Performance Max is Google's AI-driven campaign type that serves ads across Search, Display, YouTube, Gmail, Discover, and Maps from a single campaign. For Bright Side Plumbing, PMax will complement existing Search campaigns and unlock inventory on channels we currently do not reach.
📋 Step-by-Step: Create Your First PMax Campaign
Step 1: Navigate to Campaign Creation
Log into Google Ads account 7269555791 via MCC 8449092450
Click the blue + New Campaign button in the left sidebar
Select campaign objective: Leads
Select conversion goals: check Phone Calls, Form Submissions, Booked Jobs (ServiceTitan offline import)
Bidding strategy: Select Maximize Conversions with a target CPA
Starting tCPA: $85 (based on current Search CPA benchmarks)
After 30 days of data, consider switching to Maximize Conversion Value with tROAS once ServiceTitan revenue data flows back via GCLID pipeline
Budget: Set daily budget per campaign (see Section 5 for allocation)
Location targeting: Select the following areas:
Overland Park, KS (25 mi radius)
Olathe, KS
Lenexa, KS
Shawnee, KS
Prairie Village, KS
Leawood, KS
Kansas City, MO (exclude areas outside 30 mi)
Kansas City, KS
Location options: Presence: People in or regularly in your targeted locations (NOT "Presence or interest")
Language: English
Step 3: URL Expansion Settings
Under "More settings," find Final URL expansion
Toggle to OFF for initial launch
⚠️ Why off? URL expansion lets Google send traffic to ANY page on callbrightside.com. This can cause irrelevant landing page matches.
After 60 days with strong conversion data, consider enabling with URL exclusions
If you enable later, add these URL exclusions:
callbrightside.com/blog/*
callbrightside.com/careers/*
callbrightside.com/about/*
callbrightside.com/privacy*
Step 4: Auto-Created Assets Settings
Under "More settings," find Automatically created assets
Toggle Text assets: ON (let Google test headline/description variations)
Toggle Final URL: OFF (keep control of landing pages)
Review auto-generated text weekly in asset reports and remove any that do not match brand voice
Step 5: Asset Group Creation (Overview)
You will create 5 asset groups (detailed in Section 2):
Sewer Repair & Replacement
Water Heater Services
Drain Cleaning
Gas Line Services
Emergency Plumbing
Each asset group gets its own landing page URL, creative assets, and audience signals
Click New Asset Group for each service category
⚠️ Critical: Never run PMax without active Search campaigns. PMax needs Search data to optimize. Keep your existing Search campaigns running alongside PMax. PMax should get 25-35% of total budget at launch.
🚿 2. PMax for Plumbing: 5 Asset Groups
Each asset group below is a self-contained unit with its own final URL, text assets, images, videos, and audience signals. Think of each as a mini-campaign for one service vertical.
🚧 Asset Group 1: Sewer Repair & Replacement
Setup Steps:
Asset group name: BSP_PMax_Sewer
Final URL: callbrightside.com/sewer-repair-replacement (or best sewer landing page)
Display path: callbrightside.com/sewer-repair
Text Assets:
Headlines (5+):
KC's #1 Sewer Repair Experts
Trenchless Sewer Replacement
Free Sewer Camera Inspection
5th-Gen Master Plumber Team
Save Thousands on Sewer Repair
Same-Day Sewer Line Service
Long headlines (3+):
Overland Park's Most Trusted Sewer Repair Team, 384+ Five-Star Reviews
Trenchless Sewer Replacement Saves Your Yard and Your Wallet
5th-Generation Master Plumber Kalen Barker and His Expert Team
Descriptions (3+):
Bright Side Plumbing offers expert sewer repair and trenchless replacement in the KC metro. Free camera inspections. Financing available. Call today!
Rated 4.9 stars with 394+ reviews. Our 5th-generation master plumber team handles sewer repairs right the first time. Overland Park and surrounding areas.
Stop digging up your yard. Our trenchless sewer technology replaces your sewer line without destroying your landscape. Free estimates for KC metro homeowners.
Image Assets: Photos of trenchless equipment, before/after sewer jobs, camera inspection screenshots, team at sewer job site Video Assets: Sewer repair testimonial video, trenchless replacement process explainer Call to Action: "Get Free Estimate" or "Book Now"
🔥 Asset Group 2: Water Heater Services
Setup Steps:
Asset group name: BSP_PMax_WaterHeater
Final URL: callbrightside.com/water-heater
Display path: callbrightside.com/water-heaters
Text Assets:
Headlines:
Water Heater Replacement Today
Tankless Water Heater Experts
No Hot Water? We Fix It Fast
Water Heater Install from $2,999
Same-Day Water Heater Service
Long headlines:
Hot Water Restored Today by KC Metro's Top-Rated Plumbing Team
Tankless, Standard, or Hybrid Water Heaters Installed by Certified Pros
Descriptions:
No hot water? Bright Side Plumbing offers same-day water heater repair and replacement. Tankless, standard, and hybrid options. Financing available.
4.9-star rated water heater pros serving Overland Park, Olathe, Lenexa, and the KC metro. Free estimates. Licensed and insured.
Image Assets: New water heater installations, tankless units, team installing, happy homeowner Video Assets: Water heater replacement time-lapse, customer testimonial about fast service Call to Action: "Get Quote" or "Call Now"
🚿 Asset Group 3: Drain Cleaning
Setup Steps:
Asset group name: BSP_PMax_Drain
Final URL: callbrightside.com/drain-cleaning
Display path: callbrightside.com/drain-cleaning
Text Assets:
Headlines:
Professional Drain Cleaning KC
Clogged Drain? Fixed Fast
Hydro Jetting Drain Service
$99 Drain Clearing Special
Same-Day Drain Service
Long headlines:
Stubborn Clog? Our Hydro Jetting Service Clears Any Drain, Guaranteed
KC Metro Drain Cleaning by Bright Side Plumbing, 4.9 Stars, 384+ Reviews
Descriptions:
Professional drain cleaning in Overland Park and the KC metro. Hydro jetting, snaking, and camera inspections. Same-day service available.
Stop using chemicals that damage your pipes. Our professional drain cleaning removes clogs for good. Call Bright Side Plumbing today.
