ARLEM 2026 PAID MEDIA ALLOCATION
=================================================================

                    META ADS              GOOGLE ADS
                    (Primary)             (Secondary)
                        │                      │
Budget:             $6,000-12,000          $1,800-3,000
% of paid:          75-80%                 20-25%
                        │                      │
Funnel position:    Full funnel            Bottom funnel
                    Awareness →            High intent only
                    Conversion
                        │                      │
Best for:           • Discovery            • Ready-to-buy searches
                    • Storytelling         • Brand protection
                    • Retargeting          • Google Shopping
                    • Video content        • Competitor conquesting
                        │                      │
Expected ROAS:      3-5x                   2.5-4x
                        │                      │
Why it works:       Visual product,        Captures high-intent
                    emotional purchase,    traffic Meta misses,
                    discovery platform     validates SEO rankings

THE GOOGLE SEARCH FUNNEL FOR BEDHEAD CUSHIONS
=================================================================

AWARENESS (Meta's Territory)
│
│  "pretty bedroom ideas" → Instagram → Discover Arlem
│
▼
CONSIDERATION (Overlap)
│
│  "what is a bedhead cushion" → Google → Learn about product
│
▼
INTENT (Google's Territory) ← CAPTURE THIS
│
│  "bedhead cushion australia" → Google → Ready to compare/buy
│  "arlem bedhead cushion" → Google → Looking for you specifically
│  "buy bedhead cushion online" → Google → Credit card in hand
│
▼
PURCHASE

BRAND SEARCH SCENARIO
=================================================================

Customer Journey:
1. Sees Arlem on Instagram
2. Googles "arlem bedhead cushion"
3. IF competitor is bidding on your name:
   → They see competitor ad first
   → You lose a warm lead
4. IF you're bidding on your name:
   → They see YOUR ad first (cheap clicks, ~$0.10-0.30)
   → You capture your own demand

GOOGLE SHOPPING AD APPEARANCE
=================================================================

Search: "bedhead cushion australia"

┌─────────────────────────────────────────────────────────────┐
│ [Shopping Results - Sponsored]                              │
│                                                             │
│ ┌────────┐  ┌────────┐  ┌────────┐  ┌────────┐            │
│ │ [IMG]  │  │ [IMG]  │  │ [IMG]  │  │ [IMG]  │            │
│ │        │  │        │  │        │  │        │            │
│ │ Arlem  │  │ T&W    │  │ Kmart  │  │ Other  │            │
│ │ $379   │  │ $199   │  │ $89    │  │ $250   │            │
│ └────────┘  └────────┘  └────────┘  └────────┘            │
│                                                             │
│ Your premium linen cushion stands out visually against     │
│ cheaper alternatives. Higher price = premium perception.   │
└─────────────────────────────────────────────────────────────┘

GOOGLE ADS TRAFFIC PROJECTION
=================================================================

Monthly Search Volume (core keywords):     340 searches
Your Share (est. 30% of impressions):      ~100 impressions
Click-Through Rate (est. 8-12%):           ~10 clicks
Conversion Rate (est. 3-5%):               ~0.4 orders
Monthly Orders from Google Ads:            0-1 orders

ANNUALIZED:
Annual clicks:                             ~120-150
Annual orders:                             5-15
Annual revenue:                            $1,900-5,700
At $2,000 ad spend:                        ROAS 1-3x

PLATFORM COMPARISON FOR BEDHEAD CUSHIONS
=================================================================

                        META (IG/FB)          GOOGLE
                        ────────────          ──────
Ad Format:             Video, Carousel,      Text + Shopping
                       Lifestyle imagery     Product photo only

Storytelling:          Full narrative        Limited to description
                       Emily's story         and extensions
                       Behind-the-scenes

Emotional Trigger:     "I want my bedroom    "I need a bedhead
                       to look like that!"   cushion"

Discovery:             Yes - scrolling       No - active search
                       leads to desire       required

Targeting:             Interests, behaviors  Keywords, demographics
                       Lookalikes            Remarketing lists

Best For:              Awareness →           Intent →
                       Conversion            Purchase

Your CTR History:      4.21% (excellent)     Unknown

BUDGET ALLOCATION SCENARIO
=================================================================

SCENARIO A: Meta Only ($12,000)
├── Full budget to proven channel
├── 155-220 orders (at $55-77 CAC)
├── Revenue: $59,000-84,000
└── ROAS: ~5-7x

