Google Ads Strategy — Ziva Premium Fashion (Borivali)
Capturing affluent brides and wedding families searching for “designer bridal lehenga in Borivali”, “luxury designer boutique Mumbai”, and “bespoke cocktail gowns” while pre-qualifying clicks for an ₹80,000 Average Order Value (AOV).
Monthly Budget
₹1,00,000
~₹3,333 / Day PaceAverage Order Value
₹80,000
2 Sales = 1.6x Break-EvenSearch Allocation
65% Core + 10% Brand
₹75,000 in Search IntentTarget ROAS
4.8x (₹4.80L Rev)
From 6 Couture Orders/MoGoogle Search Image Assets & Luxury PMax Showcase
Visual preview of the 4 editorial lookbook assets powering Ziva's Search Image Extensions, YouTube/Discover PMax, and Dynamic Remarketing.
1. 4-Campaign Architecture & ₹1,00,000 Monthly Budget Breakdown
Because a single ₹80,000 couture order covers 80% of the monthly ad spend, the Google Ads strategy invests 65% into high-intent local Search with explicit price-qualifying headlines (`"Signature Couture From ₹80,000"`) so budget is never wasted on bargain hunters.
| Campaign Name | Campaign Type | Share | Monthly Spend | Daily Budget | Ad Groups & Strategic Role |
|---|---|---|---|---|---|
| 1. FASHION_SEARCH_BORIVALI | Search (Exact + Phrase) | 65% | ₹65,000 | ~₹2,167/day | 4 Ad Groups: Designer Wear Borivali, Luxury Boutique, Bridal Lehengas & Occasion Couture |
| 2. FASHION_PMAX_BORIVALI | Performance Max (Local + Video) | 20% | ₹20,000 | ~₹667/day | Showroom visit generation, Google Maps discovery & editorial YouTube/Discover placements |
| 3. FASHION_SEARCH_BRAND | Brand Search | 10% | ₹10,000 | ~₹333/day | Capture high-intent shoppers searching Ziva after seeing Instagram Reels/Meta Ads |
| 4. FASHION_REMARKETING | Display / YouTube Retargeting | 5% | ₹5,000 | ~₹167/day | Re-engage lookbook downloaders & page visitors who haven't booked a fitting |
| TOTAL | Full-Funnel Luxury PPC | 100% | ₹1,00,000 | ₹3,333/day | Target: 40–65 Qualified Enquiries → 15–18 Trials → 5–6 Orders |
2. Price-Qualifying RSA Copy & 20 Anti-Bargain Negative Keywords
Price-Qualifying Responsive Search Ads
Ad Group 1 & 3: Bridal & Designer Couture
Headlines: Designer Bridal Boutique Borivali | Luxury Couture Starting ₹80,000 | Book Private 1-on-1 Styling Session | Handcrafted Zardosi Lehengas
Description: Experience bespoke bridal lehengas, sangeet gowns & handcrafted couture at our Borivali West flagship studio. By appointment only—request lookbook & book your private trial.
Why Price-Qualification in Headlines Matters
Displaying “Couture Starting ₹80,000” directly in Headline 2 intentionally deters ₹2,000–₹5,000 budget shoppers from clicking—saving CPC budget for affluent buyers who convert at 25%+ in-store.
20 Mandatory Anti-Bargain Negative Keywords
| Exclusion Category | Blocked Negative Keywords |
|---|---|
| Low-Price Modifiers | cheap, budget, low price, under 2000, under 5000, under 10000, discount, clearance |
| Rental & Second-Hand | lehenga on rent, rental boutique, used bridal wear, borrow |
| Mass Market / Wholesale | wholesale market, surat lehenga, replica, first copy, meesho |
| Stitching / Alteration | blouse stitching near me, alteration tailor, Pico fall |
| Jobs & Education | fashion designing course, boutique job, karigar vacancy |