---
title: Overhead Door — Google Ads Account Optimization
type: article
created: '2026-03-17'
updated: '2026-03-17'
source_docs:
- raw/2026-03-17-weekly-call-w-sebastian-130578452.md
tags:
- google-ads
- overhead-door
- account-optimization
- tracking
- bidding
- negative-keywords
- ad-structure
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Overhead Door — Google Ads Account Optimization

## Overview

During a March 2026 account audit, Mark Hope performed a comprehensive overhaul of Overhead Door's Google Ads account. The account had been in poor shape — broken tracking, misconfigured bidding, weak ad structure, and no negative keyword list. These changes were made alongside an ongoing [[wiki/clients/overhead-door/_index|Overhead Door]] LSA verification issue that continues to restrict the account from running ads for high-intent local service terms.

See also: [[wiki/knowledge/google-ads/lsa-verification-restriction|LSA Verification Restrictions in Google Ads]]

---

## Problems Found

- **Broken landing page:** The destination URL on the search campaign was returning a 404 error. The campaign and page had both gone stale while the campaign was paused.
- **Wrong conversion actions:** "Join Our Team" (a careers page click) was set as a primary conversion, polluting optimization signals.
- **Conversion value set to $1:** With "Maximize for Conversions" bidding, a $1 conversion value tells Google a lead is worth almost nothing — suppressing impressions and spend.
- **No negative keywords:** The account had zero negative search terms, allowing irrelevant traffic to consume budget.
- **Mobile overbidding:** Mobile conversions were significantly lower than desktop, but bids were equal across devices.
- **Thin ad group structure:** A single ad group covered all intent types, limiting relevance and Quality Score.
- **Weak ad copy:** RSAs were rated "Average" strength due to insufficient headline and description variety.
- **Duplicate/weak sitelinks:** Seven sitelinks were redundant or not conversion-focused.

---

## Changes Made

### Tracking & Conversion Setup

- Fixed the broken landing page (404) by updating the destination URL.
- Removed **"Join Our Team"** as a primary conversion action.
- Set conversion value to **$150**, derived from:
  - Average job value: ~$1,500
  - Estimated close rate on leads: ~10%
  - Therefore: 1 lead ≈ $150 in value

> This matters because "Maximize for Conversions" requires a meaningful conversion value to bid intelligently. A $1 value effectively tells Google not to spend anything.

### Bidding Strategy

- Switched bidding strategy to **Maximize for Conversions** (previously set to optimize for conversions with no valid conversion data, rendering it inert).

### Negative Keywords

- Added **44 negative keywords** to filter irrelevant search queries and reduce wasted spend.

### Device Bid Adjustments

- Applied a **-25% mobile bid adjustment** based on observed data showing mobile conversions were substantially lower than desktop.

### Ad Group Structure

Expanded the search campaign from **1 ad group to 4**:

| Ad Group | Focus |
|---|---|
| Garage Door Repair | High-intent repair queries |
| Branded | Brand name searches |
| Commercial Garage Doors | Commercial segment |
| Installation | New door installation queries |

### Ad Copy & Extensions

- Replaced the "Average" strength RSA with improved versions — added more headlines and descriptions to reach "Good" or "Excellent" strength.
- Removed **7 duplicate or weak sitelinks**.
- Added **7 conversion-focused sitelinks**.
- Upgraded callout extensions at the account level.
- Added a structured snippet extension.

---

## Outstanding Blocker

The account remains **restricted from running ads for high-intent local service terms** (e.g., garage door repair) due to an incomplete Google Local Service Ads (LSA) verification. Generic and branded terms are allowed to run in the interim.

**Next step:** Sebastian to call Google Ads support directly — manual review requests have not resolved the issue. Phone support can identify the specific document mismatch causing repeated rejections.

See: [[wiki/meetings/2026-03-17-weekly-call-sebastian|2026-03-17 Weekly Call — Client Performance Review]]

---

## Results Expected

With the new structure, correct bidding signals, and cleaned-up tracking, the account optimization score reached near 100. Meaningful performance data should begin accumulating once:

1. The LSA verification restriction is lifted.
2. Conversion tracking fires on real leads (demo bookings, form submissions).

---

## Related

- [[wiki/clients/overhead-door/_index|Overhead Door Client Overview]]
- [[wiki/knowledge/google-ads/lsa-verification-restriction|LSA Verification Restrictions in Google Ads]]
- [[wiki/knowledge/google-ads/conversion-value-for-lead-gen|Setting Conversion Value for Lead Gen Accounts]]
- [[wiki/knowledge/google-ads/negative-keywords-best-practices|Negative Keywords Best Practices]]