Crawl Space Doctors — Google Ads Account Build

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Account Summary· SERP Previews· Campaigns· Ad Group Details· Extensions· Negative Keywords· Strategy· Competitive· Pre-launch Checklist

Account Overview

Full account built — 9 ad groups, 95 keywords, 9 RSAs

Built from scratch using BND's Granular Theme (STAG) methodology. All campaigns set to Paused pending MCC access and conversion tracking confirmation.

Campaigns

Service + Brand

Ad Groups

8 service · 1 brand

Keywords

0 broad match

RSAs

15 headlines · 4 desc each

Daily Budget

$40

$35 service + $5 brand

Monthly Est.

$1.1K

Scales to $2.5K mo. 4

Neg. Keywords

135+

Universal + Industry + CL

Extensions

6 sitelinks + 8 callouts + call + snippet

Why this structure: At $1,100/month, budget is too tight for fragmented campaigns. One consolidated Search campaign (8 STAG ad groups) plus one Brand campaign maximizes learning speed and conversion data. Each ad group targets a single intent signal — encapsulation, moisture/vapor, mold, inspection, near-me, and three city variants — so Google serves the most relevant ad for every search. No broad match keywords. Ever. Every dollar is protected.

SERP Preview

What your ads look like on Google

Google assembles the best combination of headlines and descriptions from your RSA at auction time. These show representative combinations for 5 high-intent searches in your service area.

crawl space encapsulation near me

Ad group: Crawl Space Encapsulation | General | EM & PM — Est. CPC: $8–$25 — Intent: Service hire, ready to buy

wet crawl space fix athens georgia

Ad group: Vapor Barrier | Moisture Control | EM & PM — Est. CPC: $8–$35 — Intent: Moisture problem, needs diagnosis + fix

mold in crawl space gainesville ga

Ad group: Crawl Space Mold | Remediation | EM & PM — Est. CPC: $6–$18 — Intent: Mold discovered, wants immediate help

crawl space encapsulation athens ga

Ad group: Crawl Space | Athens | EM & PM — Est. CPC: $11–$25 — Intent: City-specific hire, highest purchase intent

crawl space doctors

Ad group: Crawl Space Doctors | Brand | EM & PM — Est. CPC: $1–$3 — Intent: Brand name search, protect against competitor bidding

Campaign Architecture

2 campaigns · 9 ad groups

Service campaign handles all encapsulation, moisture, mold, and local intent. Brand campaign protects the name at low CPC. Both set to Paused.

Crawl Space Doctors | Crawl Space Services | Search | GA

Budget: $35/day

Bidding: Maximize Conversions

Network: Google Search only

Targeting: Presence only

Schedule: M–F 8–5 · Sat 8–3

Crawl Space Encapsulation | General | EM & PM

13 kw$12

Vapor Barrier | Moisture Control | EM & PM

13 kw$10

Crawl Space Mold | Remediation | EM & PM

11 kw$9

Crawl Space | Inspection | EM & PM

11 kw$8

Crawl Space | Near Me | EM & PM

9 kw$9

Crawl Space | Athens | EM & PM

10 kw$11

Crawl Space | Gainesville | EM & PM

10 kw$11

Crawl Space | Augusta | EM & PM

10 kw$10

Crawl Space Doctors | Brand | Search | GA

Budget: $5/day

Bidding: Manual CPC

Network: Google Search only

Targeting: Presence only

Crawl Space Doctors | Brand | EM & PM

6 kw$2

Note: Brand volume near zero at launch (0 online presence). Activating now costs almost nothing and protects against competitors bidding on the name once the site goes live.

Keywords & Ad Copy

All 9 ad groups — expand for details

Each ad group contains 5–15 keywords (Exact + Phrase only, 0 Broad), one RSA with 15 headlines and 4 descriptions, and intent-isolation negative keywords.

Crawl Space Encapsulation | General | EM & PM

13 keywords · $12 default bid · Primary service intent

5 Exact8 Phrase

Keyword	Match
crawl space encapsulation	EXACT
crawl space encapsulation company	EXACT
crawl space encapsulation cost	EXACT
encapsulate crawl space	EXACT
crawl space encapsulation service	EXACT
crawl space encapsulation	PHRASE
crawl space encapsulation company	PHRASE
crawl space encapsulation cost	PHRASE
encapsulate my crawl space	PHRASE
crawl space encapsulation contractor	PHRASE
crawl space encapsulation service	PHRASE
best crawl space encapsulation	PHRASE
crawl space encapsulation price	PHRASE

RSA: Crawl Space Encapsulation | General | V1 — Headlines

1{KeyWord:Crawl Space Encapsulation}PIN H1DKI

2Schedule Your Free Inspection

3Musty Smell? We Can Fix That

4Owner-Operated. No Franchise.

