Advertising Platforms
Purpose: How Summit's paid channels are set up, who touches them, and what Summit itself is responsible for versus the outside agency. Jenna owns the agency relationship; nobody at Summit edits campaigns directly.
The platforms
| Platform | Role | Managed by | Summit's job |
|---|---|---|---|
| Google Ads | Search demand: people actively looking for roofing, restoration, remodels, emergency repair | Outside agency | Feed accurate service/area info, review monthly reports, answer the phone fast |
| Meta Ads | Awareness and retargeting: storm-season pushes, remodel showcase creative | Outside agency | Supply photos and approved messaging (see Paid Ad Messaging) |
| Google Business Profile | Local visibility, reviews, posts. Not paid, but managed alongside ads | Jenna | Posts, review responses, Q&A, accurate hours and service areas |
Division of responsibility
The agency: campaign structure, bidding, keywords, audiences, creative testing within approved messaging, monthly performance reports.
Jenna: approves all messaging and creative before it runs, supplies CompanyCam-sourced photos (with the usage rules from File Storage), maintains GBP, reads the monthly report and briefs Dave, and relays seasonal priorities (storm season, remodel winter push) to the agency.
Nobody at Summit logs into the ad platforms to change anything. If a campaign needs pausing, Jenna emails the agency. This keeps one set of hands on the controls and an audit trail on every change.
Messaging boundaries for anything paid
- Claims must match the Offer Library exactly: free estimates, 3-business-day estimate delivery, 24/7 emergency line, the $450 dispatch + tarping fee credited toward permanent work.
- No firm pricing in ads beyond published ranges and minimums. No "lowest price," no guarantees of outcomes, no disparaging competitors.
- Geography in ads must match the real service area (Riverton metro, Fairview, Lakeside, Cedar Falls, surrounding towns). Leads from outside the radius waste spend and Rosa's time.
- Every ad points at a tracked destination (GHL form or tracked number) so the lead lands in the pipeline with the right source tag.
Lead flow from ads
- Click or call comes through a tracked number or form.
- GHL creates the contact with source tag
google-adsormeta-ads(see GoHighLevel CRM Rules). - Standard speed-to-lead applies: contact within 15 minutes during business hours. Paid leads decay fastest, so they jump to the top of the callback queue.
- Rosa's weekly hygiene sweep confirms paid leads carry the right source tag; misattributed leads are the main reason the reports and reality drift.
Known gap: attribution discipline
Marketing attribution is one of the six items in the Knowledge Gaps Report. The specific problem: the agency's UTM conventions have drifted over time, so some paid leads land tagged as seo-gbp or untagged. Until the cleanup lands (see Automation Opportunities for the reporting piece), treat month-over-month source comparisons as directional, not exact, and say so when reporting numbers to Dave.
Monthly rhythm
- Agency report arrives the first week of the month.
- Jenna reconciles reported leads against GHL counts by source tag before believing either number.
- Jenna briefs Dave: spend, cost per lead by platform, booked-estimate rate from paid leads, and one recommendation.
- Seasonal budget shifts (storm season ramp, winter remodel push) are decided in that briefing, not ad hoc.
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