Shine Google Ads Campaign Structure

Approved campaign architecture for Shine construction cleaning, covering commercial and residential lead generation, brand protection, and remarketing. Campaigns are built but launched paused pending client readiness.

Overview

The initial Google Ads plan splits intent into four distinct campaigns: commercial search, residential search, branded search, and remarketing display. This separation allows independent budget control and messaging tailored to each audience segment.

The structure was reviewed and approved in the ^[1] marketing sync on 2025-11-07. See ^[2] for full context.

Campaign Structure

1. Commercial Search

• Goal: Lead generation from B2B clients
• Target audience: Contractors, developers, property managers, commercial building owners
• Messaging angle: Post-construction cleaning, reliable cleaners for inspections, Wisconsin builders
• Keywords: Commercial-intent terms (e.g., "commercial cleaning contractors Wisconsin," "post-construction cleaning service")
• Ad format: Text-based search ads (responsive search ads)
• Landing page: Dedicated commercial landing page

2. Residential Search

• Goal: Lead generation from homeowners
• Target audience: Homeowners undertaking move-in/move-out, remodeling, or new builds
• Messaging angle: Move-ready cleaning, remodel cleanup, new construction cleaning
• Keywords: Residential-intent terms (e.g., "move-in cleaning service," "post-remodel cleaning")
• Ad format: Text-based search ads
• Landing page: Dedicated residential landing page

3. Branded Search

• Goal: Brand protection — prevent competitors from capturing high-intent branded traffic
• Target audience: Users already searching for Shine by name
• Messaging angle: General brand reinforcement
• Keywords: Branded terms (e.g., "Shine construction cleaning," "Shine cleaning Wisconsin")
• Budget: Lower than commercial/residential; these users are already familiar with the brand
• Landing page: General or homepage

4. Remarketing (Display)

• Goal: Re-engage visitors who browsed the site or opened a form without submitting
• Ad format: Visual display ads in multiple dimensions (half-page, banner, vertical sidebar, etc.)
• Messaging angle: Brand reinforcement for Shine construction cleaning
• Workflow: Build a base half-page ad first → client approves → build remaining sizes
• Audience signals: Website visitors + form abandoners

Budget Strategy

• Commercial and residential campaigns start with equal budgets; performance data will inform reallocation
• Branded campaign runs at a lower budget by design
• No specific budget figures set at launch — campaigns are built paused until client activates

Launch Plan

Decision: Build all campaigns and landing pages in full, then pause them.

Rationale: Client (Katie) is simultaneously growing A New Dawn into a group practice and does not want to be overwhelmed by inbound leads from Shine before hiring is complete. Campaigns can be activated when capacity allows.

"Can all of this get set up and then just wait for a second for us then to launch everything to get the feedback? Because again, I'd hate to get all of these leads and then I'm still trying to grow the group practice." — Katie Geiser

Phase 2: Performance Max

After approximately 30–50 conversions from the initial campaigns:

1. Review landing page performance and ad creative data
2. Incorporate any Meta ad assets built in the interim
3. Launch a Performance Max campaign — Google's AI-driven campaign type that optimizes across all inventory using signals from prior campaign data
4. Performance Max tends to deliver strong results once sufficient conversion data exists; running it before that point is not recommended

Deliverables Assigned

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]