5Honest Crawl Space Assessment

65-Year Equipment Warranty

7Stops Moisture & Energy Loss

8Serving Athens & Gainesville

9We Answer Every Call

10Free Inspection. No Pressure.

11Locally Owned & Operated

12Call or Text for Fast Service

13Encapsulation Specialists GA

14Fix Your Crawl Space Today

15No Franchise. Local Rates.

Descriptions

1Musty smell or moisture damage under your home? Our encapsulation seals it for good.

2Owner Dustin does every assessment himself. No pressure. Honest answers. Free inspection.

3We're not a franchise. Local rates, direct line to the owner, 5-year equipment warranty.

4Serving Athens, Gainesville & Augusta GA. Schedule your free crawl space inspection today.

Intent Isolation Negatives

-mold-foundation-fiberglass-basement-inspection

Vapor Barrier | Moisture Control | EM & PM

13 keywords · $10 default bid · Moisture / vapor barrier intent

5 Exact8 Phrase

Keyword	Match
crawl space vapor barrier	EXACT
vapor barrier crawl space	EXACT
crawl space moisture problem	EXACT
wet crawl space	EXACT
crawl space moisture control	EXACT
crawl space vapor barrier	PHRASE
vapor barrier installation crawl space	PHRASE
crawl space moisture problem	PHRASE
wet crawl space solution	PHRASE
crawl space water intrusion	PHRASE
crawl space humidity problem	PHRASE
moisture under house	PHRASE
wet crawl space repair	PHRASE

Descriptions

1Water intrusion and humidity cause floor damage, musty odors, and mold. We stop it.

2Owner Dustin handles every job personally. Free inspection, honest assessment, no upsell.

3Professional vapor barrier installation for Athens, Gainesville & Augusta GA homeowners.

4Not a franchise. Local rates. Owner answers your call. Free inspection today.

Intent Isolation Negatives

-encapsulation-mold-foundation-structural-basement

Crawl Space Mold | Remediation | EM & PM

11 keywords · $9 default bid · Mold-specific intent only

4 Exact7 Phrase

Keyword	Match
crawl space mold remediation	EXACT
crawl space mold removal	EXACT
mold in crawl space	EXACT
crawl space mold	EXACT
crawl space mold remediation	PHRASE
crawl space mold removal company	PHRASE
mold in crawl space treatment	PHRASE
crawl space mold inspection	PHRASE
crawl space black mold	PHRASE
mold remediation crawl space	PHRASE
crawl space mold cost	PHRASE

Intent Isolation Negatives

-encapsulation-vapor barrier-insulation-foundation-basement

Crawl Space | Inspection | EM & PM

11 keywords · $8 default bid · General + inspection intent

4 Exact7 Phrase

Keyword	Match
crawl space inspection	EXACT
crawl space company	EXACT
crawl space contractor	EXACT
crawl space repair company	EXACT
crawl space inspection	PHRASE
free crawl space inspection	PHRASE
crawl space company near me	PHRASE
crawl space contractor near me	PHRASE
crawl space specialist	PHRASE
crawl space service company	PHRASE
local crawl space company	PHRASE

Intent Isolation Negatives

-mold-encapsulation-vapor barrier-foundation

Crawl Space | Near Me | EM & PM

9 keywords · $9 default bid · High-intent near-me searches

3 Exact6 Phrase

Keyword	Match
crawl space encapsulation near me	EXACT
crawl space company near me	EXACT
crawl space repair near me	EXACT
crawl space encapsulation near me	PHRASE
crawl space company near me	PHRASE
crawl space specialist near me	PHRASE
crawl space contractor near me	PHRASE
vapor barrier installation near me	PHRASE
crawl space mold removal near me	PHRASE

City Ad Groups: Athens · Gainesville · Augusta

10 keywords each · $10–$11 default bid · City-specific geo intent

3 Exact7 Phrase

Each city ad group targets one geography with a dedicated RSA using that city's name in headlines and descriptions. Cross-city negatives are applied at the ad group level.

