Ads Strategy Document
This is a real strategy deliverable produced during Step 3 of our Google Ads process. It translates the market research into an actionable campaign plan. Client receives this document for review before any build work begins.
Campaign Structure
Four campaigns split across Search (80%) and Performance Max (20%). Search captures high-intent buyers actively looking for roofing services. PMax builds awareness across Google's full network.
Search — Emergency / Storm Damage
40% of budgetCapture high-intent searches after storms
Search — Roof Replacement
25% of budgetCapture homeowners planning a roof replacement
Search — Materials / Insurance
15% of budgetReach educated buyers comparing materials or filing claims
Performance Max — Brand Awareness
20% of budgetMulti-channel discovery across Maps, YouTube, Display, Gmail
Budget & Performance Projections
$3,000
Total Monthly Budget
$2,400 (80%)
Search Campaigns
$600 (20%)
Performance Max
$85 – $130
Estimated CPL (Month 1-2)
$55 – $80
Target CPL (Month 3+)
25 – 45
Estimated Leads/Month
Industry benchmark: Roofing CPL averages $228 nationally. Our target of $55-$80 reflects the combination of geographic focus, negative keyword coverage, and landing page alignment. PMax historically delivers 21% lower CPL than Search alone for local services.
Targeting Rules
Geographic Targeting
City + 25-mile radius covering the full metro area. Exclude rural areas beyond service range. Location intent: "People in or regularly in your targeted locations" only.
Device Strategy
Mobile-first bid adjustments (+15%). 73% of emergency roofing searches happen on mobile. Desktop maintained for insurance/material research queries.
Ad Schedule
Run 24/7 with bid adjustments: +20% during business hours (7am-7pm), +30% during storm events (manual activation). Reduced bids overnight (-40%).
Audience Layers
Homeowners (in-market), Property managers, Recently moved. Observation mode on all campaigns for data collection. Targeting mode on PMax only.
Negative Keywords
Pre-loaded list of 150+ negatives: DIY terms ("how to", "myself"), job seekers ("roofing jobs", "hiring"), unrelated materials, competitor brand names.
Ad Group Structure & Copy Direction
Emergency / Storm Damage
Ad Group: Hail Damage
"Hail Damage? Get a Free Roof Inspection Today | Licensed & Insured | Same-Day Estimates"
Ad Group: Storm Repair
"Storm Damage Roof Repair | Insurance Claims Handled | Call Now for Fast Service"
Ad Group: Emergency
"Emergency Roof Repair — Available Now | Tarping & Temporary Fixes | Licensed Contractor"
Roof Replacement
Ad Group: General Roofing
"Trusted Roofing Contractors | Free Estimates | Class 4 Impact-Resistant Options"
Ad Group: Replacement
"Time for a New Roof? | 53-Year-Old Homes Need Modern Protection | Get Your Quote"
Ad Group: Commercial
"Commercial Roofing | TPO, PVC & Metal Systems | Serving Local Businesses"
Conversion Tracking Plan
Phone Calls (30s+)
Google forwarding number + call tracking
Form Submissions
Thank-you page conversion + enhanced conversions
Online Booking
Booking confirmation page event
Click-to-Call (Mobile)
Tel: link click tracking
Driving Directions
Google Maps action tracking via PMax
Launch & Optimization Timeline
Launch & Learn
Campaigns go live. Broad match modifiers active. Conversion tracking verified. Daily search term reviews to catch irrelevant queries early.
Optimize & Refine
First bid adjustments based on conversion data. Pause underperforming ad variations. Add negative keywords from search term reports. Adjust geo-targeting if needed.
Scale Winners
Shift budget toward highest-converting campaigns. Introduce tCPA bidding on campaigns with 30+ conversions. Launch A/B tests on top-performing ad copy.
Steady-State Optimization
Weekly optimization cadence. CPL targets active. Seasonal adjustments for storm season. Expansion to new service areas as data supports.
Success Metrics & KPIs
| Metric | Month 1-2 Target | Month 3+ Target |
|---|---|---|
| Cost Per Lead | $85 - $130 | $55 - $80 |
| Leads Per Month | 25 - 35 | 35 - 45 |
| Click-Through Rate | > 4% | > 6% |
| Conversion Rate | > 3% | > 5% |
| Quality Score (avg) | > 6 | > 7 |
| Impression Share | > 50% | > 70% |
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