Retailers · Pay per click advertising
Advertise for the fortnight before the sale, not for the whole year.
Pay per click advertising for a shop is worth buying in short bursts, before a festival, a sale or the school season. GullySales sets the radius and the dates, keeps the online bargain hunters out of it, and counts what actually reached the counter.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What pay per click advertising means
Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.
Last updated 5 Oct 2026.
For retailers
Where it usually goes wrong, and what we would do.
“Two kilometres is the whole market for most stores”
Nobody drives across the city for a shirt. The radius should match what a shopper will cross a signal for on a weekday evening.
“The burst beats the drip”
A small budget spread over twelve months is invisible. The same money spent in the ten days before Diwali moves footfall you can see at the counter.
“Price comparers click and never come”
A shopper standing in a rival store checking your price is a click you paid for. Adverts about stock and hours draw better than adverts about price.
“The result is a call or a route, not a sale”
Nothing gets bought online here, so an advert has to be judged on calls, direction requests and what the staff hear at billing.
What we do
What we deliver for retailers.
Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.
Campaigns timed to the shop's own season
Adverts planned for the fortnight before Diwali, the sale weeks, school reopening and any local market event, and switched off between them.
Result: Money is spent when people are already buying.
A radius set to the road, not the city
Adverts limited to the neighbourhoods shoppers genuinely come from, including the office crowd if you sit near one.
Result: You stop paying for clicks from twenty kilometres away.
Adverts built on stock, hours and location
Copy naming the brands and sizes held, the festival timings and the landmark, with call and direction links inside the advert.
Result: The click becomes a visit rather than a price check.
Negative keywords for online and job searches
Online, coupon, discount code, wholesale, dealership and vacancy searches kept out of the store campaigns.
Result: The budget follows people who can walk in.
A rough way to trace footfall to the advert
A tracked number, one question asked at billing, and direction requests counted across the campaign days.
Result: You know what the burst brought through the door.
Spend and footfall reported after each burst
What the burst cost, the calls and routes it produced and what the counter recorded, compared with the same weeks before it ran.
Result: Next season's budget is set on what happened.
How the result is measured
- Cost per click
- Cost per enquiry
- Enquiries from paid search
Recorded as a baseline before work starts, so every later report has an honest comparison.
Searches to bid on and block
The searches worth paying for as a shop, and the ones to keep out.
- Product plus area, such as running shoes near Koramangala
- Bid, in a short burst. A person who names the product and the neighbourhood is ready to walk in. Name the brands and sizes you hold and show your opening hours inside the advert.
- Festival and sale searches, such as Diwali sale offers
- Bid in the fortnight before the festival and stop when it ends. Lead the advert with the dates and what is on offer in the store, not with the shop's name.
- Online price searches, such as coupon code or cheaper on Amazon
- Block. These searchers are comparing an online price and will not walk into a store. Do not try to out-argue a marketplace on a click you pay for.
- Wholesale, dealership and vacancy searches
- Block. They want to buy at trade rates, become a dealer or find a job, and none of them is a shopper. Add the words once and review what the search report shows.
- Where the click lands
- Send the click to your Maps listing or a one-screen page with the address, hours, a directions button and a WhatsApp number. A shopper who has to scroll for the shop address will not come.
- Counting a real enquiry
- Count a call or WhatsApp that asks whether an item is in stock, a request for directions, and a shopper who says at billing that they saw the advert. Keep a tick sheet at the counter.
Who it is for
This is written for these retailers.
- Apparel and footwear stores
- Electronics and appliance retailers
- Grocery and kirana stores
- Home decor and furnishing stores
- Jewellery and gifting retailers
- Multi-brand outlet stores
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the pay per click advertising work runs
- 1
Understand the total budget
We agree the full paid advertising budget available across all platforms, rather than planning each one separately.
- 2
Audit current platform performance
We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.
- 3
Build the cross-platform plan
Campaigns are structured across platforms with a shared measurement standard from the outset.
- 4
Implement and monitor
Campaigns run with budget allocated dynamically based on real-time performance.
- 5
Measure and reallocate
We report performance and shift budget toward what is working, within agreed limits.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Bon Millette
- Situation
- A new food brand has to look trustworthy before anyone will try it, and Bon Millette had nothing online for a first-time buyer to weigh up.
- What we did
- A site that matches the food
- The story in a trust-building order
- Product sections with full disclosure
- A short path from reading to buying
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Also worked with
Chord Road Hospital · Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Which weeks are actually worth paying for?
How do we know an advert brought somebody in?
Should a small shop bid on its own name?
Do we need a website before we run ads for the shop?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
From the blog
Further reading for retailers.
7 min read · 21 Sept 2026NRI jewellery advertisingAn NRI buyer is two customers: the one flying in for a wedding, and the one paying from abroad for a mother who collects it. The campaigns, the timings and the payment flows differ.
7 min read · 21 Sept 2026Local audience targeting strategyThree different people are local to you: the one who lives near you, the one who works near you, and the one searching near you. The settings that reach each are different.
8 min read · 21 Sept 2026How to advertise to retail business ownersA shop owner is behind the counter from ten to nine and cannot leave it. That single fact rules out most media, and it makes the lean afternoon hour and the distributor's salesman worth more than any campaign.
More for retailers
Everything else we would do for you.
Or start from the overview: sales and marketing for retailers.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.