Lives in: Google/Meta ads · the Google Business listing + the blog (for search) · Mailchimp (email). Go-live: run one campaign aimed at one neighborhood’s ZIP codes; build the email list off the customer list (08), never a bought list.
The top of the funnel. Picture Jose’s map of Maple Grove: three pins today, and the job is to fill the block — not to scatter 30 pins across the whole metro that he’ll spend his life driving between. Two rules make that happen, and both are counter to how most local businesses spend.
| File | What it is |
|---|---|
category-education.md |
Owning “pest control for your internet” — the posts and ads that teach the market, with real headlines |
geo-targeting.md |
Fill one neighborhood at a time; count homes on the block, not clicks |
email-lists.md |
The email + text list, with the actual copy ready to send — and the consent rules |
Nobody wakes up wanting “encrypted DNS.” But everybody understands “something’s watching
your TV and your kids’ tablets, and we keep it out.” If you run bottom-of-funnel “buy now”
ads before people understand the problem, you’re paying to teach them one at a time. So the
money goes into teaching the problem at scale first — plain-language posts and a strong
local listing built on the pest-control analogy. That work compounds; ads don’t. Details and
real headlines in category-education.md.
A scattered customer wears the operator out — a whole afternoon lost to driving. A full
block is profitable, and one happy neighbor sells the next one over the fence. So we buy
ads one neighborhood’s ZIP codes at a time, and the number we watch is homes on the
route, not impressions or clicks. Details and the worked Maple Grove example in
geo-targeting.md.
The cheapest new customer there is is a current customer’s word to the house next door — which is exactly why the “refer a neighbor” ask lives inside the monthly statement (06), not just on the website.
Any paid push — Google, Meta, a flyer in the HOA newsletter — is aimed at one route’s ZIP codes and points at the homepage (01) → the booking form (03). If a campaign can’t name the neighborhood it’s filling, it’s buying reach, and we don’t run it (LAUNCH-NOTES #4).