01
Campaign Objective
Why this campaign exists
Primary Goal
Generate qualified phone calls and quote requests from homeowners and businesses requiring emergency water damage restoration.
Secondary Goals
- Increase brand visibility in Denver & Aurora
- Build conversion history for automated bidding
- Generate first-party audience data for future remarketing
02
Campaign Structure
One campaign, five focused ad groups
| Campaign | Budget | Objective |
|---|---|---|
| Search | Water Damage Restoration | $500/month | Lead Generation |
Initially, use one campaign with tightly themed ad groups.
| Ad Group | Focus |
|---|---|
| Water Damage Restoration | Core service keywords |
| Emergency Water Damage | Emergency intent |
| Flood Cleanup | Flood-related searches |
| Water Extraction | Water removal services |
| Burst Pipe Cleanup | Burst pipe emergencies |
03
Geographic Targeting
Spend concentrated in-market
Primary Service Areas
Denver & Aurora, CO
Location setting: presence — people in or regularly in the targeted locations.
Exclusions
Out-of-area traffic
Excluded to avoid wasted spend outside the service footprint.
04
Audience
Who we’re reaching, and why now
Primary Audience
- Homeowners
- Property managers
- Commercial property owners
Search Intent
05
Budget Allocation
Fixed monthly spend, daily pacing
Monthly Budget
$500
Daily Budget
$16.67
06
Bidding Strategy
Learning phase, then optimize on cost
Initial · First 30–45 Days
Maximize Conversions
After Sufficient Conversion Data
Target CPA
Avoid manual CPC and Target ROAS initially.
07
Keyword Strategy
Exact & phrase match only during the learning phase
Core Keyword Themes
Ad Group 1 — Water Damage Restoration (Primary · 70–80% of spend)
Why: highest search volume (100–1K), strong commercial intent, core service keywords.
Ad Group 2 — Water Extraction (10–15% of traffic)
| Keyword | Match Type |
|---|---|
| water extraction | Exact |
| “water extraction” | Phrase |
| water removal service | Exact |
| “water removal service” | Phrase |
Although “Water Extraction” has high competition, it signals an urgent need and aligns well with the service.
Ad Group 3 — Flood Cleanup (10–15% of traffic)
| Keyword | Match Type |
|---|---|
| flood cleanup | Exact |
| “flood cleanup” | Phrase |
| flood damage restoration | Exact |
| “flood damage restoration” | Phrase |
Ad Group 4 — Burst Pipe (Smaller, supporting)
| Keyword | Match Type |
|---|---|
| burst pipe cleanup | Exact |
| “burst pipe cleanup” | Phrase |
Lower volume, but highly qualified intent — can convert well.
08
Negative Keyword Strategy
Shared list, reviewed twice weekly in month one
Employment
Education
DIY & Research
Shopping
Price Shoppers
09
Ad Copy Strategy
Messaging, headlines & descriptions
Messaging Focus
- 24/7 Emergency Response
- Fast Arrival
- Licensed & Insured
- Water Extraction Experts
- Insurance Claim Assistance
- Residential & Commercial Restoration
- Local Denver & Aurora Team
Headlines (15) — pin H1 & H2 for message consistency
01Water Damage RestorationPINNED
0224/7 Emergency Water CleanupPINNED
03Fast Water Damage Response
04Water Damage Repair Experts
05Serving Denver & Aurora
06Water Extraction Specialists
07Residential & Commercial Service
08Insurance Claims Assistance
09Restore Your Property Fast
10Licensed & Insured Team
11Rapid Drying & Cleanup
12Trusted Local Restoration Company
13Call for Immediate Assistance
14Emergency Water Removal
15Request a Water Damage Inspection*
*Use “Free Damage Assessment” only if RenovaBilt actually offers one — otherwise keep as “Request a Water Damage Inspection.”
