Bright Side Plumbing | Ad Creative Design Playbook

01 🔍 Google Search Ads (RSA)

📝 RSA Structure Overview

Responsive Search Ads allow up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Google's AI mixes and matches them. Your job: give it excellent raw materials.

Google tests ~32,760 possible combinations from a full RSA. Quality inputs = quality outputs. Every headline matters.

🏷️ 15 Headlines for Sewer Repair/Replacement (30 char max)

#	Headline	Chars	Type	Pin?
1	KC Sewer Repair Experts	23	🎯 Service	Pin H1
2	Sewer Line Replacement KC	25	🎯 Service	Pin H1
3	Call Bright Side Plumbing	25	🏢 Brand	Pin H2
4	Licensed & Insured Plumbers	27	🛡️ Trust
5	Free Sewer Camera Inspection	28	🎁 Offer
6	Same-Day Sewer Service	22	⚡ Speed
7	Trenchless Sewer Solutions	26	🔧 Method
8	Overland Park Sewer Pros	24	📍 Geo
9	$0 Down Financing Available	27	💰 Finance
10	4.9★ Rated Plumbing Company	27	⭐ Social
11	24/7 Emergency Sewer Help	25	🚨 Urgency
12	Olathe Sewer Specialists	25	📍 Geo
13	Serving KC Since 2015	21	🏢 Brand
14	Get Your Free Estimate Now	26	📞 CTA	Pin H3
15	No Dig Sewer Repair Options	27	🔧 Method

📋 4 Descriptions (90 char max)

#	Description	Chars	Pin?
1	KC's trusted sewer repair team. Fast diagnostics, honest pricing, guaranteed work. Call now!	90	Pin D1
2	Trenchless sewer replacement saves your yard. Free camera inspection with every estimate.	88
3	Licensed KC plumbers. Same-day service, $0 down financing. Bright Side gets it done right.	89
4	Rated 4.9 stars by KC homeowners. Full sewer repair and replacement. Book online today.	86

Pin only 2-3 elements max. Over-pinning kills Google's ability to optimize. Pin your best service headline to H1 and brand to H2. Leave everything else flexible.

📊 Ad Strength Scoring

Rating	What It Means	Audrey's Action
Poor	Too few assets or too similar	Add more diverse headlines, unpin most positions
Average	Some variety, room to grow	Add keyword variations, more unique value props
Good	Solid variety, performing well	Monitor CTR, swap lowest performers monthly
Excellent	Maximum variety and relevance	🎯 THIS IS THE TARGET. Maintain and iterate.

Never settle for "Average." Robert needs "Excellent" on every RSA. If Google says add more headlines, add more headlines. Period.

🔗 Ad Extensions (Assets)

📌 Sitelinks (min 4, aim for 8)

Sitelink Title (25 char)	Description Line 1 (35)	Description Line 2 (35)	URL
Sewer Repair	Expert sewer diagnostics	Camera inspections included	/sewer-repair
Water Heater Service	Repair or replacement	Same-day appointments	/water-heater
Drain Cleaning	Clogged drains? We fix fast	Hydro jetting available	/drain-cleaning
Emergency Plumbing	24/7 emergency response	KC metro coverage	/emergency
Free Estimate	No obligation quotes	Transparent pricing always	/contact
Gas Line Services	Licensed gas line experts	Safety is our priority	/gas-line
Financing Options	$0 down available	Flexible payment plans	/financing
About Bright Side	KC family-owned plumber	Trusted since 2015	/about

💬 Callouts (25 char each, min 4)

Licensed & Insured Free Estimates Same-Day Service $0 Down Financing 4.9★ Google Rating Family-Owned Trenchless Options 24/7 Emergency

📋 Structured Snippets

Header	Values (max 10, 25 chars each)
Services	Sewer Repair, Drain Cleaning, Water Heater, Gas Lines, Emergency, Trenchless, Hydro Jetting, Camera Inspection
Neighborhoods	Overland Park, Olathe, Lenexa, Shawnee, Lee's Summit, Blue Springs, Independence, Prairie Village
Brands	Rinnai, Bradford White, Navien, Moen, InSinkErator

