Google Shopping Ads Campaign Proposal

We propose to set up and manage high-performing Google Shopping Ads campaigns to increase online sales, improve brand visibility, and maximize Return on Ad Spend (ROAS) for Orange Wine & Spirits.

With your store's existing e-commerce platform, delivery service, and prime Mohawk Commons location, you are perfectly positioned to dominate local online alcohol sales in the Schenectady market.

Why Setup Fee?

The setup phase is the foundation of your campaign success. This one-time investment covers:

• Technical Complexity: Alcohol advertising requires specialized knowledge of Google's strict compliance policies. One mistake can result in account suspension.
• Product Feed Optimization: Creating a compliant, high-performing product feed for 100+ alcohol products with proper categorization, age restrictions, and SEO-optimized titles.
• Multi-Platform Integration: Connecting Google Ads, Merchant Center, GA4, and your Santé e-commerce platform seamlessly.
• Dual Campaign Setup: Building both Search and Shopping campaigns from scratch with proper structure, targeting, and bidding strategies.
• Risk Mitigation: Ensuring everything is compliant before launch to avoid disapproval, wasted ad spend, or account issues.

This is specialized work that saves you thousands in potential mistakes and sets you up for long-term profitability.

Why Management Fee?

Month 1-3 (Data Collection Phase): 10 hours of hands-on optimization work per month at $70/hour.

During the first 3 months, we are building your data foundation:

• Demographics Data: Understanding who your customers are (age, gender, location, device preferences)
• Customer Personas: Identifying buying patterns and preferences
• Product Performance: Learning which products drive the highest ROAS
• CTR Optimization: Testing which ad copy and product titles perform best
• Time-of-Day Insights: Discovering when your customers are most likely to buy
• Geographic Insights: Identifying which neighborhoods convert best

This rich data is what allows us to scale profitably in Month 4+.

After Month 3: As campaigns scale and require more optimization work (more products, more ad groups, more data to analyze), management hours may increase to 12-15 hours/month. We'll discuss any fee adjustments before implementing.

Why 3 months minimum?

Google Ads campaigns require time to gather meaningful data and optimize:

By Month 3, you'll have:

• ✅ 500-1,000+ clicks of data
• ✅ 50-100+ conversions tracked
• ✅ Clear understanding of best-performing products
• ✅ Demographic and persona insights
• ✅ Optimized CTR and conversion rates
• ✅ Proven ROAS to justify scaling budget

Stopping before 3 months means you never reach the profitable scaling phase.

Factors That Influence Results:

• Product pricing and margins
• Delivery area and competition
• Seasonal demand (holidays perform 2-3x better)
• Website conversion rate
• Product availability and selection
• Local events and promotions

✓ Key Insight: Even in the conservative scenario, you're generating $4-5 in revenue for every $1 spent on ads. The real value is in the customer lifetime value—these customers will return and order again without ad costs.

The Compliance Challenge

Advertising alcohol on Google is significantly more complex than other e-commerce businesses. This is a highly regulated niche that requires specialized knowledge and constant vigilance.

Reference: Google Ads Alcohol Policy - Official Documentation

"Google Ads prohibits the promotion of alcoholic beverages and drinks that resemble alcoholic beverages in certain countries and territories. In countries where alcohol advertising is allowed, it can only be targeted to users of legal drinking age and must comply with local laws and industry standards."

What This Means for Your Campaign:

• ✅ Mandatory Age Gate - Your website MUST have age verification before users can view products
• ✅ Age Targeting - All campaigns must exclude users under 21 and "Unknown" age
• ✅ Responsible Messaging - Cannot promote excessive consumption, health benefits, or improved performance
• ✅ Geographic Restrictions - Can only advertise in approved states and where you legally deliver
• ✅ Product Feed Compliance - Every product must include age restriction attributes
• ✅ Landing Page Review - Google manually reviews alcohol landing pages before approval
• ✅ Ongoing Monitoring - Policies can change; campaigns require constant compliance checks

Because of these complexities, our setup and management process includes:

• ✓ Pre-Launch Compliance Audit - We review every element before going live
• ✓ Product Feed Validation - Each product checked for proper age restrictions
• ✓ Ad Copy Review - All messaging reviewed against Google's alcohol policy
• ✓ Landing Page Guidance - Help you implement compliant age verification
• ✓ Weekly Disapproval Monitoring - Quick fixes if products get flagged
• ✓ Policy Update Alerts - We monitor Google policy changes and adjust campaigns

This specialized expertise is why alcohol advertising requires higher setup fees and ongoing management compared to standard e-commerce campaigns.

We handle all compliance requirements to ensure your campaigns:

• ✓ Launch successfully without account suspension
• ✓ Stay approved and running continuously
• ✓ Comply with both Google policies and New York State regulations
• ✓ Avoid costly mistakes that waste your ad budget

• ✅ Fill out the information tables above
• ✅ Provide account access or approve new account creation
• ✅ Implement 21+ age gate (we'll provide guidance if needed)
• ✅ Approve the monthly budget
• ✅ Sign service agreement (will be provided separately)