# Budget Reset Memo: Keep Paid Strategic, Move More Budget Into SEO and Link Building

Prepared for: Jonathon Lee and Ryan  
Prepared by: Magister Digital  
Date: July 1, 2026  
Status: Draft for client send

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.

## What Changes

We recommend shifting a defined portion of the PPC/Meta budget into:

- local SEO and Google Business Profile growth
- link building and authority assets
- location-level content and Jobber completion stories
- Maps visibility for the markets with the clearest upside
- organic support for the garage and closet brands

The reason is practical: paid cost per lead is high, especially for premium-product leads, while SEO and Maps are already producing qualified demand at a lower long-term cost.

## What Stays

We are not recommending that paid media stops.

Paid campaigns still have a job:

- protect brand searches
- keep high-intent Google traffic live
- test cabinet and premium-product demand
- use Meta only where the strategy is clear
- keep proven campaigns running while the organic side compounds

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.

## Why This Is The Right Reset

The account has two different questions that should not be mixed together.

First: are the marketing channels producing leads? Yes. The review shows organic search growth, paid-search efficiency gains where the data supports optimization, and Google Maps producing a major share of leads.

Second: which leads are turning into closed revenue? That answer requires clean Jobber/CRM revenue data. Until closed-job revenue is tied back to the lead that produced it, every channel comparison is still limited to lead quality signals, not true revenue.

That revenue layer is not normal SEO or paid-media management. It is a separate source-of-truth and CRM cleanup project. Jon's team can own it internally, or Magister can help build and manage it under a separate SOW.

## Recommended 90-Day Direction

For the next 90 days:

1. Keep core paid campaigns active, but reduce wasted or unclear PPC/Meta spend.
2. Reallocate that budget into SEO, Maps, and link building.
3. Prioritize the markets and brands already showing organic and Maps traction.
4. Treat Meta as a focused test channel, not a blank-check lead source.
5. Decide who owns the revenue attribution layer so future decisions can be made against closed revenue, not just lead count.

If the goal is faster results, that is a budget allocation conversation, not a strategy debate. The strategy is clear: keep doing what is working, keep paid media disciplined, and put more budget into the organic channels that compound.

## Decisions Needed

- Confirm the monthly amount to move from PPC/Meta into SEO/link building for the 90-day reset.
- Confirm whether Magister should present the separate revenue-attribution SOW now, or first align on the retainer boundary verbally.
- Confirm whether Dallas Custom Closets and any unpaid/underpriced location scope should be formalized in this reset or handled separately.