Image Assets: Hydro jetting in action, clean vs clogged drain comparison, tech at work Video Assets: Drain clearing process video, quick tip about drain maintenance Call to Action: "Book Service" or "Call Now"
🔥 Asset Group 4: Gas Line Services
Setup Steps:
Asset group name: BSP_PMax_GasLine
Final URL: callbrightside.com/gas-line-services
Display path: callbrightside.com/gas-lines
Text Assets:
Headlines:
Licensed Gas Line Plumbers KC
Gas Line Repair and Install
Smell Gas? Call Us Immediately
Gas Line Leak Detection Pros
New Gas Line Installation KC
Long headlines:
Licensed Master Plumber Team for Gas Line Installation, Repair, and Leak Detection
Safe, Code-Compliant Gas Line Work by Bright Side Plumbing, KC Metro Area
Descriptions:
Gas line installation, repair, and leak detection by licensed master plumbers. Serving Overland Park, Olathe, and the KC metro. Safety is our priority.
Need a new gas line for your grill, fireplace, or stove? Bright Side Plumbing handles residential gas line work across the KC metro. Call for a free estimate.
Image Assets: Gas line installation, leak detection equipment, team working safely Video Assets: Gas safety tips video, gas line installation walkthrough Call to Action: "Get Free Estimate" or "Call Now"
🚨 Asset Group 5: Emergency Plumbing
Setup Steps:
Asset group name: BSP_PMax_Emergency
Final URL: callbrightside.com/emergency-plumbing
Display path: callbrightside.com/emergency
Text Assets:
Headlines:
24/7 Emergency Plumber KC
Plumbing Emergency? Call Now
Fast Emergency Plumbing Help
Burst Pipe? We're On the Way
Flooding? Call Bright Side Now
Long headlines:
24/7 Emergency Plumbing in the KC Metro, Fast Response When You Need It Most
Burst Pipes, Flooding, or Sewage Backup? Bright Side Plumbing Responds Fast
Descriptions:
Plumbing emergencies do not wait and neither do we. Bright Side Plumbing offers 24/7 emergency service in Overland Park and the KC metro. Call now.
Burst pipes, sewage backups, and flooding handled fast by our expert team. 4.9 stars, 394+ reviews. Available nights, weekends, and holidays.
Image Assets: Team responding urgently, water damage cleanup, branded truck on the road at night Video Assets: "What to do in a plumbing emergency" quick response video Call to Action: "Call Now" or "Get Emergency Help"
💡 Pro Tip: Each asset group should have a MINIMUM of 5 headlines, 5 long headlines, 3 descriptions, 3 images, and 1 video. More assets = more combinations for Google's AI to test. Aim for 15+ headlines per group over time.
🎨 3. PMax Creative Assets: Full Specs
Google requires specific asset dimensions and counts for Performance Max to serve across all channels. Here is the complete specification for Bright Side Plumbing.
📝 Text Asset Requirements
Asset Type
Character Limit
Minimum
Recommended
Max
Short headline
30 chars
3
11
15
Long headline
90 chars
1
3
5
Description
90 chars
2
4
5
Business name
25 chars
1
1
1
Call to action
Auto/Manual
1
1
1
Display path
15 chars x2
0
2
2
✍️ Master Headline Bank (Short, 30 chars max)
Brand Headlines
Bright Side Plumbing KC
4.9 Stars, 384+ Reviews
5th-Gen Master Plumber
Trusted KC Metro Plumber
Service Headlines
Sewer Repair Experts KC
Trenchless Sewer Replace
Water Heater Replacement
Same-Day Drain Cleaning
Urgency Headlines
24/7 Emergency Plumber
Fast Plumbing Help Today
Plumbing Emergency? Call!
Licensed, Bonded, Insured
Value Headlines
Free Plumbing Estimates
Financing Available
No Surprise Pricing
Satisfaction Guaranteed
✍️ Master Description Bank (90 chars max)
KC metro's top-rated plumber. Sewer, water heater, drain, and gas line experts. Free estimates!
Bright Side Plumbing: 4.9 stars, 394+ reviews. 5th-gen master plumber. Same-day service available.
Trenchless sewer repair saves your yard. Licensed team serving Overland Park and the KC metro area.
24/7 emergency plumbing in Overland Park, Olathe, Lenexa, Shawnee, and the greater KC metro.
No hot water? We offer same-day water heater repair and replacement. Financing options available.
Professional drain cleaning with hydro jetting. We clear the toughest clogs. Call for same-day help.
🖼️ Image Asset Specifications
Image Type
Aspect Ratio
Min Size
Recommended
Max File
Count
Landscape
1.91:1
600x314
1200x628
5 MB
1-20
Square
1:1
300x300
1200x1200
5 MB
1-20
Portrait
4:5
480x600
960x1200
5 MB
1-20
Logo (landscape)
4:1
512x128
1200x300
5 MB
1-5
Logo (square)
1:1
128x128
1200x1200
5 MB
1-5
📷 Image Content Recommendations for BSP:
Real job site photos (not stock) showing team in branded uniforms
Before/after photos of sewer repairs, water heater installs, drain clearing
Kalen Barker and the team (people-focused photos convert 30%+ better)
Branded truck shots
Happy customers at their front door with a technician
Close-ups of equipment: camera inspection footage, hydro jetting, tankless units
Seasonal imagery: frozen pipes in winter, outdoor plumbing in spring
🎥 Video Asset Specifications
Spec
Requirement
Format
MP4, MOV, AVI
Duration
10 sec minimum; recommended 15s, 30s, and 60s versions
1 (Google will auto-create from images if none provided, but quality is low)
🎯 Call to Action Options
Select the CTA that best fits each asset group:
Book Now
Emergency, Drain
Get Quote
Sewer, Water Heater
Call Now
Emergency, Gas
Learn More
Awareness Phases
Get Offer
Seasonal Promos
🎯 4. PMax Audience Signals
Audience signals tell Google's AI where to START looking for converters. They are not hard targeting constraints. Google will go beyond your signals if it finds conversions elsewhere. Think of them as training data for the algorithm.
