OC Campaign — Launch Checklist

1 Pre-Launch (BEFORE enabling the campaign)

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Tracking & Attribution

GTM preview mode opened on eliteanywhere.com
Submit a test form on /ads/orange-county-white-glove-delivery/ → confirm lead_form_submit event fires in GTM preview
Submit a test form on /ads/orange-county-moving-and-storage/ → confirm event fires
Submit a test form on /ads/orange-county-warehousing/ → confirm event fires
Confirm Google Ads conversion tag fires on each lead_form_submit event (linked to Lead Form Submit conversion action)
Auto-tagging is ON: Google Ads → Account Settings → Account-level settings → Auto-tagging = Yes
FormCraft submission email shows gclid and Source line for the test submissions

Account-level Negatives (shared list)

Create or update shared negative list with: free, jobs, hiring, salary, wikipedia, review, reviews, craigslist
Apply shared negative list to the OC campaign

Conversion Goals

OC campaign conversion goals set to ONLY Lead Form Submit + Phone Call (not all account goals)

2 Build the Campaign

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3 Ad Group 1 — OC White Glove Delivery

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Setup

Ad group name: OC - White Glove Delivery
Final URL: https://eliteanywhere.com/ads/orange-county-white-glove-delivery/
Default bid: $4.50

Keywords

Add 20 Phrase-match keywords (per source plan)
Add 5 Exact-match keywords (per source plan)

Negatives (ad-group level)

Paste ad-group negatives including overlap-blockers: moving company, storage, 3pl

RSAs

Build RSA 1 — Designer/retailer lean (15 headlines + 4 descriptions)
Build RSA 2 — Private/luxury homeowner lean (15 headlines + 4 descriptions)

Assets

Add 4 sitelinks (Furniture Delivery, Art & Specialty, In-Home Assembly, Free Quote)
Add 8 OC-specific callouts
Add structured snippets: Service catalog + Service area

4 Ad Group 2 — OC Moving and Storage

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Setup

Ad group name: OC - Moving and Storage
Final URL: https://eliteanywhere.com/ads/orange-county-moving-and-storage/
Default bid: $5.50

Keywords

Add 20 Phrase-match keywords (per source plan)
Add 6 Exact-match keywords (per source plan)

Negatives (ad-group level)

Paste ad-group negatives including overlap-blockers: white glove, 3pl, fulfillment, warehousing, ff&e, designer receiving, furniture receiving warehouse

RSAs

Build RSA 1 — Local mover authority lean (15 headlines + 4 descriptions)
Build RSA 2 — Long-distance + storage lean (15 headlines + 4 descriptions)

Assets

Add 5 sitelinks (Local Moves, Long-Distance, Storage Solutions, Office Moves, Free Quote)
Add 8 OC-specific callouts
Add structured snippets: Service catalog + Service area

5 Ad Group 3 — OC Warehousing & 3PL

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Setup

Ad group name: OC - Warehousing & 3PL
Final URL: https://eliteanywhere.com/ads/orange-county-warehousing/
Default bid: $6.00

Keywords

Add 18 Phrase-match keywords (per source plan)
Add 6 Exact-match keywords (per source plan)

Negatives (ad-group level)

Paste ad-group negatives including overlap-blockers: moving, movers, white glove, furniture delivery

RSAs

Build RSA 1 — Brands/e-commerce lean (15 headlines + 4 descriptions)
Build RSA 2 — Designer/FF&E lean (15 headlines + 4 descriptions)

Assets

Add 5 sitelinks (Receiving & Inspection, Pick Pack & Ship, Storage Solutions, Inventory Portal, Get a Quote)
Add 8 OC-specific callouts
Add structured snippets: Service catalog + Service area

6 Final Pre-Launch QA

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All 3 ad groups have 2 RSAs each = 6 RSAs total
All RSAs show "Excellent" or "Good" ad strength
All 3 final URLs return HTTP 200 (curl -I)
All 3 final URLs serve noindex,nofollow meta tag
Cloudflare cache purged on all 3 LPs (already done 2026-04-27)
No keyword overlap warnings in Recommendations tab
Estimated impressions / cost preview looks reasonable for $90/day
Phone number +1 (336) 560-8788 matches across LPs and ad assets

7 Launch

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Enable campaign
Verify "Eligible" status in campaign dashboard within 30 minutes
Spot-check live ad preview by Googling [white glove delivery newport beach] from an OC IP

8 Day 1-3 Monitoring

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Day 1: Check impressions are accruing on all 3 ad groups
Day 2: Pull search-term report; add obvious bad-fit terms as negatives
Day 3: Confirm at least one click → form submit attribution chain has fired end-to-end

9 Day 14 Review (2026-05-12)

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Pull metrics for each ad group

Impressions, clicks, CTR
Conversions, CPA, conversion rate
Top 10 search terms by spend
Top 10 search terms by conversions

Apply Evaluation Criteria

Ad Group	Healthy → bump $	Concerning → optimize	Kill → pause
WG	3+ conv, CPA <$200	1-2 conv, CPA $200-$500	0 conv
Moving	2+ conv, CPA <$250	1 conv, CPA $250-$600	0 conv
Warehousing	1+ conv, CPA <$500	0 conv + CTR >3%	0 conv + CTR <2%

Decisions

If all healthy → bump campaign budget to $150/day
If all healthy → start drafting LA + SF metro rollout using same template
If 1-2 concerning → trim non-converting keywords with >$50 spend; add new negatives; consider RSA refresh
If any kill → pause that ad group; reallocate its budget to converters
Update oc_campaign_structure.md memory with results

! Rollback Plan (if something goes very wrong)

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When to act: Don't wait for a weekly review if any of these fire — pause first, diagnose later.

Pause campaign immediately if CPA exceeds $1,000 in first 48 hours
Pause campaign if any ad group spends >$200 with 0 impressions (signals tracking/serving issue)
Pause campaign if conversion tag stops firing in GTM (verify in real-time mode)
If LPs go down: campaign auto-pauses on policy violation; check EC2 + Cloudflare status

Orange County Campaign — Launch Checklist

1 Pre-Launch (BEFORE enabling the campaign)

Tracking & Attribution

Account-level Negatives (shared list)

Conversion Goals

2 Build the Campaign

Campaign-level Setup

3 Ad Group 1 — OC White Glove Delivery

Setup

Keywords

Negatives (ad-group level)

RSAs

Assets

4 Ad Group 2 — OC Moving and Storage

Setup

Keywords

Negatives (ad-group level)

RSAs

Assets

5 Ad Group 3 — OC Warehousing & 3PL

Setup

Keywords

Negatives (ad-group level)

RSAs

Assets

6 Final Pre-Launch QA

7 Launch

8 Day 1-3 Monitoring

9 Day 14 Review (2026-05-12)

Pull metrics for each ad group

Apply Evaluation Criteria

Decisions

! Rollback Plan (if something goes very wrong)