One joined-up plan: website, profile and ads under one roof

What the plan contains

The plan is a short document, usually three or four pages, that you can read in ten minutes. It covers:

1. Your numbers. Average job value, close rate, margin and the resulting ceiling per qualified enquiry.
2. Coverage. The Brampton ward pairs and nearby municipalities you serve, in order of priority.
3. Order of work. Which of the website, Google profile, ads and tracking gets fixed first, and why.
4. Budget split. What share of the monthly spend goes where, and the conditions for moving it.
5. The measure. Usually cost per qualified enquiry, sometimes booked jobs per month where your job log is reliable.
6. Responsibilities. What we do, what your office does, and how quickly each side responds.

Who it suits

The plan suits owners who:

• currently pay two or three vendors and can't get a straight answer about what's working
• are about to spend seriously on marketing for the first time and want to do it in the right order
• have grown past word of mouth and need the phone to ring predictably, including in slower months
• want to be able to leave without losing their website, profile or ad history

It's probably too much for a one-person operation that's already fully booked from referrals. In that case, a profile clean-up alone may be all you need for now.

How the budget split works

The split changes as the pieces mature. A common pattern in the first year:

The idea is that the organic pieces gradually do more of the work, so ad spend becomes a top-up rather than a lifeline.

A worked example

Take a Brampton cleaning company with a $350 average job and a 50% close rate on qualified enquiries. Each enquiry is worth $175 in revenue. At a 50% gross margin, that's $87.50 in profit, so a ceiling of around $30 per enquiry leaves room for the marketing fee and a healthy margin.

Now suppose the profile and website together already produce 40 enquiries a month at no click cost. Adding $1,200 a month of search ads at $25 per enquiry adds about 48 more. The plan's report would show both lines separately, so the owner can see that the free channels are holding while the paid one stays under the ceiling.

The monthly report

One report, one page where possible, covering every channel:

• enquiries by channel and cost per enquiry against the ceiling
• booked jobs, where your log is kept
• what we changed this month and why
• what we'll change next month
• anything we need from you: photos, approvals, answers

We write it in plain language. If a channel isn't working, the report says so.

Mistakes to avoid

• Starting with ads because they're fastest. Speed into a leaky website is just faster waste.
• No single owner. If nobody is responsible for the path from search to call, nobody fixes the handoffs.
• Changing everything at once. We change one major thing at a time, so the report can show what caused what.
• Annual targets with no monthly check. Problems caught in month two are cheap; problems caught in month eleven aren't.

The pricing page shows the plans the joined-up approach runs inside. Our guide on switching to one agency explains how to move from several vendors without losing anything.