🖼️ Image Extensions

Spec	Landscape	Square
Dimensions	1200 x 628 px	1200 x 1200 px
File Type	PNG or JPG	PNG or JPG
Max Size	5120 KB	5120 KB
Aspect Ratio	1.91:1	1:1
Safe Zone	Center 80% (no text in outer edges)	Center 80%

Creating Image Extensions: 1️⃣ Select high-quality job site photo (real BSP work, not stock) → 2️⃣ Crop to 1200x628 AND 1200x1200 → 3️⃣ Ensure center 80% contains key visual → 4️⃣ NO text overlays (Google rejects them) → 5️⃣ Export as JPG at 80% quality (under 5MB) → 6️⃣ Name: sewer-repair_imgext_landscape_v1_20260312.jpg → 7️⃣ Upload to Google Ads at campaign or ad group level

Image extensions CANNOT contain text, logos, or overlays. Google will disapprove. Use clean photography only. The BSP logo belongs in your logo extensions, not here.

02 🖼️ Google Display Ads

📐 All 7 Standard Display Sizes

Size Name	Pixels	Where It Shows	Priority
🏆 Medium Rectangle	300 x 250	In-article, sidebar	MUST HAVE
🏆 Large Rectangle	336 x 280	In-article, feeds	MUST HAVE
🏆 Leaderboard	728 x 90	Top of page, forums	MUST HAVE
Half Page	300 x 600	Sidebar (high impact)	HIGH
Mobile Banner	320 x 50	Mobile top/bottom	HIGH
Large Mobile Banner	320 x 100	Mobile in-content	HIGH
Wide Skyscraper	160 x 600	Sidebar tall	MEDIUM

📦 File Requirements

Format	Max File Size	Notes
Static (JPG/PNG)	150 KB	PNG for transparency, JPG for photos
Animated (GIF)	150 KB	Max 30 seconds, max 5 FPS
HTML5	150 KB (initial), 2.2 MB (total)	Must include clickTag, max 30s animation

Start with the 300x250. It gets the most inventory. Design that first, then adapt to other sizes. Never just "squish" a design into a different ratio.

🎨 Color Theory for Plumbing Display Ads

BSP Brand Palette

Color	Hex	Use For
🔵 Primary Blue	#0066CC	Headers, CTA buttons, borders
⚪ Clean White	#FFFFFF	Backgrounds, text contrast
🟡 Accent Gold	#FFC107	Badges, urgency callouts, stars
⚫ Dark Navy	#1A1A2E	Text, overlays
🟢 Trust Green	#28A745	Checkmarks, "verified" badges

Psychology in Display

🔵 Blue = Trust, reliability, water (perfect for plumbing)
🟡 Gold/Yellow = Urgency, attention, warmth
🟢 Green = Safety, "go ahead," money saved
🔴 Red = Emergency, act now (use sparingly)
⚪ White space = Clarity, professionalism

Blue increases trust perception by 29% in home services ads (Google Internal, 2024). Always lead with blue, accent with gold for urgency.

🔘 CTA Button Design Rules

Rule	Spec	Why
Size	Min 44x44px tap target	Mobile accessibility standard
Color	High contrast vs background (gold on blue, white on blue)	Must pop in 0.5 seconds
Text	Action verb + benefit: "Get Free Estimate" not "Submit"	Tells user what they get
Shape	Rounded rectangle (8-12px radius)	Rounded = friendly, approachable
Position	Bottom-right or bottom-center	Natural eye flow endpoint
Hover State	Darken 15% or subtle shadow	Confirms clickability

✅ Best CTA Text for BSP

Get Free Estimate Call Now Book Online Schedule Service Fix It Today

🚫 Never use: Submit Click Here Learn More (too vague for plumbing)

🎞️ Animation Specs (GIF/HTML5)

Parameter	Spec
Max Duration	30 seconds
Max Loop	3 loops, must stop on final frame
Frame Rate	Max 5 FPS (GIF) / 24 FPS (HTML5)
Final Frame	Must show logo + CTA + phone number
Strobing/Flashing	❌ Prohibited

