📊 BP X Evelyn

Google Ads Strategy Session

April 1, 2026 | 1:30 PM | Evelyn Sweeney, Google Account Strategist

$220/day spend 5 campaigns enabled Fake conversions to fix

🚨 #1 PRIORITY: "Book Appointment" Conversion is Broken

⚠️ The "Book appointment" conversion fires when someone CLICKS the scheduling widget button.
It does NOT mean they completed a booking or called. This inflates our numbers by 7x.

Fake "conversions" March 31

Actual phone calls March 31

Widget clicks last 7 days

Real phone calls last 7 days

💡 What this means: Google says we got 67 conversions last week. In reality we got 9 phone calls. Smart Bidding is optimizing for button clicks, not real customers. Kalen (the owner) flagged this today asking "is this phone calls?"

❓ Options for Evelyn:

Option A: Demote "Book appointment" to Secondary so Smart Bidding ignores it
Option B: Change the trigger to fire on form COMPLETION page, not button click
Option C: Delete it and rely entirely on offline conversion uploads from ServiceTitan

📊 Campaign Dashboard (All 8 Campaigns)

Campaign	Budget	Actual	Utilization	Status
🔧 Sewer (Mar 2026)	$150/day	$84/day	56%	Underspending
📍 LSA	$100/day	$73/day	73%	Healthy
🚨 Emergency 24-7	$50/day	$50/day	99%	Maxed out
💧 Sump Pump	$66/day	$6/day	9%	Just bumped + LP fixed today
🏷️ Brand	$15/day	$7/day	46%	OK
🔥 Water Heater	$10/day	$0	0%	PAUSED -- LP needs work
🚿 Drain Cleaning	$10/day	$0	0%	PAUSED -- LP needs work
🔥 Gas Line	$50/day	$0	0%	PAUSED

❓ Question: Why is Sewer only spending $84 of its $150/day budget (56%)? Is it search volume, bid strategy, quality score, or keyword coverage?

✅ What's Been Fixed Since Last Call (Mar 19)

✅
Tag coverage: 166/166 pages tagged (100%)
Was 40+ untagged. All pages now have AW-17179856077.
✅
Tag Gateway LIVE
callbrightside.com/onox/ -- Cloudflare server-side tagging. Recovers 15-25% conversions from ad blockers. Verified by Google on Mar 19.
✅
Click-to-Call changed to PRIMARY
Done on Mar 19 call with Divyashree. Smart Bidding now optimizes for real calls.
✅
Website Contact Form conversion created
GTM v42 published. Element Visibility trigger on "We are on it" confirmation.
✅
Offline conversions pipeline WORKING
EC4L (hashed phone/email). 3 jobs uploaded successfully. MCC ID confirmed correct. Script runs daily 8 AM. Conversion action ID: 7537150978.
✅
Auto-tagger: 58.9% attribution
Was 0%. Now matching 33/56 jobs to ad campaigns automatically. Runs daily.
✅
Sump Pump landing page FIXED
Ad was pointing to /sump-pump-repair/ (301 redirect to homepage). Changed to /sump-pumps/ today.
✅
Legacy tag AW-404985988 confirmed safe
Both tags fire. New one sends to MCC. Legacy is not blocking anything.

📋 Outstanding Items (Need Evelyn's Help)

🔴
GA4 import ticket
Evelyn was opening separate ticket to import GA4 key events (button_click_call, form_submit_booking, generate_lead, form_submission) at MCC level. What's the status?
🔴
Google hosted Local Actions need demotion
Directions, Menu views, Website visits are still Primary. These are vanity metrics inflating conversion counts. Need to be Secondary.
🟡
Enhanced Conversions follow-up
Divyashree was sending a booking link for follow-up meeting. Did that happen? Dhina case: 2-6744000040441
🟡
"Automatic conversion creation" setting
Evelyn's instruction from Mar 16: turn this OFF in Settings so Google stops auto-creating junk conversions. Was it done?
🟡
Offline conversions feeding Smart Bidding?
Script uploads daily. But are the offline conversions actually being used by Smart Bidding for optimization? How can we verify?
🟢
19 pages on old tag AW-404985988
Legacy tag. Confirmed not blocking new tag. Low priority but should be cleaned up eventually.

