---
title: American Extractions Stick Pack Google Ads Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-10-american-extractions-marketing-call-100505846.md
tags:
- google-ads
- american-extractions
- stick-packs
- b2b
- beverage-manufacturing
- wellness
- campaign-strategy
layer: 2
client_source: null
industry_context: null
transferable: true
---

# American Extractions Stick Pack Google Ads Campaign

## Overview

During the [[wiki/clients/american-extractions/_index|American Extractions]] 2025 review and 2026 strategy session, the team made a decisive pivot in Google Ads strategy: pause the underperforming ClearMix campaign and reallocate all ad budget toward stick packs and drink mixes, targeting broader, higher-volume keywords aligned with the client's new mainstream wellness positioning.

This shift was driven by two converging factors: the ClearMix campaign's poor performance due to low search volume for hemp-specific terms, and a strategic business decision to reposition American Extractions away from THC/CBD toward a general "wellness powder manufacturer" identity in anticipation of hemp regulation.

## Background: Why the ClearMix Campaign Failed

The ClearMix Google Ads campaign underperformed for structural reasons:

- **Advertising restrictions:** Google prohibits direct advertising of THC and CBD products, limiting keyword targeting to "hemp" variants only.
- **Low search volume:** Niche hemp B2B keywords (e.g., "private label hemp drink powder manufacturer") have insufficient search volume to generate meaningful impressions or leads.
- **Narrow product scope:** ClearMix is a single, hemp-specific product with limited keyword flexibility.

Despite reasonable click-through rates on available impressions, the campaign could not generate enough volume to serve as a reliable lead generation channel.

## The New Strategy: Stick Packs / Drink Mixes

### Budget Decision

Mark Schweiger (American Extractions) directed that **100% of the Google Ads budget** be shifted to stick packs — not "most" of it. The ClearMix campaign is to be paused immediately.

> *"Most of the budget, I think it should be all of the budget... I think we need to focus and we need to make something happen here."*
> — Mark Schweiger

### Keyword Approach

The core insight driving the new keyword strategy is that "stick pack" describes packaging, not the product. The actual product is a **powdered drink mix** or **wellness powder**, which opens up significantly broader keyword territory:

- `drink mixes`
- `hydration powders`
- `energy drinks` / `energy drink mixes`
- `beverage manufacturing`
- `custom formula drink mixes`
- `pre-workout powder manufacturer`
- `post-workout powder manufacturer`

The strategy uses broader match keywords to capture long-tail B2B queries (e.g., "contract manufacturer for hydration stick packs") within higher-volume search pools. If high bounce rates emerge, that signals B2C bleed-through and triggers further refinement.

Karly Oykhman (Asymmetric) is conducting a deep-dive keyword research session with the ads specialist specifically focused on non-hemp stick pack / drink mix terms before reallocating the ClearMix budget.

### Landing Page

The existing stick pack landing page is hemp-focused and must be reworked to align with the new mainstream wellness positioning. Key changes needed:

- Lead with wellness benefit categories (energy, focus, sleep, relax, pre/post-workout) rather than cannabinoids
- Frame cannabinoids as one optional ingredient among many, not the core offering
- Target beverage manufacturers and brand owners, not cannabinoid companies

See [[wiki/knowledge/brand-strategy/wellness-powder-manufacturer-positioning|Wellness Powder Manufacturer Positioning]] for the broader repositioning rationale.

## New Product Pipeline for Marketing

American Extractions has six formula categories ready (or near-ready) to market, providing fresh keyword and content opportunities:

| Category | Status |
|---|---|
| Energy | In development |
| Focus | In development |
| Sleep | In development |
| Relax | In development |
| Pre-workout | Adapting existing formula |
| Post-workout | Adapting existing formula |

Target marketing launch: **January 1**. Caitlin Doak noted that SEO content can begin immediately — products don't need to be fully white-label-ready to start building keyword rankings.

## Target Audience Shift

The campaign will target **beverage manufacturers and brand owners**, not cannabinoid brands. This reflects both the regulatory risk mitigation strategy and the existing reality that ~80% of American Extractions' stick pack inquiries already come from non-THC customers.

Potential segments include:
- Small beverage brands seeking contract manufacturing
- Hospitality brands (hotels, spas, airlines) exploring private-label wellness products
- Sports nutrition brands

## Action Items

- [ ] **Pause ClearMix Google Ads campaign** — Karly Oykhman (immediate)
- [ ] **Conduct deep keyword research** for stick packs / drink mixes (non-hemp focus) — Karly Oykhman, before next call
- [ ] **Send keyword report** to Mark & Caitlin by next scheduled call — Karly Oykhman
- [ ] **Rework stick pack landing page** to align with wellness powder positioning — Karly Oykhman
- [ ] **Publish 1–2 blogs** targeting energy, focus, sleep/relax, pre/post-workout keywords — Karly Oykhman

## Related

- [[wiki/clients/american-extractions/_index|American Extractions Client Overview]]
- [[wiki/knowledge/brand-strategy/wellness-powder-manufacturer-positioning|Wellness Powder Manufacturer Positioning]]
- [[wiki/knowledge/email-marketing/b2b-lead-list-campaigns|B2B Lead List Email Campaigns]]
- [[wiki/meetings/2025-11-10-american-extractions-2025-review-2026-strategy|2025 Review & 2026 Strategy Meeting]]