Built Different Goods Google Ads & Meta Advertising

The Project

Built Different Goods required a coordinated digital advertising strategy across Google and Meta to increase brand visibility, attract more relevant website traffic and support online product sales. 

The business had a distinctive visual identity and a growing ecommerce presence but needed paid advertising campaigns that could connect its products with the right audiences across search and social platforms. The project began with a review of the business, website, product range and intended customer base. This helped identify how customers were likely to search, what messaging would be most relevant and which products or benefits should be prioritised within each campaign.

The goal was not simply to generate clicks but to create a stronger advertising foundation that could support testing, refinement and future growth.

What We Delivered

NK Collective developed and structured Google Ads and Meta advertising campaigns tailored to the Built Different Goods brand. For Google Ads, keyword research was completed to identify relevant search terms with clear customer intent. Keywords were reviewed for relevance, search behaviour and likely commercial value before being organised into targeted campaign groups. Negative keywords were also considered to reduce wasted advertising spend on searches that were unlikely to result in genuine customers. Search ad copy was written to align with Google’s character limits while clearly communicating the business, product benefits and calls to action. Supporting ad assets, including sitelinks and callouts, were also prepared to improve campaign visibility and help potential customers reach useful areas of the website more quickly.

For Meta advertising, the campaign approach focused on visual creative, audience targeting and brand-consistent messaging across Facebook and Instagram. Advertising content was designed to capture attention while remaining aligned with the business’s existing identity and product positioning.

Design & Development

The campaigns were planned differently for each platform because Google and Meta reach customers at different stages of the buying journey. Google Ads targeted users actively searching for relevant products, while Meta advertising was structured to build awareness and generate interest through visual content and audience targeting. The website and online shopping experience were reviewed alongside the campaigns. Mobile presentation, product visibility, messaging and the path from advertisement to purchase were considered so the advertising experience remained consistent after a customer clicked through. Campaign structure was developed to support future testing and optimisation. This included reviewing search terms, audience behaviour, creative performance, click activity and conversions once sufficient campaign data became available.

The Outcome

The completed Google Ads and Meta advertising setup provided Built Different Goods with a more organised and professional foundation for paid digital marketing. The business gained campaigns that were aligned with its products, audience and brand rather than relying on broad or disconnected advertising. The project also created a clearer path for ongoing performance improvement. As campaign data becomes available, keywords, audiences, creative and messaging can be refined based on real customer behaviour rather than assumptions. The final outcome was a coordinated cross platform advertising approach designed to support website traffic, product visibility and ecommerce growth. 

This project demonstrates NK Collective’s experience in Google Ads setup, Meta advertising, keyword research, ad copywriting and digital campaign planning for small businesses and online stores.

• Google Ads Setup

• Meta Advertising

• Campaign Strategy

• Keyword Research

• Audience Targeting

• Ad Copywriting

• Creative Design

• Landing Page Review

• Campaign Optimisation

• Performance Monitoring