🔥 Bright Side Plumbing
Google Search Campaign Playbook

🎯 1. Campaign Architecture Overview

Every campaign in this playbook follows one rule: one service category = one campaign. This gives you granular budget control, clean reporting, and the ability to pause or scale any service independently.

🚀 The Campaign Structure

🏷️ Naming Conventions

Every object in the account follows this naming pattern so anyone can understand what it does at a glance:

📝 How to Create a Campaign (Click-by-Click)

🚨 2. Sewer Repair Campaign #1 REVENUE DRIVER

This is the crown jewel. Sewer repair jobs average $3,000 to $15,000+ per ticket. A single closed sewer repair lead can pay for an entire month of ad spend. Every dollar, keyword, and ad in this campaign must be optimized ruthlessly.

🔑 Ad Group 1: Sewer Line Repair | Phrase Match

🔑 Ad Group 2: Sewer Line Repair | Exact Match

🔑 Ad Group 3: Sewer Camera / Inspection | Phrase Match

🔑 Ad Group 4: Trenchless / No-Dig Repair | Phrase Match

📝 How to Add These Keywords (Click-by-Click)

📄 Sewer Repair RSA: Full Ad Copy (15 Headlines + 4 Descriptions)

All 15 Headlines (max 30 characters each)

All 4 Descriptions (max 90 characters each)

📝 How to Create This RSA (Click-by-Click)

🎯 Landing Page

URL: https://callbrightside.com/sewer-repair/

This page must include: phone number in hero, ServiceTitan booking widget, trust badges (4.9 stars, 394+ reviews, 5th-generation), before/after photos, FAQ section with schema markup, and a clear CTA above the fold.

📈 Expected Performance

🚧 3. Sewer Replacement Campaign P1 HIGH-TICKET

Sewer replacement is the highest-ticket service Bright Side offers. Full line replacements run $8,000 to $25,000+. These searchers are past the "maybe I can fix it myself" stage. They know they need professional help and are comparing providers.

🔑 Ad Group 1: Sewer Replacement | Phrase Match

🔑 Ad Group 2: Sewer Replacement | Exact Match

🔑 Ad Group 3: Trenchless Replacement | Phrase Match

📄 Sewer Replacement RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

🎯 Landing Page

URL: https://callbrightside.com/sewer-replacement/

If this page does not exist yet, use https://callbrightside.com/sewer-repair/ as a temporary landing page and create a dedicated replacement page as a priority.

📈 Expected Performance

🌡️ 4. Water Heater Campaign P2

Water heater replacements and repairs are steady, year-round revenue. Replacements average $2,000 to $5,000. Emergency "no hot water" calls are high-urgency and convert fast. Tankless upgrades are premium upsell opportunities.

🔑 Ad Group 1: Water Heater Repair | Phrase Match

🔑 Ad Group 2: Water Heater Replacement | Phrase Match

🔑 Ad Group 3: Tankless Water Heater | Phrase Match

🔑 Ad Group 4: Water Heater | Exact Match (Top Performers)

📄 Water Heater RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

🎯 Landing Page

URL: https://callbrightside.com/water-heaters/

📈 Expected Performance

🪝 5. Drain Cleaning Campaign P2

Drain cleaning is the highest-volume, lowest-ticket service. Individual jobs run $150 to $500, but it is a critical entry point. Maintenance Mike persona books drain cleaning first, then becomes a lifetime customer worth $5K to $25K in LTV. Think of drain cleaning as the top of the customer acquisition funnel.

🔑 Ad Group 1: Drain Cleaning | Phrase Match

🔑 Ad Group 2: Clogged Drain / Slow Drain | Phrase Match

🔑 Ad Group 3: Hydro Jetting | Phrase Match

🔑 Ad Group 4: Drain Cleaning | Exact Match

📄 Drain Cleaning RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

🎯 Landing Page

URL: https://callbrightside.com/drain-cleaning/

📈 Expected Performance

🔥 6. Gas Line Campaign P3

Gas line work is specialized, high-trust, and commands premium pricing ($1,500 to $8,000+). Search volume is lower than sewer or drain, but intent is extremely high. People searching for gas line repair have an urgent safety concern and will book immediately with a trusted provider.

