Channel Plan  ·  Day 14  ·  B2B  ·  ProGuard Services

Your Lead
Generation Plan.

Built around the highest-intent channels for local service. Every dollar traceable to a job.

$24k/mo Total Budget
5 Active Channels
$48 CPL CPL Target
140 / mo Lead Vol Target
Co-Pilot MH1 Lead
Section 1 · Channels
Primary Channels & Targets
Lead-gen focused across Search, PMAX, Meta, Local SEO, and CRM nurture. Every channel tied to CPL and Lead→Set rate.
Google Search
Branded + Non-Brand High Intent
Primary
Budget / mo
$17k
CPL Target
$48 from $58
Lead Vol Target
140 / mo
Current Share
72% of leads
Highest-intent channel — 72% of current leads originate here. Branded bidding is efficient and locked. Non-branded copy needs a full refresh around speed + trust differentiation.
Co-Pilot · Paid Search
Google PMAX
Search · Display · Maps · YouTube
Launch
Test Budget
$3k / mo
CPL Target
$42 projected
Launch Date
Day 14
Optimize By
Day 45
Competitors are running PMAX. Service businesses with solid conversion data see consistent CPL improvement from automated local intent capture across Google's full inventory.
Co-Pilot · Paid Search
Meta — Lead Gen
Homeowner + Property Manager Audiences
Restructure
Budget / mo
$2k rebuild phase
CPL Target
$65 from $112
Format
Lead Gen Forms
+ Retargeting
Site visitors
Current Meta spend has $112 CPL and poor Set rate — wrong audience, no lead form, awareness objective. Full pause and rebuild before scaling. Lead gen forms + homeowner targeting is the reset.
Co-Pilot · Paid Social
SEO + Google My Business
Local Pack Ranking · Long-Tail Inspection Queries
Build
Budget / mo
$2k
GMB Priority
20 photos · 15 reviews
GMB profile optimized by Day 10. SEO traction in 60–90 days. Local pack ranking for "mold testing [city]" is the primary organic goal — high-intent, zero cost per click.
Co-Pilot · SEO
CRM / Email Nurture
Lead Follow-Up · Callback Cadence · Referral
Enabling
Budget / mo
~$500 platform
Current Callback
4.2 hrs avg
4.2-hour average callback time is the biggest lead-kill in the funnel. Automated instant reply + routing rules + day 1/day 3 follow-up sequences fix this before we scale ad spend.
Co-Pilot · CRM
Funnel blocker identified: The 4.2-hour average callback time is killing Lead→Set conversion. CRM sequences go live in Week 1 — before any ad spend scales. The goal is a 60-minute callback SLA.
Section 2 · Budget
Budget Allocation
$24k/mo. Google Search is 71% of spend — it's the proven channel. PMAX is a deliberate test. Meta held low until restructure is validated.
Brand 25%
Non-Brand 46%
PMAX
Meta
SEO
Google Search (Branded) $6k
Google Search (Non-Brand) $11k
PMAX Test $3k
Meta (Restructure) $2k
SEO + GMB $2k
Section 3 · Roadmap
30 / 60 / 90 Day Plan
Day 1 priority is fixing the funnel. Day 30 priority is proving the channels. Day 90 priority is scaling what works.
Channel 30 Days 60 Days 90 Days
Google Search Ad copy refresh — speed + trust angle. Branded bid locked. Non-branded restructure complete. Keyword expansion. Negative keyword audit. New ad extensions and sitelinks live. CPL hitting $48 target. Full conversion tracking audit complete. Scaling budget to volume.
PMAX Launch with $3k budget. Asset groups built by service type. Conversion data flowing into campaigns. Optimize by asset performance. Expand budget if CPL is below $48. PMAX contributing 25%+ of lead volume at target CPL or budget redirected.
Meta Pause current campaigns. Rebuild with lead gen objective and homeowner/property manager audience. First 50 leads from Meta evaluated. Quality vs. Google compared. CPL and Set rate reviewed. Decision: scale if CPL $65 confirmed at acceptable Set rate, or redirect budget to Search.
SEO / GMB GMB fully optimized. 15 new reviews requested from past customers. Core pages audited. 4 local content pieces published. Internal linking structure built out. GMB Q&A populated. Ranking in local pack for 3 core terms. Organic leads trackable in GA4.
