Woodward Revved Blueprint

1. Account Identity and Scope

Account identifiers, reporting periods and access scope. All conversions are reported conversions, not verified unique leads or booked jobs.

Google Ads ID

805-868-2394

Account: Woodward Heating - Perry Marketing

Currency / Timezone

USD / America/Los_Angeles

All figures in USD

Main reporting period

Jul 2–Sep 29, 2026

90 days

Recent period

Aug 31–Sep 29, 2026

30 days

Access

Read-only connection verified

Verified access level

Scope

HVAC + plumbing-named campaigns

Dedicated paid landing hosts; not attributed solely to either website

Limitation & Scope: Removed unverified MCC-link, attribution-window and geographic-targeting claims. PDF pp. 7, 17.

2 & 3. Performance and Period Comparison

Headline 90-day metrics and recent-period comparison. Dollar values are USD; figures rounded.

90-day spend$104,765Google Ads · Jul 2–Sep 29, 2026

Reported conversions1,009.9Reported, not verified booked jobs

90-day reported CPA$103.74Full 90-day window

Recent 30-day reported CPA$163.49Aug 31–Sep 29, 2026

Additional 90-day metrics

Impressions

45,594

Clicks

2,572

CTR

5.64%

CPC

$40.73

Reported conversion / click rate

39.26%

Period comparison

Period	Spend	Clicks	Reported conversions	CPA
Preceding 60 days	$73,425	1,921	818.2	Approximately $90
Recent 30 days	$31,339	651	191.7	$163.49
Full 90 days	$104,765	2,572	1,009.9	$103.74

CPA deterioration note

Recent CPA deterioration warrants investigation. The recent period is included within the full 90 days; attribution lag, imports, campaign changes and lead handling may affect results. Reported conversion values do not establish invoiced revenue or financial ROAS.

Limitation & Scope: PDF pp. 17, 19.

4. Campaign Performance

Selected campaigns (shortened labels from the report), not the complete account. The first three represent 68.8% of spend.

Campaign	Spend	Clicks	Reported conversions	CPA
Plumbing / CitySearch	$36,421	685	228.5	$159
HVAC / CitySearch	$24,355	456	178.0	$137
Brand - HVAC	$11,346	857	423.8	$27
Plumbing / Salem	$8,047	140	50.0	$161
HVAC / Salem	$6,378	111	33.5	$190
Plumbing / Corvallis	$1,796	34	11.0	$163
HVAC / Albany	$1,378	24	9.0	$153
Plumbing / Tigard	$1,297	22	7.0	$184

Campaign-name groups

Group	Spend	Reported conversions	CPA
Brand	$11,346	423.8	$27
HVAC non-brand	$38,107	245.5	$155
Plumbing-named	$55,311	340.6	$162

Recent diagnostics

HVAC Salem approximately $604 CPA from three conversions; HVAC CitySearch approximately $210 CPA.

Action

Prioritize CitySearch/Salem investigation and verify booked-job quality. Low brand CPA does not establish incrementality; small campaigns cannot reliably be judged from a handful of clicks.

Limitation & Scope: PDF pp. 18–19.

5 & 6. Conversion Actions and Search Terms

Primary and secondary conversion actions, and sampled search-term evidence with review status.

Conversion actions

Action	Role	Counting / definition
BC Calls v2	Primary	One per click; uploaded click/contact
BC Qualified Calls	Primary	One per click; uploaded qualified lead
BC Qualified Ext Calls	Primary	Uploaded qualified calls
BC Qualified Forms	Primary	One per click; uploaded qualified lead
Call Extension Calls	Primary	One per click; 30-second duration
Call Tracking Lead	Primary	Many per click; default value 1
Calls from ads	Primary	Many per click; 60-second duration
Booked — Prism actions	Secondary	Asset, form, onsite and call booking actions

Overlap note

Potential overlap is not proven duplication. One-per-click counting applies per action and does not deduplicate separate actions. Reconcile 30–50 inquiries with CRM IDs before changing goal roles; validate booked-action imports before making them primary.

Search-term evidence

Term / context	Spend	Clicks	Reported conversions
woodward heating — Brand	$6,310	494	265.2
plumber salem oregon — sampled CitySearch row	$658	12	0
hvac near me — sampled row	$383	6	0
Well-pump theme — four rows	$418	8	0
air duct scrubbing — Brand; already excluded	$39	2	0
vent cleaners near me — Brand; NONE status	$38	2	0

Actions

Confirm well-pump service capability before exclusions; inspect non-brand routing in Brand; review relevant zero-conversion terms rather than automatically excluding them.