🔍 Custom Segments (by Search Terms)
Click-by-Click Setup:
In your PMax asset group, scroll to Audience Signal
Click + Add Audience Signal
Select Custom Segments
Click + New Custom Segment
Name: BSP_Sewer_Intent (create one per service)
Select People who searched for any of these terms on Google
Add search terms by service:
🚧 Sewer Custom Segment
sewer repair near mesewer line replacementtrenchless sewer repairsewer camera inspectionsewer backupbroken sewer linesewer repair overland parksewer replacement costplumber sewer linesewer cleanout
🔥 Water Heater Custom Segment
water heater replacementtankless water heater installno hot waterwater heater repair near mewater heater leakinghot water heater costwater heater overland park50 gallon water heaterelectric water heatergas water heater install
🚿 Drain Cleaning Custom Segment
drain cleaning near meclogged drainhydro jettingslow draindrain cleaning servicesewer drain cleaningkitchen drain cloggedmain drain backupdrain cleaning overland parkrooter service
🔥 Gas Line Custom Segment
gas line installationgas line repairgas leak plumbergas line for grillgas pipe repair near menatural gas plumbergas line overland parkgas line costgas fireplace installgas stove hookup
🏪 In-Market Audiences
Click-by-Click:
In Audience Signal, click Browse tab
Expand In-Market Audiences
Navigate to Home & Garden and select:
✅ Plumbing Services
✅ Home Improvement Services
✅ Home Maintenance & Repair
✅ Water Heaters
Navigate to Real Estate and select:
✅ Residential Properties (new homeowners often need plumbing work)
📧 Customer Match Lists (ServiceTitan)
Click-by-Click:
In ServiceTitan, export customer lists:
List 1: All customers (past 2 years) with email addresses
List 2: High-value customers ($2,000+ job revenue)
List 3: Customers who had sewer work (for upsell targeting)
In Google Ads, go to Tools & Settings > Audience Manager
Click + Customer List
Upload each CSV with name, email, phone, zip code
Google will match 30-60% of records
In PMax audience signal, select Your Data and add each list
Google uses these to find "similar" users who match your best customers
👤 Demographics
Recommended Demographic Signals:
Age: 25-65+ (homeowners skew older)
Household income: Top 50% (plumbing is a premium service, focus on homeowners who can afford it)
Parental status: Any
Gender: Any
Homeownership: Homeowners (this is the single most important demographic signal for plumbing)
💡 Remember: These are SIGNALS, not restrictions. Google will explore beyond these audiences. Review the "Audience Insights" tab monthly to see which audiences actually convert, then refine your signals based on data.
💰 5. PMax Budget Strategy
With $35K/month total ad spend, PMax needs a calculated share that complements Search without cannibalizing it. Here is the allocation framework.
📊 Recommended Budget Split
Channel
% of Budget
Monthly $
Daily $
Role
Search (Existing)
50%
$17,500
$583
High-intent bottom-funnel
PMax (New)
30%
$10,500
$350
Full-funnel AI-driven
YouTube + Display
12%
$4,200
$140
Awareness + remarketing
LSA (Local Services)
8%
$2,800
$93
Local lead gen
💵 PMax Budget by Asset Group
Asset Group
% of PMax
Monthly $
Rationale
🚧 Sewer (Campaign 1)
35%
$3,675
#1 revenue driver, highest ticket
🔥 Water Heater (Campaign 2)
25%
$2,625
#2 revenue, strong demand
🚿 Drain Cleaning (Campaign 3)
15%
$1,575
High volume, lower ticket
🔥 Gas Lines (Campaign 4)
10%
$1,050
Niche, high margin
🚨 Emergency (Campaign 5)
15%
$1,575
24/7 high urgency
⚠️ Important: Each PMax asset group should be in its OWN campaign for budget control. Google does not let you set budgets at the asset group level within a single campaign. Create 5 PMax campaigns, one per service vertical.
📈 Scaling Triggers
⬆️ Increase PMax Budget When:
CPA is below target ($85) for 14+ consecutive days
Conversion volume is limited by budget (check "Limited by budget" status)
ROAS exceeds 5:1 (revenue from ServiceTitan GCLID attribution)
Impression share is below 60% on high-value asset groups
Seasonal demand spikes (see Section 16)
How much: Increase by 15-20% at a time. Wait 14 days between increases for the algorithm to re-learn.
⬇️ Decrease PMax Budget When:
CPA rises above $120 for 14+ consecutive days
Conversion quality drops (booked jobs from PMax decline vs. leads)
Placement report shows excessive spend on low-quality Display placements
Search campaign impression share drops below 70% (PMax is cannibalizing)
Off-season for a service vertical
How much: Decrease by 10-15% at a time. Never cut more than 25% at once or you reset the algorithm's learning.
🔄 PMax vs Search: The Handoff
Key Principle: Search should ALWAYS get priority budget. PMax is supplemental.
If Search impression share drops below 70% on branded terms, pause PMax branded signals
Run a Search query performance report monthly to check for overlap between PMax and Search
Use the "Insights" tab in PMax to see which search categories PMax is serving on
If PMax is serving on your top Search keywords, add those as negative themes in PMax (account-level negatives)
🎬 6. YouTube Ads for Plumbing
YouTube is the world's second-largest search engine. For plumbing, it builds trust before the phone rings. People search "how to fix a leaking water heater" and "sewer line replacement cost" on YouTube. Bright Side should be there with helpful, branded content that leads to conversions.
📺 Ad Format 1: TrueView In-Stream (Skippable)
What: Video ad plays before/during/after other YouTube videos. Viewer can skip after 5 seconds. You only pay when someone watches 30 seconds (or the full ad if shorter) or clicks.
Use Case for BSP: Brand awareness, showcasing Kalen and the team, testimonial stories, service overviews.
Setup Steps:
Go to Google Ads > + New Campaign
Objective: Brand awareness and reach (or Leads for action-focused)
Campaign type: Video
Campaign subtype: Video reach campaign > Efficient reach (Skippable in-stream)
Set budget, locations (KC metro), language (English)
Under Ad Group, set targeting (see Section 8)
Upload video from BSP YouTube channel
Add final URL: callbrightside.com
Add CTA: "Get Free Estimate"
Add companion banner (300x60 auto-generated or custom)
Best Duration: 30-60 seconds Expected CPV: $0.05-$0.10
📺 Ad Format 2: Bumper Ads (Non-Skippable)
What: 6-second non-skippable video ad. Plays before a video. Charged per 1,000 impressions (CPM).
