Deliverable 04 · Google Ads launch planSix themed ad groups, a budget-protecting negative list, a Shopping/PMax roadmap, Canadian golf seasonality and three ready-to-run bilingual search ads. Every number below is tagged with the exact Semrush report and database it came from — and where a keyword returned no data, we say so.
Sources: Semrush Keyword Analytics — phrase_these, phrase_related, domain_ranks. Databases: ca (Canada, primary) & us (reference only).
Slice of the Piedomain_ranks/caca. We report the raw USD value; any CAD planning figure is derived at ≈1.37 CAD/USD and is an estimate, not Semrush-native. Real Google auction CPCs in CAD will differ.
Match-type strategy for a cold-start budget: lead with phrase and exact to control spend; hold broad until Smart Bidding has conversion data. All volume & CPC from phrase_these/ca unless marked.
Cloudy's $120 hero product. Core terms are cheap and low-difficulty in ca.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| golf hoodie | phrase | 390 | $0.93 | KD 12 · 1.0 | Commercial · hero term |
| golf hoodies | phrase | 210 | $0.93 | KD 10 · 1.0 | Commercial · plural |
| golf hoodie | exact | 390 | $0.93 | KD 12 · 1.0 | Tight control on hero |
| mens golf hoodie | exact | 40 | $0.64 | KD 0 · 1.0 | Low vol, high intent |
| womens golf hoodie | exact | 0 · no data | $0.80 | KD 0 · 0.99 | Semrush ~0 vol in ca — expect near-zero |
| golf pullover sweater | phrase | 210 | $0.85 | KD 11 · 1.0 | Related phrase_related/ca |
| golf sweaters | phrase | 210 | $0.58 | KD 11 · 1.0 | Related, commercial |
| golf logo sweatshirts | phrase | 260 | $1.31 | KD 9 · 1.0 | Related, highest CPC in cluster |
| nike golf hoodie | observe | 170 | $0.29 | KD 21 · 1.0 | Brand-adjacent — default: negative (§2) |
US reference phrase_these/us: golf hoodie = 3,600 vol, CPC $1.23, KD 10 — 9× larger than ca.
Cloudy's $118 quarter-zip. Cheapest core CPC in the whole plan.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| golf quarter zip | phrase | 260 | $0.47 | KD 13 · 1.0 | Core, cheap, commercial |
| golf quarter zip | exact | 260 | $0.47 | KD 13 · 1.0 | Control |
| quarter zip pullover | phrase | 140 | $0.83 | KD 13 · 1.0 | Broader garment term |
| quarter zip pullover | exact | 140 | $0.83 | KD 13 · 1.0 | Control |
| golf quarter zip pullover | exact | 20 | $0.52 | KD 0 · 1.0 | Long-tail, high intent |
| golf pullover sweater | phrase | 210 | $0.85 | KD 11 · 1.0 | Cross-listed w/ hoodies |
| mens golf quarter zip | exact | not returned | ~$0.47 | — | No Semrush row — verify in Ads |
| 1/4 zip golf | later | test | — | — | Symbol variant Google normalizes |
US reference phrase_these/us: golf quarter zip = 2,900 vol, CPC $1.17, KD 7 — far bigger & easier.
