JRC Glass Solutions
Google Ads Strategy - Brisbane Windows & Doors
Executive Summary
JRC Glass Solutions has a clear opportunity to run a focused Google Search campaign for Brisbane homeowners and businesses actively looking for aluminium windows, glass doors, window replacement, double glazing, and related installation services.
The first campaign should stay narrow. The budget is strong enough for a controlled Search pilot, but not broad enough to promote every service on the website. Security screens and shower screens should be fully excluded from the paid strategy.
The recommended launch approach is one Brisbane-only Search campaign using exact and phrase match keywords, tight ad groups, clear negative keywords, and quote/call tracking from day one.
Recommended Campaign Structure
Start with a single Search campaign: JRC | Search | Windows & Doors | Brisbane. This keeps budget control simple and makes early search-term review easier.
| Ad Group | Role | Launch Priority |
|---|---|---|
| Aluminium Windows | Capture users looking for aluminium window supply and installation in Brisbane. | High |
| Window Replacement & Installation | Capture replacement, installer, and glass window enquiry intent. | High |
| Double Glazing Windows | Capture energy-efficiency and double-glazed window demand. | Medium-High |
| Sliding & Stacking Doors | Capture sliding glass door and patio door installation intent. | High |
| French & Hinged Doors | Capture lower-volume but highly specific door enquiries. | Medium |
| Louvre, Awning & Sliding Window Types | Capture product-specific searches once the core campaign is stable. | Medium |
Priority Search Themes
The launch list should focus on buyer-ready searches. Broader research, DIY, supplier-only, and unrelated screen terms should be held back or excluded.
| Theme | Example Search Term | Demand | Indicative Top-of-Page Range |
|---|---|---|---|
| Windows/replacement | window replacement brisbane | High | $2.51-$10.94 |
| Double glazing | double glazed windows brisbane | High | $1.59-$8.02 |
| Double glazing | double glazing brisbane | High | $1.59-$8.02 |
| Sliding/stacking doors | sliding doors brisbane | Medium | $1.52-$5.42 |
| Windows/replacement | aluminium windows brisbane | Medium | $0.90-$5.22 |
| Windows/replacement | aluminum windows brisbane | Medium | $0.90-$5.22 |
| Windows/replacement | window glass replacement brisbane | Medium | $3.64-$9.62 |
| Sliding/stacking doors | sliding glass doors brisbane | Medium | $1.54-$6.98 |
| French/hinged doors | french doors brisbane | Medium | $1.37-$5.91 |
| Louvre windows | louvre windows brisbane | Medium | $1.88-$5.42 |
Budget and Launch Settings
The $2,000 AUD monthly media budget should start at approximately $66 AUD per day. The first month should be judged on clean search intent, valid quote enquiries, and qualified phone conversations rather than raw lead volume alone.
| Setting | Recommendation |
|---|---|
| Location | Brisbane only, presence-based targeting. Do not expand to wider Queensland without approval. |
| Match Types | Exact and phrase match for the first 30 days. No broad match at launch. |
| Bidding | Start with Manual CPC or Maximise Clicks with a sensible CPC cap until lead quality is verified. |
| Daily Budget | Approximately $66 AUD per day. |
| Expansion | Hold Performance Max and broader automation until quote and call quality is proven. |
Exclusions and Negative Direction
The exclusions are part of the strategy. They protect the budget from services JRC does not want promoted in this campaign.
| Exclude / Review | Reason |
|---|---|
| security screen, security screens, security door, security doors | Explicitly outside the campaign scope. |
| shower screen, shower screens, frameless shower, semi frameless shower | Explicitly outside the campaign scope. |
| flyscreen, fly screen, flyscreens, insect screen, mesh screen | Screen-related demand outside the windows and doors focus. |
| mirror, splashback, wardrobe | Other JRC services that should not spend this budget. |
| jobs, career, apprenticeship, course | Employment and training searches. |
| cheap, free, second hand, DIY, Bunnings | Low-fit price and DIY searches. |
Tracking and Lead Quality
Before launch, the online quote form and phone-call path should be checked end to end. The main success actions should be completed quote requests and qualified phone calls. Button clicks and other micro-actions can be tracked, but should not be treated as the main result.
UTMs and click identifiers should remain intact through the quote form journey so JRC can see which campaign themes are producing real enquiries.
90-Day Roadmap
| Timing | Focus | Decision Gate |
|---|---|---|
| Days 1-30 | Launch controlled Search, verify tracking, and review search terms every few days. | Are enquiries on-service and worth following up? |
| Days 31-60 | Move budget toward the strongest enquiry themes, add negatives, and refine ad copy. | Which windows or doors themes deserve more budget? |
| Days 61-90 | Decide whether to scale, hold, or tighten based on qualified enquiry feedback. | Can spend increase without lowering enquiry quality? |
Recommended Next Step
Approve the Brisbane-only Search structure, confirm preferred job types and service-area boundaries, then proceed to campaign build and pre-launch tracking QA.