TYDI — Google Ads Opportunity & 6-Month Plan

1 The opportunity — "refurbished" is the wedge

NZ search demand TYDI already sells into. Ahrefs (NZ). CPC in US$ (estimate — validate in Keyword Planner).

Cluster	~Searches/mo (NZ)	CPC (US$ est.)	Read
Refurbished Apple / mobile the wedge	~12,000+	$0.20–0.45	Highest intent, lowest difficulty, dead on-brand.
Dyson (lead product + supplier moat)	~13,000	$0.25–0.90	Advertise genuine refurbished Dyson — defensible.
Category (vacuum / robot vacuum)	~8,000	$0.09–0.20	Cheap clicks; best via Shopping/PMax feed.
Laptops (refurb / cheap / gaming)	~2,400	$0.20–0.30	Solid secondary line.

Standouts: refurbished iphone nz 3,200 (KD 0) · dyson vacuum 6,500 · dyson v8 3,300 · vacuum cleaner nz 5,000 · robot vacuum nz 3,000 · refurbished phones 1,000 · apple refurbished nz 700 · refurbished macbook 500. Most: difficulty 0–19, CPC US$0.20–0.50 — cheap, motivated traffic the big retailers don't lead on.

2 Proposed campaign architecture

Built to the brain's google-ads-new-account convention: [Brand]_[Network]_[Geo]_[Funnel]_[Theme]. PMax-led because e-commerce; Search for the high-value head terms.

Campaign	Type	Purpose	Day-1 bidding
`Tydi_Search_NZ_Brand_Core`	Search	Brand defence (cheap insurance)	Max clicks → Impr. share
`Tydi_PMax_NZ_RefurbApple`	Perf. Max	Feed-led refurbished Apple	Max Conv. Value
`Tydi_PMax_NZ_Vacuums`	Perf. Max	Feed-led Dyson + robot vacuums	Max Conv. Value
`Tydi_Search_NZ_BOFU_RefurbApple`	Search	High-intent refurb Apple	Manual / Max Conv
`Tydi_Search_NZ_BOFU_Vacuums`	Search	Dyson model + refurb	Manual / Max Conv
`Tydi_Search_NZ_BOFU_Laptops`	Search	Refurb / cheap / gaming laptops	Manual / Max Conv
`Tydi_DemandGen_NZ_Retargeting` (mth 5+)	Demand Gen	Re-engage visitors / cart	Max Conv

Shared negatives Tydi Auto-Negatives from day 1: repair, parts, manual, fix, "battery replacement", review, vs, rental, hire, jobs, free, "how to". Refurb retail bleeds budget on repair/parts/info queries.

Example ad groups → keywords: RefurbiPhone_Exact = [refurbished iphone nz], [iphone refurbished nz], [refurbished iphone 13/14/15] · RefurbMacBook_Exact = [refurbished macbook], [macbook air refurbished] · DysonV8_Exact = [dyson v8], [refurbished dyson]. RSAs + sitelinks generated via google-ads-creation (lead: Refurbished · NZ Warranty · Trade-in Welcome).

IP counsel before bidding on "dyson" (and other brand) keywords. The DysonV8_Exact ad group above bids on a trademarked brand term — confirm the trademark / IP position first. It's not abstract here: the trademark owner is also the supply-contract counterparty, so a keyword dispute could jeopardise the supply line. Defer brand-keyword spend until that's cleared. See brand-strategy.html for the trademark/reseller analysis and the NZ IP counsel sign-off it calls for.

3 The 6-month budget — test → prove → scale

Ramp spend as the data proves out. ≈ 5–8% of ~$66k/mo revenue. NZD.

