Local Marketing Growth Proposal
MD Appliances — Orlando
A sequenced plan to launch MD Appliances' new maintenance & cleaning services, dominate local search in Orlando, and turn Google, Local Services Ads, and Facebook into a predictable pipeline of booked jobs.
The Opportunity
MD Appliances is expanding into higher-margin, recurring-revenue services. Those services need somewhere to be found, a site that converts, and paid channels pointed at ready-to-book customers. This plan is sequenced so every dollar compounds — the local foundation feeds the ads, the ads feed the site, and the site feeds the reviews that lift everything above it.
Appliance Maintenance Programs
Appliance Tune-Up Packages
Outdoor Hood & Grill Cleaning
Scope of Work
Three phases, deliberately sequenced. Each unlocks the next.
Phase 1 · Weeks 1–3
Local Foundation
- Full audit of every Google Business Profile tied to MD Appliances (current, old addresses, name variants)
- Ownership/access recovery, duplicate cleanup, and profile merge so all reviews consolidate onto one authoritative listing
- Complete GBP revamp: categories, services, service areas, photos, messaging, tracking
- Review-generation system so every completed job produces a review request
- NAP consistency + citation cleanup across major data aggregators & directories (via BrightLocal), plus foundational local links
Why first: everything downstream — LSA ranking, map-pack visibility, ad performance — inherits the health of this foundation. LSA in particular pulls its star rating and review count directly from the Google Business Profile it links to.
Phase 2 · Weeks 2–6
Website Rebuild
- New, mobile-first WordPress site built to convert calls and bookings
- Dedicated service pages for each revenue line: appliance repair (by appliance), maintenance programs, tune-up packages, and outdoor hood & grill cleaning
- 7–8 pages, professionally written copy included
- Click-to-call, service-area targeting, structured data, and analytics/call tracking so every lead source is measurable
Why now: the new service lines need landing pages before we spend a dollar advertising them. Paid traffic sent to a thin site is wasted budget.
Phase 3 · Week 3 onward
Paid Acquisition & Ongoing Growth
Local Services Ads (LSA)
Google-verified "Guaranteed" ads at the very top of search. Setup + ongoing management, lead-dispute credits, and monthly ramp reporting. Verification begins once the survivor GBP is clean and consolidated.
Facebook Ads
Demand-generation for the new maintenance & cleaning lines — seasonal offers, local targeting, and lead forms that feed the same booking pipeline.
SEO Retainer
Ongoing GBP management, review generation, citation monitoring, on-page/content, and monthly reporting so rankings compound instead of decaying.
Why last: paid + organic growth is only efficient once there's a clean profile to rank and a real site to convert. Turn the taps on after the tank is built.
Sequence & Timeline
Phases overlap where safe. The one hard dependency: LSA verification does not start until the GBP merge is complete and the survivor listing is clean.
Wk 1
Wk 2
Wk 3
Wk 4
Wk 5
Wk 6
Wk 7
Wk 8
Local Foundation
GBP · merge · citations
GBP audit → merge → revamp → BrightLocal
Website Rebuild
WordPress · 7–8 pages
Build · copy · service pages · tracking
LSA Launch
after GBP is clean
Verify → ramp → optimize (3-mo min)
Facebook + SEO Retainer
ongoing
Line-Item Pricing
Fees are transparent and split into three types: one-time project work, monthly management, and ad spend (paid by Matt directly to Google/Facebook — never marked up).
| Item |
Type |
Fee |
Notes / Reasoning |
| GBP Revamp |
One-time |
$500 |
Categories, services, service areas, photos, messaging, tracking on the survivor listing. |
| GBP Merge (×1 duplicate) |
One-time |
$250 |
One confirmed duplicate. Merged carefully so reviews consolidate rather than disappear. |
| BrightLocal — NAP, Citations & Backlinks |
One-time |
$750 |
Cleanup across major aggregators + directories, plus foundational local links. (Directory submission costs pass through at cost.) |
| Website Rebuild (WordPress, 7–8 pages, copy incl.) |
One-time |
$2,500 |
Service pages for every revenue line, schema, click-to-call, call tracking. 50% to start / 50% at launch. |
| LSA Management |
Monthly |
$300/mo |
Management only. 3-month minimum — LSA ranking builds on review count & answer rate over time; month one is often underwhelming. Three months lets the account ramp and lets us show dispute credits and booked-job numbers that make the fee self-justifying. |
| Facebook Ads Management recommended — adjust |
Monthly |
$400/mo |
Campaign build, creative direction, targeting, optimization & reporting for the new service lines. Ad spend separate. |
| SEO Retainer — Standard recommended — adjust |
Monthly |
$750/mo |
Ongoing GBP management, review generation, citation monitoring, on-page/content, monthly reporting. |
| SEO Retainer — Pro recommended — adjust |
Monthly |
$1,250/mo |
Everything in Standard + heavier content cadence, aggressive link building, and conversion optimization. |
| LSA Ad Spend (paid to Google) |
Ad spend |
$1,000 → $1,500 |
Matt's budget, paid directly to Google. Starts at $1,000 month 1, steps to $1,500 as the account ramps. Not a fee to us. |
| Facebook Ad Spend (paid to Meta) |
Ad spend |
TBD |
Recommend starting $500–$1,000/mo. Matt's budget, paid directly to Meta. Not a fee to us. |
| One-time foundation total |
$4,000 |
Choose Your Path — Package Ladder
Same core work, three levels of aggression. Click a package to highlight it. Ad spend is Matt's budget and shown separately.
