Digital Visibility & Growth Audit
Technical findings, data quality, and remediation priorities
This audit evaluates local search identity, organic visibility, paid acquisition, lead capture, conversion measurement, reputation signals, and AI-search visibility. Findings below separate observed evidence from working hypotheses and recommended remediation.
Source data and reliability constraints
The audit uses account exports, cleaned first-party lead data, ranking snapshots, public profile evidence, and discovery-call information. Several data-quality limitations materially affect interpretation.
| Source | Coverage | Used for | Reliability note |
|---|---|---|---|
| Google Ads account exports | Apr 15, 2021 - Oct 1, 2026 | Spend, clicks, search terms, landing pages, conversion configuration | Historical conversion totals are contaminated by page-view actions; reported CPA is not treated as a lead CPA. |
| Wix contact-form data | 567 raw submissions | Lead trend and inquiry quality | 241 non-prospect records removed; 326 retained. Phone, email, referral, and offline inquiries are not fully represented. |
| SE Ranking / search snapshots | Sept 30, 2026 | Organic rankings, keyword gaps, AI-search visibility | Rankings and AI responses vary by location, query wording, personalization, and time. |
| Public profile / review sources | Current + historical mirrors | GBP entity research and reputation comparison | Third-party review mirrors are evidence of historical review activity, not proof of current Google profile state. |
| Google PageSpeed & technical site audit | Oct 2, 2026 (Live site) | Mobile & desktop Core Web Vitals, responsiveness breakpoints, asset weight, security headers, semantic HTML | Lab data based on Lighthouse 13.5 + live headless browser inspection; Wix platform limits code-level refactoring without platform migration. |
| Discovery / operating workflow | Sept 23, 2026 | Lead handling, CRM process, profile history | Operational details should be validated during implementation where system logs are unavailable. |
Current-state assessment
Status reflects observed business risk, not a marketing score. "Critical" indicates a direct measurement or visibility failure that should be resolved before scaling.
| Area | Status | Observed evidence | Operational implication |
|---|---|---|---|
| Google Business Profile | Critical | No usable public W&W profile was identified; W&W's phone number surfaces Ruston Carriage House in Maps. Historical identifiers were recovered. | Local-map visibility, review continuity, and entity identity are unresolved. |
| Conversion tracking | Critical | 258 of 275 current tracked "All conversions" were contact-page visits rather than confirmed inquiries. | Historical CPA and conversion-rate metrics cannot be used as lead-performance benchmarks. |
| Google Ads history | High | $3,070.56 spend; search-term analysis shows real-estate, prefab, DIY, brand, and out-of-area leakage. | Campaign structure and query controls need to be rebuilt around qualified remodel intent. |
| Lead capture / attribution | High | Forms, calls, email, referrals, and signed projects are not connected in a single source-tracked pipeline. | True cost per qualified lead and source-to-revenue performance are not measurable today. |
| Service-line SEO | High | W&W is not top 100 for tracked kitchen, bath, home-remodeling, and remodeling-contractor Tacoma terms. | High-intent non-brand demand is being captured by competitors. |
| Reputation signals | High | Historical mirrors preserve 41-46 reviews at approximately 4.8-4.9 stars, but no stable live W&W review surface is currently available. | Trust signals are not consistently visible at the point of local search. |
| AI-search visibility | Partial | Detected in Google AI Mode / AI Overviews; not detected in tracked ChatGPT, Gemini, or Perplexity prompts. | Entity and authority signals are inconsistent across answer engines. |
| Website / brand & portfolio | Strong | Established portfolio, design-build positioning, awards, and existing organic equity. | Rebuild should preserve ranking equity and improve conversion/measurement rather than replace working brand assets. |
| Website / technical & responsiveness | Critical | Mobile LCP of 7.9s fails Google Core Web Vitals; no fluid CSS media queries; tablets (768px–1024px) crop navigation menu, phone numbers, and portfolio columns; 8 H1 tags on homepage. | Fix navigation container boundaries immediately; prioritize mobile performance, semantic hierarchy, and fluid responsiveness in December rebuild. |
Failure points in the current acquisition path
The primary issue is not a single channel. Visibility, profile identity, call handling, CRM capture, and attribution fail at different points in the same path.
