Driving foot traffic/online orders for a seasonal sale

Google Search Ads Campaign for Local Skateshop

  • Google Ads
  • Search Ads
  • PPC Strategy
  • Seasonal Campaign

🏪 Client Context

Ender is a local skateshop known for its curated collection of skateboards, apparel, and accessories catering to both seasoned skaters and lifestyle streetwear fans. As a small, independent business, Ender relies heavily on seasonal promotions to boost sales, especially during the back-to-school window and holiday periods.

This is a fictional campaign developed to demonstrate my ability to design and analyze digital marketing strategies in realistic business contexts.

Promotional image for Ender Skateshop featuring a bright pink cartoon cat skateboarding over a flaming trash can in a concrete skate park. Bold red text reads “Skate Bold — Shop in-store or online.”
Green background poster with yellow “Ender” title and a red skateboard emitting sparks. Blue text reads “Keywords: Rebellious, energetic, DIY, and playful.”
Young man in striped blue shirt and jeans sitting on pavement beside a skateboard. Text reads “Back on Board — Buy a board, get 10 % off shoes and tees.” Nearby images show matching blue shoes and shirt labeled Zoo York.

🔍 The Opportunity

Ender was preparing for its summer clearance sale but lacked a digital strategy to reach new customers or reactivate existing ones. Historically, the store relied on in-store posters and organic Instagram posts—both showing diminishing returns.Meanwhile, competitors with stronger online presence were capturing high-intent local searches for deals.🎯 The opportunity? Launch a targeted Google Search Ads campaign to reach ready-to-buy users, increase conversions, and maximize revenue from the seasonal sale.

🛠️ Tools & Platforms Used

  • Google Ads – campaign creation & optimization  
  • Google Keyword Planner – keyword volume & intent targeting  
  • Google Analytics 4 – user behavior & conversion insights  
  • Google Tag Manager – event tracking setup  
  • Figma – ad copy wireframes & sitelink design  
  • Google Sheets – reporting & performance tracking  

🚀 Execution

1. Campaign Strategy

  • Campaign Type: Search
  • Targeting: 15 km radius, mobile-first
  • Bidding: Maximize Conversions with Enhanced CPC
  • Schedule: 4-week summer promo window
Screenshot of a Google Ads campaign setup screen for a “Summer Sale.” The selected goal is website visits, linked to enderskateboards.com. Options for search, sales, and bidding appear beside images of skate shoes, shirts, and a skateboarder illustration on a bright pink and green background.

2. Keyword Research & Structure

  • Structured into 4 ad groups with tightly aligned terms:  
    • Skateboards on Sale
    • Skate Shoes & Apparel
    • Accessories (trucks, wheels, decks)  
    • Branded + Location Keywords

Included exact, phrase, and broad match modifiers, plus 35+ negative keywords like “rollerblades” and “longboards” to prevent wasted clicks.

3. Ad Copy & Extensions

Built Responsive Search Ads with persuasive, seasonal language:

Example Headlines:

  • “🔥 Summer Skate Sale – 20% Off Decks & More”  
  • “Ride With Style | Local Skateshop Deals”  
  • “New Boards. Big Discounts. Local Pickup.”

Example Descriptions:

  • “Shop exclusive gear online or in-store. Skaters trust Ender.”  
  • “Shred more, spend less. Fast pickup. Trusted gear.”

✅ Extensions Used:

  • Sitelinks: Shop Now | New Decks | Visit Store  
  • Callouts: Free Returns | Local Pickup
  • Location Extension connected to GBP
  • Call Extension active during business hours
Mockup of a keyword research dashboard for Ender Skateshop, shown on a bright pink background with a blue skater illustration sitting beside two browser windows labeled Keyword Planner.
Mock Google search results page showing an ad for “Ender Skateshop – Summer Skate Sale 20 % Off Decks & More.” Background features yellow cartoon skateboarders against a blue screen.

4. Conversion tracking setup

Tracked multiple key actions:

  • ✅ Online Purchases
  • 📍 Clicks on "Get Directions"
  • 📞 Click-to-Call Events
  • 🧾 Promo Code Downloads

Used Google Tag Manager to deploy all tags, and GA4 to confirm firing and attribution.

5. Ongoing Optimization

  • 🔍 Reviewed search terms reports weekly for refining negative keywords
  • Paused low-performing ad variants
  • 💰 Reallocated budget toward high-performing ad groups
  • 🧪 A/B tested copy and sitelinks to improve CTR
Screenshot of a Google Tag Manager configuration for “Ecommerce | Purchase Only.” It sets up a custom event named “purchase” for Google Ads Conversion Tracking, including conversion ID, label, value, and currency variables. Background features yellow handwritten text and sticker-style graphics of a flame face and an arrow reading “On My Way.”
Screenshot of Google Tag Manager configuration for GA4 e-commerce events. Includes trigger setup for actions like add to cart and purchase, over a green and pink doodle background with sticker-style icons.
Google Ads dashboard showing two charts and a keyword list. Left chart: a red “CPA” line decreasing as a blue “Conversions” line rises over four weeks. Right charts: two pie charts comparing budget allocation before and after reallocation. Below, a table lists excluded search terms like “toy,” “fashion sneakers,” and “kids toy.”

📊 Results

Results are based on a fictional scenario designed to simulate desired outcomes.

  • 🛒 +35% increase in online orders over campaign period  
  • 🚶 +20% lift in in-store visits, estimated via Get Directions clicks and promo redemptions
  • 📈 4.9% average CTR across ad groups (🟢 2x industry average)  
  • 💸 $6.80 CPA, down from $10.50 after week 3  
  • 📈 5.4x ROAS with $840 in ad spend → $4,500 in revenue  
  • 🔎 Notable increase in branded search traffic, reflecting stronger awareness

🧠 What I Learned

  • Intent beats reach. Local, product-specific queries outperformed generic skate terms.
  • Extensions are power tools. Especially location, call, and sitelinks for mobile conversions.  
  • Measure creatively. Get Directions and coupon clicks acted as proxy conversions to track offline impact.  
  • Time-limited urgency and seasonal CTAs helped boost CTR and conversion intent.