$2.0k

$3.0k

$4.5k

$5.0k

$6.5k

Test (foundation + data) Prove (scale winners, go tROAS) Scale (broaden + retargeting)

Month	Phase	Budget	Focus
1	Test	$2,000	Brand + PMax RefurbApple + BOFU RefurbApple; tracking shakedown
2	Test	$3,000	Add PMax Vacuums + BOFU Vacuums; mine search terms → negatives
3	Prove	$4,500	Scale winners; add Laptops; first tROAS test
4	Prove	$5,000	Graduate to Target ROAS; expand asset groups
5	Scale	$6,500	Add retargeting; broaden converting themes
6	Scale	$6,500	Optimised scale; lock the efficient frontier
Total		≈ $27,500	avg ≈ $4,600/mo · + one-off setup (feed + tracking) ~$1.5–3k if outsourced

4 Unit economics & ROAS model

Assumes AOV NZD $300 & 46% gross margin (dossier FY26A). Breakeven ROAS ≈ 2.2×. ROAS = (conv. rate × AOV) ÷ CPC.

Conservative

2.8×

CPC $1.50 · CR 1.5% · AOV $280. Just above breakeven — fine while learning.

Target

5.5×

CPC $1.10 · CR 2.0% · AOV $300. ~$7.5k/mo contribution at $5k spend; CPA ≈ $55 vs GP/order ≈ $138.

Stretch

9.4×

CPC $0.85 · CR 2.5% · AOV $320. If feed quality + CR are strong.

The model only fails if real CPCs are 2–3× Ahrefs and CR < 1.5% and AOV is low — which is exactly what DD (GA4 + Keyword Planner) confirms before any real money goes in.

Channel potential, not additive. The ~$7.5k/mo contribution and the ROAS scenarios above are paid search's own potential — not revenue stacked on top of email, SEO and Trade Me. The same customer is reachable across all of them, so these figures are netted into the single integrated forecast in the business plan (which removes overlap and cannibalisation), not summed alongside the other channels.

5 Pre-launch requirements — no green on these, no launch

Conversion tracking — GA4 purchase event + Google Ads conversion import + enhanced conversions. Fire a test purchase before launch (the #1 new-account failure point).
Merchant Center + product feed — clean feed: condition = refurbished, GTIN/MPN, price, availability, images. The single biggest lever for refurb e-comm — PMax/Shopping live or die on feed quality.
Landing pages — clean collection pages for Refurbished iPhones, Laptops, Dyson, Robot Vacuums (these double as SEO assets — see the SEO deck).
Negatives + brand campaign first, then layer non-brand.
Bidding — start Manual CPC / Max Clicks (Search) & Max Conv. Value (PMax); graduate to Target ROAS after ~30 conversions (≈ 30 days). Don't panic at early CPA in the learning phase.

Paid follows the foundation — never precedes it. Google paid launches only once tracking (GA4 + Stape) and a clean feed are live and the site converts — it converts <0.1% today, so you do not pay for traffic into a broken site. Fix tracking + feed + conversion + Trade Me first; free Merchant Center listings can go on early; paid Shopping/Search scales only once the foundation holds.

6 Recommendation & what to confirm in DD

Recommendation

~NZD $27,500 over 6 months ($2k→$6.5k ramp), refurbished-Apple-led, PMax + tight high-intent Search, clean feed, verified tracking.

Treat it as growth capital that pays for itself, not sunk marketing cost — self-funding once ROAS > ~2.2× (likely month 2–3).

It's a channel only you can stand up fast. A generic refurb-shop buyer wouldn't — your PPC capability is the edge.

Confirm in due diligence

Shopify + GA4: real AOV, conversion rate, organic-vs-Trade Me-vs-paid revenue split.

The Dec 2025–May 2026 paid burst: account access, spend & return — a free baseline.

Feed readiness: existing Merchant Center? Condition + GTIN coverage?

Margin by category: Dyson vs Apple-refurb vs laptops — weight budget to the most profitable lines, not just the cheapest clicks.

← Back to the Deal Dossier

Prepared for Greg Dickson · paid-search workstream of the TYDI acquisition · data: Ahrefs Keywords Explorer (NZ) + Site Explorer, 11 Jun 2026 · structured per the google-ads-new-account + google-ads-creation skills.

CPCs are Ahrefs estimates and typically understate live Google Ads/Shopping CPCs — validate in Keyword Planner once the account exists. AOV and conversion-rate assumptions re-price on the vendor's real GA4/Shopify data (a due-diligence ask). Not financial advice — this is a costed plan to verify before committing spend.