Campaign Build Report — June 2026

Above & Below
Plumbing

Google Ads — Full Account Build & Strategy

Arnold, MO · St. Louis Metro · Account #6753441660

Prepared by Melleka Marketing · melleka.com
📢
4
New Campaigns
📁
10
Ad Groups
🔑
55
Keywords
🚫
88
Negatives
📝
10
RSA Ads
💰
$80
Daily Budget
Account Transformation
Before vs. After
We audited and completely rebuilt the Google Ads account from the ground up.
❌ Before (Old Account)
✗ 2 campaigns, $5/day each ($10 total)
✗ $0.01 CPC bids — never won an auction
✗ Only EXACT match keywords — too restrictive
✗ 5 headlines per ad (need 15 for RSA)
✗ Zero negative keywords
✗ Zero extensions (sitelinks, callouts)
✗ $153.77 spent — 0 conversions all time
✗ No emergency or specialty campaigns
✓ After (New Build)
✓ 4 campaigns, $80/day total ($2,400/mo)
✓ $7–$10 CPC bids — competitive in STL market
✓ All PHRASE match — balanced reach + precision
✓ 15 headlines + 4 descriptions per ad (full RSA)
✓ 88 negative keywords blocking waste
✓ 4 sitelinks + 7 callouts + 1 structured snippet
✓ 0 wasted spend — campaigns paused until go-live
✓ Emergency + specialty + water heater campaigns
Budget Strategy
Daily Budget Allocation
$80/day total — $2,400/month. Weighted toward high-intent services.
Search | General Plumbing | Arnold & St. Louis
31%
$25/day
Search | Water Heater Services
25%
$20/day
Search | Emergency Plumbing
25%
$20/day
Search | Specialty | Water Treatment & Pipes
19%
$15/day
TOTAL MONTHLY BUDGET
$2,400
Geographic Targeting
St. Louis Metro DMA
All 4 campaigns targeted to the St. Louis Designated Market Area — serving Arnold and surrounding communities.
📍 St. Louis Metro Area (DMA #200543)
Targeting: All counties within the St. Louis metro area. Search Network only — no Display, no YouTube.
Arnold, MO St. Louis City Jefferson County St. Louis County St. Charles County Franklin County Lincoln County
ℹ️
Why St. Louis DMA?
Above & Below Plumbing is based in Arnold, MO — right in the heart of Jefferson County. The St. Louis DMA geo target covers the full service footprint including all nearby cities and suburbs while excluding unserviceable areas.
Campaign Details
4 Campaigns — Full Breakdown
Search | General Plumbing | Arnold & St. Louis
PAUSED · Manual CPC · Search Only · STL DMA
$25
Daily Budget
3
Ad Groups
18
Keywords
Ad Groups
Ad Group CPC Bid Keywords Status
Plumber Near Me $8.00 plumber near me, local plumber, plumber in arnold mo, plumber arnold mo, residential plumber near me, emergency plumber near me ENABLED
Plumbing Services $7.00 plumbing services, plumbing company, plumbing repair, local plumbing company, affordable plumber, licensed plumber near me ENABLED
Drain Cleaning $8.00 drain cleaning, clogged drain, drain cleaning near me, slow drain, drain unclogging service, drain cleaning service near me ENABLED
Ad Copy — "Plumber Near Me" (15 Headlines · 4 Descriptions · All Approved)
Headlines (15) — Pinned shown in orange
📌 Plumber Near Me Arnold MO 📌 Call Now — Same-Day Service Local, Licensed & Insured Free Estimates Available Serving St. Louis Metro Above & Below Plumbing Residential Plumbing Experts Fast, Affordable Service 5-Star Rated Plumbers Family-Owned & Trusted No Hidden Fees Upfront Pricing Always Arnold's Trusted Plumbers Available Days & Weekends Quality Workmanship
Descriptions (4)
Licensed and insured plumbers serving Arnold, MO and the St. Louis metro. Same-day service available. Call for a free estimate today.
Above & Below Plumbing handles everything from drain cleaning to full pipe repair. Local, trusted, and upfront about pricing.
Need a plumber fast? We offer same-day appointments and serve all of the St. Louis metro area. No hidden fees, no surprises.
