Google Ads Creative + Keyword Build — Jan-Pro NZ · Commercial Cleaning

First-ever Google Ads campaign. Google Search only (no Meta).

Structure: Campaign = Region, Ad group = Segment. Each RSA below is written once for its segment and reused across all five regional campaigns using {LOCATION(City)} insertion. Swap the [town] token in keywords for each region (Auckland, Bay of Plenty / Tauranga / Mount Maunganui, Waikato / Hamilton, Wellington, Christchurch).

Spine of every ad (from the research): the buyer has a "who do I trust with the keys and my reputation" problem, not a dirt problem. Lead with the de-risk stack — free walkthrough → fixed monthly price → try before you commit → no lock-in — then swap the proof point to match the segment.

Character-limit + location-insertion notes

• Headlines counted at ≤30, descriptions ≤90, callouts ≤25, sitelink titles ≤25, sitelink descriptions ≤35. All counts verified below.
• Location-insertion headlines use a short default (:NZ) so they pass at creation. Static prefixes are sized so prefix + "Christchurch" (12 chars, the longest common target city) stays ≤30. If {LOCATION(City)} ever returns a longer value (e.g. "Mount Maunganui"), Google simply drops that asset from the auction rather than showing a broken headline — safe by design.
• No fabricated guarantees, no "best", no medical-treatment claims. "Kills 99.99%" is a disinfectant-efficacy claim tied to the real ENVIROSHIELD proof, not a health claim.
• H&S language is WorkSafe / Health and Safety at Work Act 2015 — never US "OSHA".

RSA 1 — Offices (single-tenant SME) · PRIMARY / volume engine

Awareness state: problem-aware. Funnel: PAS. Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: Office-Cleaning · Path 2: Fixed-Price

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. Reliable weekly office cleaning from a local owner. Try us before you commit. (77)
2. Free on-site walkthrough, one fixed monthly price, no hidden fees or lock-in. (77)
3. Same vetted, police-checked cleaner every visit, backed by an international brand. (81)
4. Great once is easy. Great every week since 1991. Book your free walkthrough today. (82)

RSA 2 — Medical Centres (GP / dental / physio / clinics) · best value-per-lead

Awareness state: solution-aware. Funnel: PAS ad → ACCA LP. Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: Medical-Clean · Path 2: Clinic

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. Hospital-grade ENVIROSHIELD disinfection that kills 99.99% of bacteria and viruses. (83)
2. Audit-ready cleaning for GP, dental and physio clinics. Police-checked, trained staff. (86)
3. No harsh fumes or residue. The same discreet, vetted cleaner every single visit. (80)
4. Free on-site walkthrough, one fixed monthly price, no lock-in. Try before you commit. (85)

RSA 3 — Office Buildings (multi-tenant / FM / property-managed) · biggest contracts

Awareness state: solution-aware. Funnel: ACCA (+ nurture). Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: Building-Clean · Path 2: Every-Floor

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. One named owner accountable for every common area, lobby and shared bathroom. (77)
2. Consistent standards on every floor and site. One contact, sorted same day. (75)
3. A defensible fixed monthly price you can pass straight to the landlord. No lock-in. (83)
4. Free walkthrough of your building, then a fixed price. Try us before you commit. (80)

RSA 4 — Schools + ECE · strongest differentiator (safeguarding)

Awareness state: problem/solution-aware. Funnel: ACCA (+ nurture, spike bids pre-term). Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: School-Cleaning · Path 2: Vetted

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. Every cleaner police-checked and re-checked, so only trusted people are on-site. (80)
2. Term-clean done before Day 1, every term. Reliable cleaning around the school year. (83)
3. Hospital-grade disinfection cuts classroom germs. Non-toxic, no harsh fumes. (76)
4. Free walkthrough, fixed price, no lock-in. Guided by kaitiakitanga and manaakitanga. (84)

RSA 5 — Warehouses (logistics / manufacturing / industrial) · H&S wedge

Awareness state: problem-aware. Funnel: PAS. Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: Warehouse-Clean · Path 2: Fixed-Price

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. H&S-grade cleaning aligned to the Health and Safety at Work Act 2015. No write-ups. (83)
2. Floors mopped, spills gone, racking dusted. National backup covers every shift. (79)
3. Transparent per-square-metre pricing. No nasty surprises on the invoice. (72)
4. Free site walkthrough, one fixed price, no lock-in. Try us before you commit. (77)

RSA 6 — Hospitals / Healthcare (aged-care skew) · low-spend capture, land-and-expand

Per segmentation: fold true hospitals into a shared Healthcare ad group with Medical for v1 and skew spend to the aged-care long-tail — the actually-winnable buyer. Minimal budget.

