BSP LSA Strategy — Complete Rebuild

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Executive Summary

🔴 Problem: Current LSA underperforming. Booking rate 73.7% (target 80%+), drain at 66.7%, sewer at 57.1%. Service categories incomplete — missing emergency heaters, leak detection, sump pumps. Budget allocation suboptimal. Profile needs photo/creative overhaul.

✅ Solution: Complete rebuild using Google rep Evelyn's roadmap + Nexus persona intelligence + field technician insights + Audrey's creative assets. Break campaigns by service, add 4 new service categories, implement max conversion bidding, build lead-to-sale journey.

📞

Google Rep Roadmap (Evelyn)

Meeting: 2027-02-27 | Source: Bright Side Plumbing Tracker (Google Sheets)

🔴 CRITICAL Re-set up search campaigns broken out by service offering

👤 Robert + Evelyn | Status: in_progress

🤖 Use SERVICE_AD_COPY from content engine for per-service ad copy. Sewer, water heater, drain, gas line, emergency — each gets its own campaign.

➡️ Open Google Ads → Campaigns → Click blue + button

➡️ Select 'Search' campaign type → Goal: Leads

➡️ Name: 'BSP — Sewer Repair' → Set daily budget from allocation table

➡️ Add keyword set from nexus_keyword_north_star.py output for sewer

➡️ Paste headlines + descriptions from Ad Copy section below

➡️ Set location targeting: KC metro ZIPs only

➡️ Repeat for: Water Heater, Drain, Gas Line, Emergency, General

🟠 HIGH Start on max conversion bidding strategy

👤 Evelyn configures, Robert monitors | Status: in_progress

🤖 Requires conversion tracking fixed first (see Conversion Fix Plan below). Once 15+ conversions tracked, switch from manual CPC to Maximize Conversions.

➡️ Confirm conversion tracking is live (Phase 1-2 of Conversion Fix Plan)

➡️ Wait until 15+ conversions recorded in Google Ads (usually 2-3 weeks)

➡️ Go to campaign Settings → Bidding → Change to 'Maximize Conversions'

➡️ Do NOT set a target CPA yet — let Google learn for 2 weeks first

➡️ Monitor daily: if CPA spikes >2x target, pause and investigate

🟡 MEDIUM Turn on AI Max for search alongside strong keyword set

👤 Evelyn + Robert | Status: in_progress

🤖 Nexus keyword north star script has identified top keywords by service. Use nexus_keyword_north_star.py output for the keyword set.

➡️ Open each service campaign → Settings → scroll to 'AI Max'

➡️ Toggle ON 'Automatically created assets'

➡️ Review AI-generated headlines — remove any that misrepresent BSP

➡️ Keep keyword themes tight — AI Max works best with focused keyword sets

➡️ Check weekly: Insights tab → see what AI is testing

🟢 LOW After 15-30 conversions — implement target CPA (tCPA)

👤 Evelyn configures after data collected | Status: waiting

🤖 Target CPAs by service: Sewer $250, Water Heater $200, Gas Line $200, Drain $150, General $175, Toilet/Faucet $125.

➡️ Verify 15-30 conversions exist in last 30 days (Campaigns → Conversions column)

➡️ Go to campaign Settings → Bidding → 'Maximize Conversions'

➡️ Check 'Set a target cost per action'

➡️ Enter target CPA from table: Sewer=$250, Water Heater=$200, etc.

➡️ Start 20% ABOVE your actual CPA, then lower by 10% every 2 weeks

➡️ If volume drops >30%, raise tCPA back — too aggressive

5 Set up Lead-to-Sale (L2S) journey with dynamic values — MOST IMPORTANT per rep

👤 Nexus AI builds the pipeline, Evelyn configures Google side | Status: in_progress

🤖 Map: LSA lead → ServiceTitan job → revenue. Use GCLID capture + offline conversion import. Dynamic values = actual job revenue fed back to Google.

