Google Ads Conversion Infrastructure

Completed (55%) Done Today (15%) Remaining (30%)

✅

Tag Coverage

166/166 Pages

COMPLETE

✅

EC4L DataLayer

Raw PII Live

FIXED TODAY

✅

GTM Tags

Published

DONE TODAY

✅

Geo Targeting

22 Locations

FIXED MAR 15

🟢

GA4 MCC Import

6 Events

READY TO DO

⏱

Value Rules

1.95x Multiplier

⏱

Remarketing

Audience Build

WAITING

🚧

Iframe Tracking

ST Widget

COMPLEX

1 ServiceTitan Booking Widget Tracking

Capture conversion data from the cross-origin iframe on 21 service pages

Customer clicks Google Ad | v callbrightside.com (GCLID captured in cookie ✔) | v [ServiceTitan iframe] <-- CROSS-ORIGIN WALL --> User enters: name, email, phone Books appointment inside iframe | v Parent page CANNOT read iframe data (same-origin policy blocks access) | v Two possible bridges: OPTION A: postMessage Bridge iframe ---postMessage---> parent page ---> dataLayer ---> GTM ---> Google Ads (requires ST to support postMessage or custom JS injection) OPTION B: API-Only Path ST CRM ---> Nexus API script ---> Google Ads Offline Upload (hashed phone+email uploaded daily, matched to GCLID) (Sumana said: check with dev about GCLID capture in iframe)

Current State

✔

GCLID capture on parent page -- Snippet #39 captures GCLID from URL params, stores in cookie (30-day expiry)

✔

Offline conversion upload pipeline -- nexus_offline_conversions.py uploads hashed PII + revenue via Google Ads API daily

❌

On-site PII capture from iframe -- Cannot read form fields due to cross-origin policy. This blocks EC4L "Step 3" for this path.

Next Steps

Check if ServiceTitan supports postMessage events on form submission

If yes: build a GTM Custom HTML tag that listens for postMessage and pushes PII to dataLayer

If no: confirm with Google that API-only upload is sufficient for EC4L matching on this path

Ask Evelyn/Dhina: Does Google match EC4L per-conversion-event or per-user-session?

Service Pages with Widget

~60%

of Bookings via Widget

Widget PII Captured On-Site

100%

API Upload Working

2 GA4 MCC Import (6 Events)

Import GA4 key events at MCC level so Smart Bidding can see all conversion signals

The Problem

GA4 key events are linked to the MCC but NOT imported as conversion actions. Smart Bidding only sees 3 signals instead of 9+. Every dollar of ad spend is optimizing with incomplete data.

6 Events to Import

GA4 Event	Goal Category	Set As	Value
`button_click_call`	Phone Call Lead	PRIMARY	$150
`form_submit_booking`	Book Appointment	PRIMARY	$150
`generate_lead`	Submit Lead Form	PRIMARY	$150
`form_submission`	Submit Lead Form	SECONDARY	$50
`first_time_phone_call`	Contact	PRIMARY	$200
`repeat_phone_call`	Contact	SECONDARY	$50

Steps (Must Be Done in UI)

Google Ads MCC (844-909-2450) > Goals > Conversions > Summary

Click "+ New conversion action" > "Import"

Select "Google Analytics 4 properties" > "Web" > Continue

Select all 6 key events > "Import and continue"

Set each as PRIMARY or SECONDARY per table above

Set Goal Category for each (Phone Call Lead, Book Appointment, etc.)

CRITICAL: Check for duplicate PRIMARY actions in same category. One PRIMARY per category max.

Signals After Import

Signals Currently

More Bidding Data

7 days

Stabilization Period

3 Conversion Value Rules

Tell Smart Bidding that KC Metro phone calls are worth 2x more than random web clicks

The Math

1.5x

KC Metro Location
(15mi radius OP)

1.3x

Phone Call
Conversion

1.95x

KC Metro Phone Call
Value Multiplier

A $150 conversion from a KC phone call becomes $293 in Smart Bidding's eyes. It will aggressively pursue these leads.

