BSP Google Ads Conversion Fix Plan

Phase 0: Conversion Action Cleanup

✅ Completed Mar 9

📅 Day 1, 30 minutes | 👤 Robert (Google Ads UI)

Clean up the 34 existing conversion actions. Remove duplicates, fix values, disable noise.

Step 1

Open conversion actions list

Google Ads → Tools & Settings (wrench icon top-right) → Measurement → Conversions. You'll see 34 actions.

👤 Robert | ⏱ 1 minute

Step 2

Remove duplicate 'Calls from ads' variants

Keep ONLY 'Calls from ads' (ID 7476805672, ENABLED, DATA_DRIVEN attribution). Remove/disable: 'Calls from ads (1)' (881920526), 'Calls from ads (2)' (7206534392, miscategorized as SUBMIT_LEAD_FORM), 'Calls from ads (3)' (7242795564, already REMOVED), 'Calls from ads (4)' (7249894935). Click each → Edit → Status → Remove.

👤 Robert | ⏱ 5 minutes

Step 3

Remove duplicate 'Clicks to call' variants

Keep ONLY ID 7371984944 (value=$1). Remove ID 767111913 (value=$0, old). Click → Edit → Status → Remove.

👤 Robert | ⏱ 2 minutes

Step 4

Remove duplicate 'Local actions' variants

For each pair (Directions, Menu views, Other engagements, Website visits), keep the newer ID, remove the older one with $0 value.

👤 Robert | ⏱ 5 minutes

Step 5

Fix conversion VALUES on remaining actions

Click each ENABLED action → Edit → Value. Set: 'Book appointment' = $500. 'Click-to-Call' = $150 (currently $55). 'Website Contact Form' = $150 (currently $5). 'Submit lead form' (GA4) = $150. 'Contact page load' = $25 (low-intent). These should reflect actual lead value, not $1.

👤 Robert | ⏱ 10 minutes

Step 6

Set primary vs secondary conversion goals

Click each action → Edit → Goal → Primary or Secondary. PRIMARY (count toward bidding): 'Book appointment', 'Click-to-Call', 'Website Contact Form', 'Submit lead form (GA4)'. SECONDARY (observe only): 'Contact page load', 'Page view about', all 'Local actions'. This prevents Google from optimizing toward page views instead of real leads.

👤 Robert | ⏱ 5 minutes

Step 7

Verify cleanup. Count should be ~15-18 clean actions

After cleanup: ~8-10 PRIMARY actions (real conversions) + ~5-8 SECONDARY (informational). All with correct dollar values. Screenshot the final list for records.

👤 Robert | ⏱ 2 minutes

📦 Deliverables

✅ Duplicate actions removed
✅ Conversion values corrected
✅ Primary/secondary goals set

Completed by Robert on March 9, 2026. All 6 conversion values updated (Lead form=$150, Calls from ads=$150, Click-to-Call=$150, Clicks to call=$150, Book appointment=$500, customer match list=$150). Secondary changes deferred to Evelyn call (actions already show 0/41 campaigns, not affecting bidding). NOTE: Conversions managed at MCC level (844-909-2450), not child account.

Phase 1: Offline Conversion Pipeline (GCLID → ServiceTitan → Google Ads)

⏳ Not Started

📅 Day 2-5 | 👤 Nexus AI + Robert

Build the offline conversion pipeline. Since ServiceTitan has no native Google Ads integration, Nexus builds: (1) GCLID capture via GTM cookie + hidden form fields, (2) A matching script that connects ad clicks to ServiceTitan booked jobs, (3) Automated upload to Google Ads via the API using existing UPLOAD_CLICKS conversion actions.

⚠️ Correction (Mar 9): ServiceTitan Marketing Integrations page only offers Scheduling Pro, Google Local Services, Reserve With Google, and ServiceChannel. There is NO native Google Ads integration toggle. Nexus builds this pipeline instead.

Step 1

Confirm auto-tagging is ON in Google Ads

Google Ads → Settings (gear icon) → Account Settings → Auto-tagging → Verify 'Tag the URL that people click through from my ad' is checked. Already confirmed ON as of Mar 9.

