Campaign Architecture — Jan-Pro NZ · Commercial Cleaning (regional Google Ads)
Structure: Campaign = Region · Ad group = Segment · creative written once per segment, reused across regions via location insertion.
The plan works on two axes: regions (all five live at once — non-negotiable) and segments (tiered by fit for paid search). Because every region launches together, all phasing happens on the segment axis.
Axis 1 — Segment tiers (fit for paid search, not contract size)
A segment's dollar value ≠ its fit for Google Search. Search only pays back when the buyer is actively typing a query, decides reasonably fast, and converts on a self-serve action (book a walkthrough). Segments are tiered on that fit.
| Tier | Segments | Why here | Primary channel |
|---|---|---|---|
| 1 — Acquisition engine | Offices (SME) · Medical centres | Active searchers, single fast decision-maker, self-serve close | Google Search — fund first |
| 2 — High-value, slower | Office buildings (FM) · Schools + ECE | Real search demand, but multi-stakeholder / seasonal; clicks convert weeks-to-months later | Search + nurture |
| 3 — Opportunistic | Warehouses | Acute H&S pain, decent intent, but price-shopped | Search (opportunistic, once Tier 1 funds it) |
| 4 — Relationship / land-and-expand | Hospitals · large aged-care | Highest value, worst paid-search fit | Off-Google + cheap capture net |
The aged-care & hospitals narrative (why Tier 4 ≠ phase-one Google spend)
They are the fattest contracts in the market. But high value ≠ winnable on Google Search, and in a first campaign they would quietly drain the budget Offices + Medical need to prove the account. Four reasons:
- They don't search — they tender. A DHB / Te Whatu Ora hospital or a HealthCERT-certified aged-care operator buys through procurement, RFPs and incumbent relationships, not a Tuesday-afternoon Google search. Query volume is thin and erratic.
- **The clicks you can buy are the priciest and the wrong intent.** The few head terms ("hospital cleaning", "healthcare cleaning contractor") are bid up by deep-pocketed national FM players (OCS, ISS, Ventia). You'd pay premium CPCs for a trickle of clicks that are mostly job-seekers, students and suppliers.
- The sales cycle breaks the learning loop. Board / procurement sign-off, compliance vetting and multi-year incumbent contracts mean a click today might convert in 6–18 months — poison for a first campaign that needs fast signal and cash.
- The offer doesn't fit. "Free walkthrough → fixed monthly price → trial" is built for one person who can say yes; it doesn't map onto a tender committee.
How we still chase them (without sapping phase-one budget)
- ① Cheap aged-care long-tail capture net — a tiny, hard-capped set of terms ("aged care cleaning", "rest home cleaning") folded into the Healthcare ad group to catch the rare in-market operator.
- ② Win them off-Google — direct outreach to facility managers, referrals from the medical clients we land, LinkedIn + local relationships, plus tender-watch.
- ③ Land-and-expand — take one wing / one clinic / one site (via the Medical engine or direct), prove the standard and audit trail, then grow into the facility or group. The trusted-local-owner + national-systems story is the expansion lever.
The same logic applies (more softly) to large Schools and FM portfolios: Google's job there is presence + a capture net; the contract is won by nurture and relationships.
Axis 2 — Regions: all five live at once (non-negotiable)
One campaign per franchisee region, all switched on together — no region phasing. Each regional campaign points at that region's live location page for message-match and Quality Score:
| Region campaign | Targeting / landing page |
|---|---|
| Auckland | https://www.jan-pro.co.nz/location/auckland |
| Bay of Plenty (Tauranga / Mount Maunganui) | https://www.jan-pro.co.nz/location/bay-of-plenty |
| Waikato (Hamilton) | https://www.jan-pro.co.nz/location/waikato |
| Wellington | https://www.jan-pro.co.nz/location/wellington |
| Christchurch | https://www.jan-pro.co.nz/location/christchurch |
⚠️ The Auckland location page currently returns a "Contact Us" page title — confirm it's the intended Auckland landing page (or point that campaign at the correct Auckland page) before launch.
Segments: what to turn on first (across all five regions)
Because the regions all go at once, phasing happens on the segment axis. Launch the Tier-1 ad groups (Offices + Medical) in every region simultaneously, then add Tier-2/3 as data and budget allow.
| Segment | Tier | Launch step |
|---|---|---|
| Offices (SME) | 1 | Now — all 5 regions. Funds the account (fast self-serve conversions). |
| Medical centres | 1 | Now — all 5 regions. High-value lead; ENVIROSHIELD is the defensible edge. |
| Office buildings (FM) | 2 | Add once Tier-1 proves CPL/CVR (Auckland/Wellington-weighted). |
| Schools + ECE | 2 | Add + spike bids pre-Term 1. |
| Warehouses | 3 | Add after 1–2 prove out; lean on H&S + cover. |
| Hospitals / aged-care | 4 | Cheap aged-care long-tail capture net only + off-Google (see above). |
Budget implication of 5 simultaneous regions
Five regional campaigns running together spreads spend, so concentration matters more, not less:
- Fund Tier-1 (Offices + Medical) first in every region before layering Tier-2/3 segments.
- Keep tight per-region × per-segment ad groups so Quality Score keeps CPCs efficient against the incumbents.
- The smaller, cheaper-CPC markets (Bay of Plenty, Waikato) subsidise learning while Auckland/Wellington carry the volume; Christchurch is the proof/testimonial base whose reviews travel as national proof.
- Confirm each region's franchisee capacity to service leads before demand is switched on.
Landing pages
Phase-one ads point to the existing location pages above — they're live, on-brand and carry a quote form. The custom quote-first landing page + per-segment swap block (see the Landing Page Copy deliverable) is the conversion upgrade: build it per segment × region once the location pages give a CVR baseline.
⚠️ Pre-launch (carried)
Replace US "OSHA" boilerplate with NZ WorkSafe / H&S at Work Act 2015 on the live site + all assets. Confirm trial mechanics, documented scope + audit language, and public-liability insurance so claims are truthful.