Redirect Yelp and print spend into a dedicated cosmetic media budget, stand up GoHighLevel from the ground up, bring OM Marketing inside it for tracking and attribution, train Jamie and the team, then go live. Nothing turns on until leads, calls, texts, and attribution are proven end to end.
Wagner's cosmetic lane is a go. The September market scope found the premium Summerlin veneer slot thinly held and Wagner already holding the biggest review moat in the metro. What Wagner lacks is not clinical capability, it is the plumbing: there is no CRM, web leads land in a front-desk inbox, Yelp and postcards consume $3,700 a month with no attribution, and nobody can say what a cosmetic lead costs or converts at.
This plan fixes that in four moves that run in parallel over six weeks. Move the Yelp and Upswell dollars into a cosmetic media line (no net new spend). Build Wagner's GoHighLevel subaccount from zero: number, carrier registration, two pipelines, ten automations. Put OM Marketing inside that account so every Google and Meta lead carries its source. Train Jamie and the front desk on where leads land and how fast to answer them. Then go live at half budget, prove it for a week, and ramp.
The July onboarding notes record that Wagner shifted ad emphasis toward cosmetic for about six months without adding budget, and hygiene and new-patient numbers fell. ROI data was never good enough to say whether cosmetic made up the difference.
This plan funds cosmetic only from Yelp and print. OM's existing general, emergency, and new-patient budget (about $7,500/mo net) stays untouched. Hygiene new patients and the general pipeline are tracked every week as a guardrail metric, and any cosmetic budget increase after 90 days has to come with its own ROI evidence.
The redirect is net neutral. Yelp and Upswell postcards cost about $3,700 a month and neither can prove a cosmetic patient. That money becomes a dedicated cosmetic media line managed by OM Marketing inside the same roughly $13,000 monthly envelope.
Figures from the July 7 onboarding notes. "Other" is the residual to the stated $13,000 total (OM management fee, call tracking, misc.) and needs confirmation with Dr. Kent in week 1.
| Line | Today | After launch | What changes |
|---|---|---|---|
| OM Marketing managed media (Google + Meta: general, emergency, cosmetic) | $7,500 | $7,500 | Unchanged. Protects general new patients and hygiene. |
| Yelp advertising | $1,500 | $0 cash | Cash billing stops. Run on the $8,400 credit only (about 5.6 months at current level), tracked through a GHL number. Cancel when the credit is gone or sooner if it shows nothing. |
| Upswell postcards (10 drops a year, Aug and Dec skipped) | $2,200 | $0 | Cancel after the in-flight quarterly cycle. No new drops after October. |
| Cosmetic paid media (new line, OM managed) | $0 | $3,700 | Google Search cosmetic, Meta cosmetic, retargeting. Allocation below. |
| Other (OM fee, call tracking, misc.) | $1,800 | $1,800 | To confirm. OM fee may move with managed spend (open decision 6). |
| Total | $13,000 | $13,000 | Net neutral |
Monthly dollars by line. Unattributed channels (Yelp, print) become an attributed cosmetic line.
Cosmetic search intent is the cheapest click in the category (veneer and cosmetic CPCs cluster at $8 to $15 versus $20 to $40 for implant and full-arch), so search gets the majority. Full-arch terms are excluded from this budget entirely.
| Channel | $/mo | Share | Role |
|---|---|---|---|
| Google Search, cosmetic intent | $2,000 | 54% | Veneers, smile makeover, cosmetic dentist Summerlin. High intent, fastest payback. |
| Meta (Instagram + Facebook) cosmetic | $1,200 | 32% | Before-and-after creative, Dr. Wade credential video, lead ads and landing page traffic to Summerlin affluent zips. |
| Retargeting (Meta + YouTube/Display) | $300 | 8% | Landing page visitors and leads who have not booked. |
| Reserve / test | $200 | 5% | Rolled into the winning channel at the 30-day checkpoint. |
| Cosmetic media total | $3,700 | 100% |
Targets, not forecasts. Wagner's consult show and close rates are unknown today. The first 90 days establish the baseline; these numbers are what the weekly review grades against.