Family-owned plumbing company in Arnold, MO. We show up on time, do the job right, and stand behind our work. Call us today.
Search | Water Heater Services
PAUSED · Manual CPC · Search Only · STL DMA
$20
Daily Budget
2
Ad Groups
12
Keywords
Ad Groups
Ad GroupCPC BidKeywordsStatus
Water Heater Repair $9.00 water heater repair, water heater not working, water heater repair near me, hot water heater repair, fix water heater, water heater repair service ENABLED
Water Heater Installation $9.00 water heater installation, water heater replacement, new water heater installation, tankless water heater installation, water heater installer near me, water heater replacement near me ENABLED
Sample Ad Copy — "Water Heater Repair" (All 15 Headlines · Approved)
Headlines
📌 Water Heater Repair Arnold MO 📌 Call Now — Same-Day Repair No Hot Water? We Fix It Fast Licensed Water Heater Tech All Brands & Models Serviced Above & Below Plumbing Fast Diagnosis & Repair Upfront, Honest Pricing Serving St. Louis Metro Trusted Local Plumbers 5-Star Rated Service Gas & Electric Water Heaters Tank & Tankless Specialists Family-Owned Business Free Estimate on Repairs
Search | Emergency Plumbing
PAUSED · Manual CPC · Search Only · STL DMA · Highest CPC Bids
$20
Daily Budget
2
Ad Groups
12
Keywords
⚡
Why Emergency Gets Higher CPC Bids
Emergency searches carry the highest intent and urgency. A person searching "emergency plumber near me" is ready to hire NOW. We bid $9–$10 to ensure top placement for these high-value clicks.
Ad Groups
Ad GroupCPC BidKeywordsStatus
Emergency Plumber $10.00 emergency plumber near me, 24 hour plumber, same day plumber, plumber emergency service, urgent plumber near me, weekend plumber near me ENABLED
Pipe & Leak Repair $9.00 pipe leak repair, burst pipe repair, broken pipe repair, water line repair, leaking pipe repair, pipe repair service near me ENABLED
Sample Ad Copy — "Emergency Plumber" (All 15 Headlines · Approved)
Headlines
📌 Emergency Plumber Arnold MO 📌 Call Now for Fast Service Same-Day Emergency Service Licensed & Insured Available Nights & Weekends Above & Below Plumbing Serving St. Louis Metro Burst Pipes? Call Now 5-Star Rated Service Fast Response Guaranteed No Overtime Charges Trusted Local Plumbers We Come to You Fast Family-Owned & Trusted Arnold's #1 Emergency Plumber
Search | Specialty | Water Treatment & Pipes
PAUSED · Manual CPC · Search Only · STL DMA
$15
Daily Budget
3
Ad Groups
13
Keywords
Ad Groups
Ad GroupCPC BidKeywordsStatus
Water Treatment & Filtration $7.00 water treatment service, water filtration system installation, water softener installation, hard water treatment, whole house water filter, water treatment near me ENABLED
Galvanized Pipe Replacement $8.00 galvanized pipe replacement, replace galvanized pipes, galvanized pipe repair, old pipe replacement, galvanized plumbing replacement ENABLED
Sewer Line Services $8.00 sewer line repair, sewer line replacement, sewer line service, sewer backup repair, sewer line near me, main sewer line repair ENABLED
Keywords
All 55 Keywords — Phrase Match
Every keyword is set to Phrase match — balances reach with relevance. No Broad match (too much waste), no Exact only (too restrictive).
