Blue Sky Capital — Google Ads Strategy

Overview

Following approval of the $1,500 Blue Sky project, Melissa and Gilbert are tasked with developing a Google Ads strategy from scratch. The approach follows a structured three-step process before any ads are built. Reddit ads were also surfaced as a potentially cost-effective alternative channel worth exploring for this client.

Related project context: ^[1]

Strategy Development Process

Mark outlined a clear sequence to follow before touching the ad platform:

1. Define goals — Determine what the campaign is trying to achieve: leads, form fills, calls, traffic, appointments, etc.
2. Develop copy — Based on the goals and target geography, decide what the ads will say.
3. Build the ads — Only after goals and messaging are locked in.

"You need to start with a strategy. What are you trying to do? You're trying to get leads, you're trying to get sign-ups, you're trying to get foot traffic, whatever you're trying to do. Then say, all right, based on what we're trying to do and where we're doing it, what are we going to say? And then start building up the ads."
— Mark Hope, 2025-10-22 sync

This process applies broadly to any new paid campaign. See ^[2] for a generalized version.

Using AI to Inform Strategy

Mark recommended using ChatGPT as a research and planning tool during the strategy phase:

• Provide the AI with: company overview, website, service area, and campaign goal
• Ask for channel and messaging recommendations
• Use the output to pressure-test assumptions before committing to copy or structure

Reddit Ads as an Alternative Channel

Reddit was raised as a potentially strong fit for Blue Sky given its niche audience targeting capabilities.

Rationale:
- Reddit hosts highly specific subreddits (e.g., equipment leasing, commercial finance) that align with Blue Sky's target market
- Reddit ads allow targeting by subreddit, enabling precise audience reach
- Cost-per-click tends to be lower than Google for niche B2B audiences

Recommended workflow:
1. Use ChatGPT to identify relevant subreddits by topic
2. Validate subreddit activity and audience fit manually
3. Run a Reddit ad campaign targeting those subreddits

"Reddit's got all these obscure topics. Like, I'm sure there's a subreddit for equipment leasing or something. You run a Reddit ad and you just target those subreddits. And they're cheap, too."
— Mark Hope, 2025-10-22 sync

Action Items (as of 2025-10-22)

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]