| Stage | Observed state | Status | Required control |
|---|---|---|---|
| 1. Non-brand search discovery | Strong on several broad/core terms; weak on high-intent kitchen, bath, and remodel-specific terms. | Gap | Dedicated high-intent service coverage and internal linking. |
| 2. Local / Maps validation | W&W public profile identity is unresolved; current phone lookup conflicts with another business. | Failure | Recover or conclusively resolve the historical entity before creating a replacement. |
| 3. Website evaluation | Portfolio and positioning are strong, but mobile load is slow (7.9s LCP) and tablet navigation is severely clipped. | Leak | Eliminate tablet overflow immediately; rebuild on responsive framework with sub-2.5s Core Web Vitals. |
| 4. Inquiry | Calls can route through Wix voicemail / email forwarding; forms are separate from other lead sources. | Gap | Unified call/form capture, response workflow, and source tagging. |
| 5. CRM / pipeline | Leads enter Buildertrend later in the customer lifecycle rather than at first inquiry. | Gap | Capture inquiry-level records before project qualification/signing. |
| 6. Revenue attribution | No reliable link from source -> inquiry -> qualified opportunity -> signed project. | Blind | Pro Q Cortex attribution + CRM source fields + call/form conversion events. |
Recovery assessment: historical entity may still be recoverable
The current evidence does not prove deletion. It supports a recovery investigation before a new profile is created.
W&W moved from 5104 to 5121 N Pearl St. A move can create stale or changed identifiers without proving that the underlying entity was deleted.
Wren & Willow, Wren's Nest Baking, and Ruston Carriage House operate at the same street address with different business functions and suite context.
The W&W profile appears to predate later suite-number separation. Missing suite data increases the possibility of entity confusion after the move.
Maps lookup for W&W's phone number, (253) 338-5545, returns Ruston Carriage House rather than a W&W business card.
Historical Place ID and CID were recovered. They no longer resolve to an active public card, which is consistent with an obsolete, moved, merged, or otherwise changed record.
Public mirrors preserve historical W&W reviews, with some mixed business references. This indicates prior Google review/entity signals but does not establish where Google currently stores them.
Historical Place ID: ChIJ3xh3rvpUkFQRoozLbnFtsQU / Legacy CID: 0x5b16d716ecb8ca2
Form volume declined; total lead volume remains incompletely measured
The cleaned Wix dataset shows a material decline in genuine form inquiries. It should not be interpreted as complete company lead volume because calls, direct email, referrals, and offline sources are not fully captured.
Historical account data is useful, but reported conversion performance is not trustworthy
The account contains enough search-term history to build a strong exclusion library and identify local remodel intent. Conversion configuration prevents the historical reported CPA from being treated as a qualified-lead metric.
| Search-term classification | Value |
|---|---|
| Search terms reviewed in export | 7,901 |
| Visible search-term spend | $1,644.51 |
| Clearly bad / questionable spend | $449.11 |
| Bad / questionable share | ~27% |
| Clicks in bad / questionable set | 221 |
| Landing page | Spend / traffic signal |
|---|---|
| /customhomes | $1,907.73 / 901 clicks |
| /custom-homes | $284.10 / 101 clicks |
| Combined custom-home pages | ~71% of account spend |
| /remodels | 13 clicks / 14,378 impressions / 0.09% CTR |
| Qualified remodel intent observed |
|---|
| home remodeling contractors tacoma wa |
| remodeling tacoma wa |
| whole house remodel contractors near me |
| residential remodelers |
| Leakage examples observed | Reason |
|---|---|
| barndominiums clarksville tn | Wrong state / product |
| homes for sale in tumwater wa | Real-estate shopper |
| lennar | National-builder brand |
| kitchen remodeling ideas | Research / DIY intent |
| house kits with prices | Prefab intent |
Existing authority is real; service-specific demand is under-covered
The site has ranking equity on several broad/core Tacoma terms. The largest current gap is service-specific remodeling intent rather than a complete SEO failure.
| Existing ranking snapshot | Position |
|---|---|
| home renovation tacoma | #1 |
| custom home builder tacoma | #2 |
| architect tacoma | #2 |
| general contractor tacoma wa | #5 / 390 monthly volume |
| High-intent keyword gap | Volume | CPC | W&W |
|---|---|---|---|
| kitchen remodeling tacoma | 320 | $8.65 | Not top 100 |
| bathroom remodeling tacoma | 140 | $8.53 | Not top 100 |
| home remodeling tacoma | 110 | $7.67 | Not top 100 |
| remodeling contractor tacoma | 50 | $16.15 | Not top 100 |
Local trust signals are interrupted; answer-engine visibility is inconsistent
Review recovery and reputation automation should follow profile stabilization. AI-search findings are a point-in-time visibility snapshot, not a deterministic ranking system.
