Google Ads · 3 Month Plan

Timberfix Google Ads Overview

A three month Google Ads plan for TFX. We start where the money is quickest and least blocked - putting new trade accounts and enquiries in front of your sales team - and bring Shopping online behind it once your product feed is genuinely ready to sell.

The plan at a glance

Everything below, as a checklist. Each point is explained in full further down.

Where we start

Every dollar currently goes to branded search - one live campaign, one keyword, the exact term "TFX", in New South Wales only
That means you are only paying to reach people who already know your name. Nothing is running against what a buyer searches when they do not.
Not one of your lead paths is tracked - trade sign-ups, enquiry forms and phone calls are all invisible
Shopping cannot run yet: your Merchant Center account is switched off and 0 of 168 products can show

The order we do it in

Leads first. Nothing blocks them but tracking, and tracking can be setup quickly
Shopping second. It is the bigger engine, but it has a queue of fixes in front of it
Run the feed repair in parallel from week one, not after
Spend rises only as the measurement gets trustworthy, and only where the results earn it

What we build

Brand alignment across all four states, covering both "TFX" and "Timberfix" - optional
Trade account campaign pointed at your trade registration page
Safety & PPE search campaign
Signage search campaign
Fixings, fastenings & chemical anchoring search campaign
Shopping across your full stocked range

What we need from you

An overview on priority ranges, best sellers and margins
Confirmation of your CRM, so we can count the deals your reps close, not just the enquiries
Your delivery rate card and returns policy - Shopping is blocked without them
Installation of a feed plugin and confirm thank-you page addresses for conversion tracking

Where you are starting from

What is working

Keep and extend

The brand campaign converts at 5.7% and costs 17 cents a click. It is the cheapest revenue in the account.

Your online checkout records sales correctly, with the dollar value attached.

Your delivery promise is genuinely strong: order by 5pm, on site the next morning, across Sydney, the Blue Mountains, Central Coast, South Coast, regional NSW, Canberra, Melbourne, Brisbane, the Gold Coast and Queensland.

What is holding it back

Fix in month one

Brand runs in New South Wales only, and only on the word "TFX". Anyone searching "Timberfix" is not covered at all.

No lead is counted anywhere. Trade registrations, enquiry forms and calls from your website are not set up as things Google can see.

Twelve tracking actions are all marked as equally important, mixing real sales with map clicks and page views.

"Timberfix" is searched 2,400 times a month. That is demand with your own name already attached to it, and today none of it is covered - the brand campaign runs on "TFX" only, in New South Wales only. Extending brand alignment to the full name across all four states is the cheapest traffic available to you, if capturing that brand demand through paid search is something you want to pursue.

Why leads first, and Shopping second

Both channels are in this plan. The question is only which one goes first, and the answer is decided by what is blocking each of them.

Leads can start in about two weeks

Blocked by one thing

Everything a lead campaign needs already exists on your site: a trade registration page, an enquiry form, and a 1300 number.

The only missing piece is telling Google to count them. That is a few days of work with your web team.

It also plays to how your business actually makes money. Your reps run accounts and relationships.

Shopping requires more attention before launch

Blocked by five things

Your Google Merchant Center account is not actively serving, because the product data does not meet Google's requirements. Until that is fixed and the account is reviewed and cleared by Google, nothing can show.

The account is missing the delivery settings and returns policy Australia requires before a single product can be listed, and the product data itself needs rebuilding - nearly a third of products have no link to a product page, none have a brand recorded, and the titles are raw warehouse descriptions.

Your trade account maths

This is the argument for leading with leads, in numbers from your own account.

One figure is measured: the average tracked online order from an initial enquiry. What we cannot yet calculate is the number that actually matters — what a trade account is worth. For that we need two things from your side of the business: how often an enquiry becomes an account, and what an account spends over its life. Both sit in your historical sales data, not in Google.

There are two ways to get them. The quick one is to pull the historical figures out of your existing records — enough to work to while everything else is being built. The accurate one is to integrate your CRM, so the value comes back automatically and stays current instead of being a one-off estimate. We would do both, in that order.

Month by month

Month 1

The goal this month is not volume. It is to get to the point where every dollar can be traced to something real, and to have four campaigns live and gathering data by the middle of it.

Week 1 to 2 · Foundations

Set up lead tracking properly. Three new things for Google to count: a completed trade account registration, a submitted enquiry form, and a phone call from the website. This is the single most important task in the plan.
Run a full conversion tracking hygiene check and fix. A pass over every conversion action in the account: keep online sales and the three new lead actions as the ones that count, demote everything else to watch-only so it stops inflating the numbers, and clear out duplicates and dormant tags so nothing is counted twice.
Support the Merchant Center reinstatement. This one is already in progress on your side. We work alongside your team on what Google is asking for and keep it moving, because the review sits with Google and can take days to clear.

