Internal Strategy Document

Google Ads Campaign Strategy

McNeil Safety Consulting — Complete setup guide for ads.google.com. All copy is ready to paste directly into Google Ads.

Open Google Ads

Step 1

Campaign Structure Overview

Campaign 1

Cal/OSHA Defense

Highest urgency. Businesses facing citations or inspections. Highest CPC, highest conversion value.

Campaign 2

Safety Consulting

Proactive safety services — IIPP, training, industrial hygiene. Broader audience, lower CPC.

Campaign 3

Property & Wildfire

Landlords, property owners, wildfire-affected areas. Seasonal spikes after fire events.

Recommended starting budget: $1,500–$2,500/month total. Allocate ~50% to Campaign 1 (OSHA Defense), ~35% to Campaign 2, ~15% to Campaign 3. Adjust after 30 days of data.

Step 2

Budget & Bidding

Recommended Daily Budgets

Campaign 1 — Cal/OSHA Defense

~$750–$1,200/month

$25–$40/day

Campaign 2 — Safety Consulting

~$450–$750/month

$15–$25/day

Campaign 3 — Property & Wildfire

~$150–$450/month

$5–$15/day

Total Monthly Estimate

$1,350–$2,400/mo

Bidding Strategy

• Start with: "Maximize Clicks" with a max CPC bid cap of $15 (Campaign 1), $8 (Campaign 2), $6 (Campaign 3)
• After 30 conversions: Switch to "Target CPA" — set target at $80–$120 per lead
• Location targeting: California only. Add bid adjustments: +20% Los Angeles, +15% San Francisco Bay Area, +10% San Diego
• Device: Start even. After 2 weeks, check mobile vs desktop conversion rates and adjust.
• Ad schedule: Mon–Fri 7am–7pm PT, Sat 8am–2pm PT. Reduce bids 50% outside these hours.

Ad Copy

Campaign 1 — Cal/OSHA Defense

Ad Copy

Campaign 2 — Safety Consulting Services

Ad Copy

Campaign 3 — Property & Wildfire

Step 3

Ad Extensions (Sitelinks, Callouts, Call)

Sitelink Extensions — Add to ALL Campaigns

SITELINK 1:
Text: Free Consultation
Description 1: No obligation — call or email
Description 2: Same-week appointments available
URL: https://mcneilsafetyconsulting.com/#contact

SITELINK 2:
Text: Cal/OSHA Defense
Description 1: Fight citations & reduce penalties
Description 2: 15-day appeal window — act fast
URL: https://mcneilsafetyconsulting.com/services/osha-violation-defense

SITELINK 3:
Text: Safety Training
Description 1: On-site employee safety training
Description 2: Cal/OSHA compliant programs
URL: https://mcneilsafetyconsulting.com/services/osha-safety-training

SITELINK 4:
Text: IIPP Writing
Description 1: Custom safety plans for CA businesses
Description 2: Fast turnaround — OSHA compliant
URL: https://mcneilsafetyconsulting.com/services/safety-plan-writing

SITELINK 5:
Text: Film & TV Safety
Description 1: On-set safety officer & compliance
Description 2: Los Angeles based, statewide service
URL: https://mcneilsafetyconsulting.com/services/film-tv-safety

SITELINK 6:
Text: About Michael McNeil
Description 1: Licensed nurse + safety professional
Description 2: 20+ years California experience
URL: https://mcneilsafetyconsulting.com/#about

Callout Extensions — Add to ALL Campaigns

• Licensed Safety Professional
• Registered Nurse Credentials
• Free Consultation Available
• Serving All of California
• 20+ Years Experience
• Cal/OSHA Certified
• Same-Week Appointments
• Statewide Service
• Expert Witness Available
• ACOEM Member

Call Extension

Phone: (626) 546-9384
Call reporting: Enabled
Start/end dates: None (always on)
Ad schedule: Mon–Fri 7am–7pm PT, Sat 8am–2pm PT

Structured Snippet Extensions

Header: Services
Values: OSHA Defense, Safety Training, Industrial Hygiene, IIPP Writing, Wildfire Testing, Film/TV Safety, Litigation Support, Workplace Investigations

Header: Certifications
Values: Cal/OSHA Certified, ACOEM Member, AIHA Member, NREP Registered, Licensed Nurse

Step 4

Negative Keywords — Add to ALL Campaigns

Negative Keyword List (prevents wasted spend)

jobs
job
hiring
career
careers
employment
salary
resume
free training
free course
online course
certification exam
osha 10 free
osha 30 free
diy
how to
template
sample
example
pdf
download
federal osha (if targeting Cal/OSHA only)
osha gov
osha.gov
wikipedia
reddit
youtube
class
classes
school
university
college
degree
student

Step 5

Conversion Tracking Setup

Phone Call Conversions

In Google Ads → Tools → Conversions → New Conversion → Phone Calls. Track calls from ads (minimum 60 seconds). Also add the Google forwarding number to your website via the "Calls from website" option — paste the snippet into your site's <head> tag.

Contact Form Submission

Your contact form opens a mailto: link. To track this as a conversion: In Google Ads → Tools → Conversions → New Conversion → Website. Set it to fire when someone clicks the mailto link. Alternatively, consider upgrading the form to submit to a backend endpoint and redirect to a /thank-you page — that makes conversion tracking much more reliable.

Import Google Analytics Goals

In Google Analytics 4 (G-TK3PPC6JR1), create a Goal for "Contact Form Click" and "Phone Number Click." Then in Google Ads → Tools → Conversions → Import → Google Analytics 4. This gives you richer attribution data.

Link Google Ads to Google Analytics

In Google Ads → Tools → Linked Accounts → Google Analytics. Link your GA4 property (G-TK3PPC6JR1). This enables audience remarketing and better reporting.

Launch

Google Ads Setup Checklist

Create Google Ads account at ads.google.com

Set billing — credit card recommended for rewards points

Create Campaign 1: Cal/OSHA Defense — Search campaign, California only

Add Ad Groups 1A, 1B, 1C with keywords and ads above

Create Campaign 2: Safety Consulting — Search campaign, California only

Add Ad Groups 2A, 2B, 2C with keywords and ads above

Create Campaign 3: Property & Wildfire — Search campaign, California only

Add Ad Groups 3A, 3B with keywords and ads above

Add all Sitelink extensions to all campaigns

Add all Callout extensions to all campaigns

Add Call extension (626) 546-9384 to all campaigns

Add Structured Snippet extensions to all campaigns

Add Negative Keywords list to all campaigns

Set up Phone Call conversion tracking

Link Google Ads to Google Analytics (G-TK3PPC6JR1)

Set location targeting: California only

Set ad schedule: Mon–Fri 7am–7pm, Sat 8am–2pm PT

Set device bid adjustments (start even, adjust after 2 weeks)

Enable auto-tagging (should be on by default)

Review and launch — check for any policy disapprovals within 24 hours

Ongoing

Optimization Schedule

Week 1–2

›Monitor for policy disapprovals
›Check search terms report daily
›Add irrelevant terms to negatives
›Confirm conversion tracking firing
›Watch for budget exhaustion

Month 1

›Pause keywords with 0 clicks after 200 impressions
›Increase bids on keywords driving calls
›A/B test headline combinations
›Check Quality Scores — aim for 7+
›Review device performance

Month 2+

›Switch to Target CPA once 30 conversions hit
›Add remarketing audiences
›Expand to similar audiences
›Test new ad copy variations
›Review and adjust seasonal budgets

Questions? Contact [email protected]

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