| Google review snapshot | Reviews | Rating |
|---|---|---|
| Fusion Builders | 92 | 5.0 |
| NSS Home | 86 | 4.9 |
| York Enterprises | 13 | 3.0 |
| S&E Remodeling | 8 | 5.0 |
| Wren & Willow | No stable live GBP review surface identified; 41-46 historical reviews preserved in mirrors. | |
| AI / answer engine | Tracked visibility | Interpretation |
|---|---|---|
| Google AI Mode | Detected | Existing entity/content signals are being used in some Google AI surfaces. |
| Google AI Overviews | Detected | Partial visibility present. |
| ChatGPT | Not detected in tracked prompts | Snapshot only; not proof of global absence. |
| Gemini | Not detected in tracked prompts | Snapshot only; not proof of global absence. |
| Perplexity | Not detected in tracked prompts | Snapshot only; not proof of global absence. |
Mobile Core Web Vitals fail; adaptive architecture breaks on tablets and small screens
Lighthouse and live browser audits reveal that while desktop performance passes at 87/100, mobile performance drops to 65/100 with a 7.9-second Largest Contentful Paint (failing Google Core Web Vitals). Furthermore, the lack of fluid responsive media queries causes critical navigation and contact elements to cut off entirely on iPads and split-screen desktop windows.
| Google Lighthouse / Core Web Vitals | Mobile | Desktop | Target | Status |
|---|---|---|---|---|
| Overall Performance Score | 65 / 100 | 87 / 100 | ≥ 90 / 100 | Needs Work |
| Largest Contentful Paint (LCP) | 7.9s | 2.3s | ≤ 2.5s | Failed (Mobile) |
| First Contentful Paint (FCP) | 2.7s | 0.8s | ≤ 1.8s | Needs Work |
| Total Blocking Time (TBT) | 280 ms | 0 ms | ≤ 200 ms | Needs Work |
| Cumulative Layout Shift (CLS) | 0.00 | 0.00 | ≤ 0.10 | Good |
| Speed Index | 2.7s | 0.8s | ≤ 3.4s | Good |
| Time to Interactive (TTI) | 22.6s | 2.3s | ≤ 3.8s | Severe Lag |
| Accessibility Score | 93 / 100 | 89 / 100 | ≥ 90 / 100 | Passing |
| Best Practices Score | 77 / 100 | 77 / 100 | ≥ 90 / 100 | Needs Work |
| SEO Technical Score | 92 / 100 | 92 / 100 | ≥ 90 / 100 | Passing |
| Viewport / Device Category | Observed Behavior | Technical Cause | Severity |
|---|---|---|---|
| Tablets (iPads / 768px–1024px) | Header menu truncated at "REMODE..."; no hamburger menu; contact phone truncated to "253-338-"; email truncated to "info@wrenandw"; portfolio gallery 3rd column sliced down middle. | Wix classifies tablets as desktop (deviceType: desktop) and forces a fixed 980px viewport (id="wixTabletViewport"). Zero fluid layout media queries exist. | Critical |
| Narrow Desktop / Split Screen (<1200px) | Horizontal scrollbars appear; layout does not wrap or reflow; right-hand columns clipped beyond viewport. | Hardcoded absolute coordinates on a fixed canvas without responsive flex/grid wrappers. | High |
| Standard Desktop (1440px / 1080p) | Unwanted horizontal scrollbar appears on standard laptop and monitor screens (scrollWidth: 1486px vs innerWidth: 1463px). | Wix navigation overflow container comp-kuofu3bx1__more__ has computed right boundary at 1538.8px. | Moderate |
| Mobile Phones (360px–430px) | Hamburger menu functions, but layout is locked to legacy fixed 320px coordinate system (width=320); browser raster-scales canvas up; touch target warnings. | 103 elements hardcoded to width: 320px. Touch targets lack required 48px padding. | Adaptive |
Visual Evidence: Cross-Device Responsiveness Breakdowns
Live browser captures of wrenandwillow.com on tablets and mobile devices illustrating navigation loss, contact info truncation, and layout overflow.
