Client Pitch Deck

Target Sports
Google Ads Plan

A corporate-style summary of the most important findings: market opportunity, Google Ads policy constraints, keyword strategy, budget framework, and launch priorities for Royal Oak.

Royal Oak, Michigan•Prepared April 2026

Executive summary

The opportunity is real, but the account must be built around compliant service demand.

Business asset
16 lanes

Target Sports publicly promotes a 16-lane, 20-yard indoor range in Royal Oak, creating a strong local service-led offer for search campaigns.

High-intent class
$100 CPL

The site lists CPL classes at $100 cash-only with NRA-certified instruction, which supports a dedicated class campaign and a clear conversion offer.

Launch recommendation
$3.35K

The modeled pilot budget prioritizes Range, CPL, and Training demand while reserving a small share for brand defense and policy-cleared remarketing.

Business facts

What the client already has working in its favor

Location: 30482 Woodward Ave, Royal Oak, MI 48073
Phone: 248-549-2122
Hours: Mon-Fri 10am-7pm; Sat 10am-6pm; Sun 10am-5pm
Last call: Range closes one hour before store closing
  • Indoor range access is a compliant service-led search angle.
  • CPL classes are scheduled regularly and promoted as meeting Michigan training requirements.
  • NRA-certified instruction supports trust-building messaging and local conversion positioning.
  • Business-hour call strategy matters because prospects are likely to call before visiting.

Critical constraint

Google Ads policy is the main strategic filter

Not allowed
Firearms, ammunition, and many related parts

Google policy disallows ads for functional guns and many accessories that enhance firearm functionality.

Safer path
Range, training, CPL, safety-led messaging

Campaigns should emphasize instruction, range use, certifications, safety, and local service value.

Operational impact
Ad copy, landing pages, and keywords must all align

Even if a campaign theme is compliant, restricted product-heavy landing page language can still create approval risk.

Keyword and cost model

Modeled CPC range: roughly $2.70 to $7.50 for priority search themes

Concealed carry class michigan$4.00-$7.50
CPL class Royal Oak$3.60-$6.60
Shooting range Royal Oak$3.80-$6.80
Indoor shooting range near me$3.40-$6.10
Gun safety class michigan$2.90-$5.40
Interpretation
  • CPL and range terms are the strongest opening campaigns because they combine intent with a local service proposition.
  • Broader “near me” terms can scale reach, but they need tight geo-targeting and negatives.
  • Retail firearm keywords should be avoided because they create both policy and efficiency risk.
  • These CPC values are planning estimates and should be replaced with first-party account data after launch.

Budget structure

Recommended pilot budget allocation

Range intent
45%

$1,500/mo focused on local range and visit-oriented search demand.

CPL classes
30%

$1,000/mo around class dates, certification, and high-intent training demand.

Training / safety
10%

$350/mo to capture education-led searches and develop remarketing audiences.

Brand + remarketing
15%

$150 brand defense + $350 remarketing only if policy review confirms eligibility.

Forecasting view

Initial performance expectations should be framed as scenarios, not guarantees

Conservative
Estimated leads at 420 clicks and 5% conversion
Base case
Estimated leads at 520 clicks and 8% conversion
Upside
Estimated leads at 650 clicks and 11% conversion

These are planning scenarios built from modeled click and conversion assumptions. The meeting narrative should emphasize disciplined testing, conversion tracking, and refinement after real search term and device data begins to accumulate.

Competitive context

The local market includes nearby range-and-training operators that will likely compete for class demand

Target Sports
  • Royal Oak location on Woodward
  • 16-lane indoor range and retail presence
  • CPL classes promoted with Michigan compliance language
  • Local convenience and established physical footprint
Action Impact
  • Southfield and Eastpointe locations
  • CCW/CPL training actively promoted online
  • Expanded class scheduling and multiple instructors
  • Likely overlap on metro Detroit training searches

The best competitive upgrade after launch is to add Google Ads auction insights so the client can see actual overlap rate, impression share, outranking share, and competitor pressure by campaign.

Launch roadmap

Recommended 7-step rollout

1. Policy review: confirm ad copy, landing pages, and extensions avoid restricted firearm-sale language.
2. Campaign build: separate Brand, Range, CPL, and Training with exact and phrase-led structure.
3. Geo focus: start with Royal Oak plus nearby trade area rather than broad statewide traffic.
4. Conversion setup: track calls, forms, direction clicks, and class inquiry actions before scaling.
5-7. Optimization cadence: weekly pacing checks, negative keyword refinement, and monthly executive reporting.

Meeting close

A compliant, local-first search strategy gives this account the best chance to launch cleanly and scale responsibly.

Best next move: approve the pilot structure, finalize compliant landing pages, and launch a focused 30-day test around range and CPL demand.

Questions + discussion
1 / 10