Google Adwords Proposal

Campaign Development & Management

For: Bertola Machine Tool Ltd

Attract more corporate leads for your company with an effective Adwords strategy.

Prepared for Bertola Machine Tool Ltd by the marketing team at Twifemmy Media on 16th/June/2023

Customers are searching Google for Various Machine Tools.

Make sure your business shows up first.

Dear Bertola Machine Tool Ltd.

During our past discussion, I was made to understand that your firm’s online marketing strategy is currently bringing in low-converting, low-revenue leads, and also you not being able to see the display adverts when it’s running but there are statistics showing the adverts are displayed to people across some platforms. As we discussed, we believe that a more focused PPC strategy, delivered through Google Adwords, will enable your firm to gain targeted website traffic around businesses and individuals that need machinery equipment and tools services, which have been identified as much more lucrative to the kind of value your brand offers.

Below, you’ll learn all about our process, including all elements involved in campaign setup, management, and evaluation. Thank you for your consideration and we look forward to the chance to help you attract better-quality leads this time around!

Situation Analysis

Bertola Machine Tool Ltd. online marketing efforts are currently not performing at the desired level because of these reasons:

  • Unable to see your display adverts while it’s running across google ad partner’s platforms.
  • Website visitors from the ads are converting to leads because they leave NO information for you to contact them.
  • Vague targeting strategies are leading to low conversion rates across the board.
  • Little to no website traffic coming in for business & corporate legal services.

We will solve these problems through an effective Google Adwords campaign with a “DECENT AD BUDGET”:

  • Specifically excludes low-revenue search terms.
  • Target specific geographical areas with business owners, higher annual household incomes, and enterprise-level clients.
  • Build focused, long-tail ad campaigns around business, household, industrial and agricultural focuses.

Preliminary Analysis

Google Trends Data

This data provides insight into this campaign’s types and magnitude of opportunities. Google Trends data reveals search volume for particular terms as well as search trends, enabling us to craft a campaign that capitalizes on this data.

Creative Samples

For your kind of industry, the best advice we give is for a proper Google ads plan to be developed in order for goals to be achieved.

A budget of 2k dollars each month and a minimum of 1k dollars which should be planned for a long period of 6 months. Results are NOT to be expected for the first 3 months since they will be used to run search ads and some display adverts to learn about your audiences then the rest 3 months will be used for a RETARGETTING advert to those who clicked on the search advert in the past.

Google ads aren’t like Facebook, it’s a long-term investment, and care and proper planning needs to be put in place to get a good result.

Campaign NameSegmentationEstimated ClicksEstimated ImpressionsEstimated CostEstimated CTREstimated Average CPCEstimated Average Position
Machine Tools Company in NigeriaTotal – Desktop Only6.19473.28$79.201.30%$12.792.21
Construction MachineryTotal – Mobile Only5.89480.61$78.561.20%$13.342.11
Machine ToolsTotal – Tablet Only0.769.91$9.241.00%$13.151.99
Block Molding MachineTotal – Lagos0.029.27$0.290.20%$13.662.27
Industrial ToolsTotal – Nigeria12.43986.7$162.201.30%$13.052.14
Business LawyerTotal – Abuja/Uyo0.3327.85$4.511.20%$13.632.23

Creating A Blogging Section For Your Website For Organic Traffic:

Here are suggested Topics We Will Be Writing On:

  1. the best 4 heavy equipment auction results in 2023
  2. 12 heavy machinery part which are suspended
  3. the future of heavy equipment operators trends and insights

Campaign Setup

Let’s take a look at how we build a solid ad campaign

Market Research & Campaign Tracking

Before we do anything else, we will conduct a full day of market research, looking at your target customer profiles for your kind of business (Machine tools & equipment) and pairing that with a comprehensive keyword research deliverable in order to confidently know which ads we will be delivered to which future customers. We will research specific areas with higher household income as well as corporate areas to ensure that we are building a thorough campaign strategy. We will also need to collaborate with your web team to set up conversion pixels and goals through Google Analytics.



After our research is complete, our team will spend another full day building out all your firm’s ad groups, ad types, ad sets, and individual ads themselves. Different audiences will be grouped together based on similar characteristics so that each ad shown is as relevant as possible. This saves you money, improves your conversion rate, and gives you insight into which ads and audiences are performing the best.



We will then have our copywriters curate perfectly persuasive messages for each audience and ad segment to yet again maximize relevancy and clickthrough rates. We will implement specific language that will draw in relevant clicks for construction and other heavy duty tools sales and weed out the time-wasting “curiosity clicks” currently plaguing the firm.