🔑 Ad Group 1: Gas Line Repair | Phrase Match

🔑 Ad Group 2: Gas Line Installation | Phrase Match

🔑 Ad Group 3: Gas Line | Exact Match

📄 Gas Line RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

🎯 Landing Page

URL: https://callbrightside.com/gas-lines/

📈 Expected Performance

🚨 7. Emergency / 24-7 Campaign P1 URGENT BUYERS

Emergency Eric is 50-60% of revenue. He has a flooded basement, a burst pipe, or a sewage backup at 11 PM. He is searching on his phone, in panic mode, and will call the first plumber who answers. This campaign captures the highest-urgency, highest-value searches in the entire account.

🔑 Ad Group 1: Emergency Plumber | Phrase Match

🔑 Ad Group 2: Emergency Situations | Phrase Match

🔑 Ad Group 3: Emergency | Exact Match

📄 Emergency RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

⏱️ Ad Scheduling (Critical for Emergency)

🎯 Landing Page

URL: https://callbrightside.com/emergency-plumbing/

If this page does not exist, create it as a priority. The emergency landing page must have: massive phone number, "Call Now" button, trust badges, "Available 24/7" prominently displayed, and a short list of emergency services (burst pipes, sewage backup, floods, gas leaks).

📈 Expected Performance

🏆 8. Branded Campaign P4 DEFENSE

The branded campaign protects your brand name from competitor conquest ads. When someone searches "Bright Side Plumbing," you want YOUR ad at the top, not a competitor's. Branded clicks cost pennies ($0.50 to $2.00) and convert at 30%+ because the searcher already knows your name.

🔑 Ad Group 1: Brand Terms | Exact Match

🔑 Ad Group 2: Brand Terms | Phrase Match

📄 Branded RSA: Full Ad Copy

All 15 Headlines

All 4 Descriptions

🎯 Landing Page

URL: https://callbrightside.com/ (homepage)

🚫 9. Negative Keyword Strategy CRITICAL

📄 Shared Negative Keyword Lists

Shared lists apply to multiple campaigns at once. Create these in Tools & Settings > Shared library > Negative keyword lists.

📝 How to Create a Shared Negative List (Click-by-Click)

List 1: NEG | Shared | DIY Terms (Apply to ALL campaigns)

"how to fix"
"how to repair"
"how to unclog"
"how to replace"
"how to install"
"diy"
"do it yourself"
"tutorial"
"youtube"
"video how to"
"step by step"
"home depot"
"lowes"
"amazon"
"walmart"
"menards"
"buy online"
"parts for"
"replacement parts"

List 2: NEG | Shared | Job Seekers (Apply to ALL campaigns)

"plumber jobs"
"plumber salary"
"plumber apprentice"
"plumber training"
"plumber school"
"plumbing career"
"plumber hiring"
"plumber job openings"
"plumbing certification"
"plumber license"
"plumber helper"
"plumber resume"
"plumber interview"
"become a plumber"

List 3: NEG | Shared | Irrelevant Services (Apply to ALL campaigns)

"hvac"
"air conditioning"
"ac repair"
"furnace repair"
"heating repair"
"electrical"
"electrician"
"roofing"
"roofer"
"landscaping"
"painting"
"carpet cleaning"
"maid service"
"pest control"
"pool plumbing"
"sprinkler system"
"irrigation"

List 4: NEG | Shared | Non-Buyers (Apply to ALL campaigns)

"free"
"cheap"
"cheapest"
"discount"
"coupon"
"groupon"
"bargain"
"lowest price"
"complaint"
"lawsuit"
"scam"
"rip off"
"BBB complaint"
"attorney"
"lawyer"

List 5: NEG | Shared | Wrong Geography (Apply to ALL campaigns)

"denver"
"dallas"
"houston"
"chicago"
"los angeles"
"new york"
"phoenix"
"atlanta"
"san antonio"
"st louis"
"wichita"
"topeka"
"springfield mo"
"columbia mo"

📄 Campaign-Level Negatives

These negatives are specific to individual campaigns to prevent cannibalization between campaigns.

Sewer Repair Campaign: Add These Negatives

"sewer replacement"
"replace sewer"
"sewer installation"
"new sewer line"

Reason: Prevent sewer replacement searches from triggering sewer repair ads. The replacement campaign has its own dedicated ads and landing page.