SCENARIO B: Split ($10,000 Meta + $2,000 Google)
├── Meta: 130-180 orders
├── Google: 5-15 orders
├── Total: 135-195 orders
├── Revenue: $51,000-74,000
└── Blended ROAS: ~4-6x

SCENARIO C: Split ($9,000 Meta + $3,000 Google)
├── Meta: 115-160 orders
├── Google: 8-20 orders
├── Total: 123-180 orders
├── Revenue: $47,000-68,000
└── Blended ROAS: ~3.5-5x

CPC TREND: HOME DECOR CATEGORY
=================================================================

2022: $0.60 average CPC
2023: $0.85 average CPC (+42%)
2024: $1.15 average CPC (+35%)
2025: $1.45 average CPC (+26%)
2026: $1.80+ projected

DRIVER: More advertisers + AI bidding wars + reduced privacy data

ARLEM GOOGLE ADS ACCOUNT STRUCTURE
=================================================================

CAMPAIGN 1: Brand Search ($50/month)
├── Purpose: Protect brand searches
├── Keywords: "arlem", "arlem bedhead", "arlem cushion"
├── Match type: Exact + Phrase
├── Expected CPC: $0.10-0.30
├── Expected clicks: ~150-200/month
└── ROI: Defensive (prevents competitor theft)

CAMPAIGN 2: Google Shopping ($100-150/month)
├── Purpose: Visual product ads in search results
├── Feed: Shopify → Merchant Center automatic sync
├── Targeting: Standard Shopping (not Performance Max initially)
├── Priority: Low bid, let relevance win
├── Expected CPC: $0.50-1.00
└── Expected clicks: ~100-200/month

CAMPAIGN 3: Non-Brand Search ($50-100/month)
├── Purpose: Capture high-intent searches
├── Keywords:
│   ├── [bedhead cushion] (exact)
│   ├── [bedhead cushion australia] (exact)
│   ├── [linen bedhead cushion] (exact)
│   ├── "buy bedhead cushion" (phrase)
│   └── "bedhead pillow online" (phrase)
├── Match type: Exact + limited Phrase
├── Expected CPC: $1.00-2.00
├── Expected clicks: ~30-60/month
└── ROI: Conversion focused

AVOID THESE GOOGLE ADS MISTAKES
=================================================================

X Broad match keywords
  → "cushion" will show for pet cushions, chair cushions, etc.
  → Waste money on irrelevant clicks

X Performance Max with small budget
  → Needs $50-100/day minimum to learn
  → Your $6/day won't get enough data

X Display Network (initially)
  → Low intent, low conversion
  → Save for when you have remarketing data

X Competitor bidding (initially)
  → "ilovelinen" keywords are expensive
  → Focus on your own demand first

X Generic home decor keywords
  → "bedroom ideas", "home decor" = expensive, low intent
  → Too far up funnel

TIER 1 KEYWORDS
=================================================================

Exact Match:
[bedhead cushion]
[bedhead cushion australia]
[buy bedhead cushion]
[bedhead cushion online]
[linen bedhead cushion]
[boucle bedhead cushion]

Bid Strategy: Manual CPC, aggressive
Max CPC: $2.00-3.00
Expected Conversion Rate: 4-6%

TIER 2 KEYWORDS
=================================================================

Exact Match:
[king size bedhead cushion]
[queen size bedhead cushion]
[natural linen bedhead]
[white bedhead cushion]
[bedhead cushion with cover]

Bid Strategy: Manual CPC, moderate
Max CPC: $1.50-2.00
Expected Conversion Rate: 3-5%

TIER 3 KEYWORDS
=================================================================

Phrase Match:
"bedhead cushion for king bed"
"oversized headboard cushion"
"bed head support pillow"
"decorative bed cushion australia"

Bid Strategy: Manual CPC, conservative
Max CPC: $1.00-1.50
Expected Conversion Rate: 2-4%

NEGATIVE KEYWORD LIST
=================================================================

Add these immediately to prevent wasted spend:

Irrelevant Products:
-pet
-dog
-cat
-car
-chair
-office
-outdoor
-patio
-garden
-couch
-sofa
-floor

Irrelevant Intent:
-free
-diy
-make
-sew
-pattern
-tutorial
-how to make
-cheap
-wholesale
-bulk

Competitors (if not conquesting):
-kmart
-ikea
-temple webster
-pillow talk

HEADLINE 1: Handmade Bedhead Cushions | $379
HEADLINE 2: Australian Made Linen & Boucle
HEADLINE 3: Free Shipping Australia Wide

DESCRIPTION 1: Transform your bedroom with our premium handcrafted
bedhead cushions. Say goodbye to pillow mountains. Shop now.