Week 2 to 4 · Launch the lead engine

Extend brand alignment to all four states and cover "Timberfix" as well as "TFX", if you decide you want your name defended through paid search. It currently goes uncovered in Queensland, Victoria and the ACT.
Launch the trade account campaign, pointed at your trade registration page, on the top-level terms from initial research such as construction site supplier, building supplies, site supplies and other high intent variations.
Launch three category campaigns - Safety & PPE, Signage, and Fixings, Fastenings & Chemical Anchoring - each split by product type so the ad always matches what was searched.
Build the negative keyword list so budget goes to buyers, not to people looking for Bunnings, comparing competitors, or reading how-to guides.

What has to be true at the end of month 1

Every lead path is tracked and tested
Four campaigns live across designated regions, with a real cost-per-enquiry figure to work from
The Merchant Center reinstatement is submitted and the feed rebuild is underway

Month 2

By now the lead campaigns have four weeks of real data. We push budget into what is working and bring the bigger engine online.

Leads

Move budget onto the winners. Whichever of PPE, signage or fixings is producing enquiries cheapest gets the money. The others get trimmed, not killed.
Connect the CRM and start sending closed deals back into Google. This is the step that turns "we got 130 enquiries" into "we got $X of business", and it changes what Google chases.
Expand the keyword lists using the real searches that produced enquiries in month one.

Shopping

Rebuild the product feed once Google reinstates the account: real titles that lead with what people search for, a working link on every product, brands, categories, correct GST-inclusive prices.
Get everything in place to run Shopping ads: your delivery and returns settings loaded into Merchant Center from the rate card, and a feed plugin on the site so listings update themselves daily rather than being rebuilt by hand. Nothing can list until both exist.
Tag products by category, best seller and margin so we can spend hard on the lines that earn and go easy on the rest.
Launch Shopping, starting with your best sellers and highest-margin lines rather than all 168 products at once.

What has to be true at the end of month 2

Shopping is live, spending, and has its first return figure
Closed deals are flowing back from the CRM into Google

Month 3

This is the first month where the account looks like what you asked for. The job now is to stop managing it for volume and start managing it for return.

What we do

Set a return target on Shopping now that there is enough sales data behind it to be trustworthy, and let Google bid toward it.
Widen the Shopping range from the proven best sellers into the rest of the core catalogue, paid for by what the winners are already returning.
Scale the lead campaigns by state. Whichever of New South Wales, Queensland and Victoria returns best gets a bigger share, rather than splitting evenly and hoping.
Test the next categories. The committed test budget, opened in the previous phase, steps up into ranges outside the core five - concrete and masonry anchors, cutting and drilling, builders hardware - to prove the next range worth scaling.
Report on business outcomes, not clicks. Trade accounts opened, enquiries, online sales, and the return on every dollar, split by range and by state.

What has to be true at the end of month 3

We can name which ranges and which states to scale into next, with evidence
You have a repeatable machine rather than a set of experiments

The twelve weeks on one page

Workstream

W1W2W3W4W5W6W7W8W9W10W11W12

Tracking & measurementLeads, sales, clean-up

Brand alignment, 4 statesOptional · TFX and Timberfix

Trade account campaignThe lead engine

Category search campaignsPPE, signage, fixings

Merchant Center reinstatementSits with Google

Feed rebuild & delivery setupTitles, prices, shipping, returns

Shopping liveThe main sales engine

CRM connectedClosed deals back into Google

Bidding toward returnVolume first, then profit

How the budget is set

This is what we run and what each campaign is there to do. Deliberate figures are not attached to them yet, and the section below explains why.

Campaign	Its job
Brand alignment	Cheapest revenue you have, and the one area where you decide your contribution towards paid brand search, without affecting the rest of the plan.
Trade account acquisition	Top-level supplier and trade terms, pointed at trade registration.
Safety & PPE	Your largest category, and the one with a live compliance driver behind it.
Signage	Site, safety, traffic and custom signage. Custom work carries the best orders.
Fixings, fastenings & anchoring	Screws, bolts, chemical anchoring, adhesives. High repeat purchase.
Shopping	Your primary eCommerce growth engine.
Test budget	A budget committed to proving the next range worth scaling.

All media spend is paid directly to Google, in Australian dollars, and sits outside the management fee.

Starting budget

In the first weeks the account is not being asked to produce a return, it is being asked to produce evidence - which searches your buyers actually use, what a click costs in each category, and what an enquiry costs once it is finally being counted. Spending heavily against questions we cannot yet answer is how money gets wasted, so we start small and let the account tell us where it wants to go.

Returns

What counts as a good return is not a number we can honestly set today, because the two inputs that decide it sit in your business rather than in Google. How often an enquiry becomes a trade account, and what an account is worth over its life. Until those land, we work to cost per enquiry and cost per sale, which are measurable from day one, and treat them as interim markers rather than targets.

Once the CRM connection is in and closed deals feed back into Google, the picture changes. We can then talk about return in the terms that actually matter to you - what an account costs to win against what it is worth - and set genuine targets against it.

Growth

Budget rises when the data earns it, not on a schedule. Three conditions have to hold before any campaign gets more: the tracking behind it is trustworthy, it is returning at or better than the interim markers above, and the supporting work it depends on has landed - the feed and Merchant Center reinstatement in Shopping's case. If a campaign meets all three, it gets more. If it does not, it holds or comes back.