Athens GA (+20% bid mod)

crawl space encapsulation athens ga (EM+PM), crawl space company athens ga, crawl space athens ga, vapor barrier athens ga, crawl space mold athens ga, crawl space inspection athens ga + more

Negatives: -gainesville, -augusta

Gainesville GA (+15% bid mod)

crawl space encapsulation gainesville ga (EM+PM), crawl space company gainesville ga, vapor barrier gainesville ga, crawl space mold gainesville ga + more

Negatives: -athens, -augusta, -florida

Augusta GA (+10% bid mod)

crawl space encapsulation augusta ga (EM+PM), crawl space company augusta ga, vapor barrier augusta ga, crawl space mold augusta ga + more

Negatives: -athens, -gainesville, -south carolina

Ad Extensions

Sitelinks · Callouts · Call · Structured Snippets

All extensions applied at campaign level so they can appear on any ad in the service campaign.

Sitelinks (6)

Free Crawl Space Inspection

No obligation. Owner does every visit.

Book online or call today.

Crawl Space Encapsulation

Complete encapsulation service in GA.

Stops moisture, mold & energy loss.

Vapor Barrier Installation

Professional vapor barrier for GA homes.

Eliminates humidity & water intrusion.

Crawl Space Mold Remediation

Mold removal + moisture fix in one.

We treat the cause, not just the mold.

Our Service Areas

Athens, Gainesville & Augusta GA.

25-mile radius from Madison GA.

About Crawl Space Doctors

Owner-operated by Dustin Taylor.

Not a franchise. Always reachable.

Callouts (8) — all ≤25 characters

Free Inspection Available 5-Year Equipment Warranty Locally Owned & Operated No Franchise Fees Honest Assessments Serving Athens to Augusta Same-Day Response Owner-Operated

Call Extension

678-512-9201

Monday–Friday 8:00 AM – 5:00 PM
Saturday 8:00 AM – 3:00 PM

Update to GoHighLevel tracking number once active. Do not run ads pointing to Dustin's cell phone.

Structured Snippet

Service catalog:

Crawl Space Encapsulation · Vapor Barrier Installation · Mold Remediation · Insulation · Free Inspection

Negative Keyword Lists

135+ negatives across 3 layers

Universal Exclusions + Industry — Crawl Space applied account-wide via shared lists. Additional campaign-level negatives on the service campaign. Ad group intent isolation shown in the ad group detail above.

Universal Exclusions (65 terms)

Applied to all campaigns via shared list

diyhow totutorialyoutuberedditforumblogguidejobscareerhiringsalaryindeedresumeapplyhome depotlowesamazonwalmartscamlawsuitattorneyschoolcoursecertificationcollegewhat iswikipediadefinition+ 36 more

Industry — Crawl Space (33 terms)

Applied to all campaigns via shared list

foundation repairbasement waterproofingfrench drainsump pumpfiberglassspray foamplastic sheetingdrylokflex seal6 mil plasticmold spraymold killermold test kitstructural engineeraquaguardgroundworkscrawlspace ninjacrawlspace mediccrawl space franchise+ 14 more

Service Campaign — 35 Campaign-Level Negatives

south carolinatennesseefloridaalabamavapor barrier tapeplastic sheetingfoundation repairbasement waterproofingfrench drainspray foamdiyhow tojobssalaryaquaguardgroundworkscrawlspace ninjamold spraymold killer+ 16 more

Strategy Context

Why the account is built this way

Key insights from our crawl space niche research and how they shaped every decision in this build.

The stack effect — your best ad angle: 50% of a home's indoor air rises from the crawl space. Most homeowners don't know this. When you mention the musty smell, cold floors, or high humidity, you're naming symptoms they recognize. When you add "50% of your home's air comes from below," you create urgency they didn't have before. Every RSA leads with the problem because Dustin's competition leads with the service.

📅

Seasonality

Spring is the primary peak (March–June). Southeast GA is near year-round due to high humidity. Budget scaling in spring (+20–30%) should be planned for year 2 once the account has data.

💰

ROI Math

At $90 CPL + 20% close rate + $10K avg job = $2,000 revenue per $90 in ad spend = 22:1 ROAS before overhead. Lead cost has to reach $3,500 before the math stops working.

📞

Phone Answering = ROI

Crawl space leads are heavily phone-first. An unanswered call is a permanently lost lead. Dustin answering his own phone is a competitive advantage that national franchises cannot replicate. It's also the core of the ad copy strategy.

🎯

Bid Strategy Roadmap

Launch: Maximize Conversions to gather data. At 30+ conv/month, switch to Target CPA $85–$100. At $2,500 budget and 30+ conv: add Performance Max. Never before — it wastes budget without data.

📍

Presence Only Targeting

All campaigns use "Presence only" — not "Presence or interest." This is critical at $35/day. "Presence or interest" wastes budget on people who searched for Georgia but live in Florida.

