01 — Project Overview
What is this project?
I built a real Google Ads plan for Specsmakers — but without spending any money. This shows how I would run a campaign from start to finish.
Project Type
Practice Case Study
Industry
Eyewear Retail
Platform
Google Ads Search
Business
Specsmakers
Location
Chennai, South India
Status
Completed
Skills I demonstrated
02 — Business Overview
About Specsmakers
Specsmakers sells glasses, sunglasses, and contact lenses across South India. You can shop on their website or walk into one of their 275+ stores.
Prescription Glasses
Custom glasses made for your eyes after an eye test
Sunglasses
Stylish protection from the sun
Contact Lenses
For people who prefer no glasses
Free Eye Tests
Professional eye checks available at every store
03 — Business Challenge
What problems needed solving?
Selling glasses online isn't easy. There are big competitors and nervous buyers.
Tough competition
Lenskart and Titan Eye+ spend a lot on ads. They're hard to beat directly.
People compare before buying
Customers check many brands — price, warranty, and style — before deciding.
Trust is hard to build online
Buying prescription glasses online feels risky. People can't try them first.
Local shops are convenient
Small nearby opticians are easy to visit. They feel familiar.
Two goals at the same time
The campaign needs to drive both online purchases AND store visits.
04 — Campaign Objectives
What is the campaign trying to do?
Five clear goals. Each one has a reason behind it.
Show up in Google searches
Reach people who are ready to buy right now
Bring the right people to the site
Quality visits — not just any clicks
Get people into stores
Drive foot traffic to nearby Specsmakers branches
Sell more prescription glasses
The biggest product category — highest chance of sales
Build trust in the brand
Highlight the warranty, eye tests, and 10M+ happy customers
05 — Target Audience
Who are we talking to?
Good ads talk to specific people — not everyone. Here's who we're targeting.
Primary Audience
Secondary Audience
IT workers who stare at screens all day
Fashion-forward buyers who care about style
Anyone whose glasses just broke or prescription changed
How they search → what it means for us
06 — Competitor Research
Who else is fighting for the same customers?
We studied the competition so we know exactly where to focus.
Lenskart
They have a bigger budget. So we skip their broad keywords and focus on high-intent searches they ignore.
Titan Eye+
We win by showing we're more affordable and have more stores nearby with free eye tests.
Local Opticians
We beat them with trust, variety, and the fact that we have 275+ stores — not just one shop.
Specsmakers' advantages we highlighted in ads
07 — Keyword Research
What words do people type into Google?
Keywords are the exact words someone types when searching. We picked words used by people who are ready to act — not just browsing.
Group 1 — Prescription Glasses
People who want to buy prescription glasses — high purchase intent
Group 2 — Optical Shop
People looking for a store nearby — local intent
Group 3 — Brand
People already searching for Specsmakers by name
Words we blocked (negative keywords)
These search terms mean the person is NOT trying to buy glasses — so we hide our ads from them to save money.
08 — Campaign Structure
How is the campaign organized?
Think of it like a folder system. One campaign on top, with three focused groups inside — each talking to a different type of person.
Campaign
Search | Prescription Glasses | ChennaiAd Group
Prescription Glasses
Ready to buy
prescription glasses, power glasses
→ Product page
Online sales
Ad Group
Optical Shop
Find a store
optical shop near me, eyewear shop
→ Store locator
Store visits
Ad Group
Brand
Know us already
specsmakers, specsmakers chennai
→ Homepage
Brand conversions
5-Phase Growth Plan
Phase 1
Launch
Start the Prescription Glasses campaign
Phase 2
Learn
Study the search data — what's working, what's not
Phase 3
Expand Keywords
Add more high-performing search terms
Phase 4
New Products
Launch campaigns for sunglasses, contacts, computer glasses
Phase 5
Scale Up
Increase budget and let Google's AI handle the bidding
09 — Responsive Search Ads
What do the ads actually say?
Each ad has 15 headline options and 4 description options. Google mixes and matches them automatically to find what gets the most clicks.
One ad per group. Each landing page matches the ad.
Ad — Prescription Glasses
specsmakers.in/collections/eyeglass › Prescription › Glasses
Prescription Glasses ₹1,990 | Buy 1 Get 1 Free on Eyewear | Free Eye Test at Every Store
Prescription glasses from ₹1,990. Buy 1 Get 1 Free. Free eye test at 275+ stores near you. 4.8 rated. 1 Year Warranty.
Sample Headlines
Prescription Glasses ₹1,990
Buy 1 Get 1 Free on Eyewear
Power Glasses. 1 Year Warranty
Free Eye Test at Every Store
4.8 Rated. 10M+ Customers
275+ Stores Across South India
14 Day Effortless Exchange
Descriptions
Prescription glasses from ₹1,990. Buy 1 Get 1 Free. Free eye test at 275+ stores near you.
4.8 Google rated. 1 Year Warranty. 14 Day Exchange. Lenses crafted with robotic precision.
Broken frames? Changed prescription? Get a quality pair with free eye test. Order online.
