Google wants AdWords customers to succeed. But they found that there is often a little performance lull a few weeks after sign up — it's easily remedied, but could be disheartening.

We came up with a direct mail idea that would be sent to premium account holders a few weeks after sign up, right when their campaign needed a little extra oomph. The messaging was simple: we know there's a bit of a lull, it's normal, and here's how to get out of it. The kit was to come with healthy/"power up" snacks sourced from other AdWords customers (and packaged with their successful ad), and an Android tablet that, when turned on, leads to simple tips for reaching customers.

Copy:

You've gotten this far. Now give your AdWords some extra oopmh.

Get campaign advice on the tablet and an afternoon pick-me-up with some of our favorite snacks.