Google Ads Account Creation/ Setup
Budget: $30 – $250 AUD
1. ACCOUNT SETUP (ONE TIME)
1.1 Campaign Settings (GLOBAL RULES)
Apply to ALL campaigns unless stated otherwise:
Network: Search Network ONLY
Disable:
Display Network
Search Partners
Locations:
Target: Exact service area only (city / metro)
Exclude: Entire rest of country
Language: English
Bidding:
Manual CPC
Enhanced CPC = OFF
Conversion optimization = OFF (initially)
Ad rotation: Do not optimize (rotate indefinitely)
2. CAMPAIGN STRUCTURE (NON-NEGOTIABLE)
Create FOUR SEPARATE CAMPAIGNS.
DO NOT merge.
DO NOT simplify.
DO NOT “optimize”.
CAMPAIGN 1: CORE TRANSACTIONAL INTENT
Campaign Name:
C1 – Transactional – Contractor Intent
Purpose:
Users actively attempting value exchange.
Ad Groups (ONE INTENT PER GROUP)
Create EXACTLY these ad groups:
[excavation near me]
[earthworks contractor near me]
[site prep contractor]
[excavation services]
Match Types:
Exact
Phrase
(NO Broad)
Rules:
One keyword theme per ad group
No keyword overlap between ad groups
CAMPAIGN 2: HIRE / RENTAL INTENT
Campaign Name:
C2 – Hire – Equipment Intent
Ad Groups:
[bobcat hire near me]
[excavator hire near me]
[wet hire excavator]
[skid steer hire]
Rules:
Treat this as a different psychology
Do NOT mix with contractor intent
CAMPAIGN 3: PROBLEM-DEFINED INTENT
Campaign Name:
C3 – Problem – Solution Discovery
Ad Groups:
[driveway preparation]
[land leveling]
[soil removal]
[foundation excavation]
[trenching services]
These users know the problem, not the supplier.
CAMPAIGN 4: BROAD BEHAVIOR PROBE
Campaign Name:
C4 – Broad – Behavior Mining
Purpose:
Discover unknown intents and language.
Ad Groups:
excavation
earthworks
site preparation
Match Type:
Broad ONLY
Budget:
Lowest in account
Rules:
No optimization
Used ONLY for search term mining
3. AD COPY SOP (STRICT)
3.1 Ad Copy Principles
No branding
No clever language
No adjectives unless factual
No emotional persuasion
We are testing behavior, not psychology.
3.2 Ad Structure (USE THIS TEMPLATE)
Headline 1:
[Service] – Local Contractor
Headline 2:
Fast Availability – Call Today
Headline 3:
Licensed & Insured
Description 1:
Professional [service]. Clear pricing. Fast turnaround.
Description 2:
Call now to discuss your project.
Replace [service] ONLY with the ad group intent.
4. LANDING PAGE SOP (DATA MODE)
4.1 Page Rules
ONE homepage only (initially)
No fancy design
No long copy
No storytelling
4.2 Homepage Must Contain (IN THIS ORDER)
Service clarity above the fold
“Excavation & Site Prep Services”
Phone number (click-to-call)
List of services (bullet list)
Simple contact form
Name
Phone
Job type
Trust signals
Licensed
Insured
Local
Nothing else.
5. TRACKING (MANDATORY)
5.1 Install These (NO EXCEPTIONS)
Google Tag Manager
Google Analytics 4
Google Ads conversion tracking
5.2 Track These Events
Page view
Scroll depth:
25%
50%
75%
Click-to-call
Form start
Form submit
If any of these are missing → implementation FAILED.
6. BUDGET ALLOCATION (SIGNAL MODE)
Example $100/day:
Campaign Allocation
C1 – Transactional 40%
C2 – Hire 25%
C3 – Problem 20%
C4 – Broad 15%
Scale proportionally if budget is lower.
7. OPTIMIZATION RULES (CRITICAL)
7.1 What is FORBIDDEN (First 21–30 Days)
No keyword pausing (unless zero impressions)
No ad copy changes
No bid automation
No landing page redesign
No campaign merging
7.2 What IS Allowed
Add negative keywords ONLY if:
Clearly irrelevant (jobs, DIY, free, training)
Extract search terms weekly
Label behaviors, do not judge them
8. SIGNAL IDENTIFICATION CRITERIA
An ad group is considered REAL SIGNAL if it shows:
Consistent CTR relative to others
Repeated form starts or calls
Similar scroll behavior across users
Lower CPC without optimization
Do NOT optimize yet.
Just mark.
9. PHASE TRANSITION (ONLY WHEN APPROVED)
Only after:
≥ 300–500 clicks per campaign
≥ 20–30 meaningful interactions per intent cluster
Then:
Create intent-specific landing pages
Split offers
Introduce smart bidding selectively
10. EXECUTOR MINDSET (MANDATORY)
You are not here to be clever.
You are here to expose reality.
Structure is truth. Volume reveals behavior.