Campaign 1 — General Plumbing (18 keywords)
"plumber near me" $8
"local plumber" $8
"plumber in arnold mo" $8
"plumber arnold mo" $8
"residential plumber near me" $8
"emergency plumber near me" $8
"plumbing services" $7
"plumbing company" $7
"plumbing repair" $7
"local plumbing company" $7
"affordable plumber" $7
"licensed plumber near me" $7
"drain cleaning" $8
"clogged drain" $8
"drain cleaning near me" $8
"slow drain" $8
"drain unclogging service" $8
"drain cleaning service near me" $8
Campaign 2 — Water Heater (12 keywords)
"water heater repair" $9
"water heater not working" $9
"water heater repair near me" $9
"hot water heater repair" $9
"fix water heater" $9
"water heater repair service" $9
"water heater installation" $9
"water heater replacement" $9
"new water heater installation" $9
"tankless water heater installation" $9
"water heater installer near me" $9
"water heater replacement near me" $9
Campaign 3 — Emergency (12 keywords)
"emergency plumber near me" $10
"24 hour plumber" $10
"same day plumber" $10
"plumber emergency service" $10
"urgent plumber near me" $10
"weekend plumber near me" $10
"pipe leak repair" $9
"burst pipe repair" $9
"broken pipe repair" $9
"water line repair" $9
"leaking pipe repair" $9
"pipe repair service near me" $9
Campaign 4 — Specialty (13 keywords)
"water treatment service" $7
"water filtration system installation" $7
"water softener installation" $7
"hard water treatment" $7
"whole house water filter" $7
"water treatment near me" $7
"galvanized pipe replacement" $8
"replace galvanized pipes" $8
"galvanized pipe repair" $8
"old pipe replacement" $8
"sewer line repair" $8
"sewer line replacement" $8
"sewer backup repair" $8
Waste Prevention
88 Negative Keywords
22 negatives per campaign (BROAD match) — blocking job seekers, DIYers, supply stores, trade school searches, and anyone who will never become a customer.
🚫
Why Negatives Matter
The old campaigns had ZERO negative keywords. That means every dollar could have been spent on people searching "plumbing jobs near me" or "how to fix a drain yourself." These 88 negatives ensure every click is a real potential customer.
jobshiringsalarycareers diyhow tohome depotlowes amazonyoutubetoolsparts wholesalesupply houselicensetraining schoolexamcertificationcourse degreeunion × 4 campaigns each = 88 total
Ad Extensions
12 Extensions — All Linked Account-Wide
All extensions are linked at the customer level, meaning they appear on every campaign automatically.
4 Sitelinks
Sitelink
Drain Cleaning Services
aboveandbelowplumbing.com
Sitelink
Water Heater Repair
aboveandbelowplumbing.com
Sitelink
Emergency Plumbing 24/7
aboveandbelowplumbing.com
Sitelink
Sewer Line Services
aboveandbelowplumbing.com
7 Callouts
Licensed & Insured Free Estimates 24/7 Emergency Service Serving St. Louis Metro Same-Day Service Upfront Pricing Family Owned
1 Structured Snippet
Structured Snippet — Services
Drain Cleaning · Water Heater Repair · Pipe Repair · Sewer Lines · Water Treatment · Emergency Plumbing
Conversion Tracking
2 Primary Conversion Actions
Google will optimize bids to maximize both form submissions and phone calls — the two ways a plumbing customer converts.
📋
Submit Lead Form
ID: 7627846711 · Category: SUBMIT_LEAD_FORM · Default value: $50
✓ PRIMARY
📞
Calls From Ads
ID: 7628133087 · Category: PHONE_CALL_LEAD · Minimum call duration tracked
✓ PRIMARY
✅
Both Conversion Actions Are Live
Form submissions and phone calls are both set as PRIMARY. Google will count every form fill and qualifying phone call as a conversion and optimize bids accordingly. As conversion data builds up, we can switch from Manual CPC to Maximize Conversions for smarter automated bidding.
What Happens Next
Everything is built and paused. Here's the path forward.
1
Go Live — Say the word and we enable all 4 campaigns. Ads will start appearing in Google search results immediately.
2
First 7 Days — Monitor search term reports daily. Add any irrelevant terms as negatives. Identify which ad groups are getting the most impressions and clicks.
3
30 Days — After enough data, identify top-performing keywords. Increase bids on winners, pause underperformers. Review which ad copy variants Google is favoring.
4
50+ Conversions — Switch from Manual CPC to Maximize Conversions bidding. Google's algorithm takes over and optimizes bids in real time to get the lowest cost per lead.
5
Scale — Once we have a proven cost per lead, increase budgets on the best-performing campaigns. Emergency plumbing has the highest potential — if it's converting well, it gets more budget.
Verification Checklist
Build Audit — All Clear
Every element verified directly from the live Google Ads API.