💰 Budget Changes

🚫 Service Local Pro (SLP) canceled -- $2,000/mo freed up

✅ Sump Pump bumped: $5/day ➡️ $66/day (absorbing SLP money until other pages are ready)

⏳ Next: Water Heater ($30/day) and Drain Cleaning once landing pages are improved

🔧 Sewer stays at $150/day -- underspending anyway, budget isn't the constraint

🔍 The Real Numbers vs What Google Shows

❌ WHAT GOOGLE SAYS

conversions last 7 days

Includes widget clicks, Local Actions, YouTube views

✅ REALITY

real phone calls last 7 days

Verified via metrics.phone_calls from API

💡 The gap is 7x. Smart Bidding thinks we're getting 67 leads when we're getting 9. Fixing "Book appointment" and demoting Local Actions closes this gap and lets Smart Bidding optimize for REAL customers.

7.3x

Real Sewer ROAS (verified)

$5,476

Sewer avg ticket

$220

Daily ad spend

394+ reviews (4.9 stars)

🎯 Priority Ask List for Evelyn

Fix "Book appointment" conversion
Demote to Secondary, change trigger, or delete. This is the #1 issue corrupting all data.

Verify offline conversions reaching Smart Bidding
Script uploads daily via EC4L. Are they being processed? Can we see them in reports?

GA4 import ticket status
Key events need importing at MCC level (844-909-2450). Was the ticket opened?

Demote Google hosted Local Actions
Directions, Menu views, Website visits. These inflate conversion counts. Make them Secondary.

Why is Sewer underspending?
$150/day budget, $84/day actual (56%). Is it search volume? Bid caps? Quality score?

Enhanced Conversions follow-up
Divyashree booking link? Dhina case: 2-6744000040441

Automatic conversion creation OFF?
From Mar 16: Evelyn said turn this off in Settings. Was it done?

📞 3CX Call Tracking -> Google Ads Conversion Tag
We have a 3CX phone system with 352+ call records (caller phone, duration, timestamp, recording URL). Can we tag these as Google Ads conversions? Three options we want Evelyn's input on:

Option A: Google forwarding number on call extensions
Google provides a tracking number that forwards to (913) 963-1029. Calls auto-tracked. Does BSP qualify? Is this the "Calls from ads" conversion?

Option B: Upload 3CX calls as offline call conversions
Match caller phone from 3CX to GCLID from our bridge database. Upload via ConversionUploadService.UploadCallConversions. We already have the GCLID capture pipeline (bridge on port 8509). Need: conversion action type = UPLOAD_CALLS.

Option C: Website call click tracking (already partially working)
Click-to-Call is PRIMARY. Tracks when someone taps the phone number on the website. But doesn't track people who dial (913) 963-1029 directly from the ad or memorize the number.

What we have: 3CX API access, 364 ST call records with from_number + recording_url, GCLID bridge capturing click IDs, 99.2% customer phone coverage. What we need from Evelyn: Which method works best? Can she set up the Google forwarding number? Or should we use the API upload path?

🛣️ Landing Pages -- What Exists vs What's Missing

Page	Status	Campaign Using It
/sewer-repair/	✅ LIVE	Sewer
/sump-pumps/	✅ LIVE (ad fixed today)	Sump Pump
/water-heater-repair/	✅ LIVE but campaign paused	Water Heater (paused)
/plumbing-services/	✅ LIVE but generic	Emergency points here
/trenchless-sewer-repair/	✅ LIVE	None currently
/drain-cleaning/	✅ LIVE	Drain (paused)
/emergency-plumber/	❌ 301 redirect	Ad removed already
/sewer-camera-inspection/	❌ Needs building	None
/gas-line/	❌ Needs building	Gas (paused)
/hydro-jetting/	❌ Needs building	None

❓ Does Google penalize Quality Score when an ad's landing page 301 redirects? The old Sump Pump ad was doing this until today.

