Jim's Mowing

STRATEGY CONCEPT

Performance Max: NT Pilot

The landing page matrix is the hard part of PMax done. Every asset group gets a message-matched final URL, so Google's automation spends against pages built to convert, not a generic homepage.

How the pieces fit

1

Asset groups mirror the LP matrix

One asset group per service per area. Each points at its matching landing page as the final URL, so ad, page and search theme all say the same thing.

2

PMax finds demand across every surface

Search, Maps, Display, YouTube, Gmail and Discover from one campaign, weighted by what converts. It fills the gaps the exact-match search campaigns cannot.

3

Franchise capacity steers the budget

Geo targeting per asset group follows franchise territories, so spend goes where crews want more work and pauses where they are full.

Asset group structure

Nine asset groups for the pilot: three services across three areas. Every final URL below is live in this demo. Search themes seed each group with the obvious intent terms.

Asset groupSearch themes (seed)Final URL
Lawn Mowing | Darwinlawn mowing darwin, lawn mowing near me, lawn care, grass cutting/google/lawn-mowing/darwin/
Lawn Mowing | Palmerstonlawn mowing palmerston, lawn mowing near me, lawn care, grass cutting/google/lawn-mowing/palmerston/
Lawn Mowing | Casuarinalawn mowing casuarina, lawn mowing near me, lawn care, grass cutting/google/lawn-mowing/casuarina/
Gutter Cleaning | Darwingutter cleaning darwin, gutter cleaning near me, gutter clearing, roof gutters/google/gutter-cleaning/darwin/
Gutter Cleaning | Palmerstongutter cleaning palmerston, gutter cleaning near me, gutter clearing, roof gutters/google/gutter-cleaning/palmerston/
Gutter Cleaning | Casuarinagutter cleaning casuarina, gutter cleaning near me, gutter clearing, roof gutters/google/gutter-cleaning/casuarina/
Tree Pruning | Darwintree pruning darwin, tree pruning near me, hedge trimming, tree lopping/google/tree-pruning/darwin/
Tree Pruning | Palmerstontree pruning palmerston, tree pruning near me, hedge trimming, tree lopping/google/tree-pruning/palmerston/
Tree Pruning | Casuarinatree pruning casuarina, tree pruning near me, hedge trimming, tree lopping/google/tree-pruning/casuarina/

Draft copy assets (PMax spec)

Headlines are 30 characters or under, long headlines and descriptions 90 or under. {Area} swaps per asset group. Full sets would run to 15 headlines each; these are the leads.

Lawn Mowing

  • Lawn Mowing {Area}18/30
  • Your Local Jim's Mowing23/30
  • Free, No-Obligation Quotes26/30
  • Police Checked Franchisees26/30
  • Backed By Jim's Guarantee25/30
  • Book Your Free Quote Today26/30
  • 2,100+ Jim's At Your Service28/30
  • Trusted Since 198918/30

Gutter Cleaning

  • Gutter Cleaning {Area}22/30
  • Stay Off The Ladder19/30
  • Cleared Safely By A Local25/30
  • Free, No-Obligation Quotes26/30
  • Fully Insured Franchisees25/30
  • Backed By Jim's Guarantee25/30
  • Book Before The Wet Season26/30
  • Call Jim On 131 54619/30

Tree Pruning

  • Tree Pruning {Area}19/30
  • Hedges Trimmed Properly23/30
  • Green Waste Taken Away22/30
  • Free, No-Obligation Quotes26/30
  • Police Checked Franchisees26/30
  • Backed By Jim's Guarantee25/30
  • Your Local Jim's Team21/30
  • Book A Free Quote Today23/30

Long headlines (90)

  • One local Jim's team for mowing, gutter cleaning and tree pruning in your area (78/90)
  • Free, no-obligation quotes from police checked, fully insured local franchisees (79/90)
  • Your local Jim's lives and works in your area and knows your growing conditions (79/90)

Descriptions (90)

  • Your local Jim's lives and works in your area. Free quotes, call 131 546 or book online. (88/90)
  • Every job backed by the Jim's Work Guarantee and $10 million public liability insurance. (88/90)
  • Weekly, fortnightly, monthly or one-off. You choose the schedule, we turn up on time. (85/90)

Display network: format previews

Wireframe previews of the three core sizes, in brand. Final creative gets produced properly as image assets before launch; these show how the message compresses per format.

MREC 300×250

Jim's Mowing

The yard won't sort itself. Jim will.

GET A FREE QUOTE

Leaderboard 728×90

Jim's Mowing

Mowing, gutters & pruning. One local Jim.

FREE QUOTE

Mobile banner 320×50

Jim's Mowing

Yard sorted. Weekends back.

QUOTE

YouTube: bumper + skippable scripts

6s bumper

Unskippable. One idea, brand early.

  1. [0-2s] Mower rips through overgrown grass, Jim's ute in frame.
  2. [2-5s] VO: "Grass doesn't take days off. Luckily, neither do we."
  3. [5-6s] Logo + "Call 131 546" on green.

15s skippable

Hook inside 3 seconds or it is skipped.

  1. [0-3s] Close on a blocked gutter. VO: "Your gutters are hiding something."
  2. [3-8s] Fast cuts: crew clearing gutters, mowing, pruning. Real franchisee footage.
  3. [8-12s] VO: "One local Jim's team for the lot. Police checked, insured, guaranteed."
  4. [12-15s] Logo, "Book a free quote", 131 546.

The franchisee reels already running on the Meta pages are the raw material here: cut vertical 9:16 versions for Shorts inventory and horizontal 16:9 edits for in-stream, so the campaign has real crews instead of stock footage.

Measurement and rollout

Conversions

Primary: quote form submission. Secondary: calls to 131 546 from ads and pages via call tracking. No vanity metrics in the bid strategy.

Pilot scope

Start with the Darwin region asset groups, prove cost per lead against the search campaigns, then clone asset groups per region from the same matrix.

Guard rails

Brand exclusions to keep PMax from cannibalising branded search, per-group geo fences on franchise territories, and weekly search-theme reviews.

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