Campaign Dashboard
This section provides a high-level overview of the initial campaign budget and performance forecasts for the Essex-focused fire door services campaign. These numbers establish our baseline for success, which we will track and optimise against during our monthly reviews.
Monthly Ad Spend
£450
Monthly Management
£400
Predicted Conversions
~10
Predicted CPA (Essex)
~£33
Monthly Budget Allocation
Monthly Performance Forecast (Essex)
Core Strategy
This section outlines the foundational strategy for the campaign. We will concentrate our initial efforts on Expyro's core, established service—Fire Doors—within a specific, high-potential geographic area. This focused approach is designed to maximise return on investment and generate actionable insights before considering expansion.
Initial Campaign Focus
🎯 Geographic Target
Essex
🛠️ Service Focus
Fire Door Assessment, Installation & Certification
🏆 Primary Goal
High-Quality Lead Generation
Fire Door Service Offerings
Fire Door Assessments
Thorough identification of fire door hazards to ensure compliance with current regulations, including the Jan 2023 legislation, providing clients with peace of mind and proactive risk mitigation.
Fire Door Protection & Installation
Expert installation, remedial works, and official certification for compliant fire doors. This provides end-to-end implementation for tangible asset and occupant protection.
Fire Door Maintenance
Ongoing inspections and recertification to guarantee the long-term effectiveness and compliance of all fire door installations, ensuring continuous safety and operational readiness.
Target Audience Deep Dive
Understanding who we are talking to is critical for success. This section breaks down the primary audience segments we will target within Essex. By interacting with the tabs below, you can explore the unique needs, challenges, and motivations of each group, which directly informs our tailored messaging and keyword strategy.
Campaign Blueprint
Here we outline the tactical structure of the Google Ads campaign. This blueprint details the specific Ad Groups we will create, each targeting a distinct user intent. Use the tabs to explore the keywords that will trigger our ads and see examples of the compelling ad copy designed to resonate with each search query.
Next Steps & Recommendations
A successful campaign is not 'set and forget'. It requires continuous monitoring, analysis, and optimisation. This section outlines our key strategies for managing the campaign to ensure sustained performance and a positive return on investment. These actions will be the focus of our monthly review meetings.
Conversion Tracking
Implement robust tracking for form fills, phone calls, and email clicks to accurately measure ROI and inform bidding strategies.
A/B Testing
Continuously test different ad headlines, descriptions, and calls-to-action to identify the highest-performing combinations.
Retargeting Campaigns
Reserve a portion of the budget (£50/month) to re-engage website visitors who didn't convert, reminding them of Expyro's value and encouraging them to return.
Performance Monitoring
Regularly review search term reports to refine keywords, add negative keywords, and optimise Quality Scores for better efficiency.
Landing Page Optimisation
Analyse user behaviour on landing pages and test improvements to layout, content, and CTAs to increase conversion rates.