Use Case for BSP: Reinforcement messaging, seasonal reminders ("Winter is coming, check your water heater!"), brand recall.
Setup Steps:
New Campaign > Brand awareness and reach
Campaign type: Video
Subtype: Video reach campaign > Non-skippable (Bumper)
Upload 6-second video from YouTube channel
These are top-of-funnel. Pair with remarketing lists to reinforce brand
Best Duration: Exactly 6 seconds Expected CPM: $4-$8
📺 Ad Format 3: In-Feed Video Ads (Discovery)
What: Thumbnail + text ad appears in YouTube search results, alongside related videos, and on the YouTube homepage. User clicks to watch. You pay per click/view.
Use Case for BSP: Capture people searching plumbing topics on YouTube. "How much does sewer repair cost?" "Water heater replacement DIY vs pro."
Setup Steps:
New Campaign > Product and brand consideration
Campaign type: Video
Subtype: Influence consideration > In-feed video
Upload educational/helpful video from YouTube channel
Write compelling thumbnail headline and description
Best Duration: 2-5 minutes (educational content) Expected CPV: $0.05-$0.15
📺 Ad Format 4: Video Action Campaigns
What: Conversion-focused video ads with prominent CTA buttons. Runs across YouTube in-stream, in-feed, and Shorts. Optimized for leads/conversions.
Use Case for BSP: Direct response. Drive phone calls and form fills. Best for high-intent audiences and remarketing.
Setup Steps:
New Campaign > Leads
Campaign type: Video
Subtype: Drive conversions
Set bid strategy: Maximize conversions (or target CPA $85)
Upload video with strong CTA in first 5 seconds
Add sitelink extensions, call extensions
Final URL to relevant service page
CTA button: "Call Now" or "Get Free Estimate"
Best Duration: 15-30 seconds Expected CPA: $50-$120 (varies by service)
📹 7. YouTube Creative Strategy
Video content is the #1 trust builder for home services. Here are 5 video concepts with full script outlines, shot lists, and production notes for Bright Side Plumbing.
🎬 Video 1: Sewer Repair Testimonial (60 sec)
Concept: Real customer tells their story about a sewer nightmare and how Bright Side fixed it. Script Outline:
0-5s (Hook): Customer on camera: "Our sewer backed up on Thanksgiving morning. Raw sewage in the basement." (grab attention immediately)
5-15s (Problem): B-roll of the problem (careful, tasteful). Customer describes stress, other quotes they got.
15-35s (Solution): Cut to Bright Side team arriving. Kalen explaining trenchless option. B-roll of camera inspection, repair work. Customer: "They saved us thousands compared to the other quote."
35-50s (Result): Beautiful yard intact. Customer: "You would never know they replaced the whole sewer line. Our yard looks untouched."
50-60s (CTA): Bright Side logo. "4.9 stars, 394+ reviews. Call Bright Side Plumbing. Free sewer camera inspection." Phone number and URL on screen.
Shot List: Customer interview (front porch or living room), B-roll of trenchless equipment, camera inspection footage, before/after yard, team group shot, branded truck CTA: "Get Your Free Sewer Camera Inspection"
🎬 Video 2: Emergency Response (30 sec)
Concept: Fast-paced, urgent. Shows how quickly Bright Side responds to emergencies. Script Outline:
0-3s (Hook): Phone ringing at 2 AM. Text on screen: "Plumbing emergencies do not wait."
3-10s: Dispatcher answering. Kalen/tech getting the call, grabbing keys, heading to the truck.
10-20s: Truck driving through KC at night. Arriving at house. Tech assessing the burst pipe. Quick repair montage.
20-27s: Homeowner relieved: "They were here in 45 minutes. At 2 AM."
Shot List: Phone close-up, truck at night, tech in action, homeowner relief, logo slate CTA: "Call Now for Emergency Help"
🎬 Video 3: Before/After Transformation (45 sec)
Concept: Satisfying visual transformation. Split-screen before/after of major plumbing jobs. Script Outline:
0-5s (Hook): Split screen: corroded pipe on left, brand new pipe on right. "See the difference a real plumber makes."
5-20s: 3-4 before/after sequences: rusty water heater to sleek tankless, collapsed sewer line to new line, clogged drain to clear flow, old fixtures to new
20-35s: Kalen on camera: "At Bright Side, we do not just fix the problem. We make it better than before. I am a 5th-generation master plumber and my family's reputation is on every job."
Shot List: Before/after pairs (minimum 4), Kalen talking head, 5-star review graphics, logo slate CTA: "Get Your Free Estimate Today"
🎬 Video 4: Meet the Owner / Trust Builder (90 sec)
Concept: Kalen Barker tells his story. 5th-generation plumber. Why he started Bright Side. What makes them different. Script Outline:
0-10s: Kalen in front of branded truck: "I am Kalen Barker. Plumbing is not just my job. It is my family's legacy. Five generations."
10-30s: Old family photos (if available). Kalen talks about learning from his father/grandfather. "I grew up with a wrench in my hand."
30-50s: On a job site. "We treat every home like our own. That means no shortcuts, no surprises, and honest pricing."
50-70s: Montage of team at work. Customer handshakes. Review highlights. "384 five-star reviews and counting."
70-90s: Kalen: "If you need a plumber who actually cares, call Bright Side. I personally guarantee every job." Logo, phone, URL.
Shot List: Kalen talking head (multiple locations), family photos, job site B-roll, team interactions, customer moments, logo slate CTA: "Call Kalen's Team Today"
🎬 Video 5: Review Compilation (30 sec)
Concept: Fast-cut compilation of real customers sharing one-line reviews. Social proof machine. Script Outline:
Shot List: 6-8 customer clips (doorstep or living room), star rating graphics, logo slate CTA: "See Why KC Trusts Bright Side"
✅ Production Tips: Film all 5 videos in 1-2 shoot days. Get multiple customers on the same day. Capture Kalen at 2-3 locations. Always film horizontal (16:9) AND vertical (9:16) for YouTube Shorts. Ensure branded shirts, clean trucks, and the Bright Side logo visible in every shot.
