Project Overview
This project involves a comprehensive Search Engine Marketing (SEM) campaign designed for Nitido Design, a luxury interior design firm in Mumbai. The primary goal was to drive high-quality leads by targeting affluent homeowners and property developers through precision-targeted Google Search Ads.
Strategic Campaign Configuration
To maximize ROI and minimize wasted ad spend, the campaign was structured with specific location and network settings.
Precision Geo-Targeting
- Target Areas: Focused on Mumbai (23.2M reach), Navi Mumbai, and Thane, specifically using ‘Presence-based targeting’ to reach users physically located in these service areas.
- Language & Network: Ads were served in English on the Google Search Network, ensuring alignment with an affluent, high-intent audience.
Bidding & Budget Performance
- Average CPC: Optimized at ₹25.54, keeping the lead acquisition cost competitive.
- Weekly Output: The strategy is estimated to deliver 411 Clicks per week, providing a consistent flow of potential client inquiries.
Keyword Research & Match Type Strategy
I conducted extensive research using Google Keyword Planner to identify high-volume, high-intent terms that align with luxury home interiors and turnkey projects.
Multi-Layered Match Type Approach
- **Exact Match: ** Used for high-intent terms like
[best interior designers in mumbai] to capture users ready to hire.
- Phrase Match ” “: Applied to terms like
"luxury interior designers in mumbai" to capture relevant long-tail variations.
- Broad Match: Used strategically for awareness and broader reach in the interior design space.
Negative Keyword Filtering (Budget Protection)
To ensure the budget is spent only on potential clients, I identified and excluded irrelevant search terms like:
free interior design software, interior design course, jobs for interior designer.- This filtering prevents ‘education’ or ‘DIY’ intent traffic from clicking on paid ads, significantly improving CTR.
Key Outcomes & Learnings
- Full Funnel Mastery: Demonstrated the ability to reach users at every stage—from initial awareness to final conversion.
- Data-Driven Decisions: Used detailed keyword stats (Monthly volume: 100-5000+) to justify the selection of top-performing search terms.
- Operational Excellence: Built a structured SEM roadmap—from initial keyword research and spreadsheet management to live Google Ads setup.
