Part 20: Advertising and Lead Generation
This part of the guide has 10 pages so far. Each page answers one question, shows what to do, and ends with an audit check you can use on your own business.
20.1 Complete the Pre-Spend Checklist
Section titled “20.1 Complete the Pre-Spend Checklist”- 20.1 Pre-Spend Checklist: A nine-point checklist to finish before you pay for ads: offer, customer, capacity, response, landing page, tracking, consent, budget, and a stop rule.
20.2 Select Paid Lead Sources
Section titled “20.2 Select Paid Lead Sources”- 20.2 Choosing Paid Lead Sources: Compare paid lead sources for a local business: search ads, Local Services Ads and lead platforms, social ads, directories, sponsorships, and offline ads.
20.3 Review Lead Vendor Terms
Section titled “20.3 Review Lead Vendor Terms”- 20.3 Lead Vendor Terms: Before you pay a lead vendor, check who owns the lead, whether it’s shared, refund rules, fees, consent, data use, and how to cancel and keep your records.
20.4 Set Up Paid Search Advertising
Section titled “20.4 Set Up Paid Search Advertising”- 20.4 Paid Search Ads: Set up search ads for a local business: pick a goal, target only your area, choose keywords, write honest ads, match the landing page, track sales, and cap spend.
20.5 Set Up Local Service Advertising
Section titled “20.5 Set Up Local Service Advertising”- 20.5 Local Services Ads: How Google Local Services Ads work: eligibility, screening, licenses and insurance, service area, fast lead response, disputing bad leads, and tracking cost per job.
20.6 Set Up Paid Social Advertising
Section titled “20.6 Set Up Paid Social Advertising”- 20.6 Paid Social Ads: Run social ads for a local business: define the audience, use honest images and testimonials, send people to a fitting page, check privacy, limit repeats, and test.
20.7 Set Up Retargeting
Section titled “20.7 Set Up Retargeting”- 20.7 Retargeting: Set up retargeting the right way: choose who qualifies, check consent and ad policies, limit repeats, exclude customers, keep messages honest, and set how long people stay.
20.8 Set Up Offline Advertising
Section titled “20.8 Set Up Offline Advertising”- 20.8 Offline Advertising: Plan offline ads like mailers, signs, and radio: pick the spot, estimate the audience, make a trackable offer, add required info, get permission, and track every response.
20.10 Measure Paid-Job Economics
Section titled “20.10 Measure Paid-Job Economics”- 20.10 Paid-Job Economics: Figure out if ads pay: lead cost, qualified-lead cost, customer acquisition cost, average revenue, gross and contribution margin, payback, and repeat value.
20.11 Set a Budget and Stop Rule
Section titled “20.11 Set a Budget and Stop Rule”- 20.11 Ad Budget and Stop Rule: Set an ad budget you can control: a spending ceiling, a test budget, a minimum result, a written stop rule, one person who approves changes, and a set review schedule.