That also means growth is uneven by design. Money moves toward whichever categories and states are producing rather than being split evenly and hoped over, and Shopping only takes a meaningful share once the feed is genuinely able to sell. If results run ahead of expectation we can move faster than planned, and if they run behind we say so early rather than at the end of the quarter.

Google Ads management

What the fee covers.

What is included	What that means in practice
Campaign builds	Everything in the month by month plan: new campaigns, ad groups, keywords, negatives and ad copy, written and launched.
Conversion tracking	Setup, testing and ongoing hygiene across every action in the account, plus the CRM connection so closed deals feed back into Google.
Merchant Center and feed	Reinstatement support, the feed rebuild, delivery and returns settings loaded, and product data kept current.
Ongoing optimisation	Search terms, negatives, bids and budgets reviewed weekly, with money moved toward whatever is producing.
Ad copy and testing	Headlines and descriptions written against your delivery promise, trade pricing and the standards your gear meets, then tested rather than set and left.
Reporting and recommendations	Fortnightly operational notes, a full monthly picture, and a clear understanding at each month end on what to scale, cut or test next.
Monthly management fee	AUD$5,000 + GST

The management fee is separate from the media budget above, which is paid directly to Google. Invoiced monthly.

What we need from you

From OliverDecides what we lead with

We need your priority ranges, your best sellers, and where your best margins sit. This is what decides where the budget points for the whole three months, and it is the one thing nobody else in the business can give us. If we get nothing else from you, get us this.

Your CRMTurns enquiries into proven revenueAndrew

Once connected, we can feed closed deals back into Google, so it goes looking for the enquiries that become accounts rather than the ones that just fill in a form. Without it we can only report enquiry counts, which undersells what the channel is actually doing.

Delivery rate cardShopping is blocked without itAndrew / Oliver

A piece of work on your side: write down the delivery rules the business actually runs on - what you charge, the areas you deliver to, typical timeframes, and how bulky or heavy freight is priced. Signage and pallet orders price differently to a box of gloves, so both need a rule. Nobody outside your business can write these, and Google will not list a single product in Australia until they exist. Once you have them, we load them into Merchant Center for you.

Returns policyAlso blocks ShoppingAndrew

The same exercise again: set down a returns policy the business can stand behind - your return window, return address, who pays return postage, and anything you do not take back. Custom signage usually sits outside a standard policy, so it needs its own line. A missing returns policy is a common reason a Merchant Center account stays switched off, so this may be part of why yours is. Write it once and we handle getting it into Merchant Center and onto the site.

Web team tasksTracking and feedCope Creative

Three jobs: confirm the thank-you page addresses for the trade registration and enquiry form so we can track them, install a product feed plugin so the feed updates itself daily, and give us access to Google Analytics. They have already offered to handle the Merchant Center side, which helps.

What could slow this down

Risk	How likely	What it costs us	How we handle it
Merchant Center reinstatement takes longer than expected	Likely	Shopping slips, possibly by weeks	It is submitted in week one, before anything else needs it. If it drags, the lead campaigns keep running and we move the Shopping budget into them rather than letting it sit idle.
We cannot get time with Oliver	Likely	We pick priority ranges on our own read rather than yours	One session booked during the office visit while we have the room. Andrew reviews anything Oliver cannot get to, and we proceed on our best judgement rather than stalling.
Product pages do not sell	High	Shopping clicks land on a page with no description, no standard and no reviews, and bounce	Flagged now rather than after we have spent money finding out. The same product data that fixes the feed also fills the pages, so one job does both. We will scope the page template with you before Shopping scales.
Enquiries come in but nobody follows them up fast	Possible	The channel looks like it is failing when it is actually working	Worth agreeing up front who owns an inbound trade registration and how quickly they call it. This is the most common way a good lead campaign gets judged a failure.

The first four things

If this plan is approved at the office visit, here is what happens first.

Build and launch the Search campaigns

The trade account campaign pointed at your trade registration page, and three category campaigns - Safety & PPE, Signage, and Fixings, Fastenings & Chemical Anchoring. Brand alignment across all four states sits alongside them if you want it.

Get lead tracking built and tested

Trade registration, enquiry form and phone calls. Tested with a real submission before we spend a dollar against it.

Confirm the CRM and the delivery rate card

Two answers that unblock the whole second half of the plan. Neither takes long, both hold things up if they arrive late.

Product & Google Merchant setup

Priority ranges, best sellers and best margins from Oliver. Every campaign above points at whatever comes out of this.
Submit the Merchant Center reinstatement. Longest lead time in the plan and needs focus from the start.

A note on the ads themselves. No ad copy appears in this document on purpose. We write headlines and descriptions after the session with Oliver and Andrew, using what comes out of it - your delivery promise, your trade pricing, the standards your gear meets, and the years behind the name. Writing them before that conversation would mean guessing at the things that actually make a builder choose you.