Kickoff Call · Week 0 · Day 0

Let's build something
great together.

Today we'll align on goals, walk through what we've already researched about your business, and get access to everything we need to start your audit.

60
Minutes
7
Sections
3
Goals
Month 1 Timeline
Day 0 · Today
Kickoff call, access + goals
NOW
Weeks 1–2
Google Ads, Meta, SEO, CRM audit
End of Week 2
Audit review session
Weeks 3–4
30/60/90 day plan delivery
Section 1 · 5 min
Today's Agenda
8 topics · 60 minutes · one clear outcome: a running start
01
Team Intros
Who's on the MH1 team and what we each own
5 MIN
02
Today's Goals
Align objectives, set expectations, request access
5 MIN
03
Brand Snapshot
What we researched before this meeting
5 MIN
04
Business Fundamentals
Revenue, lead gen funnel, CAC, KPIs
15 MIN
05
Customer Deep Dive
Buyer profiles, trigger events, call objections
10 MIN
06
Tech Stack & Access
CRM, call tracking, Google Ads, GMB
10 MIN
07
What Happens Next
Audit scan → review → 30/60/90 plan
10 MIN
Q & A
Open questions, anything we missed
Buffer
Section 2 · 5 min
Today's Goals
Three outcomes we're walking away with today
01
Align Objectives
We leave with shared clarity on what success looks like — CPL, Lead→Set→Customer conversion, pipeline value — and what we're each accountable for.
02
Share What to Expect
You understand how MH1 works — our process, communication cadence, deliverables, and what the next four weeks look like.
03
Request What We Need
We collect all platform access, data, and lead pipeline context we need to run the MH-1 audit — no follow-up delays.
Section 3 · 5 min
Brand Snapshot — What We Know
Research we completed before this meeting — validate, correct, and add context
ProGuard Services
Researched before this meeting
Industry Mold Testing & Remediation Services
Model B2B + B2C lead gen → service dispatch
Primary Channel Google Ads (high-intent search)
Key Metric Lead → Set → Customer conversion rate
Sales Process Quote request → callback → site visit → job
Geographic Focus [Market TBD]
Marketing Maturity Early — channels not fully attributed. Google Ads active, Meta and CRM in early stages.
Section 4 · 3 min
Your MH1 Team
The people working your account — and what each of us owns
R
Raaja
Founder & Chief Growth Officer
C
Chris
Founder & CEO
J
Jarred
Operations Lead
J
Josh
MH1 Technical Lead
F
Fractional
Fractional CMO (assigned)
👥
Co-Pilots — Assigned Week 2 Specialist executors matched to your active channels post-audit
Section 5 · 15 min
Business Fundamentals
Intake questions — we go through these together
Channel Ownership — Who Owns Each Today?
Paid Search
Paid Social
Email / SMS
SEO
Content / Creative
CRO
Influencer / PR
Financials & Operations
→Do you have a budget and revenue goals for 2026?
→Approximate gross margin %
→Current blended CAC and Target CAC or CPL?
→Top 3–5 competitors to benchmark against
→Anything unique about marketing your mold product?
→What is your conversion rate from Lead to Set to Customer?
Channels & Operations — B2B Lead Gen Focus
→Primary sales channels
→Primary analytics property used for reporting?
→Primary CRM or customer tracking tool?
→Walk me through the backend of quote to callback (lead ingest, assignment, attribution)
Marketing Channels & Audit Scope
→Current marketing channels being used and total budget?
→Walk me through your Google Ads spend — what worked and what didn't? (incl. PMAX)
→Walk me through what you mean by 'High Intent' channels
→How do you envision Meta working for your business?
→What questions do you want the MH-1 Audit to answer?
→What does success look like in 90 days?
→What's your analytics setup, how often do you review, what are your core KPIs?
→Primary growth challenges right now?
Section 6 · 10 min
Customer Deep Dive
Understanding who calls ProGuard Services, why they call, and what closes the job
Who They Are
→Describe your ideal customer(s) / personas (homeowner? property manager? commercial?)
→Demographics: age, homeowner vs. renter, income range?
→Decision-maker profile — who signs off on the job?
Why & When They Buy
→Why does your customer call you vs. a competitor?
→When do they call — trigger events (water damage, inspection, health concern)?
→What triggers a repeat job or referral?
Feedback & Insights
→Have you gotten customer feedback? What did you learn?
→What do reviews say most often (Google, Yelp)?
→What objections does your team handle most on calls?
Section 7 · 10 min
Technology Stack & Platform Access
We need admin access to each platform before the audit begins
CRM / Job Tracking
Primary admin contact?
Google Analytics / GA4
GA property ID + who reviews?
Meta Ads
Ad account access contact
Google Ads
Account ID + contact — PMAX, branded, non-branded
Email / CRM Automation
Platform + list size
Google Search Console
Account access contact
Google My Business
Profile admin access
Call Tracking / Lead Attribution
Which platform? CallRail, etc.
Other Tools
Scheduling, dispatch, quoting software?
Section 8 · 10 min
What Happens After Today
The first four weeks — audit, review, and your 30/60/90 plan
01 Weeks 1–2
MH-1 Audit Scan
→Full data access request within 24 hrs
→Deep audit: Google Ads, Meta, SEO, CRM, call tracking
→Lead pipeline analysis: Lead → Set → Customer funnel
→Competitive landscape: who else is bidding on your keywords
02 End of Week 2
Audit Review Together
→Present MH-1 output on your business setup
→Walk through findings, gaps & opportunities
→Prioritize highest-leverage actions (PMAX, high-intent, GMB)
→Align on vision before the plan is set
03 Weeks 2–4
30/60/90 Day Plan
→30-day: Audit findings, tracking setup, quick wins
→60-day: Channel activation (Google PMAX, Meta lead gen, SEO)
→90-day: Conversion optimization, CRM nurture, reporting
→KPI targets: CPL, Lead→Set→Customer conversion, pipeline value
→Sprint cadence + weekly check-ins confirmed
0%
Churn Since Launch
100%
Trial-to-Hire Rate
Month-to-Month
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