On iPad portrait orientation (768px wide), the desktop menu does not collapse into a hamburger menu. The navigation bar spans ~1244px and runs off the screen, making 5 primary links completely invisible.
On the /contact consultation page, the primary phone number loses the last 4 digits, the email address is truncated to info@wrenandw, and social icons are sliced down the middle.
On the /portfolio inspiration page, project photography in the 3rd gallery column is sliced down the center. Category filter pills are truncated (Custom Homes, Remodels, De...).
On iPhone screens (390px wide), the consultation form input fields (Last Name *, Email *, Phone *) horizontally bleed past the right viewport boundary, causing unintended horizontal scrolling.
| Technical SEO & Semantic Quality | Observed State | Standard | Status |
|---|---|---|---|
| Heading Hierarchy | 8 separate <h1> tags on Homepage (Custom Homes, Remodels, Carriage House, Team, Story, Contact, Design-Build, Portfolio). | 1 authoritative <h1> per page | SEO Flaw |
| Image Accessibility / Alt Text | 15+ images have empty or missing alt attributes (alt=""). | Descriptive keyword & accessibility alt text | Deficit |
| Crawlability (Robots / Sitemap) | sitemap.xml HTTP 200 valid; robots.txt active (blocks AdsBot on internal Wix partials). | Standard XML sitemap & clean robots | Passing |
| Meta & Canonical Tags | Title (44 chars), Meta Description (145 chars), and Canonical URL configured properly. | Title 50-60 chars; Desc 120-160 chars | Passing |
| Security, SSL & Infrastructure | Observed State | Standard | Status |
|---|---|---|---|
| SSL / TLS Certificate | Valid Let's Encrypt certificate (active through Dec 2026); TLSv1.3 modern cipher. | Modern TLS protocol & valid cert | Secure |
| HTTPS Enforcement | HTTP requests redirect cleanly to https://wrenandwillow.com/ via 301/302. | Automated HTTPS redirection | Secure |
| HSTS Header | Strict-Transport-Security: max-age=31556952 (1 year) enabled. | HSTS max-age ≥ 1 year | Secure |
| Security Headers (CSP & Framing) | Missing Content-Security-Policy (CSP), Missing X-Frame-Options, Missing Referrer-Policy. | Modern defense-in-depth headers | Missing |
Recommended order of operations
This order prioritizes identity and measurement before additional acquisition volume. It is intentionally not an a-la-carte service list.
Recovery investigation first; create a replacement only after Google / evidence supports that path.
Pull menu inside 900px guideline and eliminate 1538px overflow so phone and menu are visible on iPads.
Form submits, qualified calls, source fields, CRM capture, and Cortex attribution.
Capture leads at first inquiry; automate review requests only after GBP is stable.
Local geography, intent control, negative keywords, reliable primary conversions.
Kitchen, bath, whole-home, and remodeling-contractor pages without disrupting ranking assets.
December target; fluid responsive breakpoints (360px-4K), sub-2.5s LCP, semantic single-H1, CRM, and schema.
Track reviews, rankings, qualified lead sources, cost, and answer-engine visibility over time.
30-day investigation and decision gate
The purpose of the first 30 days is to establish the actual Google entity state and execute one documented recovery path. Parallel profile creation is intentionally excluded.
Assemble the case file
- Identify every Google account that historically managed the profile.
- Search prior verification, suspension, duplicate, and support-case emails.
- Confirm relocation timing and Suite 200 documentation.
- Capture historical IDs, review mirrors, phone conflict, and address history.
Search accounts and open one case
- Review Business Profile Manager under each known account.
- Record every related listing and state: active, unverified, suspended, duplicate, removed.
- Open one documented Google support case.
- State clearly that the businesses at 5121 N Pearl are separate entities.
Execute Google's directed path
- Ownership request, reinstatement, duplicate appeal, or review-transfer path as directed.
- Prepare verification evidence: registration, lease/utility, exterior/interior signage, video if required.
- Follow up on the same case rather than opening parallel cases.
Document the resolved path
- If recoverable: verify correct entity, address, phone, category, and review continuity.
- If incorrectly merged/duplicated: complete support remediation first.
- If Google confirms unrecoverable: create a clean verified replacement after evidence is preserved.
- Begin review automation only after the profile state is stable.
