The Local Lead-Gen Playbook

GMB, door hangers, NextDoor, referral incentives, Facebook groups, Google Local Service Ads, and the one thing nobody talks about (review velocity). With expected CAC by channel.

What's inside

Channel-by-channel CAC benchmark targets (compiled from public sources)
GMB the right way: categories, photos, posts, review velocity
Door hangers: design, drop density, conversion math
Referral incentive structures that don't kill margin
Local Service Ads: when it's worth it, when it isn't

Quick questions

Which channel first?

GMB. Always. The playbook spends 6 pages on it.

How operators use this

Build a real price book

Use the worksheets to set base rates, minimum charges, and add-on pricing so every quote follows the same system.

Find the jobs that lose money

The margin-per-crew-hour math is designed to show which job types quietly underperform, so you can reprice or drop them.

Put it on every truck

Print the checklists and give one to each crew so the same standards apply on every job.