Private alignment document / For the Herauf Modular team
Rev. 02 / 28.04.2026
HERAUF×BOXBUILD
DOC / HM-26-001
Operational alignment
Google Ads · Campaign Management

Your first
60 days. Mapped, week by week.

What we'd run together starting the Monday after we sign — built from everything Riley shared in November and January, and our experience taking off-site construction companies from start-stop campaigns into a steady drumbeat.

Engagement
Google Ads management
Monthly
$1,750 / month
Setup
$995 USDIncluded
Start date
The Monday after sign
01 / Context

What we heard from Riley.

“

You'll run a campaign two months, the campaign ends, no one restarts it — and you've lost a month of clientele.

Riley Herauf · Nov 13, 2025
→ The consistency problem.
“

I just turned 36. I've got two decades ahead here to play. I'm looking for longevity.

Riley Herauf · Jan 21, 2026
→ The horizon.
“

I just want one solid fellow to say, Riley, we got it under control. Go do your job.

Riley Herauf · Nov 13, 2025
→ The brief.
02
Specific to Herauf
02 / Specifics

Built around your business.

This isn't a generic Google Ads plan retro-fitted to modular. It's built around the verticals, geographies, and pipelines you and Riley are actually working on right now.

Manufacturing~300,000 sq ft across Western Canada
FacilitiesZehner SK · Enderby BC · St Paul AB
ExpandingDallas TX · Warsaw PL
Sub-brandsModular · Development · Rapid Response · Modulux
Active verticalMulti-family BC — 100-unit volumetric
Active verticalDaycare & education modular
Active verticalMilitary washrooms · CA + US
Active verticalDisaster relief · wildfire + tornado-alley
PipelineWorld Bank · Ukraine grid infrastructure
PartnershipSovereign Synergies · Indigenous Relations
ReferenceZagime First Nation
ReferenceFederated COOP
ReferenceNAIT
ReferenceSt. Theresa
Differentiator30–50% faster than traditional build
03 / The plan

8 weeks. 3 lanes. One drumbeat.

BoxBuild executes
Herauf provides
You receive
Milestone
PHASE
— ONBOARD & AUDIT —
— STRATEGY & LAUNCH —
— OPTIMIZE & SCALE —
— REPORT & REVIEW —
WEEK
00Sign
01Audit
02Strategy
03Launch
04Optimize
05Expand
06Iterate
07/08Board Report
BOXBUILD
Executes
Kick-off + Access
Google Ads access requested. User permissions reviewed. Working channel set up.
Account Architecture Audit
Existing campaigns, account structure, spend, what's paused. Conversion tag & GA4 integration health checks.
Strategy + Keyword Research
Per-vertical campaign structure. Keyword research. Branded vs non-branded segmentation. Bid strategy & budget allocation.
Campaigns Live
First Search campaigns launched. Responsive Search Ads built. Ad extensions configured. Conversion tracking verified.
First Optimization Cycle
Search query report review. Negative keywords. Match-type adjustments. Bid & budget pacing against early signal.
Audience & Creative Testing
In-market & remarketing audience layering. RSA headline/description testing. Ad strength tuning.
Reallocate & Refine
Budget shifts to winners. Geo + device + time-of-day bid modifiers. Auction insights review against competitors.
Monthly Performance Report
Spend, leads, CPL, top performers, recommendations. The board-ready report Riley asked for.
HERAUF
Provides
Account Access
Google Ads handover. Confirm primary point of contact and decision flow.
Brand + Vertical Inputs
Brand guidelines, asset library, which verticals to lead with first.
Strategy Approval
Sign-off on campaign plan and budget allocation. Provide imagery and project visuals.
Lead Routing
Confirm where inbound leads route by vertical and region. Sales follow-up SLA.
Project Inputs
Ongoing project updates, photography, vertical priority adjustments as pipelines shift.
Continued Inputs
Lead-quality feedback from sales. Helps us tune what "good" looks like.
Report Review
Walk the board-ready report with leadership. Decide priorities for the next 60.
YOU RECEIVE
Deliverables
Onboarding Doc
Calendar locked. Meeting cadence confirmed. Single point of contact.
Audit Summary
Account architecture, baseline performance, conversion tracking health. 5-minute read.
Strategy Doc
Campaign plan, keyword maps, budget allocation by vertical and geography.
Campaign Visibility
Direct access to Google Ads + GA4 with conversion tracking verified. You can see everything we see.
First Update
Async, 5-minute read. Weekly while we're stabilizing — tapers to bi-weekly after week 4.
Optimization Note
What's winning, what's been paused, where the next budget dollar goes.
Bi-weekly Update
Cadence relaxes as the data stabilizes. Cost-per-lead trend, vertical performance, recommended adjustments.
★ Board-Ready Report
The monthly report Riley asked for in November. Spend, leads, CPL, top performers, recommendations.
→ Scroll horizontally to see all 8 weeks
✓ What's in your $1,750/mo
Google Ads management
  • Account strategy & campaign architecture across Search, Performance Max, Display, YouTube, Demand Gen, LSAs where eligible
  • Ongoing keyword research, SQR review, negative keywords, match-type management
  • RSA refresh, ad extensions, ad strength tuning, PMax asset testing
  • Bid strategy management, budget pacing, bid modifiers (device, location, time, audience)
  • Audience layering, remarketing, custom segments, geo-targeting refinement
  • Conversion tag & GA4 health checks, enhanced conversions, offline import where CRM allows
  • Auction insights, competitor monitoring, market benchmarking
  • Monthly performance report, compliance & account health management
— Not included · Separate scope
Quoted separately, never assumed
  • Landing page design & build $1,500/page
  • Creative production — video, photography, graphic design
  • CRM & marketing automation integrations
  • Web development & technical site changes
  • Media spend itself (your Google Ads budget)
  • Non-Google channels — Meta, LinkedIn, Bing, TikTok
Phase 1 add-onLanding pages
Honest read: 1–2 vertical-specific landing pages are needed for Google Ads to perform — they sharpen Quality Score and convert paid traffic far better than the homepage. Additional pages can be added in Phase 2 as more verticals scale.
$1,500/page
04 / Cadence