| Monthly | Floor | Base | Assumption |
|---|---|---|---|
| Cosmetic leads | 12 | 20 | $185 to $310 blended cost per lead |
| Consults booked | 5 | 9 | 45% booking rate with 5-minute response |
| Consults shown | 3 | 6 | 70% show with reminders and no-show rescue |
| Cases accepted | 1 | 2 | 30% close with financing in the room |
| Cosmetic production | $15,000 | $30,000 | $15,000 average case (8-veneer cases run $12,000 to $17,600 published; Wagner premium target higher) |
| Return on media | 4x | 8x | On $3,700/mo |
Everything here finishes in the first two weeks so the dollars are free by the time campaigns are built.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Reconcile every spend line to the $13,000 total with Dr. Kent and HeatherOM net media and fee, Yelp, Upswell, call tracking, anything else billed monthly. | DakotaHeather | High | W1 · Oct 9 |
| Yelp: call Pamela Primac, confirm the $8,400 credit survives a billing pause, stop cash billingRequest Yelp Leads API access and a dedicated tracking number so Yelp leads land in GHL as their own source. | DakotaYelp | High | W1 · Oct 9 |
| Upswell: get the latest report from Kelly, confirm contract and notice terms, set the last drop datePostcards cost roughly $22,000 a year with manual, assumption-based attribution. | DakotaKelly | High | W1 to W2 · Oct 16 |
| OM Marketing: confirm fee impact of adding $3,700 managed spend and agree the cosmetic allocation | DakotaOM | Medium | W2 · Oct 16 |
| Write the one-page budget memo (before and after, allocation, guardrail, 90-day targets) | Dakota | High | W2 · Oct 14 |
| Milestone: Dr. Kent signs off on the redirect | Dr. Kent | High | W2 · Oct 16 |
| Yelp credit check-in: leads received through the GHL number, decide keep or cancel | Dakota | Low | W10 · Dec 11 |
Build the account, start the carrier clock on day one, design the pipelines before building them, and define the cosmetic offer the ads will sell. The A2P 10DLC registration is the long pole, so it is submitted in week 1 even though nothing else depends on it yet.
Wagner becomes a subaccount in SGA's GoHighLevel. Most of this happens behind the scenes once the legal information is in hand.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Collect legal and business information from Dr. KentLegal entity name, EIN, DBA, physical address, website URL, entity type, authorized contact. Needed for both the subaccount and A2P 10DLC. | Dr. KentDakota | High | W1 · Oct 7 |
| Create the Wagner Dental subaccount in SGA GHL (business profile, time zone, hours, logo, brand colors) | SGA GHL | High | W1 · Oct 8 |
| Provision a local 702 number for calls and textsDecide with Heather whether existing tracking lines are ported, forwarded, or retired (decision 5). | SGA GHLHeather | High | W1 · Oct 9 |
| Submit A2P 10DLC brand and campaign registrationNeeds sample messages, opt-in language, and a privacy policy URL. Carrier approval typically takes 1 to 3 weeks. Texting cannot go live without it. | SGA GHL | High | W1 · Oct 9 |
| Add SMS consent language and a privacy policy link to the Wagner website formsCarriers reject campaigns whose web forms lack explicit consent wording. | DakotaOM | Medium | W2 · Oct 14 |
| Create users with scoped roles: Jamie, Heather, Dr. Kent, Dakota, OM Marketing (agency role) | SGA GHL | Medium | W2 · Oct 16 |
| Build calendars: cosmetic consult calendar (doctor, days, length, buffer) and general new-patient calendar | SGA GHLHeather | Medium | W2 · Oct 16 |
| Install LeadConnector on Jamie's and Heather's phones, confirm push notifications work | SGA GHLJamie | Medium | W3 · Oct 23 |
| A2P approval received, test message delivered to a personal phone | SGA GHL | High | W3 to W4 · by Oct 30 |
Two pipelines, one lead-source standard, ten automations. The design is agreed on paper with Heather and Jamie before anything is built, so the stages match how the front desk actually works.