👥 8. YouTube Audience Targeting
YouTube targeting determines who sees your video ads. Layer multiple targeting methods for precision. Here is every audience type Bright Side should use.
🔍 Custom Intent Audiences (Search Keywords)
Click-by-Click Setup:
In your YouTube campaign, go to the Ad Group level
Click Audiences > Edit Audience Segments
Click + New Segment > Custom Segment
Name: BSP_YouTube_Plumbing_Intent
Select: People who searched for any of these terms on Google
Add these search terms:
plumber near mesewer repair costwater heater replacementclogged drain helpemergency plumberplumbing company reviewshow much does a plumber costsewer line replacementtankless water heater pros consbest plumber overland parkgas line installation costtrenchless sewer repairplumbing financingwater heater leaking what to do
🏪 In-Market Audiences
Click-by-Click:
In Ad Group > Audiences, click Browse
Under In-Market Audiences, select:
✅ Home Services > Plumbing Services
✅ Home Services > Home Improvement
✅ Home Services > Home Maintenance & Repair Services
✅ Home & Garden > Water Heaters
✅ Real Estate > Residential Properties (recent home buyers)
🔄 Remarketing from Website
Click-by-Click:
Ensure Google Ads tag is firing on all pages of callbrightside.com
Go to Tools > Audience Manager > Audience Lists
Create these remarketing lists:
BSP_AllVisitors_30d - All website visitors, last 30 days
BSP_ServicePages_60d - Visitors to /sewer*, /water-heater*, /drain*, /gas-line*, last 60 days
BSP_FormAbandoners_14d - Visited contact/estimate page but did not convert, 14 days
In YouTube campaign, add these lists under Your Data Segments
Why: Someone who visited your sewer repair page but did not call is a warm lead. Show them Kalen's trust-building video on YouTube.
👤 Similar Audiences
Setup:
Google automatically creates "Similar to" segments based on your remarketing lists and customer match lists
In Audiences, look for Similar to BSP_AllVisitors_30d
Add these as a separate ad group with lower bids (these are colder audiences)
Run awareness-focused creative (Video 4: Meet the Owner) for similar audiences
🏠 Life Events
Setup:
Under Audiences > Browse > Life Events
Select:
✅ Recently moved
✅ Recently purchased a home
New homeowners are 3x more likely to need plumbing services within 6 months
Run this as a dedicated ad group with "Meet the Owner" and "Review Compilation" videos
📊 Demographics Layering
Layer on top of all audience groups:
Age: 25-64 (core homeowner demo)
Household income: Top 50%
Homeownership status: Homeowners
Parental status: All
Note: Set these as "Observation" first (not "Targeting") so you can see performance data without restricting reach. After 30 days, apply bid adjustments: +20% for homeowners, +15% for top 30% income.
📊 9. YouTube Budget Allocation
YouTube advertising is a long-game investment for Bright Side. It builds the brand, warms up leads, and assists Search conversions. Here is the budget framework.
💵 Recommended YouTube Budget
$2,500
Monthly Starting Budget
$83/day
Daily Budget
7.1%
% of Total $35K Spend
$3,500
Scale Target (Month 3)
📊 Budget by Campaign Type
Campaign Type
% of YT Budget
Monthly $
Goal
Video Action (Conversions)
45%
$1,125
Direct leads, phone calls
TrueView In-Stream (Awareness)
25%
$625
Brand reach, trust building
Remarketing (In-Stream)
20%
$500
Re-engage website visitors
Bumper Ads (Reinforcement)
10%
$250
Frequency, brand recall
📈 Performance Benchmarks
Metric
Target
Good
Needs Work
Cost Per View (CPV)
$0.05-$0.10
Under $0.08
Over $0.15
View Rate
25%+
30%+
Under 20%
Click-Through Rate (CTR)
0.8%+
1.2%+
Under 0.5%
Cost Per Conversion
$50-$120
Under $80
Over $150
View-Through Conv. Rate
Track only
Any positive
N/A
🔄 Frequency Caps
Click-by-Click Setup:
In each YouTube campaign, go to Settings > Additional settings > Frequency capping
Set the following caps:
Awareness campaigns: 3 impressions per user per week
Remarketing campaigns: 5 impressions per user per week
Bumper ads: 7 impressions per user per week (they are short, more repetition is OK)
Video Action campaigns: 4 impressions per user per week
Review frequency reports monthly. If average frequency exceeds 8x/week, tighten caps or expand audiences.
💡 Scale Path: Start at $2,500/month. After 60 days, review view-through conversions in the attribution reports (Section 14). If YouTube is assisting Search conversions at a reasonable cost, scale to $3,500. Target: 10% of total ad budget on YouTube by month 6.
🖼️ 10. Display Campaign Setup
Display campaigns on the Google Display Network (GDN) reach people while they browse websites, apps, and Gmail. For Bright Side, Display is primarily for remarketing and targeted brand awareness, NOT cold prospecting.
Bidding: Maximize conversions (or target CPA $100 for Display)
Budget: $50-$70/day ($1,500-$2,100/month)
Under Ad Group, click + Responsive display ad
Upload assets:
Landscape images (1200x628): 5+
Square images (1200x1200): 5+
Logos: Square + landscape versions
Headlines: 5 (30 chars each)
Long headline: 1 (90 chars)
Descriptions: 5 (90 chars each)
Business name: Bright Side Plumbing
Final URL: callbrightside.com (or service-specific pages)
🎯 Managed Placements (Premium Sites)
Click-by-Click:
In your Display campaign ad group, go to Content > Placements
Click + Placements
Add these high-value managed placements:
zillow.com - Homebuyers/sellers in KC
realtor.com - Active home shoppers
redfin.com - Real estate browsers
homes.com - Home search
nextdoor.com - Local community
weather.com - Local weather (great for seasonal plumbing)
kctv5.com - KC local news
kansascity.com - KC Star
fox4kc.com - KC local news
kmbc.com - KC local news
Create a SEPARATE ad group for managed placements with its own budget allocation
Bid higher on managed placements (they are premium inventory)
📝 Topic Targeting
Click-by-Click:
In Ad Group > Content > Topics
Select relevant topics:
✅ Home & Garden > Home Improvement
✅ Home & Garden > Home & Interior Decor
✅ Real Estate > Real Estate Listings
✅ Home & Garden > Plumbing
Use topics as an OBSERVATION layer, not primary targeting
Combine with remarketing audiences for precision
🔍 Contextual Targeting
Click-by-Click:
In Ad Group, go to Content > Keywords (Display keywords)
Add contextual keywords so your ads appear on pages ABOUT these topics:
home plumbing repair
sewer line problems
water heater buying guide
home maintenance checklist
new homeowner tips
home renovation ideas
kitchen remodel
bathroom remodel
This places your ads on articles and blog posts about home improvement and plumbing topics
🚨 Placement Exclusions (Critical): Go to Settings > Content Exclusions and exclude: Mobile app interstitials, parked domains, sexually suggestive content, sensitive content, below-the-fold placements, and mobile game apps. Review your placement report weekly and add low-quality sites to the exclusion list.