Ad — Optical Shop
specsmakers.in/pages/store-locator › Optical › Store
Optical Shop in Chennai | 275+ Optical Stores | Free Eye Test Today
Visit one of our 275+ stores. Enjoy a free eye test and Buy 1 Get 1 Free on eyewear. No appointment needed.
Ad — Brand
specsmakers.in › Official › Store
Specsmakers Official Store | Specsmakers. Buy 1 Get 1 Free | Free Eye Test at Specsmakers
The official Specsmakers store. Frames from ₹1,990. Buy 1 Get 1 Free. Shop the full range. 4.8 rated. Trusted by 10M+ customers.
Special pinning rule
"Specsmakers Official Store" is always pinned as the first headline. This stops competitors from stealing our branded traffic by pretending to be us.
10 — Ad Assets
Extra things added to make ads bigger
Assets are bonus information shown below the ad — extra links, highlights, and offers that make the ad take up more space and give people more reasons to click.
Sitelinks
Extra clickable links shown below the main ad
Prescription Glasses
Go straight to the glasses page
Book Free Eye Test
Available at 275+ stores
Find a Store
Locate your nearest Specsmakers
Offers & Deals
See current promotions
Callouts
Short highlight phrases under the ad
Promotions
Products Shown in Ads
11 — Landing Page Strategy
Where do people land after clicking?
Each ad sends people to the page that matches what they searched for — not just the homepage. This reduces confusion and increases sales.
Ad Group
Prescription Glasses
Sends to
Glasses Category Page
URL
specsmakers.in/collections/eyeglass
People searching for glasses want to see glasses immediately — not scroll a homepage.
Ad Group
Optical Shop
Sends to
Store Locator
URL
specsmakers.in/pages/store-locator
People searching for a nearby store just need to find one fast. This page does exactly that.
Ad Group
Brand
Sends to
Homepage
URL
specsmakers.in
People who already know Specsmakers just need to see the latest offers and get to products quickly.
12 — Conversion Tracking
How do we know if it's working?
A conversion is when someone does something valuable — like buying glasses or visiting a store. We track every single one so we can keep improving.
Online Purchase
Most important
Store Visit
Most important
Book Eye Test
Most important
Phone Call
Most important
Add to Cart
Supporting
Visit Store Locator
Supporting
Begin Checkout
Supporting
View a Product
Signal only
Google Ads
Tracks purchases, calls, and store visits directly inside the ad platform
Google Analytics 4
Shows what people do after clicking — which pages they visit and how long they stay
Google Tag Manager
One central place to manage all tracking. No messy code changes needed on the website
Online purchase journey
See the ad
Click it
Land on the page
View a product
Add to cart
Start checkout
Buy
Store visit journey
See the ad
Click it
Open the store locator
Get directions
Visit the store
Buy in-store
13 — KPI Framework
How do we measure success?
KPIs are the numbers on our scoreboard. These tell us if the campaign is winning or losing.
Main numbers
Report schedule
14 — Optimization Plan
How do we keep getting better?
Running ads is not a one-time thing. We check the data every week and fix what's not working.
Search Terms
Every weekAdd searches that convert. Block searches that waste money.
Keywords
Every weekSpend more on what works. Pause what doesn't.
Ad Copy
Every 2 weeksReplace weak headlines. Try new messages.
Landing Pages
Every monthFix slow pages. Make buttons easier to find.
Budget
Every weekMove money from low-performing areas to high-performing ones.
Devices & Locations
Every monthCheck if mobile users convert better than desktop. Focus on top cities.
If this happens → do this
15 — Key Learnings
What I learned from this project
Building this campaign from scratch showed me how all the pieces of Google Ads connect to each other.
Start with the business goal
Before picking any keywords, you need to know what the business actually needs to achieve.
Group keywords by what people want
'Optical shop near me' and 'buy prescription glasses' are very different searches — they need different ads and different pages.
The ad must match the landing page
If the ad says prescription glasses, the page after clicking must show prescription glasses immediately.
Track before you spend
If you can't measure results, you can't improve. Set up conversion tracking before the campaign starts.
Let Google's AI learn at its own pace
Smart Bidding needs time and data. Start with Maximize Conversions, then switch to Target CPA only after collecting enough results.
Block bad keywords from day one
Negative keywords stop wasted spending on searches that will never turn into sales.
Think about the whole journey
From the first search to the final purchase — every step in between matters and needs to be planned.
Scale only what's working
Don't increase the budget on a campaign that's still losing money. Fix it first, then scale.
16 — Full Document
Read the complete case study
The full PDF includes every table, keyword list, budget breakdown, and campaign setting — exactly as I planned it.
Download Full PDFThis is a practice project. The campaign was not run with a live budget. All keyword data is from Google Keyword Planner. Specsmakers is a real business — this case study was created independently to demonstrate Google Ads planning skills.