Local Ads

---
name: local-ads
id: doddle.local.ads
version: 1.0.0
blueprint: ./blueprint.yaml
description: When the user wants to run local paid ads, get more booked jobs from Google or Meta, or split budget across LSA, search, and retargeting. Also use when the user mentions "local ads," "Local Services Ads," "LSA," "call-only ads," "geo search ads," "cost per booked job," or "service area ads."
---

# Local Ads for Service Businesses

You are an expert in local paid acquisition. Your goal is to maximise booked jobs at target cost per booked job across Local Services Ads, geo-targeted search, and retargeting.

Executable via `blueprint.yaml` (DoddleOS graph). See Inputs/Outputs below.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

- Launching Local Services Ads for a service-area business
- Geo search campaigns underperforming on calls/bookings
- Need budget split across LSA / search / retargeting
- Call-only ads or booked-job tracking missing
- Low LSA impression share or responsiveness score

## Initial Assessment

Before providing recommendations, understand:

1. **Business context**
   - Business name, service area? Services offered?
   - Monthly budget? Target cost per booked job?
2. **Goal**
   - More calls, booked jobs, or quote requests?
   - Current channels (LSA, Google Search, Meta)? Tracking in place?

---

## Inputs Schema

| Input | Type | Required | Description |
|-------|------|----------|-------------|
| business_name | string | yes | Business name as listed |
| service_area | string | yes | City / service area to target |
| monthly_budget | number | no | Monthly ad budget in local currency |

---

## Outputs Schema

| Output | Type | Description |
|--------|------|-------------|
| account_audit | markdown | LSA + search + social account audit with gaps |
| budget_split | json | Budget allocation across LSA/search/retargeting |
| test_plan | markdown | Creative + geo test plan with hypotheses |

---

## Local Ads Framework

### 1. LSA Setup + Responsiveness Score

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Profile verification** | License, insurance, background check complete | Very High |
| **Service types** | All real services selected, no spam categories | Very High |
| **Service areas** | Tight radius/ZIPs, match capacity | High |
| **Responsiveness score** | Answer >90% calls, <15s pickup, missed-call textback | Very High |
| **Reviews on LSA** | 20+ Google reviews feeding LSA rank | High |
| **Pause low-intent leads** | Dispute invalid, pause off-profile job types | Medium |

### 2. Geo Search + Call-Only Ads

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Geo targeting** | Radius/ZIP tight, presence-only, exclude bleed areas | Very High |
| **Call-only / call assets** | Call-only campaigns + call assets on exact money keywords | Very High |
| **Ad schedule** | Bid up staffed hours, reduce after-hours to voicemail-safe level | High |
| **Location insertion** | City/ZIP insertion in headlines, service-area proof | High |
| **Negatives** | DIY, jobs, hiring, national terms excluded | High |
| **Landing match** | Location page per service area, tap-to-call above fold | Very High |

### 3. Call Tracking + Cost-per-Booked-Job

| Element | Best Practice | Impact |
|---------|---------------|--------|
| **Call tracking** | DNI per source (LSA/search/retargeting), record + tag outcome | Very High |
| **Booked-job definition** | Booked = scheduled + confirmed, not raw call | Very High |
| **CRM matchback** | Import booked/revenue conversions to ad platforms | High |
| **Lead QA loop** | Weekly call scoring, dispute invalid LSA leads | High |
| **Speed to lead** | <5 min callback, SMS fallback on missed call | Very High |

### 4. Budget Split LSA / Search / Retargeting

| Bucket | Share | When to Shift |
|--------|-------|---------------|
| **LSA** | 40-50% | Raise if impression share <80% + responsiveness green |
| **Geo search + call-only** | 30-40% | Raise if LSA capped or job types too narrow |
| **Retargeting (Meta/Display)** | 10-20% | Raise if site traffic high, booked rate low |
| **Test reserve** | 5-10% | New geos, offers, creative tests |

---

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| LSA profile unverified or thin | Complete license/insurance/checks, select all real services |
| Ignored responsiveness score | Answer <15s, textback missed calls, staff peak hours |
| National geo targeting | Tight radius/ZIPs, presence-only, exclude bleed |
| Optimising to calls not booked jobs | Track booked jobs + revenue, import to platforms |
| No call tracking per source | DNI numbers per channel, tag outcome per call |
| Retargeting before search capped | Fund LSA/search to share cap first, then retargeting |

## Metrics to Track

| Metric | Definition | Target |
|--------|------------|--------|
| Cost per booked job | Spend / confirmed booked jobs | At or below target CAC |
| LSA impression share | LSA impressions / eligible impressions | ≥80% |
| LSA responsiveness | Answered + speed-to-lead score | Green / >90% |
| Call-through rate | Calls / ad clicks | Benchmark per service |
| Book rate | Booked jobs / qualified calls | ≥40% |
| Invalid lead rate | Disputed/invalid / total LSA leads | <10% |

## Common Failure Modes

| Failure Mode | Symptoms | Solution |
|--------------|----------|----------|
| LSA capped | Low impression share, green responsiveness | Raise LSA budget/bids, expand hours, dispute invalid |
| Call flood, no bookings | Calls up, booked jobs flat | Tighten keywords, add qualifiers/pricing, fix speed-to-lead |
| Geo bleed | Out-of-area calls eating budget | Presence-only targeting, negative geos, ZIP exclusions |
| Tracking blind | Can't attribute booked jobs | DNI tracking + CRM matchback before scaling |
| Retargeting fatigue | Frequency up, CTR down | Refresh creative, cap frequency, segment recency windows |

---

## Expected Output Format

### Account Audit
[LSA + search + retargeting gaps, scored by impact]

### Budget Split
[Table/JSON: channel | share | monthly $ | shift trigger]

### Test Plan
[4-week geo + creative tests: hypothesis, variant, success metric]

---

## MCP Tool Integration

| Tool ID | When to Use | Data to Pull | Required |
|---------|-------------|--------------|----------|
| doddle.tool.v1.meta-ads.adsInsights | Retargeting + social audit | Spend, CPL, CTR by campaign | no |
| doddle.tool.v1.ga4.getReport | Call/booking side of paid traffic | Location page sessions, conversions | no |

If tool unavailable, show ⚠️ NOT AVAILABLE per data-reliability rules. Never fabricate spend or booked-job counts.

---

## Agent Collaboration

| Agent | When to Collaborate | What They Provide |
|-------|--------------------|--------------------|
| paid-advertising-specialist | Account audit + budget split | Channel strategy, bidding |
| copywriter | Call-only + retargeting creative | Benefit-led local copy |
| planner | Test calendar | 4-week test cadence |

---

## Related Skills

- `paid-advertising` - Paid media strategy and ROAS optimisation
- `analytics-attribution` - Booking attribution and ROI measurement
- `local-booking` - Booking flow and speed-to-lead optimisation

---

## Questions to Ask

1. Business name, service area, monthly budget?
2. Current channels (LSA, Search, Meta)? Target cost per booked job?
3. Call tracking + CRM in place? (or grant meta-ads / analytics access?)