📅 BP X Evelyn — Apr 14 Follow-up

2:00–2:30 PM CT · 13 days since Apr 1 session

Agenda + asks + new data Evelyn may want

Book-appt conversion still broken Smart Bidding still starved 13 HCP reports deployed

🔄 What Changed Apr 1 → Apr 14

Topic	Apr 1 status	Apr 14 status
Book appointment conversion	7x inflated	Pending Evelyn decision A/B/C still open
Offline conversions → Smart Bidding	Daily 8 AM EC4L	Pipeline broken 25 invoice_events, ZERO uploaded. 17 silent no-uploads. Smart Bidding still starved.
GA4 MCC import	Pending	Still pending no ticket # from Evelyn side
Google Local Actions demote	Primary	Still Primary 30-sec UI click
Sewer underspending	56% of $150/day	Still investigating need auction insights
/sewer-camera-inspection/ LP	Needs build	Audrey designed + built staging live, Bricks pipeline proven, pending QA
Attribution gap (Google vs real)	67 vs 9 (7.4x)	Cross-system data unified 4,271 HCP + 5,465 ST = 5,712 combined. Customer 360 live for Ashton.

🗓️ Apr 14 Agenda (30 min)

0:00-0:05 Book appointment conversion decision. Evelyn picks A/B/C. Recommending C, delete entirely, rely on offline ServiceTitan uploads. Widget clicks misrepresent intent.
0:05-0:12 Webhook pipeline diagnosis. Walk through the 25-event sample. Why 17 silent-no-uploads. Decide re-architect vs patch Sunday Ads fix logic.
0:12-0:16 GA4 MCC import. Evelyn status on key events (button_click_call, form_submit_booking, generate_lead, form_submission). Ticket # or escalation.
0:16-0:20 Demote Local Actions. Directions / Menu views / Website visits Primary → Secondary. Live on shared screen.
0:20-0:25 Sewer underspend root cause. $150 budget, $84 actual. Evelyn pulls auction insights live.
0:25-0:30 Landing page pipeline. /sewer-camera-inspection/ production push timing. Any paused campaign (Water Heater, Drain, Gas) Evelyn flags for reactivation post-LP.

❗ Hard Asks for Evelyn

Decide the book-appointment conversion fix today. 13 days of 7x inflation is noise we cannot tune against.

Owner + ETA for GA4 MCC import. Same answer as Mar 16, Apr 1, and Apr 7. Ticket number or escalation.

Demote Local Actions on the call. 30 seconds in Google Ads UI. Unblocks clean conversion hierarchy.

Auction insights pull for Sewer campaign. Why $150/day budget spends only $84.

🧠 New Context Evelyn May Want

Attribution trust ladder is now live on the Nexus side. 13 HCP playbook reports shipped today. Hub: BSP_HCP_Reports_Hub.html.

5,712

Combined HCP + ST customers

$4.88M

Open estimates pipeline

38.0%

Close rate vs ST 39.2%

304

Customers $5K+ LTV

5,459

Blank lead_source (of 5,470)

89.2%

Under "Imported Default Campaign" legacy

Lead Source capture gap. 89.2% of customers sit under "Imported Default Campaign" legacy placeholder. When we try to match Google Ads clicks to HCP customers, attribution is near-zero. This is not a Nexus bug, it is a data-capture gap at the point of lead entry.

BU cleanup with Stephanie greenlit Apr 14. 2 real ST PATCH calls fired clean (Williams Sales→Install $621, Figorski Sales→Service $2,080). 21 rows queued for Ashton/Jordan review. Separate $1.46M stuck-Scheduled-jobs dry-run completed — awaiting Stephanie call.

✅ Exit Criteria for Robert

☐ Book-appointment conversion: decision made on call, execute within 24h
☐ Offline conversion pipeline: ownership assigned (Robert fixes Sunday Ads logic, Evelyn reviews upload destination)
☐ GA4 MCC import: ticket number in hand or escalation commitment
☐ Local Actions: demoted on the call
☐ Sewer underspend: auction insights reviewed, action item assigned
☐ Sewer-camera LP: Audrey QA date confirmed, production push in 48-72h window