How we work.

First 4 wks
Weekly async update. 5-minute read while campaigns are stabilizing. What we did, what we changed, what's next.
Then bi-weekly
Every two weeks. Once campaigns settle into a rhythm, the cadence relaxes — you stop needing weekly noise once the data is steady.
Monthly
Strategic review (45 min). The board-ready report. Riley invited, not required.
Quarterly
Scope + horizon review. What's working at scale, what's next on the roadmap. Riley present.
Always
Direct line. No tickets, no escalations. One channel, one inbox. We don't add to your workload.
05 / Team

Who you're working with.

Your contact
José
Ferreira-Jorge
Founder · BoxBuild

The face you deal with directly — strategy, weekly updates, monthly reviews, the call when something needs a real conversation. The same voice behind the content Riley said he loves.

Behind José: a campaign team running the day-to-day execution — paid media managers, analysts, creative production. You don't have to track them. José coordinates them. You get one inbox, one calendar, one channel. The team scales as the work scales.
06 / Horizon

What this builds toward.

Riley named these directions in January. We're not pitching them now — we're honoring them. Phase 1 has to compound first. Then the next layer makes sense.

! Scope clarity: The $1,750/mo covers Google Ads management only. Everything in Phase 2 and Phase 3 is separate scope, separately quoted — available as your appetite grows, never bundled or assumed.
PHASE 01
Months 1–6 · Now
In your $1,750/mo
Google Ads Ownership

Vertical-specific search campaigns, monthly board-ready reporting, the consistency Riley asked for. Locks the foundation.

  • 1–2 landing pages needed for performance — $1,500 each, separate
PHASE 02
When the foundation holds
Separate scope
Build out the funnel

Once Google Ads is producing leads consistently, we expand the surface area around it. Each item below is quoted separately based on what you actually want.

  • Additional vertical landing pages
  • Main website updates & refresh
  • SEO — multi-vertical, geo-specific
  • Content engine from your GoPro footage
  • Indigenous Relations vertical campaign
  • Other paid channels (Meta, Bing, etc.) as separate engagements
PHASE 03
Whenever you're ready
Separate scope
AI + Automation

The "intelligence layer" Riley described. Available in parallel with Phase 2 if you want — the space is moving fast and we don't believe in making you wait. Each capability priced as a separate engagement.

  • AI agents for inbound qualification
  • Voice agents for after-hours leads
  • Workflow automation across sales + marketing
  • CRM integration & lead routing
07 / Honesty

Three things we want you clear on.

01
We won't promise lead numbers. What we'll commit to is consistency, transparency, and a steady drumbeat of testing and optimization. Real numbers come from that rhythm — not from a slide.
02
This plan sharpens after Week 1. Everything you're reading is built from public Herauf information, our two prior conversations with Riley, and our experience with off-site construction. The real plan gets sharper once we see your actual Google Ads data.
03
Six months is six months for a reason. Riley said yes to that in January. Real Google Ads discipline takes that long to compound — the first 60 days build the foundation, the next four months are where the cost-per-lead curve actually bends.
08 / Ready

So…
ready to start
Monday?

$1,750/mo / Setup included / 6-month minimum
Send “go” →
— or send back any questions. Either is fine.
P.S. Tell Riley we kept the GoPro footage on the asset list for Phase 2. We didn't forget.