Project: Plan a ₹10,000 Google Ads Campaign
Put it all together: take a real local business and plan a complete Google Ads campaign on a ₹10,000 monthly budget.
What you will learn
- Build a full campaign plan end to end
- Set a budget, keywords, ads and a landing page
- Predict results and define success with ROAS
What you will build
This is your capstone. You will create a complete Google Ads plan for one local business, on a ₹10,000 monthly budget, using everything from this module: structure, keywords, match types, ad copy, a landing page, a budget, and a ROAS target. No tool needed — this is a written plan you could hand to a client.
We will use a worked example throughout: GreenLeaf Yoga Studio, a small yoga studio in Lucknow that wants new students for its morning batches. Follow each step for your own chosen business.
Step 1 — Goal and success metric
Start with one clear goal and how you will measure it.
Business: GreenLeaf Yoga Studio, Lucknow
Goal: get new students for morning yoga batches
Action we count (conversion): a trial-class booking
Monthly budget: ₹10,000
Success target: ROAS of at least 3x (and >= 25 trial bookings)Note: A plan needs a goal and a number to judge it by. Here success is a trial booking, with a target of a 3x ROAS and at least 25 bookings. Without a target, you cannot say if the campaign worked.
Step 2 — Account structure
Organise the account with tight ad groups, just like the structure lesson.
Campaign: Yoga Classes (budget: ₹333/day ~ ₹10,000/month)
Ad Group: Morning Yoga
keywords: morning yoga classes, yoga class near me
ads: 2 ads about morning batches
Ad Group: Beginner Yoga
keywords: yoga for beginners, beginner yoga classes
ads: 2 ads for beginnersNote: The ₹10,000 monthly budget is set as about ₹333 per day at the campaign level. Two tight ad groups keep each ad matched to its keywords, which helps the quality score and lowers cost.
Step 3 — Keywords and match types
Choose keywords with sensible match types, and block waste with negatives.
| Keyword | Match type | Why |
|---|---|---|
| "morning yoga classes" | Phrase | Catches relevant variations, stays focused |
| [yoga for beginners] | Exact | High intent, tight control |
| "yoga class near me" | Phrase | Strong local intent |
Negatives: free, online, jobs, teacher training | Negative | Block people who will not book a paid local class |
Step 4 — Write the ads
Write a strong ad for the Morning Yoga group, with extensions.
Headline 1: Morning Yoga in Lucknow
Headline 2: Calm Start, Expert Teachers
Headline 3: Book a Trial Class for ₹99
Description 1: Small morning batches near you. All levels welcome.
Description 2: Book your trial in 2 minutes. First class just ₹99.
Sitelinks: Class Timings | Our Teachers | Reviews | Contact
Callout: Certified Trainers · Free Mat · Open 6 AMNote: The headline matches the keyword, the offer is clear (a ₹99 trial), there is a strong call to action, and extensions add trust and space. This is exactly the ad-copy recipe from earlier.
Step 5 — The landing page
- Headline matches the ad: Morning Yoga in Lucknow - Trial for ₹99.
- One clear action: a short Book Trial form (name + phone).
- Trust: photos of the studio, Rated 4.9 by 200+ students, address and map.
- Loads fast and works perfectly on mobile.
Step 6 — Predict the results
Use the budget and ROAS maths to forecast, so you know what good looks like before you start.
| Metric | Estimate | Working |
|---|---|---|
| Monthly budget | ₹10,000 | Given |
| Average CPC | ₹20 | Estimated for this niche |
| Clicks | 500 | 10,000 / 20 |
| Conversion rate | 6% | Estimated for a good landing page |
| Trial bookings | 30 | 6% of 500 |
| Members gained (40% join) | 12 | 40% of 30 trials |
| Revenue (₹3,000 per member) | ₹36,000 | 12 x ₹3,000 |
| ROAS | 3.6x | 36,000 / 10,000 |
Note: The forecast lands at a 3.6x ROAS and 30 trial bookings, which beats the target from Step 1. These are estimates, but they prove the plan can work and give you numbers to check against once it is live.
Step 7 — Check and improve once it is live
A plan is not finished when the ads go live — that is when the real learning starts. Set a weekly 15-minute review and compare what actually happened to your Step 1 target. Here is what GreenLeaf might see after the first two weeks, and what to do about each row.
| What you check | GreenLeaf saw | What you do |
|---|---|---|
| Actual ROAS vs target (3x) | 2.2x so far | Below target — keep tuning, do not scale yet |
| Search terms report | Paying for free yoga clicks | Add free as a negative keyword |
| Best ad group | Beginner Yoga books 2x more trials | Shift more budget to the winner |
| Landing page | 60% leave without booking | Shorten the form, make ₹99 offer bigger |
| Best keyword | [yoga for beginners] = most bookings | Raise its bid a little to get more of it |
Note: Notice the loop: forecast a target, launch, then read real numbers and feed budget to what works while cutting what does not. After a few weekly tweaks, that 2.2x ROAS climbs toward — and past — the 3x goal. A live campaign is steered, not set-and-forgotten.
Your tasks
- Pick a real local business (a bakery, gym, salon, clinic, store).
- Write Step 1: goal, the conversion you count, and a ROAS target.
- Build the structure: 1 campaign and at least 2 tight ad groups with keywords.
- Choose match types and write at least 5 negative keywords.
- Write one full ad (3 headlines, 2 descriptions, 2 extensions).
- Describe the matching landing page (headline, one action, 2 trust signals).
- Forecast results with the ₹10,000 budget and calculate the expected ROAS.
- Write your Step 7 weekly-review plan: 3 things you will check and the action you would take if each looks bad.
Tip: Build it in order and do not skip Step 1. Every later choice (keywords, ads, budget) should serve the goal and the ROAS target you set at the start.
Watch out: Keep your forecast honest. It is tempting to assume a huge conversion rate. Use modest numbers (2% to 6%) so your plan survives contact with the real world.
Q. With a ₹10,000 budget and a ₹20 average CPC, how many clicks should you expect?
✍️ Practice
- Complete Steps 1 and 2 fully for your chosen business: goal, conversion, ROAS target, and the campaign with two tight ad groups.
- Write the full ad (3 headlines, 2 descriptions, 2 extensions) for one of your ad groups.
🏠 Homework
- Finish the entire ₹10,000 plan for your business end to end (all 8 tasks) and write a 4 to 5 line summary explaining why you expect it to hit your ROAS target. Add it to your portfolio.