KILALA COFFEE
Google Search Ads & Ad Copy
A search-focused campaign developed around high-intent coffee keywords, with keyword research, ad copy and campaign structure designed to connect what users were searching for with relevant messaging.
Project Type: Digital Marketing · Search Copywriting
My Role: Keyword Research · Ad Copy · Campaign Planning · Audience Research
The Brief
Kilala is a premium flavoured coffee brand offering products including Arabica, Hazelnut and Instant Coffee. The campaign aimed to reach users with stronger purchase intent and drive relevant traffic to the brand’s website.
The Approach
I worked as part of a team on the campaign, contributing to keyword research and search ad copy.
The campaign was structured around three product-focused ad groups: Kilala Coffee, Hazelnut Coffee and Premium Instant Coffee. Exact, Phrase and Broad Match keywords were used to target different levels of search intent.
Writing for Search Intent
Search advertising gives you very little space to make a user stop, understand the offer and decide whether to click. The copy therefore had to stay closely connected to the keyword and product intent.
Premium Arabica Coffee
Enjoy premium 100% Arabica coffee with rich aroma and smooth taste. Shop now.
Premium Hazelnut Coffee
Shop premium hazelnut coffee online for a smooth and aromatic experience.
Instant Coffee
Enjoy premium instant coffee with rich flavour and smooth aroma in every cup.
The Work
A look at the campaign structure, keyword research and search ad copy developed for Kilala Coffee.
Campaign Snapshot
SEARCH CAMPAIGN
Campaign type
₹400 / DAY
Initial campaign budget
3 AD GROUPS
Kilala · Hazelnut · Instant Coffee
22,994 APPROX.
Impressions across targeted Tier 1 cities
What I Took From It
The campaign reinforced something important about search copy: relevance starts before the click.
The keyword, ad message and audience need to make sense together. Performance also showed where further optimisation could be useful — for example, the Hazelnut Coffee ad group received impressions but no clicks during the campaign period, indicating a need to revisit elements such as keywords, ad copy or bidding.
“Good search copy doesn’t just describe a product. It meets the user at the moment they’re looking for it.”