GAds build
Joe's Plumbing CompanyProposed account structure
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PROPOSED BUILD Planner forecasts, not live performance Prepared Sep 4, 2026 Nothing published
All campaigns Proposed build

Account overview

One $3,000 launch plan

The required Brand and Water Heater campaigns. Every dollar appears once.

Proposed
Planning budget$3,000monthly total
Brand ceiling$150$4.93 average daily
Water Heater$2,850$93.75 average daily
Next service test$0research first
Brand5%
Water Heater95%
Why this splitThe case requires Brand plus Water Heater. Brand receives a $150 ceiling and Water Heater receives the remaining $2,850. No second service receives budget until county-wide service research supports the choice. The $75/day Planner scenario remains research evidence, not a third budget. Exact and phrase forecasts overlap and are never added together.

Proposed routing

Demand has one accountable path

Ready
SearchCampaignAd groupWritten RSARelevant page

Each in-scope campaign has its own budget, intent groups, advertisements, destination, and qualified-outcome definition.

Decision logic

Why this structure

  1. Separate cheap Brand demand from acquisition reporting.
  2. Keep the initial build inside the required Water Heater scope.
  3. Research all secondary services before allocating any budget.
  4. Use exact and phrase controls while qualified data accumulates.
Case facts carried into the build
Company and customer

Locally owned residential plumbing company headquartered in Annapolis, operating for 18 years. The target is a homeowner in the core service area who values responsiveness, professionalism, trustworthy recommendations, and quality workmanship.

Service and geography

Brand plus Water Heater Installation and Replacement only. County presence targeting covers Annapolis, Arnold, Severna Park, Edgewater, Davidsonville, Crofton, Gambrills, Pasadena, and Cape St. Claire, with priority reasonably close to Annapolis.

Approved proof

Licensed and insured. 4.9-star Google rating with 325+ reviews. Background-checked technicians. Upfront pricing. Workmanship guarantee. Same-day appointments only when scheduling allows. Financing only for qualifying larger projects.

Lead handling

Live phone coverage is Monday-Friday 7:30 AM-6:00 PM and Saturday 8:00 AM-2:00 PM. Sunday is closed. After-hours callers may leave voicemail. Primary lead paths are calls and forms, with CallRail quality feedback.

Qualified opportunity

A homeowner inside the service area seeking a service Joe actually provides. One deduplicated qualified opportunity is the intended bidding signal after validation.

Traffic guardrails

Exclude DIY, parts-only, employment, training, wholesale, and commercial-only intent. Do not claim 24/7 or emergency availability. The campaign can collect forms after hours while the call asset follows staffed hours.

Campaigns

Campaign structure

Two proposed budgets reconcile to $3,000. Planner values are evidence, not achieved performance.

2 proposed campaigns
StatusCampaignType / networkLocationBiddingDailyMonthlyEvidence
Operating rule

Brand remains capped at $150. Water Heater receives the remaining $2,850 because it is the required acquisition service. A second service stays unbudgeted until the new research compares complete county-wide demand.

Campaign settings

Control surface

Shared controls for the two proposed Search campaigns.

Pending verification
Fact, assumption, and validation register
AreaSupplied factRecommended assumptionValidation or decision rule
ScopeBrand + Water Heater onlyNo secondary-service acquisition campaignFuture services require a separate approved expansion decision
Budget$3,000 monthly test$150 Brand ceiling; $2,850 Water HeaterRaise Brand only when lost impression share from budget is material
GeographyAnne Arundel County with priority near AnnapolisCounty presence targetingConfirm service ZIPs, exclusions, travel limits, and capacity
HoursLive coverage weekdays 7:30-6 and Saturday 8-2; voicemail after hoursCampaigns all hours; call asset staffed hoursSegment after-hours forms, voicemails, qualified rate, and response lag
BiddingNo Joe history or allowable qualified-opportunity cost suppliedClick-based validation with an approved CPC guardrailDo not activate uncapped bidding or Target CPA without economics and mature quality data
KeywordsWater Heater installation and replacement is primaryExact plus controlled phraseReview search terms and conflicts before broader matching
MeasurementGoogle Ads, GA4/GTM as appropriate, and CallRailRaw actions secondary; one deduplicated qualified opportunity primaryTest enhanced conversions, transport, counting, attribution, and import diagnostics
DestinationsA dedicated Water Heater page may be created or improvedReserved example URLs and a nonfunctional prototypeReplace with verified URLs, phone number, privacy/consent, and tracking
ForecastNo historical Joe performancePlanner scenarios describe demand onlyDo not treat $140 as a target or compare it directly with qualified-opportunity economics

Ad groups

Intent routing

An ad group is the container for related keywords and advertisements. It is not the advertisement a customer sees.

