Google Ads — New Campaign Plan: Turkish Delight + Baklava

Prepared 2026-06-13. Account «account-id» (Babanuj). Brand = Zaitoune.

TL;DR

Build two dedicated non-brand Search campaigns — one for Turkish Delight, one for Baklava — each pointed at its existing collection page. This is the one paid lever that is genuinely new: it captures generic "buy baklava / turkish delight online" demand that (a) organic can't reach (we rank position 13–58 for it) and (b) PMax deprioritizes once a Search exact/phrase keyword matches. We do not add Standard Shopping — the existing Sales-PMax already owns the product feed and would simply out-rank it.

Frame honestly: at ~1% site conversion rate and ~1.1x real (purchase-only) blended ROAS, non-brand Search is a customer-acquisition play, not a first-order profit machine. The levers that make it pay: tight high-intent keywords, the $10-off hook, the $70 free-ship threshold to lift AOV, and collection-page CR.

Account context (real numbers)

• 3 enabled PMax: Sales-PMax ($423/mo, tROAS just set to 5), Fresh Phoenicia Bread ($171/mo), Eid Adha 2026 ($136/mo). ~$730/mo total, ~$24/day.
• 2 empty PAUSED shells: "search-campaign", "search-campaign #2" → delete/rename.
• Real purchase-only ROAS ≈ 1.10x blended (reported 4.9x was inflated by the now-fixed add-to-cart/checkout-start biddable goals).
• AOV ≈ $52 (GA4) / ~$54 (Ads). Site CR ≈ 1%.
• Conversion tracking: Shopify Google & YouTube app (server-side, "Google Shopping App Purchase"). Purchase = primary/biddable; ATC + checkout-start = secondary.
• Offers live: $10 off first order, free US shipping over $70.
• Houston-based ("packed fresh in Houston"), ships US.

Demand signal (GSC, last 120d, sc-domain:babanuj.com)

• Branded ranks well organically (zaitoune sweets, zaitoune baklava/turkish delight at pos 2–7) → don't overspend defending it.
• Generic non-brand is unreached: buy turkish delight, turkish sweets online, arabic sweets online usa, turkish delights houston, turkish delight assortment, mabrouma baklava, 100g/250g baklava — all pos 13–58. This is the paid gap.
• Turkey/AU brand-hunter noise to exclude: fiyatları, üsküdar, istanbul, kimin, zeytunoğlu, borabi/bankstown, yenigun.

Live catalog (authoritative, in stock)

Turkish Delight → /collections/turkish-delight - Zaitoune Turkish Delight (Lokum) 250g — $19.99 - Zaitoune Turkish Delight (Lokum) 650g — $34.40

Baklava → /collections/baklava - Baklava 100g $8.90 · 250g $18.00 · 500g $34.80 · With Honey 500g $48.70 · Kol Shkor (Honey, Special Ed.) 500g $46.40 · 1kg $64.80 · Mabrouma Rolls $43.20

Campaign 1 — Search · Turkish Delight · Nonbrand · US

• Final URL: https://www.babanuj.com/collections/turkish-delight
• Network: Search only (no Display/partners). Geo: US (presence). +Texas bid observation (Houston local + cheaper ship). Language: English (+Arabic obs).
• Bidding: Maximize Conversions (no target) for the learning period → add tCPA once ≥15–20 conv. Goal: account-default (Purchase primary).

Ad groups & keywords (phrase + exact) - TD — Core: [turkish delight], "buy turkish delight", "turkish delight online", "order turkish delight", [lokum], "turkish lokum", [authentic turkish delight], "turkish delight candy" - TD — Flavors: "pistachio turkish delight", "rose turkish delight", "pomegranate turkish delight", "assorted turkish delight", "turkish delight assortment", "turkish delight variety pack" - TD — Gift: "turkish delight gift box", "turkish delight gift", "turkish delight box"

RSA headlines: Authentic Turkish Delight · Turkish Delight, Shipped Fresh · $10 Off Your First Order · Free US Shipping Over $70 · Rose, Pistachio & Pomegranate · Real Lokum, Made Fresh · Order Turkish Delight Online · Made Fresh in Houston · Zaitoune Turkish Delight · Gift-Ready Lokum · Ships Across the USA · 250g & 650g Boxes · No Artificial Shortcuts · Levantine Sweets Online · Shop Turkish Delight Today Descriptions: (1) Authentic lokum made fresh and shipped to your door. $10 off your first order. (2) Rose, pistachio & pomegranate. Free US shipping over $70. (3) Real ingredients, no shortcuts — packed fresh in Houston, shipped nationwide. (4) Gift-ready boxes of Zaitoune Turkish delight. Fast US shipping.