CRM / Nurture Lead routing rule live: 60-min callback SLA. Instant reply sequence built and deployed. Post-job review request automated. Referral sequence live at day 30 post-job. Full nurture program running. Callback rate and Lead→Set tracked weekly in dashboard.
Section 4 · Pipeline Focus
Who We're Targeting
Two buyer profiles shape creative, copy, and channel strategy. Each has a different urgency profile and conversion path.
The Worried Homeowner
High Urgency
Single job Health-triggered Inspection referral Decides fast
Angle Speed + trust + same-day response. They want to know you can come fast and that you know what you're doing. Callback SLA is critical.
Channels Google Search ("mold testing near me"), PMAX, CRM instant reply
Hooks "Same-day response." · "Certified. Local. Fast." · "Know for sure by tomorrow."
The Property Manager
Repeat Business
5+ units managed Repeat partner need Commercial capacity Longer decision cycle
Angle Professional, thorough, commercial capacity. They need a reliable vendor they can trust with multiple properties. Nurture matters more than urgency.
Channels Google non-branded, Meta property manager targeting, CRM nurture sequences
Hooks "Trusted by property managers." · "Commercial capacity, local team." · "Regular inspection programs available."
Section 5 · Performance Creative Strategy
Creative System · B2B
Lead-level insights → ad and landing page strategy → pipeline execution. One continuous loop.
Creative Funnel Map · Ad Format × Stage
TOF · Awareness
Formats: Google Display, YouTube pre-roll, Meta awareness static
Angles: Local authority, problem/solution ("Found mold?"), brand story, certification proof
Goal: Build local brand recognition, prime high-intent search behavior
MOF · Consideration
Formats: Google RSA, review-overlay static, testimonial video, GMB posts
Angles: Customer reviews, response speed, certification, "trusted by X homeowners"
Goal: Build trust, differentiate from competitors, drive form/call
BOF · Conversion
Formats: Urgency RSA, PMAX product groups, landing page CRO, retargeting static
Angles: Response time guarantee, limited availability, urgency offer, direct CTA
Goal: Drive form submission or call — maximize Lead→Set rate
Copy & Hook Strategy
Driven by high-intent lead behavior, call recordings, VoC data, and GMB review signals. Refreshed quarterly based on seasonal demand patterns and performance learnings.
Motivator 1: Speed + responsiveness — "Someone who actually calls back"
Motivator 2: Trust + credibility — certifications, local reputation, reviews
Motivator 3: Urgency — health concerns, inspection deadlines, pre-sale
Motivator 4: Local authority — "Trusted by X homeowners in [area]"
Creative Mix Target
Balanced between new concept testing and iteration on proven RSAs and landing page variants. Prevents ad fatigue while compounding what works.
Net New Concepts50–70%
Iteration on Winners30–50%
Format Balance
Google RSA PMAX Assets Landing Pages Meta Static Video Testimonial
Creative Scorecard
Creative tied to pipeline KPIs — not just ad metrics.
CPL impact per creative concept
Lead→Set rate by ad creative angle
Pipeline value sourced per creative
Landing page CVR by message variant
Fatigue Monitoring
Signals that trigger RSA or landing page refresh.
CTR drops 20% WoW → new RSA variant
CPL +20% above target → concept refresh
Lead→Set drops below 28% → LP audit
Ad strength "Poor" → rewrite triggered
Concept → Production Pipeline
How ideas move from insight to live ad copy.
1Insight — call data + reviews + VoC
2Brief — hook, message, landing page CTA
3Production — RSA copy, LP variant, visual
4Test — live, scored against CPL + Set rate
Channel-Specific Creative Strategy
Google Search + PMAX
RSA copy with urgency + authority hooks. 3 headline variants per ad group. PMAX asset groups by service type. Landing page per campaign theme for Quality Score.
Meta Lead Gen
