Current Situation & Plan

Comprehensive Analysis and Strategic Roadmap for TCRC Digital Marketing Relaunch

Agenda for 6/27/25 meeting

Objective: Relaunch paid media that can profitably scale, without repeating past structural mistakes or accepting unworkable KPIs.

  1. Reality Check on KPIs - Current Status - Key Headwinds
  2. Plan Highlights - Realistic Plan for Time-Frame & Scope to Relaunch & Optimize Google Ad Account/Campaigns
    • First 30 days: repair tracking, rebuild campaigns, launch with a $70 CPL guardrail.
    • Days 30-60: two-week optimization sprints, creative/LP testing, target 25% CPL reduction.
    • Days 60-120: second optimization cycle, broaden inventory (ad sets/types/hooks/creative/ and AI), scale budgets where marginal CPL holds.
    • Months 4-6: expansion into additional ad channels and other data sources.
  3. Commercial Terms - tcrcv2.ezzey.com
  4. Client Inputs Needed ASAP
    • Confirm true lead-to-sale close % and average collected revenue per contract.
    • Provide CRM → Ads offline conversion file specification (or allow us to direct your team to implement). Need to tell ad campaigns what is working!
    • Supply/approve 8 new creatives + 4 testimonial edits by EOW.
    • Accept $50K initial monthly spend cap with CPL ceiling logic.
  5. Headwinds & Mitigations
    Headwind Mitigation
    Unseasoned ad accounts Must leverage our (Ezzey) MCC history, throttle spend increases, and import historic audiences.
    Algorithm trained to $300-$500 CPL Reset bidding to target-CPL, layer high-intent exact KWs, feed qualified-lead conversions.
    Tracking gaps Full GTM/GAds/Meta CAPI & call-tracking implementation in Week 1-2.
    Compliance scrutiny Pre-review ad copy, use call-recording & TCPA scrub, apply Google Ads "credit repair/timeshare exit" certifications.
    Trust deficit vs prior law-firm brand Landing-page rewrite emphasising attorney partnerships, guarantees, and case studies.
    Misaligned financial expectations Phase-based KPI targets with go/no-go checkpoints (30, 60, 90 days).

Current Status - Key Headwinds

WHY "going fast" right now is risky!

This applies to both Google and Meta, although we are currently focusing on Google.

# Category Specific Issue
1 Account history • Current Google Ads account has ≈ $20K lifetime spend and only $1.2K last 30 days → effectively unseasoned, low Quality Score history.
• Facebook account likewise moved across several brands (RFA → TCRC → TDA) with limited contiguous data.
2 Algorithm bias Google has been "taught" to accept a $300 → $500 CPL target; Meta is using Instant Forms at $160+ CPL. Re-teaching to $150 CPL means reversing months of machine-learning signals.
3 Tracking & feedback loops • Lead-quality feedback (CRM/Invoca/CallRail → Google) is either missing or incomplete.
• No reliable offline conversion upload → Smart Bidding can't optimise for booked revenue.
4 Campaign architecture • Google: only 3–4 campaigns, limited keyword breadth (< 2% of 1,800 KW list active), no granular match-type controls.
• Meta: single campaign with mixed 10% LAL + broad + interest stack; no split testing, no retargeting, no creative rotation cadence; optimization set to Link Clicks not Leads / Completed Forms.
5 Creative & funnel assets • Heavy reliance on Instant Forms (low intent).
• The website form campaign is not even set to "Conversions".
• Testimonials available but not edited for retargeting hooks.
6 Compliance & vertical friction Timeshare-exit space is FTC / State-AG sensitive; new ad accounts start in a higher-risk bucket (limited spend escalation; stricter ad reviews).
7 Positioning / Trust gap The previous best-performing brand was a law-firm; current brand is not. Loss of implied legal credibility will depress click-through and lead-to-close rates until messaging is re-engineered.
8 Sales-process unknowns Claimed 75% close rate conflicts with historical ROAS math – real baseline KPIs (close %, AOV, pay-in schedule) still unverified.
9 Commercial misalignment Client email re-introduced $6K + 20% terms (old V1 offer) despite verbal agreement of $12K + 18% (V2) on tcrcv2.ezzey.com.
10 Expectation vs reality Requested ROAS ramp: 2× in Month 1 → 3× / 3.5× / 4× by Month 4 with opt-out clause if misses occur – impossible given headwinds 1-8.

Realistic Plan for Time-Frame & Scope to Relaunch & Optimize Google Ad Account/Campaigns

Assumes access, creative, and budgets are approved within one week, and there are no account issues, penalties, retraining, relearning, or reprogramming of campaigns, data, metrics, or goals necessary.

