PBASW Ads Battle Plan

• One ad, ever, per Google's Ads Transparency Center: text search ad "Custom Stone Kitchens" — "Custom stone outdoor kitchens built for beauty and function" — last shown Oct 15, 2025. Pointed at the homepage with zero conversion tracking.
• No Meta/Instagram ads found. No Local Services Ads participation found.
• Old site: bare GA4 only — no AW- tag ever, no GTM, no pixel, no call tracking, no landing pages in 8 years of archives. The Google tag config contains no linked AW- destination: the Ads account was never connected to analytics.
• Expired promo codes (OTKIT-2K, STMP-1K, POOL-25K; Jun–Aug 2025) date-match the one ad — a short, unmeasured spring 2025 push that was abandoned.

Implication: "Google Ads didn't work for us" is fully explained by the absence of measurement, not the market.

Position: the licensed master-masonry crew for $15–25k+ outdoor living — craftsmanship, permanence, one crew start to finish. Never compete on price; zero discount language.

• vs. Riverbend's 40-yr tenure: "25+ years, owner on site" plus masonry-first trade depth (they're pool-only; PBASW builds the whole backyard).
• vs. TBL's 430 reviews: The review-generation engine already wired site-wide + real-project proof galleries.
• vs. warranty claims: silence until E4; then match in subheads if the terms are real.

Channel order: Google Search only — no Local Services Ads. ① Search on the high-value trio → ② fast-follow Search (stamped, patio covers, umbrella, brand) → ③ later, gated on real photos + proven CPL: Performance Max and Meta remarketing. Not at launch.

Seasonality: fireplaces ramp now (Aug→fall). Pool restoration sells fall/winter — "renovate now, swim by spring." Kitchens run year-round, spring peak.

Account: the existing advertiser AR11691293831780630529 (E5) — never a fresh account.

• Phase 1 02 Search-Outdoor Kitchens · 03 Search-Outdoor Fireplaces · 04 Search-Pool Restoration (Search only — no Local Services Ads)
• Phase 2 05 Stamped Concrete (+McKinney ad group) · 06 Patio Covers
• Phase 3 07 Outdoor Living umbrella · 08 Brand defense

Ad groups: one per keyword theme (builder/contractor · custom · cost/price · near-me) so RSAs stay message-tight.

Geo (Phase 1): 30-mile radius around Anna + explicit McKinney; location option presence only. City names in copy: Anna, McKinney, "North Texas," "Collin County" — nothing else until E2 clears it.

Schedule: ads 24/7 (forms always work); call assets Mon–Sat 7a–7p. Bidding: start Max Clicks with CPC caps, switch to Max Conversions/tCPA per campaign at ~30 recorded conversions.

Hard rule (site + ads): real project photos only. No stock, ever.

Current usable set

• Cover_Patio_Flagstone_Fireplace_B2 — the one true fireplace shot; hero for campaign 03.
• Grill_Cover_Patio_Flagstone_A1 — kitchen + covered patio; hero for campaign 02.
• Pool_Flagstone_A2-1 — pool with flagstone deck; hero for campaign 04.
• Supporting: Cover_Patio_Flagstone_C1, Flagstone_D3-1, Flagstone_M3, Flagstone_Retaining_Wall_B1, FlowerBed_G2/K4.

Asset requests for Marcos (feeds the D3 gallery too)

1. True stamped-concrete photos — none exist; required before Phase 2 stamped imagery.
2. Before/after pool restoration pairs — the highest-converting format for campaign 04.
3. In-progress shots (footings, steel, flue construction) — proof of "never a kit on a slab."
4. City-tagged project photos with homeowner permission — unlocks city heroes and future PMax.
5. 2–3 owner/crew photos — About-page trust and image assets.

Formats: 1200×628 landscape + 1200×1200 square minimums for image assets; compress heroes (the RB-06 flag: LCP currently 2.6–3.1s on throttled mobile).

Wired and credential-gated

• GA4 G-FT217FF7KC live via canonical tag GT-NC66ZML4; auto-migrates into GTM when NEXT_PUBLIC_GTM_ID is set.
• generate_lead fires on every form submit with service, city, page, gclid, and utm_* — phone_click fires on every phone tap, tagged by location.
• Leads POST to /api/lead; email delivery activates with RESEND_API_KEY + LEAD_TO_EMAIL. CallRail slots in via NEXT_PUBLIC_CALLRAIL_SRC.

Conversion actions (in the existing Ads account)

1. Lead form submit (primary) — from generate_lead
2. Calls from ads / CallRail 60s+ (primary)
3. phone_click (secondary, observation)

UTM convention: utm_source=google&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={adgroup}

Launch Gate (non-negotiable): on a real phone on mobile data — test click → swapped tracking number → recorded, tagged call → lead visible in Google Ads, GA4, and the client inbox with source fields. Recorded as the acceptance artifact. Reporting: live CPL dashboard + monthly auction insights.