Cloudy polos $48–72. Largest single EN apparel term in the set.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| golf polo | phrase | 720 | $0.68 | KD 16 · 1.0 | Largest EN apparel term · intent 1,0 (some research) |
| golf polo | exact | 720 | $0.68 | KD 16 · 1.0 | Control |
| mens golf polo | phrase | 260 | $1.26 | KD 18 · 1.0 | High CPC — cap bids |
| mens golf polo | exact | 260 | $1.26 | KD 18 · 1.0 | Control |
| golf polo shirt | phrase | 110 | $0.71 | KD 17 · 1.0 | Commercial |
| golf polos | exact | variant of 720 | ~$0.68 | — | Add plural |
| mens golf polo shirt | exact | test | ~$0.90 | — | Long-tail |
Strongest cluster by volume-per-dollar. golf skirt = 1,300 vol, women's category KD as low as 9–10.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| golf skirt | phrase | 1,300 | $0.72 | KD 22 · 0.96 | Biggest women's term in ca |
| golf skirt | exact | 1,300 | $0.72 | KD 22 · 0.96 | Control |
| golf skort | phrase | 320 | $0.50 | KD 14 · 1.0 | Product match (Cloudy skirt/skort) |
| golf skort | exact | 320 | $0.50 | KD 14 · 1.0 | Control |
| womens golf skirt | exact | 110 | $0.78 | KD 14 · 0.91 | High intent |
| womens golf clothing | phrase | 480 | $0.70 | KD 10 · 1.0 | Category, low KD |
| womens golf clothing | exact | 480 | $0.70 | KD 10 · 1.0 | Control |
| womens golf apparel | phrase | 320 | $0.67 | KD 20 · 1.0 | Category |
| womens golf polo | exact | 170 | $0.89 | KD 9 · 1.0 | Cross-sell polo |
Cheapest high-volume reach. golf hat and golf gifts both ~$0.40 CPC. Geo terms are buy-ready.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| golf apparel canada | phrase | 720 | $1.11 | KD 18 · 0.99 | Geo-qualified, buy-ready |
| golf apparel canada | exact | 720 | $1.11 | KD 18 · 0.99 | Control top geo term |
| golf clothing canada | phrase | 210 | $1.12 | KD 23 · 0.99 | Geo-qualified |
| golf clothes | phrase | 1,300 | $1.01 | KD 37 · 0.99 | Broad category |
| golf apparel | phrase | 880 | $0.78 | KD 54 · 0.99 | Broad, competitive |
| golf clothing | phrase | 880 | $1.01 | KD 52 · 1.0 | Broad, competitive |
| golf hat | phrase | 2,400 | $0.39 | KD 23 · 1.0 | Cheap CPC, big vol (caps) |
| golf cap | phrase | 720 | $0.33 | KD 20 · 0.98 | Cheapest CPC (Cloudy caps $34) |
| golf caps | exact | 210 | $0.57 | KD 16 · 0.99 | Product match |
| golf beanie | phrase | 90 | $1.74 | KD 10 · 0.97 | Highest CPC — seasonal, cap hard |
| golf socks | phrase | 480 | $0.86 | KD 8 · 1.0 | Low-price product, low KD |
| golf gifts | phrase | 1,300 | $0.40 | KD 26 · 1.0 | Cheap + Nov–Dec gifting |
| golf gift | exact | 170 | $0.40 | KD 20 · 1.0 | Gifting |
Brand-positioning terms are tiny in ca: streetwear golf = 10, golf streetwear = 20 (CPC $0.87). Keep as observation, not a volume driver. US phrase_these/us: streetwear golf = 140.
Cloudy's bilingual edge. Low competition, cheap CPCs. polo golf homme leads.
| Keyword | Match | Vol (ca) | CPC USD | KD / Comp | Intent |
|---|---|---|---|---|---|
| polo golf homme | phrase | 320 | $0.75 | KD 12 · 1.0 | Largest FR apparel term |
| polo de golf | phrase | 210 | $0.50 | KD 14 · 1.0 | Core FR term |
| polo de golf | exact | 210 | $0.50 | KD 14 · 1.0 | Control |
| casquette de golf | phrase | 210 | $0.39 | KD 10 · 1.0 | Cap, cheap |
| casquette de golf | exact | 210 | $0.39 | KD 10 · 1.0 | Control |
| vetement de golf femme | phrase | 210 | $0.65 | KD 8 · 1.0 | Women's, lowest KD |
| jupe de golf | phrase | 140 | $0.43 | KD 12 · 1.0 | Skirt |
| vetement golf | phrase | 140 | $0.77 | KD 16 · 1.0 | Category variant |
| vetement de golf | phrase | 90 | $0.44 | KD 13 · 1.0 | Apparel category |
| chandail de golf | phrase | 50 | $0.31 | KD 10 · 0.86 | Sweater/top, cheapest CPC |
| vetements de golf | exact | 50 | $0.61 | KD 0 · 0.80 | Plural |
golf quebec. Semrush ca: 4,400 vol, CPC $0.72, competition 0.09, KD 60, intent 2 (navigational) — that's people looking for courses & tee times, not apparel. It would drain budget. Add course/booking terms to negatives.All intent 2 (navigational). Cheap because the brand owns the SERP — expect low CTR/QS on a cold account. Only run with distinct "why switch to Cloudy" copy + a capped budget.
