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2.3 Strategy: Planning, Execution, Optimization

The campaign strategy has three parts:

  1. Planning
  2. Execution
  3. Optimization

The goal is to launch with a clear structure, collect useful data, and improve the campaigns every week.

Part 1: Planning​

Planning is where we decide who we are targeting, what they are searching for, what message they should see, and what action we want them to take.

Planning questions​

The planning stage should answer:

  • Which locations are we advertising in?
  • What services are we promoting?
  • What keywords should we target?
  • What searches should we avoid?
  • What landing pages should we use?
  • What budget should each location receive?
  • What counts as a good lead?
  • How will we track calls and forms?

Target locations​

The initial campaigns should focus on:

Lubbock​

Primary searches:

  • hail repair Lubbock
  • auto hail repair Lubbock
  • PDR Lubbock
  • paintless dent repair Lubbock

McKinney / Collin County​

Primary searches:

  • hail repair McKinney
  • paintless dent repair McKinney
  • auto hail repair Collin County
  • PDR McKinney

Azle​

Primary searches:

  • hail repair Azle
  • auto hail repair Azle
  • paintless dent repair Azle
  • PDR Azle

Keyword planning​

Keywords should be grouped by intent.

High-intent repair keywords​

  • hail repair near me
  • auto hail repair near me
  • car hail damage repair
  • hail damage repair
  • paintless dent repair near me
  • PDR near me
  • dent repair near me

Location keywords​

  • hail repair Lubbock
  • paintless dent repair Lubbock
  • auto hail repair McKinney
  • hail damage repair Collin County
  • hail repair Azle

Insurance keywords​

  • hail damage insurance claim
  • auto hail damage insurance
  • car hail damage claim
  • hail damage estimate for insurance
  • insurance approved hail repair
  • help with hail damage claim

Negative keyword planning​

Negative keywords prevent ads from showing for the wrong searches.

Recommended negative keywords:

  • roof
  • roofing
  • house
  • home
  • siding
  • window
  • windows
  • gutters
  • shingles
  • storm damage roof
  • jobs
  • careers
  • salary
  • training
  • school
  • course
  • DIY
  • kit
  • tools
  • dent repair tools
  • YouTube
  • Reddit
  • meaning
  • definition

The goal is to avoid paying for people who are not looking for vehicle hail repair.

Budget planning​

Recommended starting budget share:

CampaignSuggested budget share
Lubbock Hail Repair30%
McKinney / Collin County Hail Repair30%
Azle Hail Repair20%
Insurance Claim Help15%
Brand Search5%

If one location is hit by a hailstorm, budget should shift quickly toward that area.

Part 2: Execution​

Execution is where the campaigns are built, launched, and monitored.

Execution checklist​

Before launch:

  • Google Ads account is created or accessed
  • Billing is active
  • Conversion tracking is installed
  • Website call tracking is working
  • Form submission tracking is working
  • Google Business Profile is connected, if available
  • Campaigns are separated by location
  • Keywords are added
  • Negative keywords are added
  • Search ads are written
  • Call assets are added
  • Location assets are added
  • Landing pages are selected
  • Budget is assigned
  • Ads are reviewed
  • Campaigns are launched

Ad copy strategy​

Ads should be clear and direct.

Primary message:

Fast, insurance-friendly auto hail repair with free estimates.

Supporting points:

  • Paintless dent repair
  • Factory paint preserved
  • Insurance claim assistance
  • Fast turnaround
  • Lifetime workmanship warranty
  • Rental and loaner support available
  • Local Texas locations

Part 3: Optimization​

Optimization is the process of improving the campaign after it launches.

The first version of the campaign will not be perfect. Search ads improve over time by reviewing data, removing waste, and investing more in what works.

Weekly optimization tasks​

Every week, review:

  • Search terms
  • Cost per click
  • Cost per lead
  • Phone call volume
  • Form submissions
  • Lead quality
  • Campaign spend
  • Location performance
  • Device performance
  • Ad performance
  • Landing page performance

Weekly actions​

Each week, we should:

  • Add negative keywords
  • Pause irrelevant keywords
  • Increase budget for strong campaigns
  • Lower budget for weak campaigns
  • Test new ad headlines
  • Review phone call quality
  • Check missed calls
  • Improve landing page messaging
  • Adjust location targeting
  • Watch for storm-related search spikes