👤 Robert | ✅ Confirmed ON Mar 9

Step 2

Nexus deploys GCLID capture tag via GTM

Nexus AI creates a Custom HTML tag in GTM that reads the gclid parameter from the URL and stores it in a 90-day cookie. Trigger: All Pages. This ensures the gclid persists across sessions even if the user returns later without the URL parameter.

👤 Nexus AI | ⏱ 15 minutes

Step 3

Nexus adds hidden gclid field to website forms

Add a hidden field named 'gclid' to all contact/booking forms on callbrightside.com. JavaScript reads the gclid cookie and populates the field on page load, so every form submission includes the original ad click ID.

👤 Nexus AI (via WP API or GTM) | ⏱ 20 minutes

Step 4

Nexus builds matching script (gclid cookie → ServiceTitan job → revenue)

Nexus builds a Python script that: pulls form submissions with gclid values, matches them to ServiceTitan booked jobs by customer email/phone, attaches the actual invoice revenue to each matched conversion. This creates the gclid-to-revenue mapping Google Ads needs.

👤 Nexus AI | ⏱ 2-3 hours

Step 5

Nexus uploads matched conversions to Google Ads via API

Using the Google Ads API, Nexus uploads offline conversions with gclid, conversion time, and revenue value. Targets the existing UPLOAD_CLICKS conversion actions already in the account. Runs on a daily schedule via the Guardian system.

👤 Nexus AI | ⏱ 1-2 hours

Step 6

Verify data flowing in Google Ads after 48 hours

Google Ads → Tools → Conversions → check for 'Offline' conversion source with UPLOAD_CLICKS type. Verify conversion count and revenue values appear. If data shows, the pipeline is working end-to-end.

👤 Robert + Nexus | ⏱ 5 minutes (after 48hr wait)

📦 Deliverables

✅ Auto-tagging confirmed ON
✅ GCLID capture deployed via GTM
✅ Offline conversion upload script running
✅ Ad clicks matched to booked jobs with revenue

Phase 2: GTM Conversion Tag Verification & GCLID Capture

⏳ Not Started

📅 Day 2-3 | 👤 Nexus AI + Robert

Verify GTM tags are firing correctly and add GCLID capture for form submissions on the website.

Step 1

Verify existing GTM tags

Go to tagmanager.google.com → Container GTM-M3L9374 → Tags. Check if Google Ads Conversion Tracking tags exist. If yes, verify they reference the CORRECT conversion IDs from our cleaned-up Phase 0 actions.

👤 Robert (check) / Nexus AI (fix) | ⏱ 10 minutes

Step 2

Add GCLID capture tag to GTM

Nexus AI creates a Custom HTML tag that: reads gclid from URL params, stores in a 90-day cookie, pushes to dataLayer. Trigger: All Pages. This ensures the gclid persists even if the user comes back later.

👤 Nexus AI | ⏱ 15 minutes

Step 3

Add hidden gclid field to website forms

WordPress → Contact Form 7 → Edit each form → Add: [hidden gclid default:get]. This auto-captures the gclid when someone submits. If using a different form plugin, add a hidden field named 'gclid' that reads from the URL parameter.

👤 Robert (or Nexus via WP API) | ⏱ 10 minutes

Step 4

Add JS to populate gclid from cookie

Nexus AI adds a small JavaScript snippet (via GTM) that reads the gclid cookie and populates the hidden form field, even if the user arrived days ago and the gclid is no longer in the URL.

👤 Nexus AI | ⏱ 15 minutes

Step 5

Test end-to-end GCLID flow

Visit callbrightside.com/contact?gclid=test12345. Submit the form. Check Contact Form 7 submissions in WordPress admin and verify 'gclid' field shows 'test12345'. If it does, the pipeline works.

👤 Robert + Nexus | ⏱ 5 minutes

Step 6

Add Google Ads Remarketing tag

GTM → New Tag → Google Ads Remarketing. Fires on All Pages. Builds remarketing audiences for future display/video campaigns. No additional setup needed, just deploy.

