No two of your customers found you the same way.
One saw the van and searched a week later. One was told your name at a barbecue. One already had your number. We build the surfaces we can run, and make the ones nobody can buy more likely — and we are honest with you about which is which.
Three failures that look like a quiet week and are not.
01
The call arrives while you are on the job
You cannot be under a sink and on the phone at the same time, so the enquiry goes to voicemail and the customer calls the next name on the list. By the time you ring back at six, somebody else is already booked in. This is not a marketing problem and it costs more than any marketing problem you have.
02
You are invisible for the searches that pay
The people who need you urgently search a handful of phrases and rarely scroll. If your profile is half-filled and your reviews are two years old, you are not competing — you are not in the consideration set at all, regardless of how good the work is.
03
Every quiet week is a surprise
Work arrives in bursts, so a full diary this fortnight hides an empty one coming. Without a steady flow of enquiries the business swings between turning work away and wondering where it went, and pricing gets soft in exactly the weeks it should not.
Nobody misses a job on purpose.
What we would report on, and what each one is for.
No impressions, no reach. The handful of numbers that decide whether next week has work in it.
Enquiries per week
Tracked weekly rather than monthly, because a monthly average hides exactly the quiet fortnight you needed to see coming.
Answered against missed
Every call that rang out or went to voicemail, counted. It is almost always the largest single source of lost work in a small business.
Cost per booked job
Not per call — per job actually in the diary. The gap between the two is where most local advertising budgets quietly go.
Response time
Minutes from enquiry to a human. In urgent categories it decides the booking more often than price does.
Job value and repeat rate
What an average job is worth and how often a customer returns, because it sets what you can afford to spend to win one.
Review volume and recency
How many arrived this month, not how many exist. Recency is what local results respond to and it is the most under-managed asset a local business owns.
Tick what is true. Three or more and this is your stage.
The stage you need is decided by what already works, not by budget. Switch stage below and the list changes with it.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Tick the ones that are true.
Nothing is submitted and nothing is stored — this is here so you can rule the stage out as easily as rule it in.
Foundation for Professional Services, line by line.
Every line links to the service page it comes from, with its standalone price, so you can check the arithmetic rather than take our word for it.
Excludes ad spend, which you pay directly to the platforms.
Found by the people looking for you todayEnquiries you can rely on, and none of them missedA calendar that fills itself, including from customers you already have
Your local profile built properly
Services, area, hours, photos and the questions customers actually ask. It is the highest-return hour in local marketing and it is almost always half-finished.
Part of SEO & AI Visibility → 02Review requests that go out after every job
Recency is what local results respond to. Asking cannot depend on remembering at the end of a long day, so it happens automatically.
Part of AI Automation → 03Call tracking, so missed calls stop being invisible
A ring-out, an answered call and a booked job become three different things. Most owners have never seen the first number.
Part of CRO & Analytics → 04A page for each service worth being found for
Written so somebody searching a specific problem lands on a page about that problem rather than a homepage.
Part of SEO & AI Visibility → 05A monthly call on enquiries and jobs
Thirty minutes with the person running the account, reported as enquiries and booked work rather than impressions.
Part of Media Buying →Paid search inside the area you actually travel to
Up to $10,000 a month in ad spend on the searches that produce paying work, at the hours you can answer, inside the radius you will genuinely drive.
Part of Media Buying → 02Every enquiry answered within minutes, including out of hours
Missed calls followed up automatically, the job captured, and a callback slot booked. This usually recovers more work than any budget increase available.
Part of AI Automation → 03The local programme kept running
Profile, service pages and review recency maintained rather than set up once.
Part of SEO & AI Visibility → 04Ads written for the job, not for the trade
Two ad sets a month built around the problem somebody is searching at that moment.
Part of Performance Creative → 05Two experiments a month on the enquiry path
Run where enquiries are lost — the form, the phone step, the page nobody scrolls — with results recorded either way.
Part of CRO & Analytics →Paid across every channel that earns it
Budget allocated by cost per booked job and by which weeks are looking thin, moved monthly, with the reasoning written down.
Part of Media Buying → 02Past customers brought back on purpose
Service reminders, seasonal work and reactivation. The cheapest job a local business wins is the second one from somebody who already trusts it.
Part of Lifecycle Management → 03Enquiries answered, routed and chased automatically
Instant replies at any hour, quotes chased without anyone remembering, and follow-up that does not depend on a good week.
Part of AI Automation → 04Local and AI visibility as a managed programme
Including how the business is described when somebody asks an AI assistant for a recommendation nearby — increasingly the first place people look.
Part of SEO & AI Visibility → 05Creative produced at the rate the channels use it
Statics and short video for every service you are actively trying to fill.
Part of Performance Creative →What this would cost you separately.
Read this honestly: the monthly line here is close to the stage price, and the difference is the build. Foundation front-loads the work that keeps paying — the profile, the service pages and the review routine — because in local search those assets outlast any advertising you could buy instead. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
At $2,100 of fixed lines against $1,950, the saving is small and it is not the point. The point is that the advertising and the answering are the same system. Paying for calls that ring out is the most expensive thing a local business can do, and buying those two things from different people is how it keeps happening. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
At $3,900 of fixed lines against $3,400, this is the one stage where the saving is genuinely material. What matters more is that nothing falls between the parts — the campaign knows which weeks look thin, the automation answers the call it produced, and the reminder knows who you already worked for. Figures on the left are the closest equivalent line from the à la carte menu; a line inside a stage is never an exact copy of a standalone service, so treat this as a fair comparison rather than an identical one.
What this stage leaves out, on purpose.
Named here rather than discovered in month three. Each can be added, and each links to what it costs.
