Proposed routing
Demand has one accountable path
Search→Campaign→Ad group→Written RSA→Relevant page
Each in-scope campaign has its own budget, intent groups, advertisements, destination, and qualified-outcome definition.
Account overview
One $3,000 launch plan
The required Brand and Water Heater campaigns. Every dollar appears once.
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.
Ready
Decision logic
Why this structure
- Separate cheap Brand demand from acquisition reporting.
- Keep the initial build inside the required Water Heater scope.
- Research all secondary services before allocating any budget.
- Use exact and phrase controls while qualified data accumulates.
Case facts carried into the build
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.
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.
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.
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.
A homeowner inside the service area seeking a service Joe actually provides. One deduplicated qualified opportunity is the intended bidding signal after validation.
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.
| Status | Campaign | Type / network | Location | Bidding | Daily | Monthly | Evidence |
|---|
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.
Fact, assumption, and validation register
| Area | Supplied fact | Recommended assumption | Validation or decision rule |
|---|---|---|---|
| Scope | Brand + Water Heater only | No secondary-service acquisition campaign | Future services require a separate approved expansion decision |
| Budget | $3,000 monthly test | $150 Brand ceiling; $2,850 Water Heater | Raise Brand only when lost impression share from budget is material |
| Geography | Anne Arundel County with priority near Annapolis | County presence targeting | Confirm service ZIPs, exclusions, travel limits, and capacity |
| Hours | Live coverage weekdays 7:30-6 and Saturday 8-2; voicemail after hours | Campaigns all hours; call asset staffed hours | Segment after-hours forms, voicemails, qualified rate, and response lag |
| Bidding | No Joe history or allowable qualified-opportunity cost supplied | Click-based validation with an approved CPC guardrail | Do not activate uncapped bidding or Target CPA without economics and mature quality data |
| Keywords | Water Heater installation and replacement is primary | Exact plus controlled phrase | Review search terms and conflicts before broader matching |
| Measurement | Google Ads, GA4/GTM as appropriate, and CallRail | Raw actions secondary; one deduplicated qualified opportunity primary | Test enhanced conversions, transport, counting, attribution, and import diagnostics |
| Destinations | A dedicated Water Heater page may be created or improved | Reserved example URLs and a nonfunctional prototype | Replace with verified URLs, phone number, privacy/consent, and tracking |
| Forecast | No historical Joe performance | Planner scenarios describe demand only | Do 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.
| Status | Ad group | Why it exists | Keywords | Campaign budget | Destination | Written 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.
| Status | Keyword | Match | Ad group | Intent | Destination | Upload now | Planner 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.
| Status | Negative | Match | Scope | Campaign / group | Reason | Upload now | Shared 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.
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
| Status | Asset | Type | Association | Role / decision | Destination |
|---|
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.
Ad groupTank and General→Display URLjoesplumbing.example/water-heater-replacement→Open 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.
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.
LocationAnne Arundel County, Maryland
HistoryAug 2025 to Jul 2026
Water Heater forecastOct 1 to 31, 2026
Research rows5,306
Visual proof
Settings and 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.
| Status | Check | Owner | Required action | Launch effect |
|---|