Static image with trust signals + review count. Urgency angle ("Same-day appointments available"). Lead form pre-filled to reduce friction. Test video testimonial format.
GMB + Local Content
Weekly GMB posts with seasonal angles. Respond to all reviews within 24 hrs. Photo assets: job completion, team, certifications. Posts drive organic call clicks and map ranking.
Section 6 · Scope Alignment
Who Does What
Channels confirmed, CPL targets set, and creative plan aligned within budget.
◈ Media Plan System
Channel Deliverable Frequency Owner
Google Search + PMAX Campaign management, bid strategy, keyword expansion, conversion tracking audit Weekly Co-Pilot (Paid Search)
Meta Campaign restructure, creative briefs, lead quality review vs. Search Bi-weekly Co-Pilot (Paid Social)
SEO + GMB Local optimization, content briefs, review management, GMB updates Monthly Co-Pilot (SEO)
CRM / Nurture Sequence builds, lead routing rules, callback SLA tracking Weekly Co-Pilot (CRM)
Reporting Weekly lead report (CPL, Set rate, volume by channel) + monthly pipeline review Weekly / Monthly Co-Pilot Lead
Media Plan Media Plan defined: planned spend, channel allocation, CPL targets, and pipeline revenue benchmarks set before execution begins Per Engagement Co-Pilot Lead
Pacing Framework Plan vs Actuals tracked weekly across spend, pipeline revenue, CPL, and lead acquisition volume Weekly Co-Pilot Lead
Section 7 · How We Optimize · B2B
Optimization Framework
How we make decisions week over week — the operating model behind the plan.
Weekly Pulse
What we track every 7 days
  • ·CPL by channel vs. target
  • ·Lead-to-Set rate (callback SLA)
  • ·PMAX asset performance mix
  • ·Pipeline volume by source
  • ·Optimization log updated
Decision Rules
When we act vs. wait
  • ·CPL +20% above target → creative / keyword audit
  • ·Lead→Set rate drops below 28% → callback SLA review
  • ·PMAX underperforms Search by 30%+ → cap PMAX budget
  • ·CPL < $55 sustained 14 days → scale Search spend 20%
Reporting Cadence
How you stay informed
  • ·Weekly lead report — CPL, Set rate, volume by channel
  • ·Bi-weekly sync — walk through pipeline health
  • ·Monthly Vercel dashboard — live at all times
  • ·QBR every 90 days — full pipeline review + next quarter
  • ·Weekly Vercel report: pacing vs plan, AI insights, creative performance, action items
  • ·Always-On platform health monitoring with severity-scored alerts
Section 8 · What's Next
Week 4: Channel Execution
The plan is approved. Here's how we go live — and what to expect in the first 30 days of execution.
Right After Today
  • ✓Scope confirmed + co-pilots activated
  • ✓CallRail + CRM tracking confirmed
  • ✓Callback SLA protocol documented
  • ✓Search campaign structure rebuilt + bids set
Month 1 Success Looks Like
  • ◎CPL at or below $65 target
  • ◎Lead→Set rate above 36%
  • ◎Callback average under 2.5 hours
  • ◎Pipeline growing with qualified commercial leads
Systems You'll Have Access To
Weekly Reporting System

Standardized Vercel report every week. Executive summary, creative performance, paid social, paid search, CRM, and action items. AI-supported insights throughout.

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Client Performance & Planning System

Pacing vs plan at the top of every report. Creative fatigue monitoring, budget allocation view, weekly narrative continuity.

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Always-On Platform Health

Daily monitoring of pixel integrity, feed health, spend anomalies, and ad disapprovals. Severity-scored and mapped to actions.

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Media Plan System

Single source of truth for budget, channel allocation, and performance benchmarks. Plan vs Actuals tracked weekly.

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Zero churn since launch · 100% trial-to-hire rate · Month-to-month, cancel anytime. We earn the relationship every month.