| Keyword | Match | Vol (ca) | CPC USD | KD | Note |
|---|---|---|---|---|---|
| malbon golf | phrase | 6,600 | $0.13 | 23 | Huge vol, cheap, streetwear-golf overlap |
| malbon | exact | 4,400 | $0.14 | 21 | Very cheap; broad brand intent |
| travis mathew | phrase | 3,600 | $0.49 | 26 | Premium casual golf |
| lululemon golf | phrase | 1,600 | $0.83 | 28 | Closest lifestyle-adjacent audience |
| puma golf | phrase | 1,600 | $0.65 | 24 | — |
| rhoback | exact | 1,300 | $0.56 | 45 | DTC peer |
| bad birdie | exact | 1,300 | $0.26 | 44 | DTC peer, loud prints |
| canadian golf apparel | phrase | 170 | $1.12 | 29 | Non-brand, high-intent geo — best "conquesting-lite" term |
Start with only canadian golf apparel + lululemon golf; add others after 60 days. golf hoodie brand & golf lifestyle brand returned ~0 vol in ca.
Apply as a shared campaign-level negative list to protect a small budget on $120 products.
If you run the conquesting campaign, remove only the targeted brand from that campaign's negatives.
Sequence: Standard Shopping (feed-first) FIRST to gather cheap conversion data, THEN graduate to full PMax once ~15–30 conversions exist. Don't launch full PMax on day one — it spends into Display with no signal.
Read from the Semrush 12-month Trends arrays in phrase_these/ca. golf apparel canada peaks early (0.81); golf gifts spikes 0.54–0.81 around Father's Day + holidays; golf beanie builds late.
| Period | Posture | Focus |
|---|---|---|
| Feb–Apr · pre-season | Ramp up | Apparel/planning searches peak here. Category + product terms; capture early-season intent before rounds start. |
| May–Aug · peak | Full spend | All ad groups; Shopping/PMax at full tilt; women's skirt/skort in season. |
| Sep–Oct · late | Sustain, shift | Add golf beanie / cold-weather; begin gifting messaging. |
| Nov–Dec · gifting | Second peak | Pivot to gifts — golf gifts, golf gift, caps/socks/beanies, bundles, promos. |
| Jan + deep winter | Throttle down | Lowest search. Keep brand + a lean always-on PMax; conserve budget for the Feb ramp. |
FR terms follow the same curve (casquette de golf peaks 0.82–1.00 in spring). Budget the FR campaign on the same rhythm.
Within Google limits — headlines ≤30 chars, descriptions ≤90. Character counts shown. Free-shipping threshold: $75 CAD (confirmed live).
Recommended launch: ~$2,000–$2,500 CAD/month — a realistic small-DTC start. Because the account is brand-new (0 paid history, low early Quality Score), plan for real CPCs ~20–40% above Semrush values at first, improving as QS builds.
| Campaign | Monthly (CAD) | Share | Rationale |
|---|---|---|---|
| Shopping / PMax (feed-first) | $800 | ~35% | Best ROI lever for DTC apparel; hero SKUs + volume drivers. |
| Search — EN core (Hoodies, Q-Zips, Polos, Women's) | $650 | ~28% | High-intent product terms; women's/skirt cluster is efficient. |
| Search — Category & Gifting | $350 | ~15% | Cheap-CPC reach + gifting seasonality. |
| Search — French (QC) | $350 | ~15% | Owns the bilingual edge; low competition, cheap CPCs. |
| Conquesting / test | $150 | ~7% | Capped experiment; scale only if it converts. |
Blended search CPC ~$0.70–$1.30 CAD early (Semrush core cluster $0.55–$0.90 USD × ~1.37 × QS penalty). At ~$1,500 CAD/mo on Search → roughly 1,150–2,100 clicks/month.
phrase_these/ca: core apparel CPCs $0.33–$1.26 USD; beanie the outlier at $1.74.At a modest cold-start CVR of 1–2% → ~12–42 Search orders/mo initially; Shopping typically adds more efficiently once the feed matures.
Appendix — keywords Semrush returned with no/near-zero data (reported, not fabricated), all phrase_these/ca: womens golf hoodie (0), tuque de golf (0/$0), chaussette de golf (20/$0), bas de golf (40), chandail golf (40), golf hoodie brand (0), golf lifestyle brand (20/$0). golf quebec (4,400) is course-intent — deliberately excluded.