📊

Attribution Setup

Crawl space involves 3–5 quote comparisons over days to weeks. GoHighLevel + dynamic call tracking from day one is non-negotiable. Track cost-per-booked-inspection, not just cost-per-click.

Bid Modifier Logic

Location	Modifier	Rationale
Athens, GA	+20%	Largest market, highest search volume, university density
Gainesville, GA	+15%	Lake Lanier area, higher-income suburbs, strong home values
Augusta, GA	+10%	Second city, high humidity market, older housing stock
Madison / Monroe / Watkinsville	+5–10%	Near Dustin's base, efficient drive time, higher close rate likely
Mobile (all devices)	+20%	Homeowners search on mobile when they notice a problem — highest intent

Competitive Landscape

Who you're competing against on Google

The crawl space market is far less saturated than HVAC. 3–15 dedicated companies per metro vs. 50–200+ HVAC contractors. That's Dustin's window.

Competitor	Type	Threat	Their Weaknesses
Groundworks $2.5B national roll-up — KKR-backed, 78+ offices, 47+ acquisitions	National franchise	HIGH	Corporate call centers, commission salespeople. Can't match Dustin's personal service angle.
Aquaguard Southeast US — also a Groundworks brand	Corporate franchise	HIGH	Same corporate weaknesses as Groundworks. Premium pricing with franchise overhead passed to homeowner.
Crawlspace Ninja 20+ franchise locations, YouTube content brand, B2B supply store	Franchise	MED	Franchise overhead, consistency issues. Strong content but national. Dustin owns local authenticity they can't fake.
Crawlspace Medic Franchise with "no commission" sales positioning	Franchise	MED	Still a franchise despite the "no commission" angle. Dustin is the real version of what they're trying to simulate.
Local independents 2–5 local operators per metro, typically weak digital presence	Independent	LOW	No structured Google Ads. GBP often unclaimed or poorly managed. Dustin + BND will outspend and outrank fast.

Crawl Space Doctors' Genuine Advantages

Dustin answers his own phone — a franchise literally cannot do this at scale
No franchise fees passed to the homeowner — real pricing advantage
Owner-as-spokesperson: real person, real accountability, builds trust faster than any corporate brand
Early-mover: Google Ads + GBP + SEO from day one gives compounding advantage vs. slow-to-digital competitors
Southeast market near year-round demand vs. northern markets with winter revenue drops
"No BS" brand voice resonates powerfully against corporate-polished franchise messaging

Pre-launch Checklist

What has to happen before the campaign goes live

All campaigns are set to Paused. Do not unpause until every item below is confirmed. Going live with broken tracking is worse than waiting.

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callcrawlspacedoctors.com is live and loading correctly

Site not yet live as of April 20. All landing pages currently point to domain root. Update final URLs when service pages are built.

☐

Dustin Taylor has created a Google Ads account and granted MCC access to Bear North Digital

BND MCC ID is in _tools/google-ads/.env. Port order: Campaign → Ad Groups → Keywords → Negatives → Ads → Extensions → Conversion Actions.

☐

GoHighLevel tracking number assigned and installed on site

Update phone number in call extension from 678-512-9201 (Dustin's cell) to GoHighLevel tracking number once active. Do not run ads pointing to owner's cell.

☐

Conversion tracking confirmed firing (calls + form submissions)

3 conversion actions defined: Call from Ad Extension ($90), Call from Website ($90), Free Inspection Form ($90). Verify firing in Google Ads UI before any spend begins.

☐

Enhanced Conversions and auto-tagging enabled in Google Ads settings

Improves data quality and GA4 session attribution. Set up via Google Ads → Tools → Conversions → Settings.

☐

Auto-apply recommendations disabled in Google Ads

Google's auto-apply adds broad match keywords, raises bids, and expands targeting without warning. Must be disabled before any spend begins.

☐

Location extension linked to Google Business Profile (once GBP is verified)

GBP must be verified first. Link via Google Ads → Extensions → Location.

✅

Account structure built and validated

2 campaigns, 9 ad groups, 95 keywords, 9 RSAs, 135+ negatives. 0 broad match. All character limits pass. All campaigns Paused.

✅

Ad schedule set to confirmed business hours

Monday–Friday 8:00 AM – 5:00 PM, Saturday 8:00 AM – 3:00 PM (confirmed via onboarding questionnaire).

✅

No "licensed & insured" claims in any ad copy

Licensing status is in-progress. All references removed from headlines and descriptions. Will add back once licensing is confirmed.