➡️ Step 1: Enable auto-tagging in Google Ads (Settings → Account Settings → Auto-tagging → ON)

➡️ Step 2: Connect ServiceTitan to Google Ads (ServiceTitan → Settings → Marketing → Integrations → Google Ads → Sign In)

➡️ Step 3: Map events: 'New Job' in ST → triggers offline conversion in Google Ads

➡️ Step 4: Map events: 'Job Completed' in ST → sends actual revenue as conversion value

➡️ Step 5: Wait 24-48 hours for data to appear in Google Ads reports

➡️ Step 6: Verify: Google Ads → Tools → Conversions → check 'Offline' source shows data

➡️ Step 7: Once flowing, Smart Bidding optimizes toward REVENUE not just clicks

6 Move 50% of LSA budget into new sewer plumbing search ad

👤 Robert reallocates budget | Status: in_progress

🤖 Sewer is BSP's #1 revenue driver ($8,000 avg ticket). Dedicated sewer search campaign with Renovation Rachel/Ryan persona copy.

➡️ Current LSA budget: $5,000/month. Do NOT reduce — increase total instead.

➡️ Add $3,000 for dedicated sewer Search campaign (separate from LSA)

➡️ Go to Google Ads → Campaigns → 'BSP — Sewer Repair' → Budget: $100/day

➡️ Use sewer-specific keywords: 'sewer repair kansas city', 'trenchless sewer KC', 'sewer line replacement overland park'

➡️ Paste sewer ad copy from Existing Services section below

➡️ Set bid strategy: Manual CPC initially → switch to Maximize Conversions after 15 conversions

🆕

New Service Categories

🔧 Emergency Heaters

Priority: 70/10

Heating System Repair | Avg Ticket: 1500 | CPBJ Target: 200

👤 Target: Emergency Eric/Erica

🎣 Ad Hooks

No Heat? Fixed Today
Emergency Heater Repair KC
24/7 Heating Service

💬 Response Template: We understand being without heat is urgent, especially in Kansas City winters. A licensed technician can diagnose your heater issue today. We service all brands and provide upfront pricing before any work begins. Call (913) 963-1029.

🕵️ Field Intel: Techs report heater calls spike Nov-Feb. Customers in panic mode, treat like Emergency Eric/Erica. Fast dispatch wins the job.

🔧 Water Heater (expanded)

Priority: 75/10

Water Heater Installation & Repair | Avg Ticket: 2500 | CPBJ Target: 200

👤 Target: Emergency Eric/Erica / Renovation Rachel/Ryan

🎣 Ad Hooks

Tankless Upgrade — Save 30%
Water Heater Installed Today
No Hot Water? Same-Day Fix

💬 Response Template: We carry all major water heater brands and offer same-day installation. Our diagnostic fee is waived when you proceed with the repair or replacement. Tankless options available for long-term savings. (913) 963-1029.

🕵️ Field Intel: 'water heater leaking' and 'no hot water' are the two most common triggers. Techs recommend pushing tankless upgrades — higher ticket, better margins.

🔧 Leak Detection

Priority: 55/10

Leak Detection & Repair | Avg Ticket: 800 | CPBJ Target: 175

👤 Target: Renovation Rachel/Ryan / Maintenance Mike/Maria

🎣 Ad Hooks

Hidden Leak? We Find It
Non-Invasive Leak Detection
Stop Water Damage — Call Now

💬 Response Template: Water damage gets worse every hour. Our leak detection technology pinpoints the exact location without tearing up your walls or floors. We provide a clear diagnosis with repair options and upfront pricing. Schedule today: (913) 963-1029.

🕵️ Field Intel: 'leak' appears in 23% of service notes. Many leak calls lead to larger sewer or water line jobs ($3K-$8K). Leak detection is a gateway service.

🔧 Sump Pumps

Priority: 50/10

Sump Pump Installation & Repair | Avg Ticket: 1200 | CPBJ Target: 175

👤 Target: Maintenance Mike/Maria / Emergency Eric/Erica

🎣 Ad Hooks

Sump Pump Install & Repair KC
Basement Flooding Prevention
Battery Backup Sump Pumps

💬 Response Template: Basement flooding can cause thousands in damage. Our sump pump installation and repair service protects your home year-round. We install primary and battery backup systems. Free assessment available. (913) 963-1029.

