This is a PLAN, not a past case — built to show exactly how I'd structure your account from day one, based on your brief (attract new customers, increase bookings, US market).
Search — high intent
Branded + category keywords with booking-intent modifiers ("book", "schedule", "near me"), RSA ads pointing straight at your booking page.
Performance Max
Feeds Google's full inventory (Search, Display, YouTube, Discover) from your best offers and creative, tuned to a bookings/lead conversion goal.
Remarketing
Visitors who didn't book yet, shown a tighter offer; separate budget so it never eats the prospecting budget.
How I'd run the first 30 days
- Week 1 — tracking first. GA4 + Google Ads conversion linked to your actual booking event (not just "page view"), enhanced conversions enabled, offline/CRM booking import if you have one. Without this, "measurable results" is a promise, not a number.
- Week 1-2 — account structure. One Search campaign split by service/category (not one giant campaign), one Performance Max campaign fed by your real offers, negative keyword list built from your actual service area and exclusions.
- Week 2-3 — creative + landing. RSA copy tested in 2-3 variants per ad group, landing page checked for a clear booking CTA above the fold (this is usually where budget leaks before the click even counts).
- Week 3-4 — first optimization pass. Search terms report cleaned, budget shifted toward what's actually converting, first report: spend, bookings, cost per booking, broken down by campaign.
Week 1tracking live, verified by test booking
Week 2campaigns live
Week 4first cost-per-booking report
Price & timeline
$300 — setup + 2 weeks of active management and optimization. 14 days from confirmation. Payment via FH Safe Deal.