Limitation & Scope: 500 highest-spend rows, truncated, representing approximately $53,793 spend. This is not complete query coverage or a waste total. Deleted invented DIY terms and guaranteed negative-keyword savings. PDF pp. 20–21.

7. Landing Pages and Message Match

Destination, campaign and service evidence. Landing-view totals have different scope from campaign totals.

Destination / campaign	Spend	Clicks	Reported conversions	CPA
callwoodwardheating.com/ — Brand	$7,496	567	160.5	$47
service.callwoodwardheating.com/salem/ — Plumbing CitySearch	$6,125	112	36.0	$170
callwoodwardheating.com/salem/hvac-repair/ — HVAC CitySearch	$3,094	58	19.0	$163
Same HVAC repair route — HVAC Salem	$2,514	44	7.5	$335
callwoodwardheating.com/salem/air-conditioning-repair/ — HVAC Salem	$1,852	32	13.5	$137

Action

Test high-spend destination forms, phone routes and service-specific messaging. Maintenance and general-company intent also use the broad repair route.

Limitation & Scope: Landing-view totals have different scope from campaign totals; do not force reconciliation. Empty asset retrieval does not prove missing assets. PDF p. 22.

8 & 9. Budgets, Bidding and Device/Weekday Patterns

Current settings, lost impression share, and device/weekday performance. Chart shares calculated from spend.

Current settings snapshot

Shared HVAC budget

$400/day

Shared plumbing budget

$800/day

Brand HVAC

$300/day, not shared

High-spend search campaigns

Manual CPC

Repeated shared-budget rows are not additional daily commitments.

Lost impression share

Campaign	Lost impression share: budget	Lost impression share: rank
HVAC CitySearch	5.7%	29.6%
Plumbing CitySearch	19.8%	21.0%
Brand	0%	63.4%

Do not average these into account impression share or prescribe increased budgets without booked-lead economics.

Spend by device

Shares calculated from spend values

Google Ads · Jul 2–Sep 29, 2026

72.7%

Mobile

25.0%

Desktop

2.3%

Tablet

Device table

Device	Spend	Clicks	Reported conversions	CPA
Mobile	$76,136	1,876	832.4	$91
Desktop	$26,210	633	154.4	$170
Tablet	$2,419	63	23.0	$105

Weekday table

Day	Spend	Clicks	Reported conversions	CPA
Monday	$23,596	554	216.3	$109
Tuesday	$21,710	525	200.6	$108
Wednesday	$22,292	558	232.7	$96
Thursday	$20,271	478	171.4	$118
Friday	$16,896	457	188.9	$89

Scheduling note

No weekend performance rows were returned; configured schedules and hourly outcomes were not verified. Validate dispatch availability and booked outcomes before scheduling or device-bid changes.

Limitation & Scope: Deleted claims that ads run 24/7 or that after-hours calls perform poorly. PDF pp. 23–24.

10 & 11. Missing Evidence and Action Plan

Unavailable evidence and prioritized investigation/optimization actions.

Missing evidence

Complete keyword/negative and geography exports
Hourly performance
Change history
Historical action-level outcomes
Reliable CRM matching
Revenue/margins
Full creative/asset inspection

Some tools failed from unsupported fields/segments; do not label this privacy suppression.

Actions

Priority:CRITICAL / HIGH IMPACT

1. Reconcile conversion actions

Reconcile conversion actions to unique qualified leads and bookings.

2. Investigate CitySearch/Salem deterioration

Investigate recent CitySearch/Salem deterioration using changes, imports and call outcomes.

3. Review service fit and brand routing

Review service fit and brand routing before targeted exclusions.

4. Test landing destinations and routes

Test high-spend landing destinations and phone/form routes.

5. Run controlled bidding experiments

Run controlled bidding/budget experiments only after measurement is reliable.

Measure: qualified/booked CPA, lead quality, matching completeness and import failures.

Limitation & Scope: Removed the promised 25–35% CPA reduction, mandatory campaign splits and automatic value-based bidding recommendation. PDF pp. 46–47.