Google Ads · Black Friday 2026 Campaign Proposal
Scale SoccerX.com
This Black Friday.
This Black Friday.
A performance-focused Google Ads strategy built for Canada's largest soccer store — capture high-intent shoppers before and during the biggest sale event of the year.
🇨🇦 Canada Only
🎯 Sales Objective
💰 Up to CA$5,000 Budget
📈 3.0x–4.0x Projected ROAS
CA$5K
Monthly Budget
3.5x
Target ROAS
CA$17.5K
Projected Revenue
🔴
Primary Channel
PMax
Performance Max — AI-powered reach
🔵
Secondary Channel
Search
Exact + Phrase + Smart Broad
Campaign Mix at a Glance
Two-campaign approach — PMax leads, Search supports
● Slide 2 of 7 — Strategy Context
Why Search-First? No GMC, No Problem.
Understanding the channel landscape and why this approach is built for SoccerX's exact situation.
❌ What's Excluded (No GMC)
- ✗ Standard Shopping Campaigns — require Merchant Centre feed
- ✗ Product Listing Ads (PLAs) — need approved GMC account
- ✗ Shopping-only Performance Max — won't serve product cards
RECOMMENDATION FOR LATER
Set up GMC after Black Friday season so Shopping ads are ready for Q1 2027 scaling.
✅ What We Run Instead
- ✓ Performance Max (non-feed) — Search, Display, YouTube, Gmail
- ✓ Search — Exact match on high-intent BF keywords
- ✓ Search — Phrase match for category intent
- ✓ Search — Smart Broad with Target ROAS for discovery
- ✓ Remarketing via PMax — retarget site visitors automatically
STILL VERY STRONG
Search captures the highest-intent shoppers. PMax handles discovery across all surfaces simultaneously.
Black Friday Search Demand Pattern — Canada (Soccer Category)
Relative search volume index by week — why launching now is critical
🔍
Search Intent Peaks at BF
Queries like "soccer cleats sale Canada" spike 3–4x in Nov vs avg. Exact match captures this surge with full budget control.
📣
PMax Needs 2–3 Weeks to Learn
Google's algorithm requires a learning period. Launching now means PMax exits learning mode right as Black Friday traffic peaks.
🎯
Canada-Specific Signals
Canadian shoppers search differently — "soccer" over "football", CAD pricing expectations, and brand-team-based queries dominate.
● Slide 3 of 7 — Keyword Strategy
Broad vs. Specific — The Deep Dive
25 handpicked keywords across 3 match types, structured for the Canadian soccer market this Black Friday.
Exact Match
Laser-precise. Ads show only when the search query matches the keyword exactly (or very close variants). Highest conversion rate, lowest volume.
- Full control over when ads appear
- Best for proven high-intent terms
- Typically highest ROAS of the three types
- No wasted spend on irrelevant queries
- Use for Black Friday specific terms
High
Intent
Low
Volume
Best
ROAS
Phrase Match
Meaning-based. Shows ads for searches that include the core meaning of your keyword. Balances reach and relevancy.
- Catches variations you'd miss with exact
- Still excludes completely off-topic queries
- Best for category-level terms
- Solid mid-funnel performance
- Use for product category targeting
Mid
Intent
Mid
Volume
Good
ROAS
Smart Broad
Discovery engine. Works only with Smart Bidding (Target ROAS) — Google's AI finds relevant queries you'd never think to target manually.
- Uncovers new converting search terms
- AI matches intent, not just words
- Highest reach, most audience discovery
- Requires Target ROAS to stay efficient
- Feeds data back to Exact/Phrase campaigns
Wide
Reach
High
Volume
Builds
Over Time
Complete Keyword List — 25 Keywords
Filter by match type or category
| # | Keyword | Match Type | Category | Intent | Est. CPC (CAD) | Strategy Note |
|---|
Budget Allocation by Match Type
How spend is distributed across the keyword strategy
● Slide 4 of 7 — Campaign Architecture
Campaign Structure
Two campaign types, six ad groups, one goal — maximum sales this Black Friday.
📡
Campaign 1: Performance Max
Budget: CA$3,000/mo (60%) · Smart Bidding: Target ROAS
Asset Groups:
Footwear | Apparel | Equipment | Goalkeeper | Fan/Replica | Teamwear
Footwear | Apparel | Equipment | Goalkeeper | Fan/Replica | Teamwear
Placements:
Search · Display · YouTube · Gmail · Maps · Discover
Search · Display · YouTube · Gmail · Maps · Discover
PMax Without GMC Feed
Without a Merchant Centre, PMax runs as a text + image + video campaign across all Google surfaces. It still uses audience signals and Smart Bidding to find converting users — just no Shopping listings.
