Objective: Ensure your business is discoverable, credible, and ready to track outcomes before you spend on ads.

Day 1–2: Optimize Google Business Profile (GBP)

• Claim and verify your listing (if not already).
• Name, address, phone (NAP) consistency: Match exactly to your storefront and website.
• Categories: One primary (most specific), up to nine secondary (e.g., “Coffee shop,” “Cafe,” “Bakery”).
• Hours: Add holiday hours and service hours (e.g., “pickup,” “delivery”) if applicable.
• Attributes: Wheelchair accessible, outdoor seating, Wi‑Fi, veteran-owned, etc.
• Photos: Upload 10–20 high-quality photos (exterior, interior, staff, best-selling products).
• Products/Services: Add top offerings with price ranges.
• Posts: Publish your first Post highlighting a seasonal offer and clear CTA (“Call now,” “Get directions”).

Day 3: Review Strategy and Social Proof

• Draft a simple review ask: a single text/email template with a direct link to your GBP review form.
• Train staff to ask at the right moment (after a successful purchase or service).
• Respond to all existing reviews within 24–48 hours. Acknowledge, appreciate, and offer to make things right for negatives.
• Goal: +10 new reviews this month, average rating ≥4.5.

Day 4: Tracking Infrastructure

• Landing page: Create a lightweight, mobile-first page for your local offer with the essentials:
  • Headline and benefit
  • Address, click-to-call, map/directions
  • Offer details and terms
  • Short form or button to call/message
• UTM parameters: Standardize your tracking. Example:
  • utm_source=google|meta|nextdoor|waze
  • utm_medium=cpc|paid_social
  • utm_campaign=local_30day
  • utm_content=offerA_pin|offerA_feed
• QR codes: Generate unique QR codes pointing to your landing page with UTMs per channel. Print for in-store signage, flyers, and direct mail.
• Call tracking:
  • Use a tracking number on your landing page (dynamic number insertion if possible).
  • Enable Google Ads call reporting to use Google forwarding numbers.
  • Configure call goals (e.g., calls ≥60 seconds count as qualified).

Day 5–7: Baseline Metrics and Offer Prep

• Baseline from GBP Insights (last 28 days): views, searches, website clicks, calls, direction requests.
• Website analytics: sessions from local area, mobile %, conversion rate.
• POS: Set up a unique promo code for in-store redemption (e.g., BOLT30) tied to the campaign.
• Draft two compelling offers:
  • Offer A: “Bring-a-friend: Buy one, get 50% off the second item (this month only).”
  • Offer B: “New customer special: $20 off your first service over $100.”
• Define success metrics:
  • Primary: In-store redemptions, qualified calls, direction requests, footfall estimate.
  • Secondary: CTR, CPC, cost per call/visit, review volume.

Week 2: Launch Radius-Targeted Local Ads Where People Discover Nearby

Objective: Put your business on the map—literally—by targeting people near your location with intent.

Day 8–10: Google Ads for Maps and Local Intent

• Account setup:
  • Link Google Ads to GBP and Google Analytics.
  • Enable location assets to show your address, distance, and map pin.
• Campaign structure:
  • Search campaign: Keywords with local intent (e.g., “coffee near me,” “best brunch [city],” “[service] open now”).
  • Radius targeting: 1–3 miles (urban), 5–10 miles (suburban/rural). Exclude irrelevant areas (water/industrial zones) as needed.
  • Bidding: Maximize conversions (calls, directions, form fills) or Maximize clicks with bid caps if low volume.
  • Ad copy framework:
  • Headline 1: Your core offer
  • Headline 2: Neighborhood or landmark (“2 min from [Landmark]”)
  • Headline 3: “Open today • Free parking”
  • Description: Benefits + terms + CTA (“Tap for directions”)
  • Assets: Call, location, promotion, and image assets.
• Map exposure:
  • With location assets active, your ads can appear on Google Maps (mobile and desktop) when users search nearby.
  • Consider a Performance Max for store goals campaign if eligible, which can expand reach across Maps, Search, and YouTube with your location feed.

Day 11–12: Meta (Facebook/Instagram) Radius Targeting

• Objective: Traffic or calls to your local landing page/phone number.
• Targeting:
  • “People living in or recently in this location,” 1–3 mile radius from your address.
  • Layer interests if needed (e.g., coffee lovers), but keep it broad to start.
• Creative:
  • 1:1 and 4:5 images/video showing your storefront, team, and best sellers.
  • Copy: Lead with the offer and local context. Example: “Near [Neighborhood]? Show this code BOLT30 at checkout by 3/31 and save. Tap for directions.”
• Set up call-to-action buttons: “Get Directions,” “Call Now,” or “Send Message.”
• Budget: Start $10–$30/day, test 2–3 creatives.

Day 13: Nextdoor Testing

• Audience: Neighbors who trust local recommendations; high relevance for home services, clinics, restaurants.
• Setup:
  • Business Page claimed and verified.
  • Self-serve Ads: Choose objective (Website visits or Calls), 1–2 mile radius.
  • Creative: Neighborhood‑centric messaging. Example: “Proud to serve [Neighborhood] for 10 years. Try our weekday lunch special—scan to save.”
• Consider a Sponsored Post to spark comments from locals.

Day 14: Waze Placements

• Best for drive-by intent and commuter routes.
• Formats: Branded Pin (always-on presence near your location), Promoted Search (when users search categories), Zero‑Speed Takeover (when stopped).
• Targeting: Set a 1–5 mile radius; add hours and offers.
• Creative: Simple, high contrast. “10% off with code BOLT30 • Turn right in 0.3 mi.”