Implementation

Google Ads > Goals > Conversions > Value rules

Create Rule 1: Location = Kansas City Metro (15mi radius Overland Park) = 1.5x

Create Rule 2: Conversion Source = Phone Call = 1.3x

Rules compound automatically. KC Metro + Phone = 1.95x

Also available via API: ConversionValueRuleService

Why This Matters

Right now Smart Bidding treats a phone call from a Leawood homeowner the same as a web form from a bot in India. Value rules fix that. BSP's average sewer job from a KC phone call is $8,679. A random web form converts at less than 2%.

4 Remarketing Tag Setup

Build audience lists so we can re-target visitors who didn't convert on first visit

Current State

✔

Remarketing tag exists in GTM -- "Google Ads | Remarketing Tag" is configured but needs verification

✔

Conversion Linker updated today -- "Enable linking on all page URLs" checked (3P to 1P cookie conversion)

❌

Audience lists not configured -- no segments built for sewer visitors, form abandoners, repeat visitors

❌

Google team needs to help -- Sumana said different team handles remarketing, rep will reach out

Target Audience Segments

Audience	Definition	Value
Sewer Page Visitors	Visited /sewer-repair/ or /trenchless-sewer-repair/	Highest ($8,679 avg ticket)
Form Abandoners	Started form on /contact-us/ but didn't submit	High (showed intent)
Multi-Page Visitors	Viewed 3+ service pages in one session	High (researching)
Return Visitors	Visited 2+ times in 30 days	Medium (considering)
Emergency Visitors	Visited during off-hours (6PM-8AM, weekends)	Very High (urgent need)

Implementation Timeline

Wait for Google's remarketing team to reach out (Sumana escalated)

Verify remarketing tag fires on all pages via Tag Assistant

Build audience segments in Google Ads Audience Manager

Create RLSA campaigns (remarketing lists for search ads) for sewer keywords

Set up Display remarketing for brand awareness (lower priority)

🚀 Master Timeline

✔

Tag Coverage 166/166 DONE Mar 18

All pages tagged with AW-17179856077. Tag Gateway live at /onox.

✔

Geo Targeting Fixed DONE Mar 15

22 KC Metro locations on all 7 campaigns. Stopped $17K+ global waste.

✔

EC4L DataLayer + GTM Tags DONE Apr 7

Contact form sends raw PII to Google Ads. Tag fires, data flows. Sumana call complete.

GA4 MCC Import NEXT

6 GA4 events into MCC. 15 min in UI. Smart Bidding gets 3x more signal.

Conversion Value Rules NEXT

KC Metro 1.5x + Phone 1.3x = 1.95x. 10 min in UI or via API.

Remarketing Audiences WAITING

Google remarketing team reaching out. 5 audience segments defined.

Iframe Widget Tracking COMPLEX

postMessage bridge or API-only path. Requires ST investigation.

Bright Side Plumbing

Google Ads Account: 726-955-5791 | MCC: 844-909-2450 | GTM: GTM-M3L9374

(913) 963-1029

Remaining Build Items

1 ServiceTitan Booking Widget Tracking

Current State

Next Steps

2 GA4 MCC Import (6 Events)

The Problem

6 Events to Import

Steps (Must Be Done in UI)

3 Conversion Value Rules

The Math

Implementation

Why This Matters

4 Remarketing Tag Setup

Current State

Target Audience Segments

Implementation Timeline

🚀 Master Timeline

Tag Coverage 166/166 DONE Mar 18

Geo Targeting Fixed DONE Mar 15

EC4L DataLayer + GTM Tags DONE Apr 7

GA4 MCC Import NEXT

Conversion Value Rules NEXT

Remarketing Audiences WAITING

Iframe Widget Tracking COMPLEX

Bright Side Plumbing