Display Ad Creation Workflow: 1️⃣ Start in Figma/Photoshop at 300x250 → 2️⃣ Layout: Hero image (top 60%) + Headline + CTA (bottom 40%) → 3️⃣ Add BSP logo (top-left or bottom-left, max 20% of ad area) → 4️⃣ Export static version first (JPG, under 150KB) → 5️⃣ If animated: 3 frames max (problem → solution → CTA) → 6️⃣ Adapt to all 7 sizes (do NOT auto-scale) → 7️⃣ QA each size on both light and dark backgrounds → 8️⃣ Name: sewer_display_300x250_v1_20260312.png

03 🎬 YouTube Video Ads

📹 Ad Formats at a Glance

Format	Duration	Skip?	Best For
⚡ Bumper	6 seconds max	Non-skippable	Brand awareness, retargeting
🎬 In-Stream (Short)	15 seconds	Non-skippable	Key message, local awareness
🎬 In-Stream (Standard)	15-30 seconds	Skippable after 5s	Full story, service showcase
🔍 Discovery/In-Feed	Any length	User chooses to click	Educational content, trust

🖼️ Thumbnail Specs (Discovery Ads)

Spec	Value
Dimensions	1280 x 720 px (16:9 ratio)
Min Width	640 px
File Types	JPG, PNG, GIF, BMP
Max Size	2 MB

📐 Companion Banner

Spec	Value
Dimensions	300 x 60 px
Shows	Desktop only, right of video player
Content	BSP logo + tagline + phone number
File Size	150 KB max

The companion banner is tiny (300x60). Do NOT try to cram too much in. Logo on left, "Call 913-XXX-XXXX" on right. That is it.

🪝 The BSP Hook Framework (First 5 Seconds)

You have 5 seconds before they skip. Every frame counts. Use this formula:

🚨 Problem Hook

"Your sewer line is leaking right now and you don't even know it."

Fear/Urgency

💰 Savings Hook

"KC homeowners are saving $2,000 on sewer repair with one phone call."

Value

❓ Question Hook

"When was the last time you had your sewer line inspected?"

Curiosity

🎬 6-Second Bumper Storyboard

Second	Visual	Audio	Text Overlay
0-2	Problem shot (water backing up / broken pipe)	Dramatic sound effect	"Sewer Problems?"
2-4	BSP truck arriving / tech smiling	Upbeat transition	"Bright Side Fixes It"
4-6	Happy homeowner / BSP logo	Voiceover: "Call Bright Side"	Phone # + Logo

🎬 30-Second In-Stream Storyboard

Seconds	Scene	Purpose
0-5	🪝 Hook (problem/question/savings)	Stop the scroll, prevent skip
5-10	🏢 Introduce BSP + credibility (logo, "serving KC since 2015")	Brand trust
10-20	🔧 Show the work: before/after, camera inspection footage, tech on-site	Proof + expertise
20-25	⭐ Social proof: "4.9 stars, 500+ reviews"	Reduce friction
25-30	📞 CTA: "Call Bright Side today. Free estimate." + phone + URL	Convert

Thumbnails with FACES get 30% more clicks. Use a real BSP technician smiling, with text overlay showing the service. Avoid stock photos.

04 🚀 Performance Max Asset Groups

🗂️ Per-Service Asset Groups

Each major service gets its OWN asset group with tailored creative. Never mix services in one group.

Asset Group	Theme Color	Key Visual	Landing Page
🔧 Sewer Repair/Replacement	Deep Blue + Gold	Camera inspection, trenchless work	/sewer-repair
🔥 Water Heater	Orange + Blue	New install, before/after	/water-heater
🚿 Drain Cleaning	Teal + White	Hydro jet, cleared drain	/drain-cleaning
⛽ Gas Line Services	Red + Navy	Gas fitting, safety inspection	/gas-line
🚨 Emergency Plumbing	Red + White	Flooded home, truck dispatch	/emergency

📸 Image Requirements Per Asset Group

Orientation	Dimensions	Ratio	Min Required	Recommended	Max
🖼️ Landscape	1200 x 628 px	1.91:1	1	5	20
⬜ Square	1200 x 1200 px	1:1	1	5	20
📱 Portrait	960 x 1200 px	4:5	1	3	20

