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]
| Campaign | Status | Spend | Clicks | Conversions | Notes |
|---|---|---|---|---|---|
| Wisconsin Home Moving | Active | ~$2,700/mo | 221 | 19 | Profitable. Keep and scale. |
| Madison Home Moving (Dane County) | Active | ~$500/mo | 43 | Low | $2,810 avg cost. Bleeding. |
| Display Ads for Wisconsin | Active | Remainder | Minimal | Negligible | No meaningful results. |
registration form submit event — impossible to attribute leads by service type (see [4])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.
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.
| Setting | Value |
|---|---|
| Daily Budget | $10/day |
| Keywords | Reynolds Transfer, Reynolds movers, Reynolds storage [exact/phrase] |
| Bid Strategy | Manual CPC or Target Impression Share |
| Priority | Low spend, high importance |
Build tip: This is the simplest campaign to build first — tight keyword list, one ad group, straightforward.
Purpose: Capture local residential moving leads — the core business volume driver.
| Setting | Value |
|---|---|
| Daily Budget | $75/day |
| Target Geography | Madison, Dane County, Wisconsin |
| Bid Strategy | Maximize Conversions with tCPA |
| Keywords | Moving companies Madison, Madison movers, home movers Dane County, etc. |
| Landing Page | Dedicated residential page (needs rebuild — see below) |
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.
Purpose: Capture high-value commercial/industrial moving leads where Reynolds has genuine capability and low competition. This is the strategic growth opportunity.
| Setting | Value |
|---|---|
| Daily Budget | TBD (start ~$15–20/day once fundamentals are fixed) |
| Target Geography | Broader — potentially statewide or national for high-value moves |
| Bid Strategy | Maximize Conversions (move to tCPA once data accumulates) |
| Keywords | Heavy equipment movers, industrial equipment moving, machinery movers Wisconsin, heavy haul movers |
| Landing Page | Dedicated heavy equipment page (1,500+ words, needs full rebuild) |
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.
Before scaling any campaign, conversion tracking must be audited and corrected. Current state is unreliable.
Assign to: Ben + Gilbert
| Action | Detail |
|---|---|
| Rename GA4 events | Replace generic registration form submit with service-specific names: quote_form_residential, quote_form_heavy_equipment, quote_form_storage |
| Verify call tracking | Confirm click-to-call and call extension conversions are firing correctly |
| Add machinery page tracking | "Request more information" button on machinery moves page is currently untracked |
| Add video tracking | Track whether visitors watch the video on the machinery moves page |
| Verify form submissions | Confirm all quote forms are firing distinct, named conversion events |
Until this is done, reported conversion numbers are unreliable and tCPA bidding is operating on incomplete data.
Low Quality Scores and poor organic CTR both point to landing page problems. Pages need:
Priority pages to rebuild:
1. Heavy Equipment / Machinery Moves
2. Piano Moving
3. Residential Moving (Madison)
Before presenting this plan to Natalie, gather the following data to build the Reynolds economics page in X-Ray:
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)
Key insight: Claude's recommendations aligned with what experienced review identified — the value is speed and completeness of the checklist, not novel diagnosis.