Sewer Replacement Campaign: Add These Negatives

"sewer repair"
"fix sewer"
"sewer camera"
"sewer inspection"

Drain Cleaning Campaign: Add These Negatives

"sewer"
"water heater"
"gas line"
"pipe replacement"

Water Heater Campaign: Add These Negatives

"sewer"
"drain cleaning"
"gas line"
"tankless conversion kit"
"water heater blanket"
"water heater timer"

Emergency Campaign: Add These Negatives

"non emergency"
"routine"
"scheduled"
"annual maintenance"
"plumber estimate"

📝 How to Add Campaign-Level Negatives (Click-by-Click)

🎲 10. Bid Strategy Deep Dive

Choosing the right bid strategy is one of the highest-leverage decisions in the account. The wrong strategy wastes thousands per month. Here is when to use each one, with exact settings.

🔸 Option 1: Manual CPC (with Enhanced CPC)

🟠 Option 2: Maximize Conversions

🔴 Option 3: Maximize Conversions with Target CPA (Recommended)

🟢 Option 4: Target ROAS

📝 Bid Strategy Migration Path

Follow this exact sequence when launching a new campaign:

📝 11. Ad Copy Templates & RSA Best Practices

Every campaign in this playbook uses Responsive Search Ads (RSAs). Google shows 3 of your 15 headlines and 2 of your 4 descriptions in each ad impression. The combination is chosen by Google's machine learning to match the user's query and intent.

🌟 RSA Best Practices for BSP

1. Always provide 15 headlines and 4 descriptions. This gives Google maximum combinations to test. Ad strength should be "Good" or "Excellent."
2. Pin sparingly. Pin your most important headline to Position 1 (service name + location), a trust signal to Position 2, and a CTA to Position 3. Let the other 12 headlines float.
3. Use 5 headline themes: Service name, Location, Trust (reviews/ratings/generations), Urgency (same-day, 24/7, call now), Value (free estimate, financing).
4. Include the phone number in at least one headline: Call (913) 270-1194 allows users to call directly from the ad without clicking.
5. Use Dynamic Keyword Insertion (DKI) in one headline: {KeyWord:Default Text} automatically inserts the user's search query.
6. Never repeat themes. If H1 says "Overland Park Sewer Repair," do not have H5 say "Sewer Repair in Overland Park." Google may show both together, which looks repetitive.
7. Write descriptions as complete sentences. Each description should stand alone and make sense without the others.
8. Include a call to action in every description: "Call today," "Book online," "Schedule now," "Get a free estimate."

📄 Headline Formula Templates

📄 Description Formula Templates

📝 How to Create an RSA (Universal Steps)

🔌 12. Ad Extensions Setup (Complete)

Ad extensions add extra information below your ad. They increase ad real estate, improve CTR by 10-15%, and are free to add (you only pay when someone clicks). Set these at the ACCOUNT level so they apply to all campaigns, then override with campaign-specific extensions where needed.

📞 Call Extensions

🔗 Sitelink Extensions

Create these 8 sitelinks at the ACCOUNT level:

📝 How to Add Sitelinks (Click-by-Click)

💬 Callout Extensions

Callouts are short text snippets (25 chars max) that appear below your ad. Create these at the ACCOUNT level:

📋 Structured Snippet Extensions

Structured snippets show a predefined header with a list of values. Create these at the ACCOUNT level:

📍 Location Extensions

💰 Price Extensions

🎯 13. Audience Targeting

Audiences in Search campaigns work as "observation" layers (bid adjustments) or "targeting" layers (restrict who sees your ads). For most BSP campaigns, use Observation mode so you can see which audiences convert best without restricting reach, then increase bids on high-value segments.

👥 In-Market Audiences

These are people Google has identified as actively researching or planning to purchase specific services.

📝 How to Add In-Market Audiences (Click-by-Click)

👥 Custom Audiences

Custom audiences target people based on search terms they have recently used, websites they have visited, or apps they have used.

Custom Audience 1: "Sewer Problem Researchers"

Custom Audience 2: "Emergency Plumbing Seekers"

Custom Audience 3: "Water Heater Shoppers"

📝 How to Create Custom Audiences

👥 Remarketing Lists for Search Ads (RLSA)

👥 Demographic Adjustments

📝 How to Set Demographic Adjustments

💰 14. Budget Allocation ($35K/Month)

Here is exactly how to split $35,000 monthly across campaigns, with seasonal adjustment guidance.