Phase Calendar (elapsed) Primary Workstreams Success Milestones
0. Kick-off & Data Intake Week 1 • Confirm pricing (V2).
• Secure full BM/GA4/CRM/Call-tracking access.
• Export historical data from RFA/TDA accounts.		 Data & permissions checklist at 100%.
1. Tracking & Infrastructure Rehab Weeks 1-2 • Implement offline-conversion uploads (Invoca ↔ Google & Meta).
• Set up Ringba/CallRail events; GTM/GTM Server for form events.
• Pixel/Tag QA.		 All key actions fire in Tag Assistant; events visible in Ads UI.
2. Campaign Rebuild & Soft Launch Weeks 2-4 • Google: rebuild into SKAG/SKAG-lite with exact & phrase, DSAs, discovery & YT remarketing; target‐CPL bidding at $70 ceiling.
• Meta: 3-ad-set structure (Open, LAL 1-10%, Interest clusters) + dedicated retargeting; CAPI implemented.
• Creative: 8 net-new statics, 4 edited testimonial videos.		 New campaigns live ≤ Day 28; first 50 qualified leads recorded.
3. Optimization Cycle 1 Weeks 4-8 (30-day lookback) • Bid & budget re-allocation.
• LP A/B (headline/value prop vs "legal expertise" variant).
• Retargeting frequency control; creative refresh wave #1.		 CPL ↓ ≥ 25% from Week 0 baseline; quality score trend ↑.
4. Optimization Cycle 2 Weeks 8-12 • Introduce Performance Max (feeds from DSA + video).
• Meta advantage+ budget scaling.
• Creative refresh wave #2; begin dynamic video sequencing.		 Aggregate CPL $250 → $180-$200; ROAS approaching 1.5-2×.
5. Scale & Diversify Months 4-6 • Raise daily caps in 15% steps as CPL holds.
• Test TikTok & Bing once Google/Meta steady.
• Integrate AI outbound dialer pilot (solar homeowner DB).		 Sustained CPL $150-$180; spend ceiling increased toward $50-60K/mo with 2× ROAS floor.

Total runway to reach the client's historic $120-$150 CPL band is ≈ 5-6 months, contingent on a close rate ≥ 50% and consistent creative refresh cadence.

Executive Summary for 6/27/25 meeting

Objective: Relaunch paid media that can profitably scale, without repeating past structural mistakes or accepting unworkable KPIs.

  1. Commercial Terms
    We operate under the verbally-agreed V2 package — $12K/mo retainer + 18% of ad spend, uncapped budgets. tcrcv2.ezzey.com
  2. Reality Check on KPIs
    Given account age, algorithm bias, and tracking gaps, a 2× ROAS in 30 days is not achievable. Industry benchmarks and our own experience indicate a 90-day path to halve CPL, 5-6 months to hit consistent and scalable $150-$180.
  3. Plan Highlights
    • First 30 days: repair tracking, rebuild campaigns, launch with a $70 CPL guardrail.
    • Days 30-60: two-week optimization sprints, creative/LP testing, target 25% CPL reduction.
    • Days 60-120: second optimization cycle, broaden inventory (ad sets/types/hooks/creative/ and proprietary AI processes), scale budgets where marginal CPL holds.
    • Months 4-6: expansion into additional ad channels and other data sources.
  4. Client Inputs Needed ASAP
    • Confirm true lead-to-sale close % and average collected revenue per contract.
    • Provide CRM → Ads offline conversion file specification (or allow us to direct your team to implement). Need to tell ad campaigns what is working!
    • Supply/approve 8 new creatives + 4 testimonial edits by EOW.
    • Accept $50K initial monthly spend cap with CPL ceiling logic.
  5. Headwinds & Mitigations
    Headwind Mitigation
    Unseasoned ad accounts Must leverage our (Ezzey) MCC history, throttle spend increases, and import historic audiences.
    Algorithm trained to $300-$500 CPL Reset bidding to target-CPL, layer high-intent exact KWs, feed qualified-lead conversions.
    Tracking gaps Full GTM/GAds/Meta CAPI & call-tracking implementation in Week 1-2.
    Compliance scrutiny Pre-review ad copy, use call-recording & TCPA scrub, apply Google Ads "credit repair/timeshare exit" certifications.
    Trust deficit vs prior law-firm brand Landing-page rewrite emphasising attorney partnerships, guarantees, and case studies.
    Misaligned financial expectations Phase-based KPI targets with go/no-go checkpoints (30, 60, 90 days).

Next Step: If these parameters appear acceptable, we'll proceed upon receipt of the invoice deposit of $12,000.

Ross Denny

CEO & Founder, Ezzey

(480) 788-4495

ross@ezzey.com

Michael Hamburger

VP of Client Success, Ezzey

(480) 788-4495

michael@ezzey.com

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