Local-service paid-media planning questions
Status: qualitative, unscored planning aid.
Required gates
- Context gate: document the service, service area, hours, capacity, seasonality, licensing, objective, qualified outcome, budget authority, and escalation owner.
- Evidence gate: verify current service, location, availability, price, offer, review, license, and platform facts through approved inputs and current official source IDs.
- Regulatory gate: identify local licensing, call recording, consent, accessibility, emergency, home-service, and category requirements and route uncertainty to review.
- Measurement gate: define qualified calls, forms, bookings, completed work, cancellations, duplicates, spam, and offline reconciliation without a universal call-quality rule.
- Capability gate: verify current location, call, lead, schedule, and audience features for the account and region before including them in a plan.
Planning questions
- Which services and places can the business actually fulfill now?
- What distinguishes an inquiry, qualified opportunity, booking, and completed service?
- Which claims, offers, reviews, credentials, and availability statements are approved?
- How do business hours, dispatch capacity, response time, and seasonality affect demand?
- Which search, local, social, or remarketing roles are eligible and measurable?
- Which exclusions are supported by query or lead evidence without overblocking demand?
- How will consent, call handling, routing, follow-up, and customer data be governed?
Candidate considerations
- Consider intent capture, local awareness, service education, and seasonal hypotheses according to current evidence and operational capacity.
- Connect media recommendations to lead quality and fulfilled work, not clicks alone.
Output guardrails
- Return qualitative options, source IDs, operational dependencies, owners, and checks.
- Do not prescribe radii, schedules, qualification durations, channel shares, bids, automatic account-action rules, or lead-cost targets.