| # | Automation | Trigger | What happens | Timing |
|---|---|---|---|---|
| 1 | Speed-to-lead | New contact from any source | Text and email to the lead in Jamie's voice, task created, push notification to Jamie's phone | Under 60 seconds |
| 2 | Not-contacted escalation | No outbound call or text logged | Reminder to Jamie at 15 minutes, escalation to Heather at 60 minutes (business hours) | 15 min / 60 min |
| 3 | After-hours reply | Lead arrives outside office hours | Acknowledgment text, promise of a next-morning call, self-booking link | Instant |
| 4 | Missed-call text-back | Inbound call not answered | "Sorry we missed you" text, conversation opens for Jamie, source preserved | Instant |
| 5 | Cosmetic nurture | Cosmetic lead, no consult booked within 24 hours | 7 touches over 30 days: doctor intro, before-and-after, financing, reviews, FAQ, invitation | Days 1, 2, 4, 7, 14, 21, 30 |
| 6 | Consult reminders | Consult booked | Confirmation plus reminders with a reschedule link | 48h / 24h / 2h |
| 7 | No-show rescue | Consult not marked shown 2 hours after the slot | Text plus task to rebook, three attempts | +2h, day 1, day 3, day 7 |
| 8 | Post-consult follow-up | Treatment presented, not accepted in 48 hours | Doctor-voice email with financing options, then text check-ins | Day 2, 7, 14, 30 |
| 9 | Review request | Treatment started or visit completed | Google review link by text, keeps the 1,876-review moat growing | Same day |
| 10 | Lost-lead reactivation | 90 days in Lost (nurture) | Seasonal re-engagement text and email | Quarterly |
No clinical detail in any text or email (no procedure names tied to a diagnosis, no photos, no cost quotes by SMS). Consent captured at the form, STOP honored automatically, quiet hours respected. GHL fields hold name, contact, interest, and source only.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Design review with Heather and Jamie: stages, who moves cards, what "contacted" means, lost reasons | DakotaHeatherJamie | High | W1 · Oct 9 |
| Publish the lead-source and UTM standard shared with OMSources: Google Search Cosmetic, Google Search General, Meta Cosmetic, Meta General, Website Form, Phone, Yelp, Referral, Postcard (legacy). | DakotaOM | High | W2 · Oct 14 |
| Write every text and email in the catalog in Wagner's voice, Heather approves | DakotaHeather | High | W2 · Oct 16 |
| Build both pipelines, custom fields (interest, timeline, financing interest, source), tags, and all ten automations | SGA GHL | High | W2 to W3 · Oct 23 |
| Build the GHL reporting view: leads by source, response time, stage conversion, cost per consult | SGA GHLDakota | Medium | W3 · Oct 23 |
Ads need something to sell and somewhere to send people. The scope found the open Summerlin slot is a transparently priced, credential-backed cosmetic destination. This workstream packages Wagner for that slot.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Define the cosmetic consult offerRecommended: complimentary smile consult with a digital smile preview. Decide whether to publish a starting price (decision 3). | DakotaDr. Kent | High | W2 · Oct 16 |
| Add a second financing option beyond LendingPoint before ads runCareCredit, Cherry, or Sunbit. Competitors stack two to four lenders; a $15,000 case needs an approval path in the consult room. | Dr. KentHeather | High | W2 to W5 · by Nov 6 |
| Build the cosmetic landing pageGHL form and calendar embed, tracked click-to-call, before-and-after gallery, Dr. Wade's LVI training and Golden Knights team-dentist credential, 1,876 reviews at 4.9, financing, consult offer. | DakotaOM | High | W2 to W4 · Oct 30 |
| Collect before-and-after cases with signed consent, doctor and team photos, three 15 to 30 second video clips | DoctorsHeather | Medium | W2 to W4 · Oct 30 |
| Google Business Profile: add cosmetic services, veneer and smile makeover photos, link the landing page | Dakota | Low | W3 · Oct 23 |
| Cosmetic consult script and objection guide for Jamie (price, financing, "just looking", timeline) | Dakota | Medium | W4 · Oct 30 |
OM Marketing gets into the account, wires every campaign and call into GHL, and builds the cosmetic campaigns in a paused state. Then every entry point is tested with a real phone before anything is switched on.
The goal is one answer to "where did this patient come from" that GHL, Google Ads, and Meta all agree on.
| Task | Owner | Priority | Target |
|---|---|---|---|
| OM onboarded into the subaccount: agency user, pipeline walkthrough, lead-source standard, no edits to automations without sign-off | SGA GHLOM | High | W3 · Oct 21 |
| Google Ads: call assets use the GHL tracking number, lead-form assets post to GHL, landing page forms post to GHL, UTMs on every final URL | OM | High | W3 to W4 · Oct 30 |
| Google Ads offline conversions: "Consult booked" and "Consult shown" pushed back from GHL so bidding learns from real outcomes | OMSGA GHL | High | W4 · Oct 30 |
| Meta: lead ads connected natively to GHL, pixel and Conversions API on the landing page, "Consult booked" sent as the optimization event | OM | High | W3 to W4 · Oct 30 |
| Call routing: inbound calls to the GHL number ring the front desk, whisper announces the source, recordings on for coaching | SGA GHLHeather | Medium | W4 · Oct 30 |
| Yelp: dedicated number and Leads API feed into GHL as source "Yelp" | DakotaSGA GHL | Medium | W4 · Oct 30 |
| OM sync cadence moves from every two weeks to weekly through go-live plus four weeks | DakotaOM | Medium | W3 · Oct 21 |
Campaigns are built complete and left paused. The go-live switch is a decision, not a build task.
