# 90-day Google Ads launch plan — new Cleveland electrical brand Written for a brand with no account history, no conversion data, and no reviews on the new GBP profile yet. Assumes a $6,000–$10,000/month starting media budget; the structure holds at any size, only the daily caps move. --- ## Phase 0 — before a single dollar (days 1–5) Nothing runs until measurement is real. In order: 1. GTM container live, GA4 configured inside it, `booking_confirmed` and `booking_confirmed_page` marked as key events. 2. CallRail with dynamic number insertion, a distinct pool for paid search, 60-second qualified-call threshold, CallRail → Google Ads integration on. 3. Google Business Profile claimed, categories set (Electrician primary), service areas drawn, hours accurate. **Local Services Ads background check and license verification submitted the same week** — Google Guaranteed takes weeks to clear and it is the cheapest booked job in the account, so it starts first even though it launches last. 4. Conversion actions in Google Ads: booked form + qualified call as Primary; call clicks, calculator completions, chat as Secondary. Exactly two primaries, or bidding optimizes toward noise. 5. Landing pages checked at 375px on a real phone on LTE, not on desktop with the responsive toolbar. --- ## Campaign structure | # | Campaign | Type | % of budget | Why it exists | |---|---|---|---|---| | 1 | Brand | Search, exact + phrase | 3–5% | Cheap, defends against competitors bidding your name. Cap it — brand traffic will happily eat budget and flatter the report. | | 2 | Emergency / same-day | Search | 25% | "electrician near me open now", "emergency electrician cleveland". Highest CPC, highest close rate, shortest decision window. Own ad group with call-only assets and a 24/7 schedule. | | 3 | High-ticket service | Search | 35% | Panel upgrades, whole-home rewiring, generators, EV chargers. One ad group per service, tight match. This is where margin lives. | | 4 | Repair / general | Search | 15% | Outlets, switches, breakers tripping, no power to a room. Lower ticket, feeds the review engine and the repeat customer list. | | 5 | Local Services Ads | LSA | 15% | Pay per lead, sits above Search, carries the Google Guaranteed badge. Separate budget, separate mechanics, managed weekly. | | 6 | Performance Max | PMax | 7% | **Not until there are 30+ conversions in the account.** Launched early, PMax cannibalizes brand and reports the credit back to itself. | Geo: Cleveland plus the near west and south suburbs, targeting **Presence: people in your targeted locations** only — never "people interested in", which is how a Cleveland electrician ends up paying for clicks from Cleveland, Tennessee. Schedule: emergency runs 24/7. Everything else runs during dispatch hours with a bid-down overnight, until call data proves otherwise. --- ## Bid strategy progression | Weeks | Strategy | Reason | |---|---|---| | 1–2 | Manual CPC or Maximize Clicks with a CPC ceiling | Zero conversion history. Smart bidding with no data spends fast and learns nothing useful. Goal is volume of *relevant* clicks and search-term evidence. | | 3–5 | Maximize Conversions | Enough signal to let the system find pattern. Watch CPA, do not panic in the first four days of learning. | | 6+ | Target CPA, set 15–20% above the observed CPA | Tighten toward the real target in steps, never in one jump. A tCPA set far below current performance simply stops serving. | | Ongoing | tROAS only once revenue per job is flowing back from the CRM/ServiceTitan | Otherwise you are optimizing to a guess. | --- ## Keywords **Seed, high intent:** `electrician cleveland` · `electrician near me` · `emergency electrician cleveland` · `electrical panel upgrade cost` · `200 amp panel upgrade` · `federal pacific panel replacement` · `zinsco panel replacement` · `knob and tube rewiring cleveland` · `aluminum wiring repair` · `ev charger installation near me` · `tesla charger installation cleveland` · `whole house generator installation` · `licensed electrician lakewood ohio` · `breaker keeps tripping electrician` Cleveland-specific note: Federal Pacific Stab-Lok, Zinsco, knob-and-tube and 1965–73 aluminum branch wiring are genuinely common in this housing stock. Those terms are low volume and very high intent, and most competitors do not bid on them. **Day-one negative list (partial):** `jobs` `salary` `hiring` `apprentice` `school` `training` `union` `license` `how to` `diy` `youtube` `free` `cheap` `wiring diagram` `home depot` `lowes` `harbor freight` `parts` `breaker box price` `commercial` `industrial` `solar panel` `panel cost calculator` (if it draws researchers, not buyers) `electrician near me toledo` and every non-served city name. **Search-term mining cadence:** every Monday for the first six weeks, then weekly ongoing. Terms that convert twice get promoted into their own ad group with their own landing page. Terms that spend 2× target CPA with zero conversions become negatives that day. This is the single highest-ROI hour in the week and it is the one most agencies skip. --- ## Ads and assets - Responsive search ads: 12–15 headlines, and at least three of them carry a **number** — "$150 Off Panel Upgrades", "Prices Published Online", "Same-Day Slots, 7 Days". - Call extension on every campaign, tracked through CallRail. - Location, sitelink (Pricing / Offers / Book / Reviews), callout (Licensed & Insured, 2-Year Warranty, Permit Included), structured snippet, and price extensions. - Ad group → landing page match is one-to-one. An "EV charger installation" ad group points at the EV charger page, never the homepage. This is the cheapest Quality Score improvement that exists. --- ## The 90 days **Days 1–30 — evidence.** Campaigns 1–4 live. Manual/Max Clicks. Daily search-term review the first two weeks. Goal is not a good CPA; it is a clean, honest picture of what a booked job actually costs and which services carry the money. LSA verification chased weekly. **Days 31–60 — efficiency.** Switch to Maximize Conversions once 15+ conversions land. LSA live and budgeted. Kill or rebuild ad groups below half the account average conversion rate. Start the negative list that will run for years. First landing-page test: form field count on the highest-spend service page. **Days 61–90 — scale.** tCPA live and stepping down. PMax launched with the calculator-completion and booked-job audiences as signals, and with brand terms excluded via account-level negatives so it cannot claim credit it did not earn. Bing imported at roughly 15% of Google spend — cheaper clicks, older homeowner demographic, meaningful for panel and generator work. Weekly report by then reads: spend, calls, forms, booked jobs, cost per booked job, revenue by service and city. --- ## What I would report, and what I would not I will not send a report whose headline metric is impressions or cost per lead. The number on the top line is **cost per booked job**, and next to it, revenue by service. If a campaign produces cheap leads that never turn into a truck roll, I will say so in the report and shut it off, even if it makes the CPL column look worse.