Guiltless — a ₹1,000 Google Ads live-project across Search & Display.

Brand: Guiltless — dummy D2C high-protein meals & snacks.

Budget: ₹1,000 split across Search + Display. Objective: qualified traffic to the site.

Audience: All genders, 16–55, fitness-oriented urban users in Delhi, Mumbai, Bangalore.

• Broad match (71): core product + health-goal + meal-time + diet-type + recipe terms — used to maximise reach and discovery across the many ways a fitness audience searches for high-protein food.
• Phrase match (9): strongest-intent phrases like protein meal delivery, gym diet food, high protein food near me — locking in wording while allowing flexibility.
• Exact match (9): highest-value brand-aligned terms like guilt free snacks, high protein meals online, post workout snacks — tight spend control on the terms closest to Guiltless.

• Impressions: 121,204 · Clicks: 240 · CTR: 0.20% · Avg CPC: ₹2.01 · Cost: ₹483.01.
• Fared well: impression volume was strong — keyword coverage worked.
• Needs work: CTR of 0.20% is far below the ~2% Search benchmark; 0 conversions across 240 clicks suggests broad match pulled low-intent traffic and conversion tracking wasn't fully wired.

Lowest performer (CTR as QS proxy): "high protein meal subscription" — 9,125 impressions, 5 clicks, 0.05% CTR.

1. Improve ad relevance: spin a dedicated ad group for subscription intent with a headline that uses the exact phrase (e.g. "Protein Meal Subscription Plans").
2. Tighten match type: move from Broad → Phrase/Exact so the ad stops firing on loosely related searches that drag CTR down.

• Devices: 100% of spend/impressions on mobile — keep mobile as primary, apply small −20% desktop/tablet bid to allow future testing without overspending.
• Gender & age: concentrate bids on the 18–34 fitness core; reduce bids on 45–55 where intent is diluted.
• Location: restrict from all-India to Delhi, Mumbai, Bangalore only; +20% on the best-performing city once data lands.
• Ad schedule: activity peaks Sun–Mon, 9AM–9PM — +20% bids in that window, reduce or pause early-morning + Wed–Sat lulls.

• Impressions: 2,725 · Clicks: 511 · CTR: 18.75% · Avg CPC: ₹0.71 · Cost: ₹364.54.
• Fared well: CTR of 18.75% vastly exceeds the 0.5–1% Display benchmark; cost efficiency excellent, well under the ₹500 planned. "Sports & Fitness" audience segment drove the most impressions — strong contextual fit.
• Needs work: location targeting defaulted to all countries instead of the three target cities; 0 conversions again flagged missing tracking.

• Devices: lean into mobile where engagement concentrated; small negative bid on desktop until it proves out.
• Gender & age: +20% bids on the 18–34 fitness segment driving most of the CTR.
• Location: immediately restrict to Delhi, Mumbai, Bangalore; +20% on strongest city once data emerges.
• Ad schedule: Sun/Fri/Sat peaks — +20% bids there, throttle low-activity weekdays.

1. Refine match types + add negatives to strip out irrelevant searches so the ad only shows to likely clickers.
2. Sharpen ad copy with concrete, benefit-led lines ("20g Protein Per Meal") instead of generic phrasing — specifics outperform vague hooks.

1. HealthifyMe / Healthshots — audience already reading diet, nutrition and fitness content.
2. Cult.fit blog + partner content — users actively in fitness routines, direct audience overlap.
3. YouTube fitness / nutrition channels (Display placements) — video-first fitness viewers, strong fit for visual product creative.

Search proved reach but leaked on intent; Display over-delivered on efficiency but was mis-scoped on geography. The next iteration: tighter match types + negatives on Search, geo-restricted Display, sharper benefit-led copy, and conversion tracking wired end-to-end before spending the next rupee.