📈 Base Monthly Budget Split

🌦️ Seasonal Adjustments

📝 How to Change Campaign Budgets

📈 15. Conversion Tracking & GCLID Attribution Pipeline

Conversion tracking is the foundation. Without it, bid strategies are blind, ROAS is unknowable, and optimization is guesswork. BSP's GCLID attribution pipeline is live, connecting Google Ads clicks to closed revenue in ServiceTitan.

💡 The GCLID Pipeline (7 Steps)

🔌 Required Conversion Actions

📝 Creating the Offline Conversion Action

🔧 Enhanced Conversions

📝 Manual Offline Conversion Import (CSV)

Until automated Nexus pipeline handles this, upload weekly:

Parameters:TimeZone=America/Chicago
Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
abc123def456,ST Closed Revenue,2026-03-10 14:30:00,8500,USD
ghi789jkl012,ST Closed Revenue,2026-03-11 09:15:00,3200,USD

✅ 16. Optimization Checklist (Daily / Weekly / Monthly)

The operational cadence that keeps the account healthy. Print this. Make it a habit.

📅 Daily (15 min, every morning)

📅 Weekly (45 min, every Monday)

📅 Monthly (2 hours, first Monday)

🏆 17. Performance Benchmarks by Service Type

Calibrated for KC metro plumbing, BSP's 80% booking rate, 4.9-star rating, and current competitive landscape.

📈 CPL Benchmarks

📈 CPA Benchmarks (Cost Per Booked Job)

📈 ROAS Benchmarks

📈 Key Ratio Targets

🔬 18. A/B Testing Protocol

Continuous testing is how good becomes great. Every account element should be tested methodically. One variable at a time. Full duration. Document everything.

📄 Ad Copy A/B Tests

Protocol: Always 2 RSAs Per Ad Group

📋 Test Queue

🎯 Landing Page Tests

Protocol: Google Ads Experiments

📋 LP Test Queue

💰 Bid Strategy Experiments

📋 Bid Test Queue

📋 Appendix A: Quick Reference Cheat Sheet

Tear this section out and tape it to your monitor. Everything you need at a glance.

📞 Key Account Numbers

💰 Budget at a Glance

🎯 Landing Page URL Reference

🚀 Service Area Targeting

All campaigns target these locations (Presence only, NOT "Presence or interest"):

👥 Persona Quick Reference

⚠️ The Top 10 Budget-Killing Mistakes

1. Broad match keywords. They match to everything. Use phrase or exact only.
2. Broad match negatives. They block money searches. Use phrase or exact negatives only.
3. "Presence or interest" location targeting. Shows ads to people outside your service area.
4. Display Network enabled on Search campaigns. Uncheck both partner networks.
5. No negative keyword lists. DIY searches burn $500+/month.
6. No conversion tracking. Bid strategies go blind.
7. Setting tCPA too low on a new campaign. Google cannot find enough volume; campaign dies.
8. Not checking search terms weekly. Irrelevant queries accumulate silently.
9. Duplicate keywords across campaigns. You bid against yourself. Use campaign negatives to prevent overlap.
10. Ignoring Quality Score. Low QS = higher CPCs and worse ad positions. Fix landing pages and ad relevance.

📅 The Weekly Rhythm

📈 Revenue Math at a Glance

🛠️ Emergency Contacts

📖 Appendix B: Glossary of Google Ads Terms

Reference guide for anyone on the BSP team who encounters unfamiliar terminology in this playbook or in the Google Ads interface.

📄 Version History & Document Info

📝 How to Use This Document

1. New Campaign Setup: Start with Section 1 (Architecture), then jump to the specific campaign section (2-8). Follow every step in order.
2. Weekly Optimization: Go directly to Section 16 (Optimization Checklist). Follow the weekly tasks every Monday.
3. Performance Review: Check Section 17 (Benchmarks) to see if metrics are in range. If not, the red flag actions tell you exactly what to fix.
4. Ad Copy Updates: Section 11 has templates. Each campaign section (2-8) has complete RSA copy. Section 18 has the A/B testing protocol.
5. Negative Keyword Maintenance: Section 9 has all shared lists and campaign-level negatives. Update weekly from search term reports.
6. Budget Changes: Section 14 has the base allocation and seasonal adjustments. Follow the seasonal table quarterly.
7. Troubleshooting: Section 15 covers conversion tracking health. Section 10 covers bid strategy issues. The cheat sheet (Appendix A) has the top 10 budget-killing mistakes.

🚀 90-Day Launch Sequence

Follow this timeline for a phased rollout of all campaigns: