BAM
BAM Academy · Use case

Structure a first Google Ads campaign:
from brief to qualified traffic, without mistaking traffic for performance

A Google Ads campaign does not start with keywords, it starts with a clear business objective. This use case shows how to structure, launch and read a first campaign with BAM, while staying in control.

It illustrates the 'activate your channels and measure' step of the SMBs journey.

Looking for the real case with figures, the Google Ads Expert screenshots and the traffic cost drop measured over eight weeks? It is published separately: a premium K-beauty Google Ads campaign.

Anonymized case, sector reframed around a premium K-beauty care house. Delivery figures are slightly modified: orders of magnitude and gaps are faithful, none is the account's exact figure. Booking tracking was not reliable enough for a cost per conversion: the analysis covers what was measurable.

Create my project See the SMBs journey
Step 1

Give BAM a usable brief

Do not ask for keywords, describe what really changes the strategy: the offer, the market and languages, the budget, the conversion goal, the positioning, the phrasings to avoid and the real calls to action.

Prompt to use in BAM
I am preparing a Google Ads Search campaign for a premium K-beauty house in London.

Goal: get bookings, calls and WhatsApp messages. No online prepayment.
Languages: French and English.
Budget: 1,500 GBP per month.
Positioning: premium care, personalized protocols, K-beauty expertise. Not a simple spa moment.
Avoid: medical, clinical or promotional wording; discount tone; unverifiable promises.
CTA: book an appointment, message on WhatsApp, call.

Start by proposing the campaign structure, the audiences, the search intents and the risks to avoid.

This brief ties the campaign to a positioning decision. That is what avoids a generic campaign disconnected from the real offer.

Step 2

Separate intents before keywords

Ask for a structure first, not a list. Separating intents lets you then compare comparable things.

Campaign
What you aim to capture
Brand
People who already know the house
Generic EN
International visitors looking for premium care in London
Generic FR
French searches for high-end care in London
Step 3

Generate keywords by intent, with their negatives

Do not ask for a huge list, ask for a structured one, with an identifiable intent, a priority level and exclusion rules.

Prompt to use in BAM
Generate the keywords for Generic EN and Generic FR.

Constraint: each keyword explicitly includes the offer's territory (here "K-beauty").
I want: exact and phrase match; an intent column; a priority column;
a negative keywords list; no medical or clinical wording.
  • Exclude low-price product searches and promotions.
  • Exclude training, jobs and tutorials.
  • Exclude medical or clinical queries.
  • Exclude competitor brands, unless conquest is explicitly decided.
Step 4

Write the ads without losing the positioning

Ads translate the keyword intent, without tipping the brand into a clinical or promotional promise. BAM keeps coherence between keyword, ad and landing page.

Prompt to use in BAM
Write two Responsive Search Ads per ad group.

Rules: headlines 30 characters max; descriptions 90 max; FR and EN separated;
premium, sober tone; highlight personalized protocols, London, booking;
do not use clinical, medical, miracle, guaranteed transformation, promotion;
CTA: book an appointment, WhatsApp, call.

For each ad, add the targeted intent and the recommended landing page.
Step 5

Measure without mistaking traffic for performance

After a run, do not ask "is it working?". Give the observed data and ask for a structured reading, stating what is not measurable.

  • The lessons per campaign (Brand, Generic EN, Generic FR).
  • The CPC and CTR gaps between campaigns.
  • The hypotheses on traffic quality.
  • The priority optimizations and queries to exclude.
  • The data missing before judging profitability.
The measurable lesson

After separating intents and tightening the queries, the average traffic cost dropped, from about 0.87 GBP to about 0.64 GBP CPC.

This drop does not prove a revenue increase. The next priority is to make booking, call and message tracking reliable to measure real performance.

Recap

The method in one sequence

  • State the business goal before keywords.
  • Separate intents: Brand, Generic EN, Generic FR.
  • Generate keywords by intent, with their negatives.
  • Write ads coherent with the positioning.
  • Analyze the measurable: CTR, CPC, search terms.
  • Make tracking reliable before talking profitability.

This case serves the BAM axes "from a fuzzy brief to a reviewable campaign", "the AI that fits into your stack" and "the human stays in control". BAM structures and speeds up analysis. You choose the target, validate the keywords and decide what comes next.

Go from method to your first campaign.

Create a project, describe your offer and market, and watch BAM structure a campaign you review before activation.

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