👤 Nexus AI | ⏱ 5 minutes

Step 7

Publish GTM container

Preview in GTM Debug mode first (Preview button top-right). Navigate callbrightside.com, verify all tags fire. Then Publish and name version 'Nexus v2, Conversion tracking + GCLID + Remarketing'.

👤 Nexus AI | ⏱ 10 minutes

📦 Deliverables

✅ GTM tags verified/fixed
✅ GCLID capture live
✅ Remarketing tag deployed
✅ End-to-end gclid test passed

Phase 3: Enhanced Conversions for Leads

⏳ Not Started

📅 Day 3-5 | 👤 Nexus AI + Robert

Set up Enhanced Conversions for Leads, Google's upgraded offline conversion method using hashed email/phone instead of just GCLID. Higher match rates, works even when cookies are blocked.

Step 1

Enable Enhanced Conversions in Google Ads

Google Ads → Tools → Conversions → Settings (top-right gear) → Enhanced conversions → Turn ON → Select 'Enhanced conversions for leads'. Accept terms.

👤 Robert | ⏱ 3 minutes

Step 2

Configure Enhanced Conversions tag in GTM

GTM → New Tag → Google Ads → Enhanced Conversions. Set up user-provided data variables: email (from form field), phone (from form field). Trigger: Form Submission. This sends hashed (SHA-256) customer data to Google for matching.

👤 Nexus AI | ⏱ 20 minutes

Step 3

Verify matching in Google Ads

After 48 hours: Google Ads → Tools → Conversions → Diagnostics. Check 'Enhanced conversions' section. It should show match rate. Target: 60%+ match rate. If lower, check that email/phone fields are being captured correctly.

👤 Robert | ⏱ 5 minutes

📦 Deliverables

✅ Enhanced Conversions enabled
✅ Hashed email/phone matching live
✅ Match rate >60%

Phase 4: 3CX Phone Call Integration

🔄 In Progress

📅 Day 5-10 (after Enterprise upgrade completes) | 👤 Robert (3CX admin) + Nexus AI

Connect 3CX phone system to track which ad clicks generate phone calls. Stephanie approved Enterprise upgrade Mar 6. David Kite (LawnPhone) confirmed Enterprise 8SC (+$30/mo) gives Call Control API access.

✅ Blocker resolved: Stephanie approved Enterprise 3CX upgrade Mar 6. LawnPhone processing. API access incoming.

Step 1

Get 3CX Enterprise API credentials

Stephanie approved Enterprise upgrade Mar 6. LawnPhone (David Kite, support@lawnphone.com, 208-881-4040) processing upgrade from 8SC Pro to 8SC Enterprise (+$30/mo). Once complete, get API URL and API key from David.

👤 Stephanie/Robert | ⏱ Waiting on LawnPhone

Step 2

Set 3CX API credentials in Nexus .env

Add to config/.env: THREECX_API_URL=https://your-3cx-url THREECX_API_KEY=your-key THREECX_EXTENSION=main-extension

👤 Robert | ⏱ 5 minutes

Step 3

Nexus builds call tracking script

Nexus AI creates a script that pulls 3CX call logs, matches call timestamps to Google Ads click windows using GCLID cookies, and maps calls to ServiceTitan jobs.

👤 Nexus AI | ⏱ 2-3 hours

Step 4

Consider Google forwarding number (future)

For 100% call attribution: use a Google forwarding number that replaces the static phone number on callbrightside.com when visitors come from ads. This is a future enhancement. The offline conversion pipeline handles most attribution already.

👤 Robert (decides) | ⏱ Future phase

📦 Deliverables

✅ 3CX API connected
✅ Call-to-ad matching
✅ Phone conversion attribution

Phase 5: Search Campaign Relaunch (After Tracking is Clean)

⏳ Not Started

📅 Week 3-4 (after Phase 0-2 verified working) | 👤 Robert + Evelyn (Google Rep)

Relaunch Search campaigns ONLY after conversion tracking is clean, values are correct, and data is flowing. This ensures Smart Bidding has real data to optimize against.

