Building Google Ads from scratch into Gravity Wiz’s #2 acquisition channel

Gravity Wiz has 80+ products including three product suites and dozens of free products — but all are focused on one platform, Gravity Forms. With a niche vertical, smaller TAM, and lighter product variance, I needed to build an ad strategy that brought exposure to the right queries without cannibalizing other campaigns.

Build an ad strategy from scratch. With so many product pages and less variance, unfortunately, dynamic ad generation features like Google Ads URL expansion and dynamic keyword insertion did not work, and I would need a more nuanced approach.

1. Built a keyword and intent-based advertising system for Gravity Wiz’s product portfolio.
   • Used Ahrefs, Google Search, Google Search Console, OpenSEO, customer data and product knowledge to identify and categorize intent.
   • Separated Gravity Perks, Gravity Connect, and Gravity Shop into dedicated campaigns with product-level ad groups organized by search intent and job to be done.
   • Built negative-keyword controls to prevent products and suites from competing with one another.
2. Built and tested a broader campaign mix.
   • Ran Search, Performance Max, Demand Gen, and remarketing campaigns.
   • Created responsive-search copy combinations around user intent, product pain points, and available performance data.
   • Tested messaging against the corresponding products, audiences, and ad groups.
3. Developed the bidding strategy as the account accumulated data.
   • Began with Maximize Conversions to build a useful signal base.
   • Moved mature campaigns toward Maximize Conversion Value and target return on ad spend.
4. Established an ongoing optimization system.
   • Combined Google Ads signals with website actions, conversion behavior, and product-page bounce rates.
   • Reviewed Search Terms, redirected queries to the correct campaigns, and adjusted negative keywords, match types, and targeting.
   • Used campaign and customer data to manage cannibalization across products and suites.