Awareness state: solution-aware. Funnel: TOFU-MOFU-BOFU / Value Ladder. Final URL: the region campaign points to its live location page — jan-pro.co.nz/location/{auckland|bay-of-plenty|waikato|wellington|christchurch} (segment-specific pages are a later CVR upgrade). Path 1: Health-Clean · Path 2: Aged-Care

Headlines (15, ≤30):

Descriptions (4, ≤90):

1. Hospital-grade ENVIROSHIELD disinfection, kills 99.99% of bacteria and viruses. (79)
2. Audit-ready, documented hygiene for aged-care and clinical sites. Fully vetted staff. (85)
3. Police-checked, trained cleaners with national backup and cover for every shift. (80)
4. Start with one wing or site, prove the standard, then expand. Book a walkthrough. (81)

Keyword themes (per ad group)

Build tight per-region ad groups: replace [town] with each region's city/suburb set (Auckland; Tauranga + Mount Maunganui for Bay of Plenty; Hamilton for Waikato; Wellington; Christchurch — plus key industrial/CBD suburbs). Run exact for proven head terms and phrase for the discovery layer; harvest search terms weekly (no account history exists yet). Match the ad group's LP to the phrase for Quality Score.

1. Offices (SME) — highest volume, most competitive

• Phrase: "office cleaning" · "office cleaners" · "commercial cleaning" · "commercial cleaners" · "office cleaning services" · "office cleaning company" · "weekly office cleaning" · "small office cleaning" · "business cleaning services"
• Exact: [office cleaning [town]] · [office cleaners [town]] · [commercial cleaning [town]] · [office cleaning company [town]] · [commercial cleaners [town]]

2. Medical Centres — highest value-per-lead, ENVIROSHIELD edge

• Phrase: "medical centre cleaning" · "medical cleaning services" · "clinic cleaning" · "dental practice cleaning" · "healthcare cleaning" · "infection control cleaning" · "medical facility cleaning" · "doctors surgery cleaning" · "physio clinic cleaning"
• Exact: [medical centre cleaning [town]] · [clinic cleaning [town]] · [medical cleaning services nz] · [dental practice cleaning [town]]

3. Office Buildings (FM / multi-tenant) — biggest contracts, Auckland/Wellington-weighted

• Phrase: "commercial building cleaning" · "office building cleaning" · "common area cleaning" · "facilities cleaning company" · "multi tenant building cleaning" · "body corporate cleaning" · "commercial property cleaning" · "office tower cleaning"
• Exact: [commercial building cleaning [town]] · [office building cleaning services] · [body corporate cleaning [town]] · [commercial property cleaning [town]]

4. Schools + ECE — moderate volume, low competition, seasonal (spike pre-Term 1)

• Phrase: "school cleaning services" · "school cleaning contract" · "commercial cleaners for schools" · "term cleaning school" · "childcare cleaning" · "preschool cleaning" · "ece centre cleaning" · "early learning centre cleaning" · "kindergarten cleaning"
• Exact: [school cleaning services [town]] · [school cleaning contract nz] · [childcare cleaning [town]] · [preschool cleaning [town]]

5. Warehouses — geo-concentrated (industrial suburbs), price-shopped → lean on H&S

• Phrase: "warehouse cleaning" · "industrial cleaning services" · "factory cleaning" · "warehouse floor cleaning" · "commercial floor scrubbing" · "industrial cleaning company" · "logistics cleaning" · "manufacturing site cleaning"
• Exact: [warehouse cleaning [town]] · [industrial cleaning [town]] · [factory cleaning [town]] · [warehouse floor cleaning [town]]

6. Hospitals / Healthcare (aged-care skew) — lowest volume, skew to aged-care

• Phrase: "hospital cleaning services" · "healthcare cleaning contractor" · "clinical cleaning company" · "aged care cleaning" · "rest home cleaning" · "aged care facility cleaning"
• Exact: [aged care cleaning [town]] · [rest home cleaning [town]] · [hospital cleaning services nz]

Shared negative-keyword list (account/campaign level)

Apply as a shared negative list across all regions + ad groups.

• Jobs / recruitment: jobs · job · hiring · vacancy · vacancies · career · careers · employment · recruitment · "cleaning jobs" · "cleaner wanted" · seek · indeed · gumtree
• Pay / rates (job-seeker intent): salary · wage · wages · pay · "hourly rate" · "pay rate"
• DIY / education: diy · "how to" · tutorial · course · courses · training · certificate · diploma · qualification · nvq
• Residential / domestic: residential · house · home · "house cleaning" · "home cleaning" · "house cleaner" · domestic · maid · airbnb
• Products / equipment: "cleaning products" · equipment · supplies · chemicals · vacuum · mop · "floor scrubber for sale" · "for sale" · buy
• Franchise / business-for-sale: franchise · "franchise for sale" · "franchise opportunity" · "buy a franchise" · "business for sale"
• One-off / non-contract (retain a few as an entry-wedge experiment only): "end of lease" · "move out cleaning" · "bond cleaning" · "one off clean" · "builders clean" · "post construction"
• Off-scope services: carpet (only where not offered as add-on) · "gutter cleaning" · "car cleaning" · "window cleaning jobs"

Note: competitor brand terms (crestclean, jani-king, cleancorp, clean planet) are NOT in the shared list — decide separately whether to conquest them in a dedicated ad group vs. exclude them.