Good
Get Found
Clean up Google and turn on LSA leads. The essential local foundation.
$1,500 one-time
+ $300/mo LSA management (3-mo min)
+ LSA ad spend ($1,000 → $1,500/mo)
- GBP revamp + 1 merge
- BrightLocal citations + NAP + links
- Review-generation system
- LSA setup, management & dispute credits
- Website rebuild
- SEO retainer
- Facebook ads
Outcome: a clean, authoritative Google presence with LSA leads flowing.
First-90-day fees ≈ $1,500 + (3 × $300) = $2,400
Better · Most Popular
Get Found + Convert
Foundation plus a real website and ongoing SEO so growth compounds.
$4,000 one-time
+ $1,050/mo ($300 LSA + $750 SEO)
+ LSA ad spend ($1,000 → $1,500/mo)
- Everything in Good
- New WordPress site, 7–8 pages, copy included
- Service pages for every revenue line
- Schema, click-to-call, call tracking
- SEO Retainer — Standard
- Facebook ads
Outcome: foundation + a site engineered to convert + rankings that keep climbing.
First-90-day fees ≈ $4,000 + (3 × $1,050) = $7,150
Best
Market Domination
Every channel firing — organic, LSA, and Facebook — with the heaviest SEO push.
$4,000 one-time
+ $1,950/mo ($300 LSA + $400 FB + $1,250 SEO Pro)
+ LSA & Facebook ad spend
- Everything in Better
- Facebook ads management
- SEO Retainer — Pro (heavier content + links)
- Multi-channel reporting dashboard
- Priority turnaround
Outcome: MD Appliances owns the Orlando map pack, LSA, and social feed for its services.
First-90-day fees ≈ $4,000 + (3 × $1,950) = $9,850
Does It Pay for Itself? — Break-Even
Simple math: enter an average job value and profit margin, and see how many booked jobs a month it takes to cover each package. Numbers update live — adjust to MD Appliances' real ticket sizes.
| Package |
Monthly fees |
+ Ad spend* |
Jobs/mo to cover fees |
Jobs/mo to cover fees + spend |
| Good |
$300 | $1,500 |
| |
| Better |
$1,050 | $1,500 |
| |
| Best |
$1,950 | $2,250 |
| |
One-time foundation ($4,000) pays back in
32 booked jobs
*Ad spend is Matt's budget paid to Google/Meta (steady-state; LSA starts at $1,000 month one). Break-even is on profit, not revenue, so it already accounts for job cost. At $250 avg / 50% margin, covering the full monthly investment on Good is about 15 jobs/mo — roughly one job every other day.
Prefer to Start Small & Expand?
Same destination as the ladder — just unlocked over time so you fund each stage with results from the last. No big upfront commitment.
Now · Weeks 1–3
Build the foundation & prove leads
GBP revamp + merge, BrightLocal citations, review system, and LSA setup. Get the Google house in order and start generating verified LSA leads.
$1,500 one-time + $300/mo LSA management (+ LSA spend)
Next · Weeks 3–6
Give traffic somewhere to convert
Build the WordPress site with dedicated service pages, then switch on the SEO retainer so rankings compound. Now every ad dollar lands on a page built to book the job.
$2,500 website (50/50) + $750/mo SEO retainer
Then · Month 3+
Amplify once the funnel is proven
Add Facebook ads for the new maintenance & cleaning lines, and/or upgrade to SEO Pro. Scale spend against channels we've already shown convert.
+ $400/mo Facebook management (+ FB spend) · optional SEO Pro upgrade
The logic in one line: Foundation → Website → Paid. Each stage pays for the next. By month 3 you've reached the same place as the Better/Best package — but every increase in spend was earned by results you already saw.
What's Included, What's Not
Included in fees
- All strategy, setup, management, and reporting labor
- Website copywriting for the 7–8 pages
- Lead-dispute handling for LSA (credit recovery)
- Monthly performance reporting
Paid separately by Matt
- Ad spend — LSA (Google) & Facebook (Meta), billed directly, never marked up
- Domain & WordPress hosting
- Premium plugins/themes or stock photography, if needed (at cost, approved first)
- BrightLocal directory submission fees (pass-through)
Next Steps
- Pick a package or the start-small path.
- Sign off and send the Phase 1 deposit.
- Grant GBP + website access; we kick off the audit within 48 hours.
Approved by (MD Appliances)
Date