Distinct interests.
Four campaign directions. We can compare the attention each receives and the spend allocated to it.
ONLINE RETAIL / STRATEGY AND CAMPAIGNS
FOUR REASONS
TO BUY.
ADS TO MATCH.
An electric scooter retailer. We organised its Google campaign around four buyer interests and worked on messaging and creative. Here is the structure, the data and the thinking behind our choices.
Explore the story ↓
↳
The client’s identity is protected. The figures are real and anonymised. Stock photography and footage illustrate the sector. The ad concepts were created for this presentation and are not the client’s campaign assets.
THE MARKETING QUESTION
They are not all
looking for the same ride.
One buyer wants an alternative for the commute. Another compares performance. Others start with the terrain they will ride on or the price they can afford. We kept those interests distinct in the campaign structure.
Our documented contribution: four areas of interest in the Google campaign, promotional messaging and creative. Reaching new people and following up with interested visitors had separate roles.
CommutingPerformanceTerrainThe offer
WHAT THE RETAILER RECEIVED
A structure where
each choice can be examined.
Messaging tied to the purchase.
We worked on promotional messaging and creative. The client’s actual ads and products remain private. Further down, you can explore two separate creative demonstrations for the sector.
Clear campaign roles.
Prospecting and follow-up had distinct roles. The first introduces the product. The second continues a comparison already under way.
PROJECT DATA / GOOGLE ADS
What the
account shows.
An activity snapshot for 4 to 10 September 2026. Account identifiers and product details are withheld.
GOOGLE ADS4 to 10 September 2026
Real data presented in an anonymised table. This is not a screenshot of the Google interface. Data retrieved again on 15 September 2026.
Swipe the table to see every column →
| Direction | Clicks | Spend · RON | CTR |
|---|---|---|---|
| Commuting | 3,888 | 1,338.10 | 11.95% |
| Performance | 1,752 | 482.64 | 9.88% |
| Terrain | 747 | 281.86 | 5.18% |
| Offer | 571 | 202.11 | 8.04% |
| Total | 6,958 | 2,304.71 | 9.70% |
71,763 impressions in this period. Bars show the share of spend, not commercial performance.
Clicks are not orders.Read directly from Google Ads on 11 September 2026 and presented in an anonymised layout. Clicks and impressions are not sales.
How we read these figures ↓WHAT THE DATA CAN AND CANNOT TELL US
Commuting gets attention.
Does it bring buyers?
The commuting direction generated 3,888 clicks on RON 1,338.10 in spend. It also had the highest click-through rate of the four. Those are signals of interest, not automatic grounds for increasing its budget.
A commercial conclusion also needs correctly attributed orders, costs and margin. This snapshot does not disclose a verified sales result. A traffic metric cannot stand in for one.
HOW WE WOULD APPROACH THE CREATIVE
The same industry.
Two ad directions.
The demonstration starts here. Two concepts created for this page using independent stock imagery. They are not the client’s ads or products.
01 / EVERYDAY USE
Your route.
Your own pace.
We start with the product’s place in someone’s day. A familiar journey can explain more than a list of specifications.
A direction for the first encounter: show the product in use, then give people the information they need to compare.
Usage scene · Demonstration concept02 / THE PRODUCT
Worth a
closer look.
When people start comparing, we get into the details. Show what they can inspect and the questions worth asking before choosing.
A direction for an interested shopper: close-ups, plain explanations and verified information about the model being advertised.
Detail from stock footage · Demonstration conceptTHE IDEAS AS AD CONCEPTS
A frame.
A reason to stop.
Examples of composition and copy. In a real project, every claim starts with the retailer’s verified products and services.
CONCEPT / 01Your route.
Your own pace.
CONCEPT / 02Worth a
closer look.
WHAT MATTERS
They see an ad.
We need to see
everything that follows.
If the message earns their interest, the page needs to answer their questions. If they place an order, the retailer needs to deliver the promise. That is how we connect creative work to the business.
Explore the complete buying journey ↗NOW, YOUR STORE