Recommendation
90 days
Reallocate some PPC/Meta spend toward SEO, Maps, and link building while paid stays strategically live.
MDAI-PITCH-EXEC-01
Garaginization / Jon Lee account reset
Budget reset plus separate revenue attribution SOW.
Premium Dimi handoff package with every useful view installed: executive summary, client-send memo, paid SOW, remaining decisions, source evidence, download options, and copy-ready notes.
Executive case
The client conversation needs to separate budget allocation from post-lead revenue infrastructure. That keeps the $6K retainer clean.
Retainer boundary
$6K
Current retainer should not absorb Jobber cleanup, CRM hygiene, revenue backfill, or true ROAS attribution.
Separate SOW
$6K+
Recommended setup is $6,000 fixed plus $1,500/month ongoing attribution support after the first report.
Client memo ready
SOW draft ready
DOCX
Markdown
ZIP fallback
Copy-ready notes
Client-send memo
Use this language after the monthly allocation number is chosen. It uses Brian's reset framing: not additional spend, smarter allocation.
Jon and Ryan,
Based on the performance data, we recommend reallocating some PPC/Meta budget toward SEO, Maps, and link building for the next 90 days.
This is not additional spend. It is a smarter use of the budget already in motion, based on what is working best.
SEO and Maps are showing stronger signals right now. Google Maps is already one of the strongest lead sources in the account, and organic search is compounding instead of resetting every month. Paid campaigns should stay live, but at a more strategic level while we build the organic foundation that keeps producing after the ad click is gone.
The change is allocation, not abandonment. Paid stays on the field, but SEO and link building get more of the budget because that is where the data is pointing.
Separate paid SOW
This is intentionally outside the $6K/month marketing retainer. It covers the post-lead business system needed to connect leads to collected revenue.
Setup
$6,000
Fixed fee for audit, cleanup, backfill, QA, and first attribution report.
Ongoing
$1,500/mo
Monthly attribution QA, report refresh, and conversion feedback support.
Timing
30-45
Estimated days after access and source-of-truth decisions are complete.
Extra backfill
$175/hr
Only for historical cleanup beyond the approved included window.
| Phase | Deliverables | Client input | Acceptance |
|---|---|---|---|
| 1. Attribution audit | CallRail, website, GHL, Jobber, Google Ads, Meta, forms, and landing page source map. | Access and source-of-truth owner. | Required revenue and attribution fields are mapped before cleanup begins. |
| 2. Cleanup and QA | Source stamping, workflow validation, lead path testing, and QA log. | No undocumented field, form, or workflow changes during setup. | New test leads can be traced through the working systems. |
| 3. Revenue backfill | Closed-job revenue match, first attribution readout, unmatched records, and data confidence notes. | Current job status and collected revenue in Jobber. | Tracked leads are separated from verified jobs and revenue. |
| 4. Feedback loop | Offline conversion process for Google/Meta where data quality is sufficient. | Approval for clean-data threshold and upload process. | Platforms only receive verified conversion data tied to real outcomes. |
Decisions still needed
These are the only choices that should block sending. Everything else is already packaged as editable draft material.
| Decision | Recommended default | Why it matters | Owner |
|---|---|---|---|
| Monthly budget moved from PPC/Meta to SEO/link building | Pick a specific 90-day reallocation number before sending. | The memo is intentionally built around reallocation, not new spend. | Mike / Brian / Dimi |
| When to present the revenue SOW | Align verbally on the retainer boundary first, then send the SOW. | Prevents Jon from treating revenue-system work as included in the current retainer. | Dimi / Mike |
| Dallas Custom Closets and unpaid location scope | Handle as a separate scope cleanup unless it must be part of this reset. | Keeps the SEO/link-building budget reset from getting tangled with unpaid historical scope. | Mike / Brian |
| SOW price confirmation | $6,000 setup plus $1,500/month ongoing support. | The number is included in the draft and should be approved before client delivery. | Mike / Brian |
Evidence behind it
Source-backed context used to create the drafts. Keep this internal unless a client-safe source summary is needed later.
Thread
June 29-30 Garaginization / Jon Lee account review
Budget reset language
Brian's framing: move some PPC/Meta budget toward SEO and link building because SEO and Maps are showing stronger signals. This is not additional spend; it is optimizing the existing investment.
Boundary
$6K/month retainer vs revenue-system SOW
Scope separation
Normal retainer work includes SEO, paid media, normal conversion tracking, attribution checks, lead reporting, campaign structure, and optimization. Separate paid work includes Jobber cleanup, CRM hygiene, revenue backfill, closed-won revenue, GHL workflow rebuilds, and true ROAS attribution.
Systems
Jobber source of truth / GHL communication layer
Revenue attribution architecture
The drafts keep Jobber as the revenue source of truth, GHL as the communication/nurture layer, and CallRail/ad platforms as marketing-source systems.
Copy-ready notes
Use these for a quick handoff to Dimi or as the client-facing intro once the budget number is selected.
Dimi note
Dimi - here is the Garaginization / Jon Lee reset package. It includes the client-facing budget reset memo, the separate paid revenue attribution SOW, the remaining decisions, and all editable downloads. The main thing to choose before sending is the monthly amount we want to move from PPC/Meta into SEO/link building for the 90-day reset.
Client intro
Jon and Ryan - based on the performance data, we recommend reallocating some PPC/Meta budget toward SEO, Maps, and link building for the next 90 days. This is not additional spend. It is a smarter use of the budget already in motion, based on what is working best.
SOW positioning
The revenue attribution work should be treated as a separate SOW because it sits after lead generation: Jobber cleanup, CRM hygiene, GHL workflow repair, closed-won revenue entry, revenue backfill, and true ROAS attribution are not normal SEO or paid-media retainer work.
Download options
Individual files plus a ZIP fallback. These links are relative, so they work on Vercel and from the local HTML file.
| File | Format | Use | Download |
|---|---|---|---|
| Client budget reset memo | DOCX | Editable client-facing send draft. | Download |
| Client budget reset memo | Markdown | Fast editing source. | Download |
| Revenue attribution and CRM cleanup SOW | DOCX | Editable separate paid SOW. | Download |
| Revenue attribution and CRM cleanup SOW | Markdown | Fast editing source. | Download |
| Full Dimi handoff package | ZIP | Fallback package with both DOCX files and both markdown sources. | Download |