Campaign 2 — Search · Baklava · Nonbrand · US

• Final URL: https://www.babanuj.com/collections/baklava
• Same network/geo/language/bidding/goal settings as Campaign 1.

Ad groups & keywords (phrase + exact) - Baklava — Core: [baklava], "buy baklava", "buy baklava online", "baklava online", "order baklava online", "baklava delivery", "fresh baklava", [authentic baklava] - Baklava — Type: "pistachio baklava", "walnut baklava", "assorted baklava", "mixed baklava", "baklava assortment", "baklava rolls", "mabrouma", "baklava with honey" - Baklava — Gift/Occasion: "baklava gift box", "baklava gift", "baklava box", "baklava for eid"

RSA headlines: Fresh Baklava, Shipped Weekly · Authentic Pistachio Baklava · $10 Off Your First Order · Free US Shipping Over $70 · Pistachio & Walnut Baklava · Order Baklava Online · Made Fresh in Houston · Baklava From $8.90 · Zaitoune Baklava Boxes · Baklava With Honey · Mabrouma Rolls & Assortments · Ships Across the USA · Gift-Ready Baklava Boxes · 250g, 500g & 1kg · Real Honey, Real Pistachio Descriptions: (1) Authentic Levantine baklava made fresh and shipped nationwide. $10 off your first order. (2) Pistachio, walnut, honey & mabrouma rolls. Free US shipping over $70. (3) Packed fresh in Houston — no frozen, no shortcuts. (4) Build a gift box of Zaitoune baklava. From $8.90.

Shared setup (both campaigns)

Assets - Sitelinks: Shop Baklava · Shop Turkish Delight · Baklava With Honey · 1kg Baklava Box · Gift Boxes · $10 Off First Order - Callouts: Free US Shipping Over $70 · $10 Off First Order · Made Fresh Weekly · Packed in Houston, TX · Ships Nationwide - Structured snippets — Types: (Baklava) Pistachio, Walnut, With Honey, Mabrouma; (TD) Rose, Pistachio, Pomegranate, Assorted. Brands: Zaitoune - Price assets: use the live SKU prices above. Image assets: reuse PMax creative.

Negative keywords (apply as a shared list + per-theme) - Intent: recipe, recipes, how to make, calories, nutrition, sugar free, diabetic, wholesale, franchise, jobs, hiring, recall - TD-specific: narnia, "c.s. lewis", wikipedia - Retail competitors: costco, aldi, "trader joe", "sam's club" - Geo/brand-hunter noise: fiyat, fiyatları, istanbul, üsküdar, kimin, zeytunoğlu, borabi, bankstown, yenigun - Monitor (don't block yet): "near me" (local-pickup intent, lower CR) - Leave "wholesale" in if B2B leads are wanted — split to its own campaign.

Hygiene: delete/rename the two empty "search-campaign" shells.

Budget & honest projection (per campaign, Moderate $10/day)

Below first-order breakeven — expected for nonbrand prospecting. It pays only via (a) lifting collection-page CR toward 2%, (b) pushing AOV over the $70 free-ship line, and (c) repeat/LTV. Start small, judge on blended new-customer CPA incl. 30–90d repeat, not day-one ROAS. <$10/day starves learning; don't go lower if we want a verdict in 30 days.

Measurement & next steps

• Week 1–2: daily search-terms review → prune to negatives aggressively.
• Day 30: evaluate CPA + collection-page CR; kill/scale per theme (not whole campaign).
• Ties into the existing re-measure cadence (baseline-2026-06-13 → ~2026-06-27).
• Bonus (not in ask): a cheap brand-defense Search campaign on "zaitoune…" runs very high ROAS and blocks competitor poaching — flag for later.