✨ 11. Display Creative Best Practices
Display ads need to stop the scroll in 1-2 seconds. For plumbing, that means clear messaging, trust signals, and urgency. Here are the specs and creative guidelines.
📐 Image Size Requirements
Size
Dimensions
Use Case
Priority
Medium Rectangle
300x250
Most common ad slot on web
🔴 Must have
Large Rectangle
336x280
Content pages
🟡 High
Leaderboard
728x90
Top of page
🔴 Must have
Mobile Leaderboard
320x50
Mobile top/bottom
🔴 Must have
Half Page
300x600
Sidebar premium
🟡 High
Large Mobile Banner
320x100
Mobile
🟢 Medium
Inline Rectangle
300x250 / 600x314
In-content
🔴 Must have
Billboard
970x250
Premium desktop
🟢 Medium
Social/Feed
1200x628
Responsive display
🔴 Must have
🎨 Creative Guidelines for Plumbing Display Ads
✅ DO:
Use real photos of the Bright Side team (not stock)
Include the 4.9-star rating and review count prominently
Show the phone number large and readable
Use high-contrast CTA buttons (bright orange or green on dark background)
Include the Bright Side logo in every ad
Use before/after split images (these get 2-3x higher CTR)
Feature Kalen's face (people trust people)
❌ DO NOT:
Use generic stock photos of pipes or wrenches
Cram too much text (keep to 1 headline + 1 CTA)
Use small, unreadable phone numbers
Forget mobile sizes (60%+ of display impressions are mobile)
Use cluttered backgrounds that compete with text
Neglect the logo (brand recognition is the #1 goal of display)
📝 Ad Copy Variations by Theme
🚨 Emergency
Headline: "Plumbing Emergency?"
Body: "24/7 fast response. KC's top-rated team."
CTA: CALL NOW
Colors: Red accents, urgent feel
⭐ Trust/Reviews
Headline: "4.9 Stars, 384+ Reviews"
Body: "KC homeowners trust Bright Side."
CTA: SEE REVIEWS
Colors: Gold stars, clean white
💰 Value/Offer
Headline: "Free Sewer Inspection"
Body: "Camera inspection + free estimate."
CTA: BOOK NOW
Colors: Green accents, savings feel
🌤️ Seasonal Variations
❄️ Winter
"Frozen Pipes? We Fix Them Fast."
"Water Heater Check Before the Cold Hits"
Imagery: Snow, cold colors, warm home interior
🌻 Spring
"Spring Sewer Checkup Time"
"Outdoor Plumbing Ready for Spring?"
Imagery: Green yards, fresh, renewal feel
☀️ Summer
"AC Drain Line Clogged? We Fix It."
"Upgrade to Tankless This Summer"
Imagery: Bright sun, cool water, comfort
🍂 Fall
"Winterize Your Plumbing Now"
"Furnace + Plumbing Checkup Special"
Imagery: Fall colors, preparation, cozy home
🔄 12. Remarketing Strategy
Remarketing is the highest-ROI tactic in display and YouTube advertising. Someone who already visited callbrightside.com is 5-10x more likely to convert than a cold visitor. Here are the 4 remarketing lists and how to deploy them.
📋 4 Core Remarketing Lists
🟢 List 1: All Website Visitors (30 Days)
Name:BSP_AllVisitors_30d
Rule: Visited any page on callbrightside.com in the last 30 days
Estimated size: 2,000-5,000 users/month
Ad message: General brand reinforcement. "Still need a plumber? Bright Side is here to help."
Frequency cap: 3 impressions/day, 15/week
Bid adjustment: +25% over base Display bid
🟡 List 2: Service Page Visitors (60 Days)
Name:BSP_ServicePages_60d
Rule: Visited URLs containing /sewer, /water-heater, /drain, /gas-line, /emergency in the last 60 days
Estimated size: 800-2,000 users/month
Ad message: Service-specific messaging. If they visited the sewer page, show sewer ads. Use dynamic remarketing if available.
Frequency cap: 4 impressions/day, 20/week
Bid adjustment: +40% over base Display bid
🔴 List 3: Form Abandoners (14 Days)
Name:BSP_FormAbandoners_14d
Rule: Visited /contact, /estimate, /schedule, or /book pages but did NOT trigger a conversion event, in the last 14 days
Estimated size: 100-400 users/month
Ad message: Urgency and value. "Still thinking about it? Free estimates, no obligation. Call today."
Frequency cap: 5 impressions/day, 25/week (these are HOT leads)
Bid adjustment: +60% over base Display bid
🔵 List 4: Past Customers (180 Days)
Name:BSP_PastCustomers_180d
Source: ServiceTitan customer match list (upload quarterly), or thank-you page visitors
Estimated size: 500-1,500 users
Ad message: Upsell and referral. "Need another plumbing service? Your Bright Side family is here." / "Refer a friend and save."
