The problem
The audit found structural and governance gaps across paid media. Non-brand services were grouped into broad regional bundles, weakening ad relevance and service-specific landing-page routing. Performance Max campaigns lacked brand exclusions, allowing automated bidding to consume budget on existing branded demand. Placement exclusion lists were inactive, customer and booked-job suppression lists were stale, and broad national targeting made it difficult to control budgets or distribute leads equitably for individual franchisees. Restricted video activity also limited discovery among in-market homeowners.
The solution
Surge developed a three-phase restructuring blueprint. First, the team separated broad service clusters into dedicated intent-led ad groups, aligned creative with relevant service pages, and established negative keyword hygiene across residential and commercial funnels. Next, Surge applied brand exclusion and placement governance to Performance Max, refreshed customer match data, and created dynamic suppression for past converters. Finally, the team designed paired brand and non-brand campaign structures for franchisee zip codes, alongside Meta Advantage+ testing and a renewed YouTube approach. The resulting framework created clearer attribution, reduced automated budget waste, and gave local operators a repeatable model for capturing demand in their service areas.