Step 1

Verify conversion data is flowing

Google Ads → Campaigns → Conversions column should show real numbers (not 0). Check that conversion values show dollar amounts, not $1. If data is flowing, proceed.

👤 Robert | ⏱ 5 minutes

Step 2

Create new Search campaigns by service (see LSA Strategy tab)

Do NOT un-pause old campaigns, they have bad history. Create NEW campaigns: 'BSP: Sewer Repair', 'BSP: Water Heater', 'BSP: Drain Cleaning', 'BSP: Emergency', 'BSP: Gas Line'. Use ad copy from LSA Strategy.

👤 Robert + Evelyn | ⏱ 1-2 hours

Step 3

Add negative keyword list

Shared negative keyword list across all campaigns: DIY, how to, jobs, salary, wholesale, parts, training, school, YouTube, reddit, amazon, home depot, lowes, rental. This prevents wasted spend on non-buyer queries.

👤 Robert | ⏱ 15 minutes

Step 4

Start with Manual CPC, switch to Maximize Conversions after 15 conversions

Week 1-4: Manual CPC to build data. Week 5-8: Switch to Maximize Conversions. Week 9-12: Add Target CPA per service. See bidding timeline in Budget Strategy.

👤 Evelyn configures | ⏱ Ongoing

📦 Deliverables

✅ 5+ new Search campaigns live
✅ Negative keyword list applied
✅ Bidding strategy timeline active

MCC ID	8449092450
Active Account	7269555791, Bright Side Plumbing Google Ads & LSA
Canceled	5822122013 (CANCELED, ignore)
Note	Previous plan referenced AW-404985988 and AW-242993149, both deactivated. The REAL account is 7269555791.

Week 1	DONE: Conversion values corrected. Book appointment $500, phone leads $150, form leads $150. Auto-tagging confirmed ON.
Week 2	Offline conversion pipeline live. GCLID capture deployed, matching script running, ad clicks tied to booked jobs with revenue
Week 3	Enhanced Conversions live. Form submissions traced to specific keywords
Week 4	New Search campaigns launched with clean tracking from day one
Month 2	15+ conversions recorded. Switch to Maximize Conversions bidding
Month 3	Target CPA bidding active. Google optimizes toward $75-150 CPA per service. Full attribution: every dollar maps to a booked job.

Metric	Current	Target	Timeline
Clean Conversion Actions	34 (messy)	15-18 (clean)	Day 1
Offline Conversions Flowing	No	Yes (via ServiceTitan)	Week 2
Enhanced Conversion Match Rate	0%	>60%	Week 3
Tracked Conversions/Month (Search)	0 (all paused)	15-30	Month 2
Cost Per Conversion (Search)	$530-$1,390 (before pause)	$75-150	Month 3
LSA CPL	$75.04	$60 (maintain excellence)	Ongoing
ROAS	Unknown	5x-8x	Month 3

BSP Google Ads Conversion Tracking Fix Plan

Account Structure

The Problem

🔍 Root Causes

Implementation Phases

Phase 0: Conversion Action Cleanup

📦 Deliverables

Phase 1: Offline Conversion Pipeline (GCLID → ServiceTitan → Google Ads)

📦 Deliverables

Phase 2: GTM Conversion Tag Verification & GCLID Capture

📦 Deliverables

Phase 3: Enhanced Conversions for Leads

📦 Deliverables

Phase 4: 3CX Phone Call Integration

📦 Deliverables

Phase 5: Search Campaign Relaunch (After Tracking is Clean)

📦 Deliverables

Immediate Wins (Do This Week)

⚡ Most conversion actions have $1 value. Google thinks every lead is worth $1

⚡ 5 'Calls from ads' variants, 2 'Clicks to call', 2 'Local actions' of each type, confusing Google's optimization

⚡ When Search campaigns relaunch, DIY/jobs/wholesale queries will waste budget

Expected Outcomes

KPIs to Track

Live Performance Data April 2, 2026

115 Keywords Pushed Today Across 3 Campaigns

Attribution: Source-to-Revenue Traceability

QuickBooks Financial Context (90 Day)

Full Attribution Dashboard