Advertising
Paid Media & performance creative
WILDLIFE MANAGEMENT SOLUTIONS INC.
SEARCH CAMPAIGN
I built the WMS Search campaign around high-intent searches from hunters and landowners actively looking for food plot seed and wildlife-management products. The keyword strategy focused on terms such as food plot, deer food plots, food plot blends, and food plot seed companies, while also capturing branded searches for WMS products like Deer Magnet, Alabama Blend and Mississippi Mix.
Targeting was concentrated across WMS’s priority markets throughout the Southeast and surrounding states rather than using broad nationwide coverage. I monitored keyword and search-term performance throughout the campaign and used that data to identify where engagement was strongest. Mobile was especially important, accounting for 91% of clicks, while the campaign also expanded reach through Google Search, Search Partners and the Display Network.
2.46% CTR
5.36k Clicks
218k Impressions
$0.60 Avg. CPC
KEYWORD PERFORMANCE
Food Plot Seed Companies
371 Clicks | 23.83% CTR | $174.73 Spend
Food Plot Blends
208 Clicks | 17.64% CTR | $185.97 Spend
Deer Food Plot Seed Mix
110 Clicks | 9.88% CTR | $116.22 Spend
Food Plot
230 Clicks | 5.85% CTR | $286.17 Spend
Deer Food Plots
202 Clicks | 4.53% CTR | $264.73 Spend
KEY TAKEAWAY
The Search campaign showed that specific, high-intent searches drove the strongest engagement. Keywords tied directly to finding and purchasing food plot seed significantly outperformed broader terms, with “food plot seed companies” reaching a 23.83% CTR and “food plot blends” reaching 17.64%. The results helped identify the search behavior most valuable to WMS and showed where more focused keyword targeting could drive stronger performance.
PERFORMANCE MAX CAMPAIGN
I built WMS’s Performance Max campaign to expand reach beyond traditional search and put the brand in front of hunters and landowners across multiple priority markets in the Southeast and Midwest. Geographic targeting covered Alabama, Mississippi, the Florida Panhandle, and selected 30-mile markets throughout Tennessee, Georgia, Kentucky, Missouri, Arkansas and surrounding areas.
The campaign combined product-focused messaging with WMS’s existing creative assets to promote food plot seed, clover, brassica blends and Deer Magnet across Google’s network. I developed headlines, descriptions, sitelinks, imagery and video around both broader wildlife-management messaging and specific product intent, giving Google multiple creative combinations to optimize. The asset reporting also allowed me to evaluate which messaging and creative were actually generating engagement and conversions.
4.02% CTR
2.45k Clicks
60.9k Impressions
$0.29 Avg. CPC
TOP ASSET PERFORMANCE
Deer Seed That Performs
42,082 Impressions | 1,752 Clicks | 1,551 Conversions
Shop WMS Food Plot Seed
40,516 Impressions | 1,646 Clicks | 1,456 Conversions
Food Plot Seed for Deer
38,752 Impressions | 1,582 Clicks | 1,403 Conversions
KEY TAKEAWAY
Performance Max expanded WMS beyond traditional search, generating 60.9K impressions and 2.45K clicks at just $0.29 average CPC. Asset-level performance showed that direct, product-focused messaging around deer seed and food plots drove the strongest engagement, providing clear insight into which messaging resonated most with WMS’s audience.
THE FLATS DEMOPOLIS, AL
PERFORMANCE MAX CAMPAIGN
I built a Performance Max campaign to expand The Flats’ visibility across Google beyond traditional search results. Using the property information and existing brand assets available to me, I developed the campaign around furnished stays, downtown Demopolis, pet-friendly accommodations, and short- and long-term lodging.
I used search themes and audience signals around hotels, furnished apartments, vacation rentals, lodging, and extended stays in Demopolis to guide Google toward relevant travelers. The campaign combined these signals with property photography, brand assets, and video to reach potential guests across Google’s channels
4.38% CTR
332 Clicks
7.6k Impressions
$0.11 Avg. CPC
TOP ASSETS & MESSAGING
Furnished Stays
Focused on furnished apartments and flexible short- or long-term stays.
Historic Downtown
Positioned the property around its downtown Demopolis location and historic charm.
Pet-Friendly + Free Parking
Highlighted practical amenities that differentiated The Flats from traditional lodging.
KEY TAKEAWAY
Performance Max expanded The Flats’ reach efficiently, generating 332 clicks and more than 7,500 impressions at just $0.11 per click. The campaign used a mix of property imagery, video, and messaging focused on furnished stays, location, and key amenities to reach potential guests across Google’s network.
SEARCH CAMPAIGN
The Flats had a limited paid media budget and a small amount of existing campaign information, so I built the Search strategy around high-intent searches tied specifically to Demopolis. I used the available property details and search data to focus on terms related to furnished apartments, places to stay, lodging, short- and long-term rentals, and branded searches.
The campaign used focused keyword targeting and ad copy built around the property’s strongest selling points, including furnished stays, downtown Demopolis, pet-friendly accommodations, and free parking. Because the campaign targeted travelers across the U.S., the goal was to reach people while they were actively planning a stay in Demopolis.
13.15% CTR
117 Clicks
890 Impressions
$1.64 Avg. CPC
KEYWORD PERFORMANCE
The Flats Demopolis
34 clicks · 43.04% CTR · $0.74 CPC
Places to Stay in Demopolis AL
7 clicks · 19.44% CTR · $1.37 CPC
Apartments in Demopolis AL
49 clicks · 14.45% CTR · $1.61 CPC
KEY TAKEAWAY
Search captured stronger intent, generating a 13.15% overall CTR while revealing which searches resonated most with potential guests. Branded terms performed particularly well, while apartment and lodging searches showed that travelers were finding The Flats through more than traditional hotel-related searches.