This phased plan was developed in response to Adavacare's concerns about slow progress after one year of engagement. Rather than framing the work as catching up, the plan is positioned as the "next phase" of an already-successful campaign — building on strong PPC performance to add a more affordable organic lead channel.
The plan covers three phases: foundational tracking and content setup (30 days), lead magnet launch and blog publishing (60 days), and content amplification (90 days).
See also: [1] | [2]
Adavacare's census grew from 65% → 80% over the engagement period (~0.3 residents/building/month). The client viewed this as modest and raised concerns that initiatives like lead source tracking should have been in place earlier.
The recommended narrative reframe:
- PPC is performing well — excellent leads at a competitive price, with LTV:CAC modeled at ~300x and payback period under one month.
- SEO is not a correction — it is the natural next step to expand lead volume at an even lower cost per acquisition.
- New tracking (CallRail) is framed as a commitment to data-driven reporting going forward, not an acknowledgment of past gaps.
Avoid phrases like "quick wins" — they invite the question "why didn't you do this sooner?" Use "next step" or "next phase" language throughout client communications.
| Deliverable | Status |
|---|---|
| Implement CallRail for lead source tracking | ✅ Done |
| Send new copy for private location pages | ✅ Done |
| Finalize Lead Magnet Guide first draft | 🔄 In Progress |
Notes:
- Lead Magnet Guide outline was approved by client; first draft to be completed and sent for review.
- Location page copy covers private/specialized facility pages; updates expected to improve Google Ads Quality Scores (currently many keywords scoring below 6).
| Deliverable | Target Date |
|---|---|
| Finalize Lead Magnet Guide PDF and build landing page | Jan 31 |
| Launch Lead Magnet Guide | Feb 1 |
| Publish first 5 of 10 targeted blog posts (reviewed, indexed, live) | Jan 19 |
| Complete remaining location pages with FAQs | Jan 31 |
Notes:
- Blog posts are city/location-targeted with SEO intent.
- Location pages will include FAQ sections to improve relevance signals and support Quality Score improvements.
- Lead Magnet Guide landing page will serve as a conversion asset and organic traffic target.
| Deliverable | Notes |
|---|---|
| Publish final 5 of 10 blog posts | Completes the full content series |
| Boost top-performing content on social media | Accelerates indexing and drives early traffic signals |
| Review performance of all published content | Inform next planning cycle |
Notes:
- Social boosting is intended to accelerate Google indexing, not primarily for social engagement.
- Performance review should reference CallRail data, organic ranking movement, and form fill attribution.
While the 30-60-90 plan focuses on SEO, PPC issues identified during this period should be addressed concurrently:
See: [3]