Shared assets

Sitelinks (4)

1. Book a Free Walkthrough (23)
   • We assess your site in person. (30)
   • Fixed price, no obligation. (27)
2. Try Before You Commit (21)
   • Test the cleaning before you sign. (34)
   • No lock-in. No hidden fees. (27)
3. Medical & Clinic Cleaning (25)
   • Hospital-grade disinfection. (28)
   • Police-checked, audit-ready. (28)
4. School & ECE Cleaning (21)
   • Police-checked, vetted cleaners. (32)
   • Safe around tamariki, on time. (30)

Callouts (10, ≤25)

1. Free On-Site Walkthrough (24)
2. Try Before You Commit (21)
3. One Fixed Monthly Price (23)
4. No Lock-In Contract (19)
5. Police-Checked Cleaners (23)
6. Same Trusted Cleaner (20)
7. Hospital-Grade Clean (20)
8. Local Owner, Global Brand (25)
9. Consistent Since 1991 (21)
10. Same-Day Issue Fixes (20)

(Spares: "No Hidden Fees" (14) · "Backed By Global Systems" (24) · "Trained & Insured Staff" (23))

Structured snippets

• Header: Service catalog — Office Cleaning · Medical Cleaning · School Cleaning · Warehouse Cleaning · Window Cleaning · Carpet Cleaning · Hard-Floor Care · Hospital-Grade Disinfection (all values ≤25)
• Header: Types — Weekly Cleaning · After-Hours Cleaning · Daily Cleaning · Term Cleaning · Deep Cleaning · Multi-Site Contracts

Call & lead-form recommendation

• Call asset: enable the existing line 0508 526 776 on all campaigns, mobile-preferred, with call reporting on and calls ≥60s counted as a conversion (this market wants to talk to a real local person). Set a call schedule to franchisee business hours per region.
• Lead-form asset: add a "Book your free walkthrough" lead form for after-hours capture (their hottest state is often post-incident, out of hours). Fields: name, business, site suburb, sector, frequency, phone/email. Qualifying question: "Which best describes your site?" (office / medical / building / school / warehouse / aged-care) to auto-route to the right franchisee.
• Primary conversion = walkthrough booking (form submit) + calls ≥60s. Keep goals identical across regions so smart bidding can pool signal once volume builds.

Strategic notes

Best keyword-theme targeting hypothesis

The account wins on high-intent local "[service] + [town]" terms matched to a same-sector landing page — tight per-region × per-segment ad groups so Quality Score (and CPC efficiency) beats the incumbents who bid blended "office cleaning". Offices is the cheapest, fastest volume theme (fund the account); Medical ("clinic / medical centre / infection control cleaning") is the best value-per-lead because the ENVIROSHIELD hospital-grade angle is a QS + CVR edge competitors can't cheaply copy and a dedicated LP already exists. Start phrase-heavy for discovery, graduate winners to exact, and harvest search terms weekly since there's zero account history.

Launch split (regions fixed, segments phased)

All five regions launch together — non-negotiable (Auckland, Bay of Plenty, Waikato, Wellington, Christchurch). Phasing happens on the segment axis:

• Switch on now, in every region: Offices (SME) + Medical Centres (Tier 1).
• Add next (once Tier 1 proves CPL/CVR): Office Buildings, Schools (bid-spike pre-Term 1), Warehouses.
• Capture net only: Hospitals / aged-care (aged-care long-tail; won off-Google).
• Why: Offices = the cheapest, fastest self-serve conversions (single decision-maker, highest volume) that generate proof and cash. Medical = the highest-value, stickiest lead with Jan-Pro's one truly defensible asset (ENVIROSHIELD) and an existing matched page. Concentrate budget on Tier 1 across all five regions first — the smaller, cheaper-CPC markets (Bay of Plenty, Waikato) give cheap learning while Auckland/Wellington carry volume and Christchurch supplies the testimonial proof that travels nationally. Layer Tier-2/3 segments region-by-region as budget and data allow.

Must-fix before launch (carried from research)

Purge all US "OSHA" boilerplate from every landing page and asset — replace with WorkSafe / Health and Safety at Work Act 2015. As written it's factually wrong for NZ and quietly contradicts the "Local Owners" story. Confirm trial mechanics (length/inclusions), documented-scope + scheduled-audit language, and public-liability insurance so those claims are truthful.

Customer-magnet phrase → headline map