🏷️ Logo Requirements

Type	Dimensions	Ratio	Notes
Landscape Logo	1200 x 300 px	4:1	Full wordmark "Bright Side Plumbing"
Square Logo	1200 x 1200 px	1:1	Icon/mark version, transparent BG

✍️ Text Assets Per Group

Asset	Max Chars	Qty	Example (Sewer Group)
Short Headline	30	3-5	"KC Sewer Repair Experts"
Long Headline	90	1-5	"Trusted sewer repair in KC. Free camera inspection with every estimate."
Description	90	2-5	"Licensed KC plumbers. Same-day sewer service. $0 down financing available."
Business Name	25	1	"Bright Side Plumbing"

PMax groups with 5+ images per orientation see 22% lower CPA than groups with minimum assets. More variety = more placements = better optimization.

Building a PMax Asset Group (Sewer Example): 1️⃣ Create folder: PMax_Sewer/ with subfolders: landscape/, square/, portrait/, logos/ → 2️⃣ Select 5 best sewer job photos (real BSP work) → 3️⃣ Crop each to ALL THREE orientations (1200x628, 1200x1200, 960x1200) → 4️⃣ Ensure subject stays centered in all crops → 5️⃣ Add NO text overlays (PMax overlays its own text) → 6️⃣ Export JPG at 80% (each under 5MB) → 7️⃣ Prepare logo in both landscape (1200x300) and square (1200x1200) → 8️⃣ Write text assets using the table above → 9️⃣ Hand off full package to Robert for upload

PMax images must NOT contain text or logos baked in. Google overlays its own text dynamically. If you add text, it will look like a mess of overlapping words.

📸 Image Content Ideas Per Service

Service	Image 1	Image 2	Image 3	Image 4	Image 5
🔧 Sewer	Camera inspection	Trenchless equipment	Before/after yard	Tech with homeowner	BSP truck on-site
🔥 Water Heater	New tank install	Tankless on wall	Tech adjusting unit	Family with hot water	Old vs new side-by-side
🚿 Drain	Hydro jetting	Cleared drain flowing	Tech with snake tool	Kitchen drain repair	Happy customer
⛽ Gas Line	Gas fitting close-up	Safety inspection	New gas line run	Tech with meter	Licensed badge shot
🚨 Emergency	Flooded basement	BSP truck at night	Tech rushing in	Water shutoff demo	Relieved homeowner

🚨 CURRENT PHOTO INVENTORY vs AD NEEDS (Updated Mar 12, 2026)

The Nexus pipeline has 16 photos / 78 ad variants processed. But we're running ads with only 2 of 8 critical categories filled. Here's exactly what's missing and why it costs us leads:

✅ What We Have in the Pipeline

Category	Count	Ad Channels Using
👷 Technician Portraits	6	RSA image extensions, PMax, LSA profile
🚐 Vehicle/Branding	4	Display, PMax, LSA business photos
🔧 Service Work (Sewer)	4	PMax sewer group, Display, RSA
👥 Team/Group	1	LSA profile, PMax
🏢 Office/Staff	1	LSA business photos

❌ ZERO PHOTOS in These Ad-Critical Categories

Gap	Ads Affected	Revenue Impact	Need	Priority
📸 Before/After Sewer	ALL channels. PMax sewer group, Display remarketing, RSA extensions, LSA	Sewer = #1 revenue. Before/after photos boost CTR 45-65% and conversions 30-50%. These are the single highest-ROI photo type.	5-10 pairs	🔥 #1
🚨 Emergency Response	Emergency PMax group, Display urgency remarketing, RSA emergency campaigns	Emergency Eric = 50-60% of revenue. Urgency visuals in ads convert 2-3x higher than generic.	3-5	🔥 Critical
😊 Happy Customers	Display social proof, PMax all groups, LSA business photos	Customer photos increase ad conversion 25-40%. Trust signals beat logos.	3-5	High
🔧 Equipment Close-Ups	Display expertise campaigns, PMax sewer/drain groups, RSA image extensions	Builds trust with Renovation Rachel (research phase). +15-25% conversion on consideration queries.	3-5	High
🏠 Exterior at Homes	LSA business photos, Display local targeting, PMax	Local trust photos boost LSA click-through. Homeowners want to see service in their neighborhood type.	3-5	High
🔥 Water Heater Work	PMax water heater group, RSA water heater campaigns, Display	#3 revenue service running with ZERO custom photos. Text-only or stock for a core campaign.	2-3	Med-High
🚿 Drain Cleaning	PMax drain group, RSA drain campaigns	Gateway service. Maintenance Mike = highest lifetime value ($5K-$25K).	2-3	Medium
💨 Gas Line Work	PMax gas group, RSA gas campaigns	Niche, high-margin. Most competitors have zero gas line visuals.	1-2	Medium