Information required to close remaining data gaps
These inputs are operational dependencies, not marketing deliverables.
| Required input | Why it is needed | Priority |
|---|---|---|
| Google accounts that ever managed the profile | Determine whether the historical entity is still accessible under an old owner or manager. | P0 |
| Old Google verification / suspension / duplicate / case emails | Establish profile history and recover prior case identifiers. | P0 |
| Exact move date: 5104 -> 5121 N Pearl | Anchor the profile/entity timeline. | P0 |
| Suite 200 evidence | Support verification and business separation from Suite 101 / venue entities. | P0 |
| Old profile screenshots, review links, QR codes, collateral | Additional historical-entity and review evidence. | P0 |
| Lead -> consultation -> proposal -> signed close rates | Build qualified-lead and cost-per-client reporting. | P1 |
| Minimum project size, average contract value, monthly capacity | Set campaign qualification rules and budget thresholds. | P1 |
| Known historical lead sources | Reconcile Wix form data against phone, email, referral, and offline lead flow. | P1 |
Six-month plan, November–April
All workstreams begin in November. The website redesign and build runs through the end of January, with launch and ongoing website management beginning in February.
Digital Growth & Acquisition Plan
Technical execution plan for qualified residential remodeling demand
This plan converts the audit findings into an operating program across paid search, retargeting, SEO, website conversion, local recovery, AI visibility, and closed-loop lead measurement. Modeled paid-search economics are planning assumptions until real campaign data replaces them.
Keyword Planner validation changes the paid-search baseline
The October 2 Google Keyword Planner work resolves the earlier CPC uncertainty. Historical account-wide averages are not a valid remodeling benchmark because non-search traffic and broad query leakage suppressed the mathematical CPC.
| Planning level | Available monthly budget | Modeled clicks | Qualified CPL |
|---|---|---|---|
| Lower-spend / thin-demand month | Up to $1,000 | Up to ~100 | ~$600–$850 |
| Full launch range | Up to $1,500 | Up to ~150 | ~$600–$850 |
Buy fewer, better clicks — and refuse to loosen the campaign just to spend budget
The prior account was too loose: broad query leakage, weak geographic relevance, and non-remodel intent diluted spend. The new campaign deliberately narrows keywords, match types, geography, landing pages, and conversion signals so budget follows qualified residential remodeling demand rather than cheap traffic.
How the advertising gets tighter
- Search Network only; Search Partners and Display Expansion off.
- Presence-only targeting for Tacoma and approved Pierce County service areas.
- Phrase and Exact match at launch; no broad match until real conversion data proves it is useful.
- Separate ad groups for kitchen, bath, whole-home, additions, and contractor/design-build intent.
- Match each ad group to a relevant service page instead of sending traffic to generic or custom-home content.
- Apply aggressive negative-keyword controls for DIY, repairs, handyman, real estate, prefab, jobs, commercial work, and out-of-market searches.
- Review search terms routinely and block weak themes instead of expanding targeting simply to exhaust budget.
- Optimize only to verified forms and qualified calls, then use CRM outcomes to distinguish inquiries from real project opportunities.
Ad-group structure
- Kitchen Remodeling
- Bathroom Remodeling
- Whole-Home / Historic Renovation
- Home Additions
- General Remodeling Contractor / Design-Build
Negative-keyword control
Apply campaign-level exclusions before launch for DIY / ideas, repairs and handyman, big-box retail, jobs / salary, real estate, prefab / modular, commercial work, and out-of-market geographies.
Landing-page rule
Send each ad group to a matching service / project-intent page rather than generic or custom-home content. The landing page should qualify scope and establish premium project fit before the consultation form.
If qualified Search demand is thin, move unused budget into authority-building instead of buying weaker clicks
The monthly acquisition budget is a ceiling. In a lower-volume month, Wren & Willow should not broaden targeting or accept low-fit traffic simply to spend the full amount. Unused planned media can be redirected into work that compounds organic visibility over time.
Search gets first claim
- Fund qualified Tacoma / Pierce County remodeling searches first.
- Maintain the keyword, geography, negative-keyword, and landing-page controls above.
- If qualified auction volume is lower than the available budget, leave the campaign tight rather than widening into weaker traffic.
Redirect unused planned media
- PR outreach tied to projects, awards, design expertise, local stories, and homeowner education.
- Earned or editorial placements on relevant local, design, architecture, remodeling, and industry publications.
- Local and industry citations, project features, case-study promotion, and other legitimate authority-building opportunities.
- Use paid/sponsored placements transparently where appropriate; do not rely on paid links as a ranking shortcut.
