Capture demand
at the moment.
Google Ads works when it captures people who already know what they want. Sugary Citrus builds search and Shopping campaigns around real buying intent, fixes the conversion measurement those campaigns depend on, and keeps waste visible so budget goes to the queries that actually produce orders.
Book a scoping callWho this is for
Best fit: brands with a product people search for by name or category, a clean product feed, and enough search volume to learn from. Brands also selling on Amazon or marketplaces benefit most, because search intent is already educated.
Not a fit: brands with no search demand yet, or those expecting Google to create demand for a category nobody is looking for.
What the work includes
- Intent mapping: separating brand, category, competitor and problem queries into their own campaigns with their own budgets.
- Account structure: Search, Shopping, Performance Max and Demand Gen roles defined so they do not cannibalise each other.
- Feed work: product titles, attributes and images corrected so Shopping matches how people search.
- Conversion measurement: conversion actions, values, enhanced conversions and offline imports where relevant.
- Negative keyword discipline and search term reviews, weekly in the first month, then fortnightly.
- Reporting on cost per new customer, not just cost per conversion.
Where Google Ads usually leaks money
Three patterns show up again and again. Brand campaigns eating budget that would have converted anyway. Performance Max taking credit for branded and organic traffic. And conversion values that do not reflect real margin, which teaches the algorithm to buy the wrong customers.
We fix measurement before scaling, because a well-optimised campaign aimed at the wrong event is expensive.
How the month runs
Month one covers the audit, tracking fixes and restructure. From then on the loop is weekly search term and budget checks, fortnightly creative and asset updates, and a monthly written report with spend, cost per acquisition, new customer share and what we are changing next.
What it costs
Google Ads retainers typically sit between Rs 35,000 and Rs 90,000 a month depending on catalogue size, number of markets and feed complexity. Ad spend is separate. Feed management for large catalogues is quoted after reviewing the feed.
Frequently asked questions
Is Performance Max worth using?
It can be, but only with strong feed data, clean conversion values and proper brand exclusions. Without those, it takes credit for traffic you already had.
Should we bid on our own brand name?
Usually yes, defensively and at a controlled budget, but it should be reported separately so it does not flatter overall ROAS.
Do you handle Google Merchant Center?
Yes. Feed setup, diagnostics, disapprovals and attribute improvements are part of Shopping work.
How is this different from Meta Ads?
Meta creates demand by interrupting attention; Google captures demand that already exists. Most D2C brands need both, but the creative and measurement logic differ.
Related work
Sugary Citrus works with a small number of D2C brands at a time. If the fit is not right, we will say so and point you somewhere better.