🔬 Photo Type vs Ad Performance (Industry Data)

Photo Type	CTR Lift	Conversion Impact	Pipeline Score
Before/After pairs	+45-65%	+30-50%	95-100
Emergency/urgency	+25-40%	+20-35%	90+
Customer interactions	+20-30%	+25-40%	85-95
Equipment close-ups	+10-20%	+15-25%	85+
Tech portraits (current)	baseline	baseline	70-85

Before/after + emergency photos alone could lift ad CTR 30-50%. That's the difference between $383 spent with zero leads and $383 spent with 3-5 booked jobs.

🎯 Minimum 5-Shot Priority List

📸 1 before/after sewer pair (same angle, before dig + after repair)
🚨 1 emergency response (van at night, dramatic lighting)
😊 1 happy customer handshake (tech + homeowner, genuine)
🔧 1 equipment close-up (sewer camera in use)
🏠 1 van at nice home exterior (neighborhood trust)

Upload to Google Drive with naming convention. Pipeline auto-processes into all ad formats.

05 ✅ Local Services Ads (LSA) Creative

👤 Profile Photo Requirements

Spec	Requirement
Type	Business owner OR team photo (real people only)
Quality	High-res, well-lit, professional
Content	Friendly, approachable, in uniform or branded gear
Background	Clean (job site OK if not cluttered)
Restrictions	No stock photos. No heavy filters. No sunglasses.

📸 Business Photos (5-10 Required)

#	Photo Type	Why It Matters	Specs
1	🚐 BSP truck (clean, branded)	Professionalism, brand recognition	Landscape, outdoor lighting
2	👷 Team photo (uniformed)	Trust, real people	Group shot, smiling
3	🔧 Tech working on-site	Shows expertise in action	Action shot, good lighting
4	🏠 Before/after job	Proof of quality work	Same angle, clear difference
5	🤝 Tech with happy customer	Social proof, trust signal	Natural, not staged
6	🔬 Camera inspection screen	Shows advanced tools	Close-up with context
7	🏢 Office/showroom (if exists)	Established business feel	Clean, well-lit interior
8	⭐ Award/certification display	Authority signal	Readable, prominent
9	🚿 Finished installation	Quality result showcase	Clean, professional result
10	📋 Tech explaining to customer	Transparency, communication	Natural conversation shot

📐 Photo Specs

Spec	Value
Min Resolution	720 x 720 px (higher is better)
File Types	JPG, PNG
Orientation	Landscape preferred (displays better in listings)
File Size	Under 5 MB
Content Rules	No watermarks, no collages, no borders, no added text

Photos with people in them get 35% more engagement on LSA. Always include at least 3 photos showing real BSP technicians.

✅ Google Guaranteed Badge Usage

✅ DO

Reference "Google Guaranteed" in verbal conversations
Let the badge appear organically in LSA listings
Mention the protection it gives customers (up to $2,000)
Use it as a trust signal in sales conversations

❌ DO NOT

Put the badge on your website
Use it in non-LSA ad creative
Modify the badge colors or shape
Claim "Google Guaranteed" in Google Ads (search/display)
Use it on business cards or print materials

Google is strict about badge misuse. The green checkmark belongs ONLY in LSA placements. Using it elsewhere can get your LSA account suspended.