FINAL NOTE (IMPORTANT)
1.1 Campaign Settings (GLOBAL RULES)
Apply to ALL campaigns unless stated otherwise:
Network: Search Network ONLY
Disable:
Display Network
Search Partners
Locations:
Target: Exact service area only (city / metro)
Exclude: Entire rest of country
Language: English
Bidding:
Manual CPC
Enhanced CPC = OFF
Conversion optimization = OFF (initially)
Ad rotation: Do not optimize (rotate indefinitely)
2. CAMPAIGN STRUCTURE (NON-NEGOTIABLE)
Create FOUR SEPARATE CAMPAIGNS.
DO NOT merge.
DO NOT simplify.
DO NOT “optimize”.
CAMPAIGN 1: CORE TRANSACTIONAL INTENT
Campaign Name:
C1 – Transactional – Contractor Intent
Purpose:
Users actively attempting value exchange.
Ad Groups (ONE INTENT PER GROUP)
Create EXACTLY these ad groups:
[excavation near me]
[earthworks contractor near me]
[site prep contractor]
[excavation services]
Match Types:
Exact
Phrase
(NO Broad)
Rules:
One keyword theme per ad group
No keyword overlap between ad groups
CAMPAIGN 2: HIRE / RENTAL INTENT
Campaign Name:
C2 – Hire – Equipment Intent
Ad Groups:
[bobcat hire near me]
[excavator hire near me]
[wet hire excavator]
[skid steer hire]
Rules:
Treat this as a different psychology
Do NOT mix with contractor intent
CAMPAIGN 3: PROBLEM-DEFINED INTENT
Campaign Name:
C3 – Problem – Solution Discovery
Ad Groups:
[driveway preparation]
[land leveling]
[soil removal]
[foundation excavation]
[trenching services]
These users know the problem, not the supplier.
CAMPAIGN 4: BROAD BEHAVIOR PROBE
Campaign Name:
C4 – Broad – Behavior Mining
Purpose:
Discover unknown intents and language.
Ad Groups:
excavation
earthworks
site preparation
Match Type:
Broad ONLY
Budget:
Lowest in account
Rules:
No optimization
Used ONLY for search term mining
3. AD COPY SOP (STRICT)
3.1 Ad Copy Principles
No branding
No clever language
No adjectives unless factual
No emotional persuasion
We are testing behavior, not psychology.
3.2 Ad Structure (USE THIS TEMPLATE)
Headline 1:
[Service] – Local Contractor
Headline 2:
Fast Availability – Call Today
Headline 3:
Licensed & Insured
Description 1:
Professional [service]. Clear pricing. Fast turnaround.
Description 2:
Call now to discuss your project.
Replace [service] ONLY with the ad group intent.
4. LANDING PAGE SOP (DATA MODE)
4.1 Page Rules
ONE homepage only (initially)
No fancy design
No long copy
No storytelling
4.2 Homepage Must Contain (IN THIS ORDER)
Service clarity above the fold
“Excavation & Site Prep Services”
Phone number (click-to-call)
List of services (bullet list)
Simple contact form
Name
Phone
Job type
Trust signals
Licensed
Insured
Local
Nothing else.
5. TRACKING (MANDATORY)
5.1 Install These (NO EXCEPTIONS)
Google Tag Manager
Google Analytics 4
Google Ads conversion tracking
5.2 Track These Events
Page view
Scroll depth:
25%
50%
75%
Click-to-call
Form start
Form submit
If any of these are missing → implementation FAILED.
6. BUDGET ALLOCATION (SIGNAL MODE)
Example $100/day:
Campaign Allocation
C1 – Transactional 40%
C2 – Hire 25%
C3 – Problem 20%
C4 – Broad 15%
Scale proportionally if budget is lower.
7. OPTIMIZATION RULES (CRITICAL)
7.1 What is FORBIDDEN (First 21–30 Days)
No keyword pausing (unless zero impressions)
No ad copy changes
No bid automation
No landing page redesign
No campaign merging
7.2 What IS Allowed
Add negative keywords ONLY if:
Clearly irrelevant (jobs, DIY, free, training)
Extract search terms weekly
Label behaviors, do not judge them
8. SIGNAL IDENTIFICATION CRITERIA
An ad group is considered REAL SIGNAL if it shows:
Consistent CTR relative to others
Repeated form starts or calls
Similar scroll behavior across users
Lower CPC without optimization
Do NOT optimize yet.
Just mark.
9. PHASE TRANSITION (ONLY WHEN APPROVED)
Only after:
≥ 300–500 clicks per campaign
≥ 20–30 meaningful interactions per intent cluster
Then:
Create intent-specific landing pages
Split offers
Introduce smart bidding selectively
10. EXECUTOR MINDSET (MANDATORY)
You are not here to be clever.
You are here to expose reality.
Structure is truth. Volume reveals behavior.
FINAL NOTE (IMPORTANT)
Related categories:
Google Analytics
Market Research
Digital Marketing
PPC Marketing
Keyword Research
Google Ads