🕵️ Field Intel: Seasonal demand: highest in spring (March-May) when KC metro gets heavy rain. Bundle with drain cleaning for higher ticket.

📈

Existing Services — Optimization

🛠️ Sewer

57.1% → 80%

Problems

❌ 3 of 7 sewer leads not booked — likely price shoppers or slow response
❌ Sewer is highest-ticket service but worst booking rate
❌ Response template not triggering fast enough for sewer emergencies

Fixes

✅ Implement 'second opinion' response template for price shoppers
✅ Reduce response time to <30 seconds for sewer leads (use ServiceTitan auto-dispatch)
✅ Add '$99 camera inspection' hook to every sewer response — gets foot in door
✅ Train CSR: never quote sewer price over phone — camera inspection sells the job

🛠️ Drain

66.7% → 85%

Problems

❌ Low-ticket service ($350) attracting price shoppers
❌ Customers comparing to $99 drain cleaning deals from Roto-Rooter/Mr. Rooter
❌ 1 of 2 leads not booked — likely found cheaper alternative

Fixes

✅ Bundle drain cleaning with camera inspection for upsell
✅ Emphasize 'professional-grade equipment' vs competitor's basic snake
✅ Offer hydro jetting as premium option — competitors don't have it
✅ Response within 60 seconds — drain callers have lowest patience

🛠️ Emergency

📅 Deadline: 1 week

🎨 [LSA-SEASONAL-001] Spring Sump Pump Campaign

Seasonal Campaign

'Is Your Sump Pump Ready for Spring Rain?' Rain imagery, $99 inspection CTA. Must be live by March 15.

📅 Deadline: March 10

💰

Budget Strategy

Current Monthly

5000

Recommended

8000

Google Rep Says

Move 50% of LSA budget into new sewer plumbing search ad

⏱️

Response Time Targets

Category	Target	Note
Emergency	<30 seconds
Sewer	<60 seconds
Water Heater	<60 seconds
Drain	<90 seconds
General	<2 minutes
After Hours	Auto-response within 5 seconds + callback by 8 AM
Current Avg	Unknown — needs measurement
Ranking Impact	Google confirmed response time is a top-3 LSA ranking factor (above proximity since April 2025)

⭐

Review Strategy

Current

384

30-Day Target

400

90-Day Target

450

6-Month Target

500

Action Plan

➡️ Automate review request via ServiceTitan — text 2 hours after job completion
➡️ Respond to EVERY review within 24 hours (positive and negative)
➡️ Positive response: thank by name, reference specific service
➡️ Negative response: apologize, take offline, show resolution attitude
➡️ Add review request graphic to social media (Audrey brief LSA-SOCIAL-001)

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Lead-to-Sale Journey

Stage 1: Ad Impression

Channel: LSA / Google Ads | Tracking: Impression count by service | Value: None

Stage 2: Lead Generated

Channel: Phone/message via LSA | Tracking: LSA lead ID + service + ZIP + timestamp | Value: Lead score (0-100)

Stage 3: Lead Responded

Channel: Phone/text from BSP | Tracking: Response time in seconds | Value: Response speed score

Stage 4: Appointment Booked

Channel: ServiceTitan booking | Tracking: ST Job ID + date + tech | Value: Estimated job value

Stage 5: Job Completed

Channel: ServiceTitan completion | Tracking: ST Job ID + status + revenue | Value: Actual revenue → feeds back to Google

Stage 6: Review Requested

Channel: ServiceTitan auto-text | Tracking: Request sent timestamp | Value: None

Stage 7: Review Received

Channel: Google review | Tracking: Rating + text posted | Value: Star rating → feeds LSA ranking

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90-Day Execution Plan

📆 Week 1 — Foundation

☐ Add 4 new service categories to LSA profile (emergency heaters, water heater expanded, leak detection, sump pumps)
☐ Update LSA bio text to recommended version
☐ Enable all 13 service categories
☐ Assign Audrey photo briefs LSA-PHOTO-001 through LSA-PHOTO-004
☐ Fix Google Ads conversion tracking (Phase 1-2 of Conversion Fix Plan)