Use premium project creative to bring qualified visitors back
Retargeting is a support layer for a long remodeling decision cycle. It should reinforce Search and organic discovery, not consume the launch budget before enough qualified audience volume exists.
can begin here.
Audience and delivery rules
- Build audiences from meaningful site visits and priority remodel-page engagement.
- Exclude converted leads from acquisition retargeting where platform controls allow.
- Use light frequency and rotate premium project creative before fatigue sets in.
- Prioritize project photography; avoid generic stock remodeling imagery.
- Activate only after conversion tracking is clean and audience size is usable.
Rebuild conversion tracking before CPL becomes an optimization signal
Historical page-visit conversion actions contaminated account conversion totals. The new campaign should optimize only to real inquiry events and then reconcile those inquiries to project-fit outcomes.
Rebuild the site around page ownership, project proof, and consultation conversion
The website should make substantial residential remodeling the clearest path, preserve existing authority, and strengthen the pages that should own Tacoma remodeling searches.
Website project
- One-time project scope: $5,000.
- Clarify ownership for whole-home, kitchen, bathroom, additions, and design-build intent.
- Eliminate tablet clipping and horizontal overflow with true fluid responsive breakpoints (360px to 4K).
- Resolve mobile Core Web Vitals (target < 2.0s LCP vs current 7.9s on Wix Thunderbolt).
- Clean semantic structure: single authoritative <h1> per page, image alt text, and lightweight asset pipeline.
- Use project photography and proof to qualify rather than maximize low-fit form volume.
- Preserve valuable URLs and implement required redirects.
- Validate analytics, forms, metadata, canonicals, indexability, and mobile performance before launch.
SEO operating work
- Titles, H1s, copy, and internal links aligned to priority remodeling intent.
- Search Console monitoring and technical cleanup.
- Project / case-study expansion only where keyword gaps or authority opportunities justify it.
- Avoid generic content production that does not support qualified demand.
Recover the canonical contractor entity before creating new review momentum
The audit’s GBP recovery findings become an execution dependency for local visibility, reviews, and entity consistency.
Evidence package
- Old IDs and account history
- Screenshots and case numbers
- Address / Suite 200 evidence
- Signage and move documentation
Google accounts
- Find active, suspended, duplicate, removed, or unverified records
- Record canonical candidates before changes
Backend lookup
- Ask Google for canonical entity, review location, and merge history
- Keep all related businesses explicitly separate
Restore / relink
- Follow the directed ownership, reinstatement, duplicate, or transfer path
- Start review automation only after the entity is stable
Measure AI discovery as an extension of SEO and entity authority
Track how often Wren & Willow is mentioned, cited, and characterized when homeowners use AI tools to shortlist remodelers and design-build firms.
Monitor
- Stable prompt set around Tacoma remodeling / design-build intent
- Brand mentions and citations
- Cited-source coverage
- Competitor overlap and project-fit characterization
Respond
- Strengthen sourceable project proof and FAQs
- Improve local / entity consistency
- Close content gaps that affect priority remodel searches
- Do not create a separate AI content factory
Build the measurement and acquisition system, then launch the rebuilt site into it
The first 90 days are structured to establish trustworthy measurement, controlled demand capture, and a website that supports the same qualified-remodeling strategy.
Foundation
- GBP evidence + recovery
- GA4 / Ads conversion cleanup
- Search campaign build
- SEO / AI / local baseline
- Website information architecture
Learn + build
- Search-term, bid, geo, and negative-keyword optimization
- Core page relevance / linking
- Replacement-site production
- Retargeting audience accumulation
Launch + connect
- Website launch and tracking validation
- Shift paid spend toward qualified themes
- Activate retargeting when thresholds support it
- Post-launch SEO / CRO iteration
Scale what proves quality
- Expand winning queries / geographies only
- Grow local / AI authority
- Refine forms and qualification
- Report cost per qualified opportunity and signed outcomes
Keep the program narrow enough to learn what actually works
The engagement should resist premature expansion until conversion quality and lead economics are measurable.
Recover or identify the canonical contractor entity before creating another listing or pushing new review requests.
Meta, Local Services, and other channels remain secondary until the Search / website measurement loop is working.
Do not optimize to cheap clicks, page views, or raw lead volume when project fit is the economic driver.
The $10 CPC and $600–$850 qualified-lead range are planning assumptions. Real verified performance replaces them as data accumulates.