Week 3: Create Compelling, Trackable Offers and Tighten the Funnel

Objective: Turn nearby attention into measurable visits, calls, and redemptions.

Day 15–17: Offer Packaging and On-Site Alignment

• Consistency: The same core offer across channels, with unique tracking variations (QR/UTM/call number per platform).
• Landing page optimization:
  • Above-the-fold: Offer headline, countdown or end date, “Get Directions” and “Call Now” buttons.
  • Social proof: Recent reviews (with stars) and photos.
  • Trust: Address, parking info, certifications, payment options.
  • Load speed: Sub‑2 seconds on mobile.
• In-store enablement:
  • Train staff on the offer, code, and upsell scripts.
  • Signage with QR code visible from the sidewalk and at checkout.
  • POS button or manual code entry to consistently record redemptions.

Day 18–19: Call Flow and Messaging

• Call routing: Ensure tracking number rings to the right line with backup forwarding.
• Call goal: Aim for ≥70% answer rate during business hours; set voicemail with hours and next steps.
• Messaging: Prepare quick replies for Facebook/Instagram messages and Nextdoor inquiries with a link to your offer page.

Day 20–21: Creative Refresh and A/B Tests

• Test variables:
  • Offer framing: “Save $20” vs. “10% off” (money-off often outperforms percent).
  • CTA: “Tap for directions” vs. “Call now.”
  • Imagery: Product close-up vs. storefront vs. people enjoying the product.
• Keep budgets steady while rotating creatives to find winners.
• Update GBP Post with the offer weekly; add “Order” or “Call” buttons.

Week 4: Optimize, Measure, and Prove ROI

Objective: Double down on what drives visits and trim what does not.

Day 22–24: Mid-Cycle Audit

• Google Ads:
  • Search terms: Add negatives to remove irrelevant queries.
  • Location report: Confirm most impressions and clicks come from your intended radius.
  • Asset performance: Keep top‑performing headlines/descriptions, pause low performers.
  • Bids: If conversions are strong, let automated bidding optimize; otherwise, tighten CPC caps.
• Meta/Nextdoor/Waze:
  • Compare CPC/CTR and cost per landing page view.
  • Identify top creative and placement by engagement and downstream conversions.

Day 25–27: Attribution and Store-Visit Proxies

• Store visits (if eligible): Google Ads can report “Store visits” for verified chains and sufficient volume; if unavailable, use proxies:
  • Direction requests from GBP and Google Ads location asset.
  • Unique code redemptions at POS (BOLT30).
  • Calls ≥60 seconds from call tracking.
  • Landing page clicks on “Get Directions.”
  • In-store QR scans (unique to signage).
• Tie revenue to redemptions:
  • Average order value (AOV) × number of redemptions = attributed revenue.
  • For calls, estimate close rate × AOV.
• Sample calculation:
  • Ad spend: $1,200
  • 80 redemptions × $28 AOV = $2,240
  • 40 qualified calls; 30% close rate; AOV $120 → 12 sales × $120 = $1,440
  • Total attributed revenue = $3,680 → ROAS = 3.07x; CAC depends on margin and unique customers.

Day 28: Reviews and Retention Loop

• Prompt happy customers to leave a review using a short link or QR code at checkout.
• Respond to all new reviews.
• Add these fresh reviews to your landing page and ads as social proof.

Day 29: Scale or Shift Budget

• Scale:
  • Increase budget 20–30% on the highest-performing channel/ad set.
  • Expand radius by 1–2 miles if conversion density remains strong.
• Shift:
  • Pause placements with high CPC and low redemption/call rates.
  • Reallocate to Waze during commute-heavy hours or to Meta Stories if CPMs are favorable.

Day 30: Executive Summary and Next 30 Days

• One-page report:
  • Spend by channel
  • Impressions, clicks, CTR, CPC
  • Calls (qualified), direction requests, redemptions
  • Estimated revenue and ROAS
  • Top three insights (e.g., “Branded Pins on Waze drove lowest cost per direction request”)
  • Actions for next month (e.g., “Roll out loyalty QR for repeat visits”)
• Lock in a monthly rhythm:
  • Week 1: Offer refresh + GBP updates
  • Week 2: Creative tests + audience tweaks
  • Week 3: Staff training + review push
  • Week 4: Optimization + reporting

Practical Tips, Tools, and Guardrails

• Budgets:
  • Small location: $30–$75/day across channels.
  • Multi-location: Allocate by store traffic potential and competitive density.
• Tools:
  • QR: Bitly QR, QRCode Monkey (include UTM-tagged URLs).
  • Call tracking: CallRail, Twilio, Google Ads call reporting.
  • Analytics: Google Analytics 4, GBP Insights, platform dashboards.
• Compliance and accuracy:
  • Keep hours/prices updated across GBP, Meta, Nextdoor, Waze.
  • Ensure disclaimers/terms appear on the landing page and in-store.
• Creative checklist:
  • Show your storefront to boost recognition on drive-by channels.
  • Use neighborhood names and landmarks to localize.
  • Keep copy concise; front-load the offer.

What Success Looks Like After 30 Days

• Visibility: Significant lift in GBP views, direction requests, and calls from your immediate radius.
• Measurability: Clear mapping from channel to outcome via UTMs, QR scans, and call logs.
• Revenue: A defensible ROAS backed by redemptions and call-driven sales.
• Repeatability: A documented playbook to refresh offers monthly and scale the best‑performing channels.

Execute the plan with discipline, measure what matters (visits, calls, redemptions), and iterate weekly. Local advertising works when it is hyper-relevant, easy to act on, and effortlessly measurable.