local Plant Shop (Brooklyn, NY)
Goals:

  • Increase online sales through their website
  • Drive foot traffic to the physical store
    Budget: $300/month

Objective

Design a cost-effective paid search strategy using Google Ads to maximize conversions while keeping the cost-per-click (CPC) and overall spend under control.

Step 1: Keyword Research

Approach:

  • Used free tools like Google Keyword Planner and Ubersuggest
  • Focused on high-intent, low-competition, and location-specific keywords

Examples of Selected Keywords:

  • “Buy indoor plants NYC”
  • “Pet-safe houseplants”
  • “Plant store near Brooklyn”
  • “Rare indoor plants delivery”

Negative Keywords:

  • “Free”
  • “Fake plants”
  • “DIY”

Step 2: Campaign Structure

Two main campaigns created for focused targeting:

CampaignAd Groups
Online OrdersSucculents, Pet-Friendly Plants, Air-Purifying Plants
In-Store Visits“Plant Shop Near Me”, “Brooklyn Plant Store”
  • Geo-targeted to NYC zip codes
  • Device bid adjustments prioritized mobile users for local searches

Step 3: Ad Copy

Sample Search Ad:

Buy Rare Indoor Plants – NYC
Pet-Friendly | Air-Purifying | Fast Local Delivery
Order online or pick up in-store in Brooklyn.

Extensions Used:

  • Sitelinks: “Shop Best Sellers,” “Get Directions”
  • Callouts: “Locally Sourced,” “5-Star Reviews”
  • Structured Snippets: “Types: Cacti, Palms, Ferns”

Step 4: Budget Allocation

Total Budget: $300/month
Daily Spend Cap: ~$10/day

Allocation Plan:

  • 60% → Online Sales Campaign
  • 40% → Local In-Store Visits Campaign

Bidding Strategy:

  • Start with Manual CPC bidding at ~$0.75–$1.00
  • Shift to Enhanced CPC after initial performance data

Step 5: Measurement & Optimization

Key Performance Indicators (KPIs):

  • Click-Through Rate (CTR): Target 4–6%
  • CPC: Keep under $1.50
  • Conversion Rate: Track sales & store visits
  • ROAS: Evaluate return on ad spend

Tools Used:

  • Google Ads Dashboard – for real-time performance
  • Google Analytics 4 (GA4) – to track goal completions

Optimization Plan:

  • Pause underperforming keywords/ad groups
  • Add new negative keywords
  • A/B test headlines and descriptions weekly
  • Reallocate budget to high-performing ads

Outcome

Even though this is a conceptual case study, this approach is designed to:

  • Maximize visibility within a specific local market
  • Drive high-quality traffic with intent to buy
  • Minimize wasted spend
  • Provide measurable outcomes, even with a limited budget

Key Takeaways

  • A small budget doesn’t mean small impact
  • Keyword intent and ad structure matter more than ad spend
  • Tracking and optimization are the backbone of successful paid search

🤝 Let’s Connect

If you found this case study helpful, or you’re looking for someone who can think strategically, work within tight budgets, and turn ideas into campaigns, I’d love to chat.

Whether it’s a freelance project, a full-time role, or a collaboration, I’m always open to meaningful marketing opportunities.

📩 Let’s talk: mansi.kamboj271@gmail.com
🔗 Explore more: View My Full Portfolio
📱 Let’s Connect on LinkedIn: Mansi Kamboj
📸 Instagram: mansi_kambojj

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