Paid Media and Five-Site Growth Strategy

Handoff Rules

1. Cayla identifies the paid-media or growth problem that needs action.

2. You confirm measurement, technical requirements, and priority.

3. The marketing teammate prepares the keyword research, brief, draft, on-page recommendation, or authority opportunity.

4. You and Cayla approve the business and search direction.

5. Lara implements approved WordPress work.

6. You complete tracking, technical SEO, conversion, indexing, and final QA.

7. The portfolio register records the release or campaign-change date, owner, expected outcome, and result.

Safety Principle

Do not manually move, merge, close, or prematurely rename live Local Services Ads (LSA) accounts. Protect active lead flow and preserve account history while the portfolio inventory and reporting mappings are completed.

Google has described an account-specific, Google-controlled transition from the separate Local Services Ads experience to specialized Performance Max campaigns with pay-per-lead goals in Google Ads. Timing, eligibility, transferred settings, and required actions can vary. Confirm them from the notice and live account before acting.

Review Google's current LSA transition guidance before preparing or validating each affected account.

Terminology

• Market means geography, such as Franklin, Kennesaw, Atlanta, Nashville, or Fort Myers. It is not a channel.

• Legacy LSA is an internal transition status for an existing LSA before Google migrates that account. It is not an instruction to rename the live account.

• Migrated means Google has moved that specific LSA experience into a pay-per-lead campaign in Google Ads and post-migration checks have started.

• Validated means lead flow, geography, services, business details, budget, access, and reporting mappings have passed QA after migration.

Naming Standards

Where a rename is safe and approved, use this account format:

Examples:

A migrated pay-per-lead campaign can use:

Examples:

Keep Legacy LSA, Notified, Migrated, and Validated as internal statuses. Do not add them to live names merely to reflect the transition.

Cleanup and Migration Process

1. Freeze structural changes. Keep active accounts and campaigns stable while the inventory is built.

2. Document every account. Record account ID, brand, market, website, landing page, Google Business Profile, billing, administrators, campaigns, budgets, conversion actions, lead destinations, and current performance.

3. Map history before renaming. Capture existing names and IDs so past and future records remain connected.

4. Standardize measurement. Align lead definitions, source values, conversion actions, qualification stages, booked jobs, and revenue before evaluating consolidation.

5. Export LSA history early and again when notified. Preserve available performance and lead reports because prior reporting may not transfer into Google Ads.

6. Wait for the account-specific Google notice. Retain the notice and follow the workflow shown in the affected account. Do not attempt to force the replacement campaign.

7. Record a pre-migration baseline. Save spend, lead volume, cost per lead, qualification rate, booked-job rate, revenue, service areas, services, budget, schedule, photos, business details, and verification state.

8. Allow Google to perform the migration. Treat the transition as Google-led and account-specific.

9. Validate the migrated campaign. Confirm access, status, lead delivery, geography, services, business details, budget conversion, schedule, assets, billing, and reporting.

10. Map the new campaign into paid-media reporting. Connect its Google Ads campaign ID to the preserved legacy export. Change the internal status to Validated only after QA.

11. Monitor before restructuring. Compare lead volume, quality, cost, bookings, and revenue for several reporting cycles before making large structural or budget changes.

12. Decide account structure from evidence. Keep markets separate when Google Business Profiles, budgets, landing pages, lead operations, billing entities, or reporting needs differ. Consolidate only when no history or lead flow is put at risk.

Required Migration Archive

For each LSA, retain:

• Original account name and ID

• Brand and market mapping

• Export date and covered date range

• Historical spend, leads, cost per lead, and available lead details

• Qualification, booked-job, and revenue benchmarks from the system of record

• Services, service areas, budget, schedule, business details, and verification snapshot

• Google notice and migration dates

• Migrated Google Ads account and campaign IDs

• Validation checklist and owner sign-off

• Reporting mapping and any known break in continuity

1. Trimlight Recovery

Treat Northpoint Trimlight as the recovery priority. Recheck the latest audit findings against the live site before changing anything; a prior observation may no longer be current.

1. Confirm conversion paths, click-to-call links, forms, tracking, indexing, and technical health.

2. Correct any remaining location-template contamination, metadata errors, duplicated FAQ content, or thin local pages.

3. Strengthen the highest-value service and location pages around current search intent and real local proof.

4. Improve Google Business Profile alignment, reviews, citations, internal links, and locally relevant authority signals.

5. Measure local visibility, organic leads, qualified leads, and booked jobs.

2. Northpoint Franklin Improvement

Treat Franklin as an improvement opportunity rather than a rebuild.

1. Revalidate the latest audit findings and repair remaining call-link, copy, canonical, schema, or internal-link issues.

2. Identify pages and queries already close to stronger visibility.

3. Improve local relevance, proof, intent match, titles, headings, internal links, conversion paths, and Google Business Profile alignment on those pages first.

4. Add a small number of legitimate Franklin- and industry-relevant authority links.

5. Evaluate rankings together with qualified leads, booked jobs, and revenue.

3. Content and Keyword System

Maintain one portfolio-wide content register containing:

• Website, brand, market, Google Business Profile, and page URL

• Primary query, supporting queries, and search intent

• Current ranking and conversion contribution

• Content brief, owner, status, and target publish date

• Required local proof, images, reviews, FAQs, and internal links

• Draft, approval, WordPress implementation, and final QA status

• Release date and measurement window

Do not publish major content solely to increase page count. Every new or revised page needs a distinct purpose, evidence of user demand, a defined market, an internal-link role, and a conversion outcome.

4. High-Quality Local Authority and Backlinks

Prioritize legitimate relationships and editorial relevance over backlink volume:

• Manufacturer and certified-installer profiles

• Chambers of commerce and credible business associations

• Local sponsorships, charities, schools, events, and community organizations

• Trade organizations and professional partners

• Local media, project features, case studies, and community resources

• Accurate local citations and brand mentions

Evaluate each opportunity for relevance, legitimacy, market fit, destination page, expected audience value, and risk. Avoid link farms, paid bulk links, irrelevant directories, and reciprocal sitewide link schemes.

Use the Link Authority Strategy for the detailed entity, partnership, and acquisition model. Use the GBP Optimization Strategy when aligning Kennesaw services and categories.

Weekly Planning

You and Cayla review lead quality, paid performance, rankings, local visibility, open decisions, and capacity. Select the highest-impact paid-media and SEO work for the cycle.

Midweek Production Check

Confirm measurement issues, approvals, briefs, drafts, WordPress work, campaign changes, lead follow-up, and blockers.

Weekly Performance Review

Compare lead volume, source, spend, cost per lead, qualification, booked jobs, revenue, rankings, and released changes. Decide what to continue, correct, stop, or investigate.

Monthly Strategy Review

Compare all five websites by brand, geography, Google Business Profile, and channel. Review paid efficiency, local visibility, organic growth, content output, authority gains, tracking quality, LSA transition status, and next month's priorities.

Quarterly Portfolio Review

Reassess account structure, market expansion, attribution limits, content gaps, technical debt, backlink quality, and team capacity. Structural account changes require evidence from this review or an urgent platform requirement.