Frequency cap: 2 impressions/day, 10/week (light touch)
Bid adjustment: +20% over base Display bid
📋 Remarketing Setup Checklist
Click-by-Click:
Go to Tools > Audience Manager
Click + New Audience List
Select Website visitors
For each list above:
Name the list
Set the URL rules (contains, equals, regex)
Set the membership duration (30d, 60d, 14d, 180d)
Set pre-populate: Yes (backfill from existing tag data)
For List 3 (form abandoners), set up a combination list:
Include: Visited /contact OR /estimate OR /schedule
Exclude: Completed a conversion
For List 4, go to Audience Manager > Customer Lists and upload ServiceTitan export
Apply lists to your Display and YouTube remarketing campaigns
🔄 Ad Rotation Strategy
List
Ad Theme
Rotate Every
Creative Count
All Visitors
Brand + Reviews
14 days
3-4 variations
Service Pages
Service-Specific
7 days
2-3 per service
Form Abandoners
Urgency + Offer
3 days
4-5 variations
Past Customers
Upsell + Referral
30 days
2-3 variations
📣 13. Brand Awareness vs Demand Gen
Not every campaign should chase phone calls. Brand awareness campaigns build the familiarity that makes future Search ads and LSA listings more effective. Here is when and how to run each type.
📊 Side-by-Side Comparison
Dimension
📣 Brand Awareness
💰 Demand Generation
Goal
Get "Bright Side" recognized in KC
Drive phone calls, form fills, booked jobs
KPI
Impressions, Reach, CPM, Brand Lift
CPA, Conversions, ROAS, Phone Calls
Bidding
Target CPM / Maximize reach
Target CPA / Maximize conversions
Ad Formats
YouTube bumpers, TrueView, Display
Video Action, Search, PMax, Remarketing
Audience
Broad: homeowners, in-market, life events
Narrow: custom intent, remarketing, customer match
Budget
10-15% of total ($3.5K-$5.25K)
85-90% of total ($29.75K-$31.5K)
Measurement
Brand search lift, direct traffic increase
CPA, booked job rate, revenue per lead
Timeline
3-6 months to see impact
Immediate (weeks)
📋 When to Run Brand Awareness
Always-on (low budget): Remarketing display and YouTube keeps your brand visible to past visitors. This is cheap and high-ROI. Run year-round at $500-$1,000/month.
Seasonal pushes: 4-6 weeks before peak seasons (e.g., October for winter water heater demand). Increase brand awareness budget to $2,000-$3,000/month.
Market expansion: When entering new service areas or launching new services. Run a 60-day awareness blitz.
Competitive response: If a competitor is running heavy TV/radio in KC, counter with YouTube and Display to maintain share of voice.
📋 When to Focus on Demand Gen
Always: This is the core of the $35K budget. Search, PMax, and LSA are always running.
Peak seasons: Increase demand gen budget during high-intent periods (frozen pipes in January, sewer backups in spring).
When brand search volume is strong: If people are already searching "bright side plumbing," you have brand awareness. Capture that intent.
When capacity allows: Only run demand gen at levels your team can handle. If techs are fully booked, shift budget to brand awareness for future demand.
📊 Measuring Brand Awareness Impact
Click-by-Click Measurement:
Brand Search Lift: Track "bright side plumbing" branded search volume in Google Search Console. If YouTube/Display is working, branded searches should increase 15-30% over 90 days.
Direct Traffic: In Google Analytics, monitor direct traffic to callbrightside.com. Brand awareness drives direct visits.
Brand Lift Study: For budgets over $5,000/month on YouTube, Google offers free Brand Lift studies:
Go to campaign > Measurement > Brand Lift
Google surveys YouTube viewers to measure ad recall, brand awareness, and consideration
Requires minimum spend thresholds (usually $10K over the study period)
View-Through Conversions: Track in Google Ads > Columns > add "View-through conversions." These are people who SAW your YouTube/Display ad but converted later via Search.
🔗 14. Cross-Channel Attribution
The real power of PMax, YouTube, and Display is not just direct conversions. These channels ASSIST Search conversions. Someone sees a YouTube ad, later searches "bright side plumbing," and calls. YouTube gets no credit in last-click, but it deserves it. Here is how to track the full picture.
🔄 How Channels Work Together
Typical Customer Journey for Plumbing:
📱 Day 1: Homeowner notices slow drain. Searches "clogged drain tips" on YouTube. Sees Bright Side's drain cleaning video ad.
💻 Day 3: Browsing a recipe site, sees a Bright Side Display remarketing ad: "Still dealing with that clogged drain?"
🔍 Day 5: Drain gets worse. Searches "drain cleaning overland park" on Google. Sees Bright Side's Search ad. Clicks and calls.
📞 Day 5: Booked job via ServiceTitan. GCLID captured. Revenue attributed.
In last-click attribution: Search gets 100% credit. YouTube and Display get zero. This is misleading.
In data-driven attribution: Each touchpoint gets fractional credit based on its actual influence.
⚙️ Attribution Model Setup
Click-by-Click:
Go to Tools > Measurement > Attribution
Click Attribution Model
Select Data-Driven Attribution (DDA)
This is Google's recommended model and uses machine learning to assign credit
Requires 300+ conversions and 3,000+ ad interactions in 30 days (BSP should qualify)
If not enough data, use Position-Based (40% first click, 40% last click, 20% middle)
Apply to ALL conversion actions (phone calls, forms, ServiceTitan offline imports)
📊 Google Ads Attribution Reports
Report 1: Top Paths
Go to Tools > Measurement > Attribution > Top Paths
This shows the most common sequences of ad interactions before conversion
Look for paths that include YouTube or Display before Search
Go to Tools > Measurement > Attribution > Assisted Conversions
Filter by campaign type (PMax, YouTube, Display)
The "Assisted Conversions" column shows how many conversions each channel helped with (but did not get last-click credit)
Calculate the Assist Ratio: Assisted Conversions / Last-Click Conversions. A ratio above 1.0 means the channel assists more than it converts directly.
Report 3: Model Comparison
Go to Tools > Measurement > Attribution > Model Comparison
Compare Last Click vs Data-Driven Attribution
Look for channels where DDA gives MORE credit than last-click (these are undervalued channels, likely YouTube and Display)
🔗 GCLID Attribution Pipeline
BSP's Advantage: The GCLID attribution pipeline is already live. This means:
When a lead clicks a Google Ad, the GCLID is captured on callbrightside.com
When that lead books a job in ServiceTitan, the GCLID travels with them
When the job is invoiced, the revenue is uploaded back to Google Ads via offline conversion import
Google Ads can now see: "This PMax click generated $4,200 in sewer repair revenue"
This data feeds into Smart Bidding, making PMax, YouTube, and Display bid more intelligently
Action: Ensure offline conversion uploads happen daily. Review the Conversions > Upload diagnostics weekly to catch any GCLID matching issues.