DESCRIPTION 2: Made in South Australia from 100% linen.
Removable covers. 30-day returns. Order yours today.

HEADLINE 1: Tired of Pillow Clutter?
HEADLINE 2: Bedhead Cushions From $379
HEADLINE 3: Handmade in Australia

DESCRIPTION 1: One cushion replaces a mountain of pillows.
Wake up to a styled bed every morning. Premium linen & boucle options.

DESCRIPTION 2: Interior designer crafted. Removable washable covers.
Free shipping. See why Aussies are switching to bedhead cushions.

BUDGET BREAKDOWN
=================================================================

Campaign              │ Monthly    │ Daily     │ Purpose
──────────────────────┼────────────┼───────────┼──────────────────
Brand Search          │ $40-50     │ $1.30-1.70│ Protect brand
Shopping              │ $80-120    │ $2.70-4.00│ Visual discovery
Non-Brand Search      │ $30-80     │ $1.00-2.70│ Intent capture
──────────────────────┼────────────┼───────────┼──────────────────
TOTAL                 │ $150-250   │ $5-8      │

CONSERVATIVE SCENARIO (Year 1)
=================================================================

Annual Budget:                    $2,000
Average CPC:                      $1.30
Total Clicks:                     ~1,540
Click-to-Purchase Rate:           3%
Total Purchases:                  ~46
Average Order Value:              $390
Revenue from Google Ads:          $17,940
ROAS:                             9.0x
Cost per Acquisition:             $43.48

% of Total Revenue Target:
$17,940 ÷ $100,000 = 18%

REALISTIC SCENARIO (Year 1)
=================================================================

Annual Budget:                    $2,400 ($200/month)
Average CPC:                      $1.50
Total Clicks:                     ~1,600

FUNNEL:
Clicks:                           1,600
Landing Page Views (90%):         1,440
Product Views (60%):              864
Add to Cart (4%):                 35
Purchase (60% of ATC):            21

Revenue from Google Ads:          $8,190 (21 × $390)
ROAS:                             3.4x
Cost per Acquisition:             $114

% of Total Revenue Target:
$8,190 ÷ $100,000 = 8%

OPTIMISTIC SCENARIO (Year 1)
=================================================================

Annual Budget:                    $3,000 ($250/month)
Average CPC:                      $1.20 (lower due to quality score)
Total Clicks:                     ~2,500

FUNNEL:
Clicks:                           2,500
Landing Page Views (92%):         2,300
Product Views (65%):              1,495
Add to Cart (5%):                 75
Purchase (65% of ATC):            49

Revenue from Google Ads:          $19,110 (49 × $390)
ROAS:                             6.4x
Cost per Acquisition:             $61

% of Total Revenue Target:
$19,110 ÷ $100,000 = 19%

ARLEM GOOGLE ADS MONTHLY REPORT
=================================================================

OVERVIEW
Month: [Month]
Budget: $[X]
Spend: $[X]
Remaining: $[X]

PERFORMANCE
Impressions:         [X]
Clicks:              [X]
CTR:                 [X]%
Avg CPC:             $[X]
Conversions:         [X]
Conv. Rate:          [X]%
Revenue:             $[X]
ROAS:                [X]x
CPA:                 $[X]

TOP PERFORMING KEYWORDS
1. [keyword] - [clicks] - [conversions] - [ROAS]
2. [keyword] - [clicks] - [conversions] - [ROAS]
3. [keyword] - [clicks] - [conversions] - [ROAS]

ISSUES IDENTIFIED
- [Issue 1]
- [Issue 2]

ACTIONS FOR NEXT MONTH
- [Action 1]
- [Action 2]

INVESTMENT vs RETURN SUMMARY
=================================================================

Annual Investment:
├── Money: $2,000-3,000
├── Time: ~100-150 hours (setup + ongoing)
└── Opportunity cost: Could invest in Meta instead

Expected Return:
├── Revenue: $6,000-15,000
├── Orders: 15-40
├── ROAS: 2.5-5x
└── % of total: 6-15% of revenue target

Break-Even Analysis:
├── Need ROAS of ~1.7x to cover costs
├── Realistic expectation: 2.5-4x
└── Risk level: Low-Medium