GAds build
Joe's Plumbing CompanyProposed account structure
J
PROPOSED BUILD Planner forecasts, not live performance Prepared Sep 3, 2026 Nothing published
All campaigns › Proposed build

Account overview

Build summary

Two search campaigns route brand and water-heater demand into controlled, claim-safe paths.

Proposed
Planning budget$3,000monthly allocation
Brand ceiling$150$4.93 average daily
Water heater$2,850$93.75 average daily
Forecast assumption$75/dayseparate Planner model
Forecast boundaryExact and phrase exports overlap. They are shown as alternatives and are never added together. The $75/day Planner assumption is not the final $93.75/day campaign allocation.

Proposed routing

Demand has one accountable path

Ready
Search→Campaign→Ad group→Relevant page→Qualified outcome

Brand remains isolated. Water-heater installation and replacement share one campaign budget, while tankless activates only when its page is real and complete.

Decision logic

Why this structure

  1. Protect brand navigation without letting it consume acquisition budget.
  2. Concentrate nonbrand learning in one service campaign.
  3. Use exact and phrase controls while query evidence accumulates.
  4. Optimize only to a unique qualified water-heater outcome after validation.

Campaigns

Campaign structure

Budgets are proposals. Forecasts are Planner scenarios, not campaign results.

2 campaigns
StatusCampaignType / networkLocationBiddingDailyMonthlyForecast
Operating rule

Brand is capped and defensive. Water Heater carries the acquisition budget. No Performance Max or Display expansion is proposed because the first job is to validate intent, routing, and qualified outcome measurement.

Campaign settings

Control surface

Launch settings shared across the two proposed Search campaigns.

Pending verification

Ad groups

Intent routing

Shared campaign budget, distinct search intent, and a destination gate for tankless.

StatusAd groupRoleKeywordsBudgetDestinationForecast
No fabricated group forecastThe current Planner export is aggregated. It does not isolate Tank / General versus Tankless, so group forecast cells remain unavailable.

Keywords

Positive keywords

All proposed positive terms, with routing and launch state from the build sheet.

48 total
StatusKeywordMatchAd groupIntentDestinationPlanner evidence

Negative keywords

Traffic exclusions

43 proposed negatives protect the service objective without blocking install or replacement demand.

Conflict checked
StatusNegativeMatchScopeCampaign / groupReasonShared list

Responsive Search Ads

Message control

Each launch group has 15 headlines, 4 descriptions, 2 paths, and a documented pin rule.

Character checked

Assets

Association plan

Useful account and campaign assets are specified. Unsupported promotions and unverified identity assets remain deferred.

6sitelinks
8callouts
4snippet values
9implementation decisions
StatusAssetTypeAssociationRole / decisionDestination

Landing pages

Ad to page continuity

Tank / General routes to one focused water-heater acquisition page. Tankless activates only with an equally relevant destination.

Prototype
Tank / GeneralReplacement + installation RSA[WATER_HEATER_URL]
TanklessTankless RSA[TANKLESS_URL]
Desktop preview 1440px
Mobile preview 390px
01Service + county appear immediately
02Call and form paths are visible
03Trust claims stay evidence-bound
04Illustrative hero must be replaced

Conversions

Outcome architecture

Raw calls and forms are parallel diagnostic inputs. A unique qualified water-heater outcome becomes the bidding signal only after validation.

Access required
DIAGNOSTIC INPUTCalls from adsSecondary · Count one
DIAGNOSTIC INPUTWebsite calls / CallRailSecondary · Raw call record
DIAGNOSTIC INPUTAccepted formsSecondary · Count one
→
BUSINESS LEDGER / CRMMerge duplicate contactsStable opportunity ID
→
GATED BIDDING SIGNALQualified water-heater opportunityPrimary only after validation · Count every

Configuration

Measurement rules

  • Stable lead IDs prevent duplicate offline imports.
  • 30-day window for raw calls and forms.
  • 90-day window for qualified downstream actions.
  • Data-driven attribution where supported.
  • No Target CPA until economics and signal quality are known.

Connection gates

Verify before launch

  • Google Ads + GA4 connection
  • GTM event ownership
  • CallRail number pool and routing
  • Primary vs secondary goal settings
  • Qualified lead import test

Keyword Planner evidence

Source trail

Fresh Joe research. Park campaign data was not used.

Pulled Sep 3, 2026
LocationAnne Arundel County, Maryland
HistoryAug 2025 to Jul 2026
ForecastOct 1 to 31, 2026
Source size4,142 rows

Visual proof

Settings and assumptions

Keyword Planner settings evidencePhrase forecast assumptionsExact forecast assumptions

Decision impact

What the data changed

  • 340Average monthly searches across the 25 saved seed themes supported a narrow install / replace build.
  • 70Tankless installation volume justified a conditional group, not a launch without a relevant page.
  • $36.62Exact modeled CPC made a one-match-type-only plan too restrictive.
  • $9.92Phrase modeled CPC supported controlled phrase coverage with negatives and query review.

Prelaunch audit

Launch gates

The build is documented. Publication remains blocked until account, measurement, destination, and claim gates close.

Not launch ready
Ready6
Needs client access7
Needs verification8
Blocked1
StatusCheckOwnerRequired actionLaunch effect