Descriptions (4)
Description 1
Water damage can spread quickly. Our team provides fast water extraction, drying, and restoration throughout Denver and Aurora. Call today.Description 2
Available for emergency water damage restoration with professional drying, cleanup, and repair. We also assist with insurance claims.Description 3
From burst pipes to flooding, we help restore homes and businesses using proven restoration methods and rapid response.Description 4
Need immediate water damage restoration? Contact RenovaBilt for dependable service, experienced technicians, and prompt support.Short Descriptions (Optional Assets)
Display Path
renovabilt.com
/water-damage/emergency
/water-damage/emergency
Consistent CTA
Call Now / Get Emergency Help / Request Immediate Service
Pinning Recommendation
| Position | Asset |
|---|---|
| Headline 1 | Water Damage Restoration |
| Headline 2 | 24/7 Emergency Water Cleanup |
| Headline 3 | Leave unpinned for Google to optimize |
| Descriptions | Leave all unpinned |
10
Ad Assets
Sitelinks, callouts, snippets & imagery
Sitelinks
- Water Damage Restoration
- Mold Removal
- Insurance Claims
- Contact Us
- About RenovaBilt
Callouts
- 24/7 Emergency Service
- Fast Response
- Insurance Assistance
- Certified Technicians
- Licensed & Insured
- Residential & Commercial
Structured Snippets — Header: Services
Image Assets
- Restoration technicians
- Water extraction equipment
- Before/after project photos
- Company vehicles
- Company logo
11
Landing Page Requirements
URL: /water-damage-restoration/
Above the Fold
- Emergency headline
- Click-to-call button
- Contact form
- Service area mention
- Trust badges
Mid-Page
- Service process
- Insurance assistance
- Customer reviews
- Before/after photos
Bottom
- FAQs
- Service areas
- Final CTA
12
Conversion Tracking
Import into Google Ads from GA4 or native tags
Primary Conversions
- Phone calls from ads
- Calls from website
- Contact form submissions
Secondary Conversions
- Click-to-call button
- Email clicks
- Contact page visits (observation only)
13
Ad Schedule
Recommended if not staffed 24/7
Monday – Sunday
7:00 AM – 10:00 PM
If RenovaBilt has live phone coverage around the clock, test a 24/7 schedule and review overnight lead quality after month one.
14
Device Strategy
Budget weighted toward mobile emergency search
Mobile
70–75%
Desktop
20–25%
Tablet
<5%
15
Performance Forecast
Planning estimates for a new account
Average CPC
$10–18
Impressions
400–800
CTR
6–10%
Clicks
28–45
Conversion Rate
10–18%
Qualified Leads
3–8
Cost per Lead
$65–165
Ranges will vary based on Quality Score, competition, seasonality, and landing page performance.
16
Weekly Optimization Plan
First 30 days, week by week
WEEK 1
Verify conversion tracking, review search terms daily, add negative keywords, ensure ads are approved.
WEEK 2
Pause irrelevant search terms, refine RSAs, review Quality Score and landing page engagement.
WEEK 3
Analyze device, location, and hour-of-day performance; adjust ad schedule if needed.
WEEK 4
Compare keyword performance, refresh low-performing assets, and identify expansion opportunities.
17
Key Performance Indicators
Success thresholds for month one
| KPI | Target |
|---|---|
| Click-Through Rate (CTR) | ≥ 6% |
| Conversion Rate | ≥ 10% |
| Cost per Qualified Lead | < $150 |
| Impression Share | > 60% on core keywords |
| Search Lost IS (Budget) | < 30% (monitor as budget allows) |
| Phone Calls + Form Leads | 3–8/month initially |
18
90-Day Growth Roadmap
From launch to expansion
Month 1
- Launch Water Damage campaign
- Build conversion data
- Expand negative keyword list
- Improve ad relevance & landing page
Month 2
- Refine match types, pause weak queries
- Test new RSA headlines/descriptions
- Optimize bids by device & time-of-day
Month 3
- If CPL meets target, scale to $750–1,000/mo
- Launch second campaign: Mold Removal
- Apply learnings to accelerate optimization
OVERALL RECOMMENDATION
For a $500 monthly budget, a single, tightly focused Water Damage Restoration Search campaign is the most efficient approach. Concentrating spend on one emergency service gives Google enough data to optimize bidding, improves impression share on the highest-intent keywords, and provides a clearer view of lead quality before expanding into additional services.