Paid advertising
Foundation earns the listing rather than renting attention. Paid campaigns are worth adding once there is a profile and a page worth sending people to.
Media Buying — from $900/mo →Answering the phone when you cannot
Call tracking shows you what is being missed. Doing something about it out of hours is automation and belongs at Structure.
AI automation Care Plan — $350/mo →A new website
We will add and improve the pages that matter. A full build is a separate piece of work with a separate price.
Business Website — from $1,500 →Repeat and reactivation work
Winning new enquiries is the job here. Bringing past customers back is cheaper still and belongs at Ecosystem.
Lifecycle Management — $800/mo →Social content
We will use social for retargeting locally. Building an audience there is a separate programme.
Social Essential — $700/mo →A new website
We will improve the pages that lose enquiries. A rebuild is separate work.
Business Website — from $1,500 →Quoting, scheduling or doing the work
We fill the calendar. Pricing the job and turning up is entirely yours.
Recruitment
If the constraint becomes finding people rather than finding work, more marketing is the wrong purchase and we will say so.
Media spend itself
Every figure here excludes the money that goes to the platforms. It leaves your card, not ours.
What we will not do, whatever you pay us.
01
We will not sell you advertising while calls go unanswered
If a third of enquiries already ring out, more enquiries make the leak bigger and the invoice larger. The first recommendation in that situation is to fix the phone, even though it is the cheapest thing on our list.
02
We will not chase work outside your area
An enquiry ninety minutes away is a day lost to driving. Campaigns are built around the radius you will genuinely travel, not the radius that produces the most calls.
03
We will not route your ad budget through our account
It goes from your card to the platforms. We never hold it, float it, or take a percentage of it as margin. Management up to $10,000 a month of spend is a flat $900 — scaling your budget does not inflate our invoice.
Signature to first campaign: 5 to 10 business days.
What happens, and what we need from you at each point. The second column is the one most agencies leave vague.
We take access to what exists in your name and count the last month honestly — how many enquiries arrived, how many were answered, and how many became jobs.
Approve access requests from your own logins, and the phone number you actually use.
Call tracking goes on so a ring-out, an answered call and a booked job stop being the same event. Most local businesses have never seen these apart.
Ten minutes to confirm the number and how calls are handled today.
The profile is rebuilt properly and review requests start going out automatically after each job.
The service list and the area you will genuinely travel to.
First campaigns go live on the searches that produce paying work, inside your radius, at the hours you can actually answer.
One round of comments, and honest working hours.
First full report: enquiries per week, answered against missed, cost per booked job, and what we got wrong.
30 minutes, and a decision on what changes.
What you are committing to.
The same terms apply to all three stages and every service on the site.
- Invoiced monthly in advance. Three-month minimum, then month-to-month with 30 days’ notice. Three months is the shortest honest term for anything measurable.
- Ad budgets are paid by you, directly to the platforms. We never hold, route or mark up your media spend, and the management fee is the only thing we are paid.
- Platform subscriptions stay on your billing. Advertising accounts, email platform, messaging, hosting — all in your name, so none of it is hostage to the relationship.
- You own every account, asset and piece of data created during the engagement, including after we part ways. That is not a courtesy at the end; it is the arrangement from day one.
- Onboarding is 5 to 10 business days from signature to first launch, depending on which services are in the plan.
- Custom scopes are always available. If none of the three stages fits, tell us the goal and the budget and we will price the actual work rather than sell you the nearest box.
- The $95 strategy session is credited in full toward your first invoice, so if we work together the session costs you nothing.
The questions that decide it.
I am a one-person business. Is this too much for me?
Foundation exists for exactly that situation, and the honest test is arithmetic: if an average job is worth $400 and the work brings two extra a month, it has paid for itself. If a job is worth $60 and repeats rarely, it has not, and we will say so in the session rather than after the first invoice.
I am already booked out. Should I bother?
Usually not, and we would rather tell you that. The exception is when the diary is full of the wrong work — small, low-margin, far away — and better enquiry flow would let you be selective. That is a real reason. Being busy is not.
Can you guarantee a number of calls?
No, and a guaranteed call count usually means buying the cheapest clicks available, which produces enquiries outside your area and outside your services. What we will do is report cost per booked job monthly and tell you in month two whether it is heading somewhere that makes sense for your job value.
Do I have to answer the phone myself?
No, but somebody or something does within a few minutes. At Structure that can be an automated first response that captures the job and books a callback slot, which is far better than voicemail and far cheaper than missing the work.
What happens if we stop?
Every account, asset and piece of data created during the engagement is yours, including after we part ways. Paid campaigns stop when the spend stops; the profile, the reviews and the site keep working. That is the arrangement from day one, not a courtesy at the end.
Who this works for, and who it does not.
A good fit if
Most of this work looks like the following.
- An average job is worth enough that two or three extra a month matter.
- Somebody can respond to an enquiry within the hour during working days.
- You have capacity — there are weeks you would like to be busier.
- You are willing to ask customers for reviews after every job.
- You can tell us the area you will genuinely travel to.
The wrong choice if
Said plainly, so nobody spends a call finding out.
- The diary is full and you are turning good work away already.
- Calls regularly ring out and there is no intention to change that.
- Job values are small and customers rarely come back.
- You want the highest possible call count regardless of area or service.
- Nobody will ask for a review, ever.
A paid strategy session, credited back.
45 minutes. $95, credited in full toward your first invoice.
Bring last month’s enquiries and what an average job is worth. We will work out your real cost per booked job and how much work is being lost to unanswered calls — including if the answer is that you do not need advertising at all yet.
- Your real cost per booked job, not per call
- How much work a month is lost to calls nobody answered
- An honest read on which stage fits, or that none of them does yet