Paid Ads Campaign Launch

Keyword Research

• Use Google Ads Keyword Planner: search for "[service] [city]"
• Examples: "parking lot striping Denver," "seal coating contractors Colorado Springs"
• Target local, high-intent keywords: 20-30 keywords
• Note: monthly search volume, estimated bid, competition level
• Exclude: competitor names, irrelevant keywords (e.g., "striping paint" for art, not asphalt)

Competitor Ad Analysis

• Search your target keywords in Google. Screenshot what competitors are advertising.
• Note: headlines, descriptions, offers, landing pages
• Identify gaps: messaging they are NOT using (this is your advantage)

Audience & Budget

• Determine: contractor's monthly budget for ads (ask for total budget, allocate 60-70% to Google, 30% to Facebook/Instagram)
• Example: $2,000/month = $1,200 Google, $800 Facebook
• Estimate: leads per month (based on budget and estimated cost per lead $15-30)

Campaign Setup

• Campaign type: Local Services Ads (if available) or Search Ads
• Geographic targeting: City(ies) where contractor operates
• Ad schedule: 24/7, or contractor's operating hours (e.g., 6am-8pm Mon-Fri)
• Device targeting: All devices (desktop, mobile, tablet)

Ad Groups and Keywords

Create 3 ad groups:

1. Striping Focused: Keywords for parking lot striping (e.g., "parking lot striping [city]," "line striping contractor")
2. Seal Coating Focused: Keywords for seal coating (e.g., "seal coating [city]," "asphalt sealing")
3. General/Emergency: Broad terms (e.g., "[service] near me," "[service] urgent," "emergency [service]")

Ad Copy (3 ads per group)

Headline structure:

• Headline 1: "[Service] in [City] - Fast Response"
• Headline 2: "[Years] Years Experience, Licensed & Insured"
• Headline 3: "Free Quote, Call Now"

Description:

• "We handle striping and seal coating for parking lots, roads, and driveways. Same-day quotes available. Call today for a free estimate."

Landing page: Send all traffic to the relevant service page on the contractor's website

Bidding and Budget

• Bid strategy: Target Cost Per Acquisition (if using conversion tracking), or start with Enhanced CPC
• Daily budget: allocate evenly across ad groups (e.g., $40/day for a $1,200/month campaign)
• Adjust after week 1 based on performance

Audience Setup

Create 2 audiences:

1. Primary: Location [city/region], interests in "construction" "home services" "commercial real estate," age 35-65
2. Secondary: Lookalike audience (if you have customer data)

Campaign Structure

• Objective: Conversions (leads)
• Conversion event: Form submission on contractor's website (install Facebook pixel first)

Ad Creative

• Image or video: Contractor's best project photo or a quick before/after video (3-5 seconds)
• Headline: "[Service] That Lasts - Free Quote"
• Description: "We handle parking lot striping and seal coating. Professional work, fair pricing, fast turnaround. Click to request a free estimate."
• Call to Action: "Learn More" or "Contact Us"

Budget and Schedule

• Daily budget: $25-40/day (allocate from your $800 Facebook budget)
• Run ads: 24/7, or contractor's operating hours
• Campaign duration: At least 2 weeks before evaluating performance

• ☐ Google Ads account created and payment method added
• ☐ Keywords added with proper match types (broad, phrase, exact mix)
• ☐ Ad copy written and approved by contractor
• ☐ Landing pages on website ready and working
• ☐ Conversion tracking set up (Google Ads pixel, Facebook pixel)
• ☐ Facebook Business Manager set up with pixel
• ☐ Ad creatives uploaded and approved
• ☐ Daily budget set
• ☐ Campaign set to "Enabled"
• ☐ Test: manually search keywords and confirm ads appear
• ☐ Alert system set up (budget alerts, conversion alerts)

• Daily: Check Google Ads dashboard. Are ads showing? Any errors?
• After 48 hours: Check impressions and clicks. Adjust bids if needed.
• After 1 week: Review cost per click, click-through rate. Pause underperformers.
• Good CTR: 2-4% for local services
• Poor CTR below 1%: pause or revise ad copy

You (FaithCopy), with contractor input on messaging and budget

• Campaigns live within 5 business days of approval
• Leads coming in by day 5
• Cost per lead: under $30 (ideal: $15-25)
• Click-through rate: 2-4%
• Conversion rate: 15-30% of clicks become leads (depends on form abandonment)