Campaign Management

Here’s how we’ll maximize every single dollar invested in this campaign

Bid Optimization

Bid Optimization

Our management team will review your campaign performance in real time. Ads that are performing well for your firm’s high revenue services will see increases in their budget allocation, while poor performers will be reduced or even eliminated. Bid optimization will occur across all ad channels, audiences, and keywords.

Keyword Review

Keyword Review

Specific attention will be given to keyword performance throughout the campaign. Successful keywords for your firm’s campaign will be extensively researched to find even more long-tail variations, with attention given to shorthand and conversational search terms.

Performance Tracking


We will be watching this campaign all the way through, not just on the front end. We will be constantly monitoring your Google Analytics website goals to find out which ads are driving the most leads for your law firm, and building an ongoing strategy around these winning campaigns.

Campaign Evaluation

We’ll figure out what’s working and strategically scale






Funnel Analysis

Funnel Analysis

Every week we will take a high-level look at all campaign components. We will track visitor behavior at each stage of your product funnel and determine where the most optimization can occur. We will ensure that the majority of leads entering the funnel are interested in your firm’s corporate law services and that they are converting into clients at a sustainable rate.

Mastered Innovation


Why hire Adwords experts instead of keeping everything in-house? Two words: Experience and innovation. We have run hundreds of campaigns, so spending a small amount of your ad spend to make sure your budget gets maximized is a no-brainer. We have managed law firm accounts in the past and currently have an opening to manage your ads (we only manage one client in one local market at a time to avoid conflict of interest).

Considering Why There May Be No Conversion During First Ad Setup

There are various stages of audiences’ journey wen they react to an advert.

 Below are stages of the buyer’s journey?
  • Awareness.
  • Consideration.
  • Decision.

“Today’s buyer is more informed than ever before, thanks to the vast amount of information available at their fingertips. Because of this, the balance of power has shifted from the sales rep to the buyer in most sales conversations. This is why pushy sales tactics are no longer effective the way they used to be.”

This is just advise

“Instead, to be successful in sales in today’s day and age, sales reps must adapt their mindset from selling to helping. And the best way to start this process is becoming intimately familiar with who the buyer is and the journey they take on their path to purchase: The buyer’s journey.”

“Instead, to be successful in sales in today’s day and age, sales reps must adapt their mindset from selling to helping. And the best way to start this process is becoming intimately familiar with who the buyer is and the journey they take on their path to purchase: The buyer’s journey.”

This last statement is what clearly states that there’s need for us to focus on search advert and creating a sales funnel/offer funnel for the audiences who will be reacting to the adverts, the sales funnel will help us understand the visitors well in order to know the best offer to create for them.

Project Scope

What’s Included:

-Keyword research, ad group setup and ad copywriting

-Ongoing campaign management and optimization

-Monthly reporting and analysis through Google Analytics


What’s Not Included:

-Landing page building and/or management

-Any web/graphic design work or website copywriting



You may request for us to include that which is not included if they are what interest your brand, though they’re definitely very important to your brand.


Elizabeth Ann Healthgarde

Elizabeth Agu

Twifemmy Media has been a trusted partner for our Adwords campaigns. We know they are always watching, evaluating, and tweaking our campaigns. There has been speculation among our staff that they don't actually sleep, though.

Benita Okonkwo

Total Natural Products 4All
I am mostly impressed with the depth of analytical understanding the team at Twifemmy Media demonstrates. I knew how to set up a basic Adwords campaign, but these guys knew how to dig deeper to really find that profitable low-hanging fruit. Now My Healthcare products sell every day through Google Ads. The Facebook ads he set up for me for over 7 months are still converting till today.

Ajibola Temitope

Right Channel Concept
I have a very specific target market that is oftentimes hard to pin down. That was not the case for Twifemmy Media. They have been running my campaigns for 3 years now due to their ability to listen, understand and execute on my behalf.

We are a Google Certified Partner who has helped many happy clients!

We are a Google Certified Partner  who has helped many happy clients!


Please contact us with any questions.









Market Research










Enjoyable & Effective Collaboration

Our agency is a Google Partner, meaning we are certified in Adwords campaign management. We will position your business for success by efficiently and profitably managing your campaign with our experienced staff and other PPC specialists and business partners. We will fully optimize a campaign leveraging both search and display ads.

We are confident that we can apply our best principles and practices to a campaign for Bertola Machine Tool Ltd. in order to generate more valuable business and corporate leads for your law firm.

Next Steps

Thank you for considering our firm to manage your Google Adwords PPC campaign. We feel confident that we will be able to drive targeted, profitable traffic to your law firm through the tactics described in this proposal.

If you have any additional questions, please don’t hesitate to contact us.


Twifemmy Media