✅ Key Insight: Do not judge YouTube and Display by direct conversions alone. Their value is in the ASSIST. If YouTube assists 20 conversions/month and your average job is $800, that is $16,000 in assisted revenue for a $2,500 YouTube spend. True ROAS = 6.4:1.
📈 15. Reporting & Optimization
Running PMax, YouTube, and Display without regular optimization is like throwing money away. Here is the weekly, bi-weekly, and monthly cadence for Bright Side.
📅 Weekly Tasks (Every Monday)
📊 PMax Asset Performance Review:
Go to PMax campaign > Asset Groups > View Details
Check each asset's performance rating: BestGoodLow
Replace any asset rated "Low" for 14+ days with a new variation
Add new headlines/descriptions to test (goal: always have 15+ headlines per group)
📍 PMax Placement Report:
Go to PMax campaign > Insights > Placements
Review where PMax is spending Display/YouTube budget
Identify low-quality placements (mobile games, irrelevant apps) and add to account-level placement exclusions
💰 Budget Pacing Check:
Verify daily spend is on target for each campaign
Check for "Limited by budget" warnings and adjust if CPA is within target
📅 Bi-Weekly Tasks (Every Other Wednesday)
🔍 PMax Search Terms Insights:
Go to PMax campaign > Insights > Search Term Insights
Review search term categories PMax is serving on
Identify irrelevant categories and add account-level negative keywords
Contact Google rep to add brand negatives if PMax is cannibalizing branded Search
👥 Audience Insights Review:
Go to PMax > Insights > Audience Insights
See which audience segments are converting best
Add high-performing segments as new audience signals
Remove or reduce signals for segments with zero conversions after 30 days
Broaden audiences, add new asset groups, increase bids
🌤️ 16. Seasonal Campaign Calendar
Plumbing demand is seasonal. Budget allocation, creative messaging, and campaign focus should shift monthly to match homeowner needs in the KC metro area.
🌻 Spring (March, April, May)
Primary Focus: Sewer repair/replacement, outdoor plumbing, spring inspections Why: Spring thaw reveals sewer damage from winter. Tree root intrusion peaks. Homeowners start outdoor projects.
Service
Budget Shift
Creative Theme
🚧 Sewer
+20% (peak)
"Spring thaw reveals sewer problems. Free camera inspection."
🚿 Drain
+10%
"Spring cleaning starts with your drains."
🔥 Gas Lines
+15%
"Get your outdoor gas line ready for grill season."
🔥 Water Heater
Baseline
Standard messaging
🚨 Emergency
Baseline
Standard messaging
☀️ Summer (June, July, August)
Primary Focus: Water heaters (tankless upgrades), AC drain lines, outdoor plumbing Why: Hot water demand changes. AC condensate drain lines clog. Outdoor plumbing projects peak.
Service
Budget Shift
Creative Theme
🔥 Water Heater
+15%
"Upgrade to tankless this summer. Endless hot water."
🚿 Drain
+10%
"AC drain line clogged? We fix it fast."
🔥 Gas Lines
+10%
"Gas line for your outdoor kitchen? We install."
🚧 Sewer
Baseline
Standard messaging
🚨 Emergency
-5%
Lower emergency demand in summer
🍂 Fall (September, October, November)
Primary Focus: Furnace/heating prep, winterization, water heater maintenance Why: Homeowners prepare for winter. Furnace checks, pipe insulation, water heater flushes.
Service
Budget Shift
Creative Theme
🔥 Water Heater
+20%
"Is your water heater ready for winter? Schedule a checkup."
🚧 Sewer
+10%
"Get your sewer inspected before the ground freezes."
🚿 Drain
Baseline
Standard messaging
🔥 Gas Lines
+10%
"Gas fireplace ready for fall? We connect and test."
🚨 Emergency
+5%
Ramp up as temps drop
❄️ Winter (December, January, February)
Primary Focus: Emergency plumbing (frozen/burst pipes), water heater failures, sewer backups from holiday guests Why: Frozen pipe emergencies spike. Water heaters fail under holiday demand. Sewer systems overwhelmed by extra guests.
"No hot water in the dead of winter? We replace same day."
🚧 Sewer
+10%
"Holiday guests overload your sewer? We fix backups fast."
🚿 Drain
+5%
"Kitchen drain clogged after the holidays? Call us."
🔥 Gas Lines
-10%
Lower demand in winter for new installs
📊 Annual Budget Flow (% of Monthly $35K)
Month
Total Budget
PMax %
YouTube %
Display %
Key Focus
January
$35,000
32%
8%
5%
❄️ Frozen pipes, emergency
February
$35,000
30%
7%
5%
❄️ Water heater, emergency
March
$35,000
32%
7%
5%
🌻 Sewer season begins
April
$37,000*
33%
8%
5%
🌻 Peak sewer, outdoor gas
May
$37,000*
33%
8%
5%
🌻 Sewer, gas lines
June
$35,000
30%
8%
5%
☀️ Tankless, AC drains
July
$33,000*
28%
7%
5%
☀️ Summer lull, brand focus
August
$33,000*
28%
8%
6%
☀️ Back-to-school prep
September
$35,000
30%
8%
5%
🍂 Winterize messaging
October
$36,000*
32%
8%
5%
🍂 Water heater, furnace
November
$36,000*
32%
7%
5%
🍂 Pre-winter push
December
$35,000
33%
7%
5%
❄️ Emergency ramp-up
* Budget variations assume flex budget of +/- $2K based on seasonal demand. Discuss with Stephanie monthly.
✅ Pro Tip: Set up Google Ads automated rules to increase budgets by 15% on days when the KC forecast shows temperatures below 20°F (frozen pipe demand spikes) or above 95°F (water heater and AC drain demand). Use weather-based bid adjustments in Display campaigns.