Strategy
Details & Ideas
Strategy
Details & Ideas
1. Google Search (High-Intent Conversion) 2. Performance Max (PMax)- uses all channels to find new customers
Headlines: Focus on immediate relief and authority. E.g., "Find the Mold Impacting Your Health," "Certified Pro's Hidden Mold Secrets," "Fix Mold Like a Pro: Register Now $97." Descriptions : Emphasize the unique offer: "Get Free 4-Petri Plates with Early Signup!" and "Learn from a 30-Year Home Expert." Use countdown timers to highlight any LIVE class urgency. Allocate 70% of the initial budget to Search for high-intent traffic, and 30% to PMax for audience scale and remarketing lift. Then it can be 40% search and 60% Pmax later.
Campaign To Run
Ad Copy & Creative Strategy
Pain & Problem: still tired hidden mold, DIY mold test kit reviews, unexplained health issues mold, how to find mold in walls, is there mold in my house.
Targeting - Search Keywords
Solution & Course: online mold masterclass, homeowner mold remediation course, certified mold investigator course online.
Budget Allocation
Audience Signals: Custom Segments based on searches for health symptoms (chronic fatigue, sinus issues, brain fog) combined with home improvement terms (plumbing leaks, attic ventilation). Customer Match for lookalikes based on email lists of past subscribers.
Targeting - YouTube/PMAX
NOTE: Keep one Google Ads account under IES for billing and verification. Within that account, create a dedicated campaign group (or shared label) for Finding Hidden Mold to track spend, conversions, and performance separately. Use separate conversion actions (e.g., “FHM Purchase,” “FHM Lead Form”) to avoid mixing data with IES’s B2B service leads.
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