CampaignOwns budget, geography, schedule, bidding, and goal.
Ad groupGroups searches that need the same message and page.
Responsive Search AdThe written headline and description pool customers may see.
Landing pageContinues the same service promise after the click.
StatusAd groupWhy it existsKeywordsCampaign budgetDestinationWritten ads
Why separate groupsTraditional tank and general replacement searches use one message path. Tankless installation and replacement use another because the product, questions, advertisement, and destination differ. Repair-only and town-specific groups remain deferred.

Keywords

Positive keywords

Forty-nine researched Brand and Water Heater rows. Forty-five are proposed launch candidates; four repair or symptom rows remain withheld.

Live query review required
StatusKeywordMatchAd groupIntentDestinationUpload nowPlanner evidence
Why exact and phraseExact protects the highest-intent themes. Phrase supplies controlled reach in a finite county market. Search terms must be reviewed before any move toward broader matching.

Negative keywords

Traffic exclusions

Forty-three researched negatives cover explicit exclusions, campaign routing, and ad-group routing. Only rows marked Upload now: Yes proceed after a final conflict check.

Conflict review required
StatusNegativeMatchScopeCampaign / groupReasonUpload nowShared list

Responsive Search Ads

Launch copy and staged tests

Each active group has one complete launch candidate and one fully written test variant. The test variant remains staged until a distinct approved destination or experiment design exists.

Copy complete · live Ad Strength pending

Assets

Useful additions around the ad

Assets are extra links and facts that may appear with a Search ad. They are separate from responsive ad headlines and descriptions.

6sitelinks
8callouts
4snippet values
9launch decisions
Open the row-level asset specification
StatusAssetTypeAssociationRole / decisionDestination

Landing pages

Two pages continue two search intents

Tank and General traffic receives a replacement-plan page. Tankless traffic receives a dedicated fit-assessment offer. Both are nonfunctional recommendations and require verified production URLs, phone details, consent, tracking, and claims.

2 illustrative recommendations
Ad groupTank and GeneralDisplay URLjoesplumbing.example/water-heater-replacementOpen standalone page
Tank and General desktop previewIllustrative destination
1Each ad group continues to a page with the same service intent
2General replacement and tankless receive distinct offers
3Calls, forms, service area, and homeowner fit stay explicit
4URLs, tracking, consent, phone details, and claims remain launch gates

Conversions

Outcome architecture

Raw calls and forms are parallel diagnostic inputs. The account optimizes to one deduplicated qualified opportunity only after the entire import path is validated.

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 one

Configuration

Measurement rules

  • Qualification means homeowner, eligible service area, and a service Joe provides.
  • Stable lead IDs prevent duplicate offline imports.
  • Enhanced conversions for leads capture approved hashed first-party identifiers.
  • Google Ads Data Manager or an approved direct integration transports qualified outcomes and exposes import diagnostics.
  • No Target CPA until economics, lag, signal quality, and sufficient mature volume are known.

Connection gates

Verify before launch

  • Google Ads + GA4/GTM ownership
  • CallRail number pool, routing, consent, and deduplication
  • Enhanced-conversion identifiers and Data Manager transport
  • Primary vs secondary goal settings
  • Qualified lead import and diagnostics test

Keyword Planner evidence

Source trail

Fresh Joe research for the required Water Heater build. Park performance is used only as a directional agency benchmark outside these forecasts.

Updated Sep 4, 2026
LocationAnne Arundel County, Maryland
HistoryAug 2025 to Jul 2026
Water Heater forecastOct 1 to 31, 2026
Research rows5,306

Visual proof

Settings and assumptions

Keyword Planner settings evidencePhrase forecast assumptionsExact forecast assumptions

Decision impact

What the data changed

  • 340Rounded average monthly searches across the saved Water Heater themes support a focused launch.
  • 70Tankless installation demand supports a distinct Tankless ad group and destination.
  • $9.92Phrase modeled average CPC supports controlled phrase coverage with search-term review.
  • $36.62Exact modeled average CPC makes an exact-only plan too restrictive and expensive.
Forecast boundaryThe Planner used $75/day and Maximize Conversions. The proposed launch uses $93.75/day and click-based validation. These scenarios describe demand and relative match-type risk; they are not a launch forecast or performance commitment.

Prelaunch audit

Launch gates

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

Not launch ready
StatusCheckOwnerRequired actionLaunch effect