🔍
Campaign 2: Search
Budget: CA$2,000/mo (40%) · Split across 3 ad groups
Ad Group A — Exact Match (CA$800)
8 keywords · High-intent BF terms · Full control
8 keywords · High-intent BF terms · Full control
Ad Group B — Phrase Match (CA$800)
9 keywords · Category intent · Balanced reach
9 keywords · Category intent · Balanced reach
Ad Group C — Smart Broad (CA$400)
8 keywords · Discovery · Target ROAS required
8 keywords · Discovery · Target ROAS required
Bidding Strategy Rationale
How Smart Bidding connects all campaigns
🎯 Target ROAS
Set across all campaigns. Start at 300% (3.0x) initially — lets Google gather conversion data. Ramp to 350% in week 3.
📊 Conversion Tracking
Must be verified before launch. Purchase event + enhanced conversions enabled. Goal: feed accurate data into Smart Bidding from day one.
🚫 Negative Keywords
Exclude: free, DIY, manual, rugby, American football, cricket. Add US-specific brands where not relevant. Protect budget from BF day 1.
Category Performance Priority
Asset groups ranked by expected conversion potential this Black Friday
● Slide 5 of 7 — Budget & ROAS Projection
Budget Allocation & Projected Returns
CA$5,000 monthly budget, split strategically between PMax and Search for maximum Black Friday impact.
Interactive Budget Planner
Drag to adjust total budget and see projected outcomes
CA$2,000CA$5,000
CA$5,000
/month
PMax (60%)
CA$3,000
All Google surfaces
Search (40%)
CA$2,000
3 match type groups
Daily Budget
CA$167
Across both campaigns
Budget Split
PMax vs Search allocation
ROAS Scenarios — Projected Revenue
Conservative / Target / Optimistic based on CA$5,000 spend
Conservative
CA$15,000
ROAS 3.0x · ~150 orders
⭐ Target
CA$17,500
ROAS 3.5x · ~175 orders
Optimistic
CA$20,000
ROAS 4.0x · ~200 orders
● Slide 6 of 7 — Black Friday Timeline
Week-by-Week Launch Plan
From campaign setup this week to Cyber Monday wind-down — a precise execution calendar.
Launch Timeline
Pre-BF · BF Week · Post-BF
1
Week 1 — NOW (This Week)
🛠 Foundation Setup
- Verify conversion tracking (Purchase event) is firing correctly
- Enable enhanced conversions in Google Ads
- Audit website — confirm Canada pricing + shipping visible
- Create asset library: headlines, descriptions, images
- Build negative keyword list (50+ exclusions)
2
Week 2
🚀 Launch PMax + Search (Exact)
- Launch Performance Max — 6 asset groups by category
- Launch Search campaign — Exact match ad group first
- Set Target ROAS at 3.0x for learning phase
- Prepare Black Friday ad copy variations ("BF Sale", "Limited Stock")
- Set up audience signals for PMax (site visitors, buyer lists)
3
Week 3
📊 Activate Phrase + Broad · Monitor & Tune
- Launch Phrase match + Smart Broad ad groups
- Review Search Terms Report — add converting terms to exact
- Pause underperforming asset groups in PMax
- Increase budgets by 20% if ROAS target is being hit
4
Week 4 — BLACK FRIDAY WEEK
🏴 Full Push — BF to Cyber Monday
- Switch to BF-specific ad copy across all campaigns
- Increase budgets 40–60% (daily cap: CA$270–$280)
- Set ad scheduling: peak hours 8am–10pm ET
- Monitor search impression share hourly on BF day
- Extend Cyber Monday — keep elevated budget through Dec 1
5
Week 5+ — Post-BF
📈 Consolidate & Learnings
- Return to CA$5,000 base budget
- Extract top-performing keywords → promote to exact match
- Review PMax asset performance reports
- Begin GMC setup planning for Q1 2027
BF Budget Escalation
Budget ramp by week
Pre-Launch Checklist
● Slide 7 of 7 — Expected KPIs
Projected Performance Outcomes
Based on Canadian soccer e-commerce benchmarks and Black Friday seasonal data at CA$5,000 monthly budget.
175
Estimated Conversions
Orders per month at 3.5x ROAS · ~CA$100 AOV
CA$17,500
Projected Revenue
3.5x target ROAS on CA$5,000 spend
CA$28.57
Target Cost / Order
Well within soccer e-commerce norms in Canada
Projected Monthly Revenue vs Spend
Pre-BF vs BF Week vs Post-BF
ROAS Range by Campaign Type
Expected ROAS range PMax vs Search
🎯
Impression Share Target
60–70%
Top-of-page impression share on priority exact match terms during BF week.
📊
Expected CTR
4–8%
Search campaigns with relevant BF ad copy. Exact match keywords drive higher CTR.
💰
Avg Order Value
CA$100+
Soccer equipment baskets (cleats + kit + accessories) naturally hit CA$100–$180 AOV.