📆 Week 2 — Content & Automation

☐ Upload Audrey's first batch of photos to LSA profile
☐ Implement 11 response templates in ServiceTitan
☐ Set up auto review request after job completion
☐ Start max conversion bidding test (Evelyn)
☐ Deploy GCLID capture on WordPress (Phase 3 of Conversion Fix Plan)

📆 Week 3-4 — Campaign Build

☐ Break search campaigns by service offering (Evelyn task #1)
☐ Create dedicated sewer search campaign with 50% of search budget
☐ Upload remaining Audrey photos (LSA-PHOTO-005 through 008)
☐ Launch spring sump pump campaign (LSA-SEASONAL-001)
☐ Begin measuring response times — target <60 seconds

📆 Week 5-8 — Optimization

☐ Turn on AI Max for search (Evelyn task #3)
☐ Build L2S journey with dynamic values (Evelyn task #5)
☐ Deploy offline conversion import script (Search/Display only — NOT LSA)
☐ Analyze first month of new service category performance
☐ Adjust budget allocation based on actual booking rates

📆 Week 9-12 — Scale & Review

☐ Implement target CPA after 15-30 conversions (Evelyn task #4)
☐ Set per-service tCPA targets from CPBJ_TARGETS
☐ Review strategy with Kalen & Stephanie — present results
☐ Adjust service area ZIPs based on booking data
☐ Plan summer water heater campaign (seasonal push)

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KPIs & Targets

Metric	Current	Target	Timeline
LSA Leads/Month	30-50	100+	90 days
LSA CPL	$100	$60-75	90 days
Overall Booking Rate	73.7%	85%+	60 days
Sewer Booking Rate	57.1%	80%+	30 days
Drain Booking Rate	66.7%	85%+	30 days
Response Time (avg)	Unknown	<60 seconds	14 days
Google Reviews	384	450+	90 days
LSA Profile Photos	Unknown	15+	30 days
Tracked Conversions/Month	0	30+	30 days

BSP Local Services Ads Strategy

Executive Summary

Google Rep Roadmap (Evelyn)

🔴 CRITICAL Re-set up search campaigns broken out by service offering

🟠 HIGH Start on max conversion bidding strategy

🟡 MEDIUM Turn on AI Max for search alongside strong keyword set

🟢 LOW After 15-30 conversions — implement target CPA (tCPA)

5 Set up Lead-to-Sale (L2S) journey with dynamic values — MOST IMPORTANT per rep

6 Move 50% of LSA budget into new sewer plumbing search ad

New Service Categories

🔧 Emergency Heaters

🎣 Ad Hooks

🔧 Water Heater (expanded)

🎣 Ad Hooks

🔧 Leak Detection

🎣 Ad Hooks

🔧 Sump Pumps

🎣 Ad Hooks

Existing Services — Optimization

🛠️ Sewer

Problems

Fixes

🛠️ Drain

Problems

Fixes

🛠️ Emergency

🛠️ Water Heater

Audrey Design Briefs (10)

🎨 [LSA-PHOTO-001] Team Photo — Full Crew in Branded Shirts

🎨 [LSA-PHOTO-002] Before/After — Sewer Repair

🎨 [LSA-PHOTO-003] Tech at Work — Camera Inspection

🎨 [LSA-PHOTO-004] Branded Truck — Mobile Billboard

🎨 [LSA-PHOTO-005] Water Heater Install — Before/After

🎨 [LSA-PHOTO-006] Leak Detection Equipment in Use

🎨 [LSA-PHOTO-007] Sump Pump Installation

🎨 [LSA-PHOTO-008] Emergency Heater Repair

🎨 [LSA-SOCIAL-001] Review Request Social Graphic

🎨 [LSA-SEASONAL-001] Spring Sump Pump Campaign

Budget Strategy

Response Time Targets

Review Strategy

Action Plan

Lead-to-Sale Journey

90-Day Execution Plan

📆 Week 1 — Foundation

📆 Week 2 — Content & Automation

📆 Week 3-4 — Campaign Build

📆 Week 5-8 — Optimization

📆 Week 9-12 — Scale & Review

KPIs & Targets