Reynolds Google Ads Campaign Restructure

Overview

Reynolds Transfer & Storage had three active Google Ads campaigns spending ~$3,300/month with highly uneven performance. An AI-assisted audit (using Claude) identified one profitable campaign, one bleeding money, and one generating negligible results. The recommended fix: pause the two underperformers, consolidate budget into the working campaign immediately, then rebuild the account into three focused campaigns over the following two weeks.

This restructure is part of a broader strategic pivot toward Reynolds' high-value specialty services (heavy equipment, piano moving) where they have genuine competitive advantage but weak digital presence.

Related: ^[1] · ^[2] · ^[3]

Current State (Pre-Restructure)

Campaign Performance Snapshot

Root Problems Identified

• Budget misallocation: Spend distributed across campaigns regardless of performance
• Poor optimization scores: Both underperforming campaigns below 75%
• No account structure logic: 35 campaigns accumulated over years, most paused or removed; only 3 active
• Conversion tracking gaps: All form submissions fire as a generic registration form submit event — impossible to attribute leads by service type (see ^[4])
• Untracked actions: "Request more information" button on the machinery moves page not tracked; video views not tracked
• Landing page quality: Thin content, no clear value proposition, poor formatting → low Quality Scores and poor organic CTR (e.g., "moving companies in Madison": 1,600 impressions, 2 clicks)

Immediate Actions (Do Now)

1. Pause "Madison Home Moving (Dane County)" campaign
2. Pause "Display Ads for Wisconsin" campaign
3. Raise "Wisconsin Home Moving" daily budget from ~$37/day to $90/day
   - This concentrates the existing ~$3,300 monthly budget where it's actually working
   - Target CPA set at $83/day (Google's own recommendation; previously set manually at $100)
4. Apply tCPA bidding on the Wisconsin Home Moving campaign (already on Maximize Conversions — add the $83 target)

The budget consolidation alone shifts from $3,000 spend generating 22 conversions to the same spend concentrated in the campaign with a proven conversion rate.

Target Account Structure (3 Campaigns)

Campaign 1: Brand Defense

Purpose: Prevent competitors from hijacking Reynolds' brand name in search. If a competitor bids on "Reynolds movers," their ad appears above Reynolds' own organic listing. A low-budget brand campaign ensures Reynolds owns its own name.

Build tip: This is the simplest campaign to build first — tight keyword list, one ad group, straightforward.

Campaign 2: Residential Moving (Madison)

Purpose: Capture local residential moving leads — the core business volume driver.

Build tip: Use Claude to walk through campaign creation step by step. Prompt: "I'm building a new Google Ads campaign for a residential moving company in Madison, WI. Walk me through it one step at a time." Have Mark or Gilbert review before enabling.

Campaign 3: Heavy Equipment Specialty

Purpose: Capture high-value commercial/industrial moving leads where Reynolds has genuine capability and low competition. This is the strategic growth opportunity.

Note: Reynolds currently ranks #5 organically for "heavy equipment movers" with thin content. This campaign should not launch until the landing page is rebuilt and conversion tracking is verified.

What Not to Do

• ❌ Don't run Performance Max (PMAX) until core three campaigns are profitable and tracking is clean
• ❌ Don't launch new campaigns until the Brand Defense and Residential campaigns are optimized
• ❌ Don't use Maximize Clicks on any campaign (no conversion signal)
• ❌ Don't use broad match keywords with tight geotargeting
• ❌ Don't add budget to the Dane County campaign — pause it

Conversion Tracking Fixes Required

Before scaling any campaign, conversion tracking must be audited and corrected. Current state is unreliable.

Assign to: Ben + Gilbert

Until this is done, reported conversion numbers are unreliable and tCPA bidding is operating on incomplete data.

Landing Page Requirements

Low Quality Scores and poor organic CTR both point to landing page problems. Pages need:

• Clear value proposition above the fold (100 years in Madison, specializations, trust signals)
• 1,500+ words of substantive content for specialty service pages
• Local schema markup
• Internal links from homepage to each service pillar
• Natural location mentions (Madison, Dane County) — not keyword stuffing
• Reviews and trust signals embedded in page content
• Properly named and tracked CTAs

Priority pages to rebuild:
1. Heavy Equipment / Machinery Moves
2. Piano Moving
3. Residential Moving (Madison)

Economics Model (Pre-Client Meeting)

Before presenting this plan to Natalie, gather the following data to build the Reynolds economics page in X-Ray:

• Average revenue per residential move
• Average revenue per heavy equipment move
• Lead-to-customer conversion rate (estimate: ~10% if unknown)
• Average number of moves per customer lifetime

This enables a data-backed CPA target rather than an arbitrary one, and gives Reynolds a clear ROI picture for the ad spend.

Assign to: Mark (build X-Ray economics page) + Ben (gather numbers from Natalie)

AI Workflow Used

1. Exported Google Ads campaign report (PDF), GA4 overview (screenshot), and Search Console organic data (export)
2. Fed all three into Claude with prompt asking for diagnosis and action plan
3. Claude confirmed all issues identified in manual review and produced prioritized recommendations including the three-campaign structure, budget reallocation, and content strategy
4. Used Claude's output as the basis for OKRs and ClickUp task list

Key insight: Claude's recommendations aligned with what experienced review identified — the value is speed and completeness of the checklist, not novel diagnosis.

Action Items

• [ ] Ben — Pause Madison Home Moving and Display Wisconsin campaigns
• [ ] Ben — Raise Wisconsin Home Moving budget to $90/day; apply tCPA $83
• [ ] Ben — Use Claude to build Brand Defense campaign; send to Mark/Gilbert for review before enabling
• [ ] Ben — Use Claude to build Madison Residential campaign; send to Mark/Gilbert for review before enabling
• [ ] Ben + Gilbert — Audit all conversion tracking; rename GA4 events; add missing tracking points
• [ ] Ben — Gather avg job values and lead-to-customer rate from Natalie for economics model
• [ ] Mark — Build Reynolds economics page in X-Ray; run scenario modeling
• [ ] Ben — Build Heavy Equipment campaign after landing page is rebuilt and tracking is verified
• [ ] Ben — Prepare Gamma presentation of full plan for Natalie (1-week timeline)