06 🧪 Scientific Method for Ad Creative

🔄 The BSP Creative Testing Cycle

👁️

Observe

→

🧠

Hypothesize

→

🧪

Experiment

→

📊

Measure

→

📋

Conclude

→

🔄

Iterate

👁️ Step 1: OBSERVE

Pull current performance data. Look at CTR, conversion rate, cost-per-lead, and impression share for each creative asset.

Which headlines get the most impressions?
Which images have the best CTR?
Which ad groups have high impressions but low conversions?
What are competitors showing? (use Google Ad Transparency Center)

🧠 Step 2: HYPOTHESIZE

Form a testable prediction: "If we [change X], then [metric Y] will [increase/decrease] because [reason]."

Example: "If we replace the stock photo with a real BSP before/after, then CTR will increase by 15% because authentic imagery builds more trust."

🧪 Step 3: EXPERIMENT

Change ONE variable at a time. Run for minimum 2 weeks or 1,000 impressions (whichever comes first).

📊 Step 4: MEASURE

Compare test vs. control using the same metrics from Step 1. Look for statistical significance (at least 95% confidence).

📋 Step 5: CONCLUDE

Document the result: what worked, what didn't, and why you think so. Add to the BSP Creative Testing Log.

🔄 Step 6: ITERATE

Winner becomes the new control. Start a new test. Never stop testing.

The most successful advertisers test 3-5 creative variations per month. At BSP's scale, aim for 2-3 tests per month minimum. Small consistent wins compound into massive performance gains.

🎯 Variables to Test (One at a Time!)

Category	Variable A (Control)	Variable B (Test)	Metric to Watch
🖼️ Image Type	Stock photo	Real BSP job photo	CTR
👤 People	No people in image	BSP tech in image	CTR + Conv Rate
🎨 CTA Color	Blue button	Gold button	Click-through rate
📝 Headline	Service-focused ("Sewer Repair")	Benefit-focused ("Save Your Yard")	CTR
💰 Offer	No offer	"Free Camera Inspection"	Conversion rate
😰 Emotion	Positive (happy result)	Negative (problem shown)	CTR + Conv Rate
📍 Location	Generic "KC Metro"	Specific "Overland Park"	Conv Rate
⏰ Urgency	No urgency	"Same-Day Service"	Conversion rate

NEVER test multiple variables at once. If you change the image AND the headline, you will not know which change caused the result. One variable. Always.

📅 Monthly Creative Testing Calendar

Week	Activity	Owner
Week 1 (Mon-Tue)	📊 Pull last month's performance data. Identify weakest creative.	Robert
Week 1 (Wed-Fri)	🧠 Form hypothesis. Plan test. Brief Audrey on what to create.	Robert + Audrey
Week 2	🎨 Audrey designs test variant. QA and upload.	Audrey
Week 2-3	🧪 Test runs (minimum 1,000 impressions or 2 weeks)	Google Ads
Week 4	📋 Review results. Document. Winner becomes new control. Repeat.	Robert + Audrey

07 📁 Asset Library Organization

🗂️ Folder Structure

📁 BSP_Ad_Creative/
├── 📁 _Brand_Assets/
│   ├── 📁 Logos/          (all formats: PNG, SVG, EPS, white/color/dark)
│   ├── 📁 Fonts/          (brand fonts, license files)
│   ├── 📁 Colors/         (palette swatches for Figma/PS)
│   ├── 📁 Templates/      (master templates per ad format)
│   └── 📁 Guidelines/     (brand style guide PDF)
│
├── 📁 Google_Search/
│   ├── 📁 Image_Extensions/
│   │   ├── 📁 Landscape_1200x628/
│   │   └── 📁 Square_1200x1200/
│   └── 📁 Copy/           (headline/description spreadsheets)
│
├── 📁 Google_Display/
│   ├── 📁 300x250/
│   ├── 📁 336x280/
│   ├── 📁 728x90/
│   ├── 📁 300x600/
│   ├── 📁 320x50/
│   ├── 📁 320x100/
│   └── 📁 160x600/
│
├── 📁 YouTube/
│   ├── 📁 Bumper_6s/
│   ├── 📁 InStream_15s/
│   ├── 📁 InStream_30s/
│   ├── 📁 Thumbnails_1280x720/
│   └── 📁 Companion_300x60/
│
├── 📁 PMax/
│   ├── 📁 Sewer/
│   │   ├── 📁 Landscape_1200x628/
│   │   ├── 📁 Square_1200x1200/
│   │   ├── 📁 Portrait_960x1200/
│   │   └── 📁 Logos/
│   ├── 📁 Water_Heater/   (same subfolders)
│   ├── 📁 Drain/          (same subfolders)
│   ├── 📁 Gas_Line/       (same subfolders)
│   └── 📁 Emergency/      (same subfolders)
│
├── 📁 LSA/
│   ├── 📁 Profile_Photos/
│   └── 📁 Business_Photos/
│
├── 📁 Photography/
│   ├── 📁 Raw/            (unedited originals)
│   ├── 📁 Edited/         (color-corrected, cropped)
│   └── 📁 Stock/          (licensed stock, with license docs)
│
└── 📁 _Archive/           (old versions, organized by date)
    └── 📁 2026-03/

