Course curriculum

1

Module 00: Start Here
- Welcome: Start Here
2

Module 01: Google Ads Playbook
- Ch 1: The Landscape: Why Google Ads Works for Service Businesses
- Ch 2: Foundation: Account Setup & Structure
- Ch 3: Keyword Research: Finding Your Buyers
- Ch 4: Ad Copy That Converts
- Ch 5: Landing Pages: Where Leads Become Clients
- Ch 6: Budget, Bidding & Optimization
- Ch 7: Scaling & Advanced Tactics
- Appendix: Templates & Downloads
3

Module 02: Local Services Ads Quick-Start
- Ch 1: What LSAs Are and Why They're Gold for Service Businesses
- Ch 2: Getting Verified and Setting Up Your Profile
- Ch 3: Managing Leads, Budget, and Ranking
- Ch 4: Optimizing for More Leads at Lower Cost
- Appendix: Setup Checklist & Profile Optimization Checklist
4

Module 03: Meta Ads Blueprint
- Ch 1: Why Meta Ads Work Differently for Service Businesses
- Ch 2: Account Setup & Pixel Installation
- Ch 3: Targeting: Finding Decision-Makers on Facebook & Instagram
- Ch 4: Ad Creative That Builds Trust on Social
- Ch 5: The Funnel: From Cold Audience to Signed Contract
- Ch 6: Budget, Optimization & Scaling
- Appendix: Campaign Checklist & Audience Targeting Cheat Sheet
5

Module 04: LinkedIn Client System
- Ch 1: Why LinkedIn Is the Best B2B Channel for Service Businesses
- Ch 2: Building a Profile That Sells Before You Say a Word
- Ch 3: Finding and Targeting Decision-Makers
- Ch 4: The Outreach System: Connection Requests, Messages, and Follow-Ups
- Ch 5: LinkedIn Ads: When and How to Use Paid Campaigns
- Appendix: Outreach Templates & Weekly Activity Checklist
6

Module 05: SEO & Content Playbook
- Ch 1: Why SEO Is Your Most Profitable Long-Term Channel
- Ch 2: Google Business Profile: Your Most Important Free Listing
- Ch 3: Website Structure: Building Pages That Rank
- Ch 4: Content Marketing: Blog Posts That Generate Leads
- Ch 5: Local Citations, Reviews, and Off-Site SEO
- Appendix: SEO Audit Checklist & Content Calendar Template
7

Module 06: Outbound Sales System
- Ch 1: Why Outbound Sales Still Works for B2B Service Businesses
- Ch 2: Building Your Prospect List
- Ch 3: Cold Email: Sequences That Get Responses
- Ch 4: Cold Calling: Scripts and Frameworks
- Ch 5: Partnership Outreach: Turning Other Businesses Into Lead Sources
- Ch 6: CRM, Follow-Up Systems, and Pipeline Management
- Appendix: Email Templates, Call Scripts, and Partnership Pitch Templates
8

Module 07: Referral & Retention Engine
- Ch 1: Why Retention and Referrals Are Your Highest-ROI Activities
- Ch 2: The Client Retention System
- Ch 3: Building a Referral Program That Produces Consistently
- Ch 4: The Free Discovery Audit: Your Ultimate Conversion Tool
- Ch 5: Proposals That Win Contracts
- Appendix: Referral Program Templates, Discovery Audit Checklist, and Proposal Framework
9

Module 08: Government & Enterprise Contract Bidding
- Ch 1: Why Government Contracts Are the Best-Kept Secret in B2B Services
- Ch 2: Registration, Certification, and Legal Setup
- Ch 3: Finding Government Service Opportunities
- Ch 4: Writing Government Proposals That Win
- Ch 5: Managing Government Contracts and Winning Renewals
- Appendix: Registration Checklist, Platform Directory, and Proposal Template
10

Module 09: Organic Social Playbook
- Ch 1: The Ethical: White Hat Strategies That Build Authority
- Ch 2: The Controversial: Gray Hat Tactics That Generate Attention
- Ch 3: The Unethical: Black Hat Tactics and Why They'll Destroy You
- Appendix: Content Calendar, Post Templates, and Hashtag Lists
11

Module 10: Tech Stack & Tools Library
- Ch 1: Why Your Tech Stack Is the Difference Between a $200K Company and a $2M Company
- Ch 2: Workforce Management and Scheduling Software
- Ch 3: GPS Tracking and Field Visit Verification
- Ch 4: Service Reporting and Documentation Systems
- Ch 5: Communication and Dispatch Tools
- Ch 6: Business Operations: CRM, Invoicing, Accounting, and HR
- Ch 7: Field Operations, Access Systems, and On-Site Technology
- Appendix: Tech Stack Comparison Chart, Budget Calculator, and Implementation Timeline
12

Module 11: Pricing & Profitability Guide
- Ch 1: Why Most Service Businesses Are Undercharging (and Don't Even Know It)
- Ch 2: How to Set Your Rates for Every Type of Service
- Ch 3: Presenting Your Pricing and Handling Price Objections
- Ch 4: Financial Management: Tracking Profitability, Managing Cash Flow, and Building a Profitable Business
- Appendix: Rate Card Template, Fully Loaded Cost Calculator, and Contract Profitability Tracker
13

Module 12: Proposal Template Kit
- Ch 1: Why Your Proposals Are Losing You Contracts (and What Winning Proposals Look Like)
- Ch 2: The Complete Proposal Template, Section by Section
- Ch 3: After the Proposal, Follow-Up, Objections, and Closing the Contract
- Appendix: Complete Proposal Template, Discovery Audit Checklist, and Proposal Tracking Sheet
14

Module 13: Discovery Audit Framework
- Ch 1: Why Discovery Audits Are Your Most Powerful Sales Tool
- Ch 2: The Complete Discovery Audit Framework
- Ch 3: Writing the Audit Report and Converting Audits Into Contracts
- Appendix: Printable Discovery Audit Checklist, Report Template, and Audit Offer Scripts
15

Module 14: Business Launch Kit
- Ch 1: Is This the Right Business for You?
- Ch 2: Legal Foundation: Entity Formation, Licensing, Insurance, and Compliance
- Ch 3: Building Your Service Offering and Operations
- Ch 4: Getting Your First Clients
- Ch 5: Scaling From Your First Contract to a Real Company
- Ch 6: Financial Management for Your First Two Years
- Appendix: Complete Startup Checklist, First-Year Budget Template, and Sample SOPs
16

Industry Playbook 01: HVAC Contractors
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
17

Industry Playbook 02: Plumbing Services
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
18

Industry Playbook 03: Commercial Cleaning & Janitorial
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
19

Industry Playbook 04: Roofing Contractors
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
20

Industry Playbook 05: Pest Control
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
21

Industry Playbook 06: Electrical Contractors
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
22

Industry Playbook 07: IT Managed Service Providers
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
23

Industry Playbook 08: Landscaping & Grounds Maintenance
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
24

Industry Playbook 09: Property Management Companies
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
25

Industry Playbook 10: Boutique B2B Law Firms
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
26

Industry Playbook 11: Solar Installation
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
27

Industry Playbook 12: Pool Installation Companies
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
28

Industry Playbook 13: Home Renovation Companies
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
29

Industry Playbook 14: Veterinary Clinics
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
30

Industry Playbook 15: Dental Practices
- Implementation Playbook
- Keyword Starter Pack
- LinkedIn Outreach Swipe File
- 30/60/90 Implementation Timeline
- Pricing & Profitability Worksheet
- Discovery Audit Quick Sheet
31

Industry Playbook 16: Adapt the Playbook
- Implementation Playbook

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Course curriculum