🏷️ File Naming Convention

Every file follows this pattern:

{service}_{format}_{size}_{version}_{date}.{ext}

Component	Options	Example
service	sewer, waterheater, drain, gas, emergency, brand	sewer
format	display, imgext, pmax, youtube, lsa, thumbnail	display
size	300x250, 1200x628, 1280x720, etc.	300x250
version	v1, v2, v3...	v2
date	YYYYMMDD	20260312

Examples

sewer_display_300x250_v1_20260312.jpg
waterheater_pmax_1200x1200_v3_20260315.png
emergency_youtube_1280x720_v1_20260320.jpg
brand_logo_1200x300_v2_20260301.png
drain_imgext_1200x628_v1_20260312.jpg

Version numbers reset when the creative concept changes completely. If you are iterating on the same concept (color tweak, text change), increment the version. If it is a totally new design, start at v1.

🎨 Brand Asset Quick Reference

Asset	Primary	Alternate
Company Name	Bright Side Plumbing	Bright Side Plumbing
URL	callbrightside.com	CallBrightSide.com
Tagline	"KC's Trusted Plumbing Team"	"Fast. Fair. Family-Owned."
Primary Color	#0066CC (Blue)	#004A99 (Dark Blue)
Accent Color	#FFC107 (Gold)	#FFD54F (Light Gold)
Phone Format	(913) XXX-XXXX	913.XXX.XXXX
Service Area	Kansas City Metro	KC Metro
Established	2015	Serving KC Since 2015

08 ✔️ Production Checklists

🚀 Pre-Launch Review Checklist

Run through this BEFORE sending any creative to Robert for upload:

Brand Compliance: BSP logo present and correctly sized? Colors match brand palette?
File Specs: Correct dimensions? Under file size limit? Right file format?
Naming: Follows service_format_size_version_date.ext convention?
Text: No typos? Phone number correct? URL correct? No em dashes?
CTA: Clear, visible, action-oriented? Meets 44x44px minimum tap target?
Legal: No unlicensed stock imagery? No competitor trademarks? No false claims?
Mobile: Readable at actual size on phone screen? (hold phone at arm's length test)
Contrast: Passes WCAG AA contrast ratio (4.5:1 for text)?
Safe Zones: Key content within center 80% for PMax/responsive crops?
No Text on PMax: PMax images have zero text/logo overlays?

🔍 QA Per Format

🔍 Search Ad Image Extensions

Both sizes created (1200x628 AND 1200x1200)?
No text overlays?
Subject centered in safe zone?
JPG under 5MB?

🖼️ Display Ads

All 7 sizes created?
Each under 150KB?
Looks good on both light and dark backgrounds?
CTA button visible and not cut off?
Logo present but not dominating (max 20% of ad area)?
If animated: max 30 seconds, 3 loops, final frame has CTA?

🎬 YouTube

Thumbnail is 1280x720, under 2MB?
Companion banner is 300x60, under 150KB?
Thumbnail has a face and text overlay?
Hook happens in first 3 seconds of video?
CTA + phone number on final frame?

🚀 PMax

All 3 orientations for each image (landscape, square, portrait)?
Minimum 5 images per orientation per asset group?
Both logo formats (landscape 1200x300, square 1200x1200)?
ZERO text overlays on any image?
Short headlines (30 char), long headlines (90 char), descriptions (90 char) written?

✅ LSA

5-10 business photos uploaded?
At least 3 photos include real people?
No watermarks, collages, or borders?
Profile photo is friendly and professional?
All photos high-res (min 720x720)?

♿ Accessibility Checklist

Check	Standard	How to Verify
Text Contrast	WCAG AA: 4.5:1 ratio minimum	Use WebAIM Contrast Checker
Font Size	Min 12px on display ads	Visual check at actual size
Color Blindness	Info not conveyed by color alone	View in grayscale
Animation	No flashing >3 times/second	Frame-by-frame review
Alt Text	Describe image for screen readers	Provide alt text with every image upload
Touch Targets	Min 44x44px	Measure CTA button in design tool

📱 Mobile Preview Protocol

Before declaring any ad "done": 1️⃣ Open the design file on your phone (AirDrop, Google Drive, or Figma mobile) → 2️⃣ Hold your phone at normal viewing distance (about arm's length) → 3️⃣ Can you read the headline in under 2 seconds? If no, increase font size → 4️⃣ Can you identify the CTA button instantly? If no, increase contrast/size → 5️⃣ Is the BSP logo recognizable but not overpowering? → 6️⃣ Does the phone number render clearly? → 7️⃣ Screenshot on phone and send to Robert for second-eye check

📦 Handoff to Robert

When creative is ready, send Robert a package that includes:

Item	Format	Notes
📁 Exported files	Properly named per convention	In correct folder structure
📝 Copy doc	Google Sheet or text file	Headlines, descriptions, all text assets
🎯 Targeting notes	Brief note	Which service, which campaign this is for
🧪 Test hypothesis	1-2 sentences	What you are testing and why (if this is a test variant)
📐 Source files	Figma link or PSD	So Robert or future designers can edit
✅ Checklist	Completed QA checklist	Confirms all specs are met

Use a Slack message template: "Hey Robert! New [format] creative ready for [service] campaign. Files in [Drive folder link]. Testing [hypothesis]. QA complete. Ready for upload." Keep it tight. Robert is busy.

++ ⚡ Quick Reference: All Specs at a Glance

📐 Master Dimensions Table

Platform	Asset	Dimensions	Max Size	Format
Search	Image Ext (Landscape)	1200 x 628	5 MB	JPG/PNG
Search	Image Ext (Square)	1200 x 1200	5 MB	JPG/PNG
Display	Medium Rectangle	300 x 250	150 KB	JPG/PNG/GIF
Display	Large Rectangle	336 x 280	150 KB	JPG/PNG/GIF
Display	Leaderboard	728 x 90	150 KB	JPG/PNG/GIF
Display	Half Page	300 x 600	150 KB	JPG/PNG/GIF
Display	Mobile Banner	320 x 50	150 KB	JPG/PNG/GIF
Display	Large Mobile	320 x 100	150 KB	JPG/PNG/GIF
Display	Wide Skyscraper	160 x 600	150 KB	JPG/PNG/GIF
YouTube	Thumbnail	1280 x 720	2 MB	JPG/PNG
YouTube	Companion Banner	300 x 60	150 KB	JPG/PNG
PMax	Landscape Image	1200 x 628	5 MB	JPG/PNG
PMax	Square Image	1200 x 1200	5 MB	JPG/PNG
PMax	Portrait Image	960 x 1200	5 MB	JPG/PNG
PMax	Landscape Logo	1200 x 300	5 MB	PNG
PMax	Square Logo	1200 x 1200	5 MB	PNG
LSA	Business Photos	720 x 720 min	5 MB	JPG/PNG

📝 Character Limits Quick Ref

Element	Max Chars
RSA Headline	30
RSA Description	90
Sitelink Title	25
Sitelink Description	35 per line (2 lines)
Callout	25
Structured Snippet Value	25
PMax Short Headline	30
PMax Long Headline	90
PMax Description	90
PMax Business Name	25