| Campaign | $/mo | Targeting | Structure and creative | Primary KPI |
|---|---|---|---|---|
| Google Search: Cosmetic | $2,000 | Summerlin plus zips 89134, 89135, 89138, 89144, 89145, 89117 and a 10-mile radius. Office hours bid-up, mobile first (about 90% of near-me searches). | Ad groups: Veneers, Smile makeover and cosmetic dentist, Invisalign (pending decision 8), Branded plus cosmetic. Negatives: full arch, all-on-4, dentures, implants, free, cheap, jobs, school. | Cost per consult booked |
| Meta: Cosmetic | $1,200 | Summerlin, ages 28 to 65, interests in cosmetic dentistry, Invisalign, beauty and aesthetics. Lookalike from the patient list once consent and list hygiene are confirmed. | Instant lead forms plus landing page traffic. Before-and-after carousel, Dr. Wade credential video, review-proof static, complimentary smile consult offer. | Cost per lead, lead-to-consult rate |
| Retargeting | $300 | Landing page visitors (30 days) and leads not yet booked. | Meta plus YouTube and Display. Financing and "book your consult" creative. | Consults booked from retargeting |
| Reserve | $200 | Held. | Rolled into the winner at the 30-day checkpoint. |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Keyword research in Keyword Planner geo-targeted to Las Vegas (the scope's volumes were national-scaled estimates) | OM | High | W3 · Oct 23 |
| Build Google Search cosmetic campaign, ad copy, extensions, negatives, geo, schedule | OM | High | W3 to W4 · Oct 30 |
| Build Meta cosmetic campaign, audiences, lead form with consent language, creative set | OM | High | W3 to W4 · Oct 30 |
| Build retargeting audiences and creative | OM | Medium | W4 · Oct 30 |
| Claims and consent review: no guarantees, before-and-after consent on file, financing language approved | DakotaDr. Kent | Medium | W4 · Oct 30 |
| Rebalance OM's existing general and emergency campaigns so cosmetic keywords live only in the cosmetic campaign (no cannibalization, no double spend) | OM | Medium | W4 · Oct 30 |
Every row has to pass with a real phone and a real inbox before go-live. One failed row holds the launch.
| Entry point | Contact created | Source correct | Speed-to-lead fired | Jamie notified | Escalation fired | In attribution report |
|---|---|---|---|---|---|---|
| Website contact form | □ | □ | □ | □ | □ | □ |
| Landing page form | □ | □ | □ | □ | □ | □ |
| Landing page calendar self-book | □ | □ | n/a | □ | n/a | □ |
| Meta lead ad (test lead) | □ | □ | □ | □ | □ | □ |
| Google call asset to tracking number | □ | □ | n/a | □ | n/a | □ |
| Missed call to tracking number | □ | □ | text-back | □ | □ | □ |
| Inbound text to GHL number | □ | □ | n/a | □ | □ | □ |
| Yelp dedicated number / Leads API | □ | □ | □ | □ | □ | □ |
| After-hours lead | □ | □ | after-hours reply | next morning | □ | □ |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Run the entry-point matrix above, log every result, fix and re-run failures | SGA GHLDakota | High | W4 to W5 · Nov 4 |
| Test consult booking, reminders, reschedule link, no-show rescue, and post-consult follow-up on a dummy contact | SGA GHL | High | W5 · Nov 4 |
| Jamie makes an outbound call and text from LeadConnector on her phone and both land on the contact record | JamieSGA GHL | High | W5 · Nov 5 |
| Gate: A2P approved, texts delivering to AT&T, Verizon, and T-Mobile test phones | SGA GHL | High | W5 · Nov 5 |
| Conversions visible in Google Ads and Meta Events Manager from the test leads | OM | Medium | W5 · Nov 5 |
| Milestone: go/no-go sign-off (Dakota, Dr. Kent, Heather, OM) | DakotaDr. Kent | High | W5 · Nov 6 |
Jamie comes in once the system is proven, not before. Two short onboarding calls, a one-page reference card, a response-time standard, and then the switch at half budget.
Training covers how GoHighLevel works, where leads show up, how to manage them, and how to use LeadConnector for calls and texts. Dr. Kent decides who else joins.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Confirm Jamie's role as primary lead handler and name a backup for days off (decision 7) | Dr. KentHeather | High | W5 · Nov 3 |
| Onboarding call 1 (60 min): how GHL works, where leads land, pipeline stages, moving cards, conversations inbox, LeadConnector calls and texts | DakotaSGA GHLJamieHeather | High | W5 · Nov 5 |
| Set the response standard: human reply within 5 minutes in office hours, within 15 minutes of opening for overnight leads, missed calls get the automatic text-back | DakotaHeather | High | W5 · Nov 5 |
| Cosmetic consult phone script and objection practice with Jamie (price, financing, timeline, "just looking") | DakotaJamie | High | W6 · Nov 10 |
| Onboarding call 2 (45 min): daily 5-minute pipeline review, tagging lost reasons, the reporting view, what Dakota looks at weekly | DakotaJamieHeather | Medium | W6 · Nov 12 |
| Doctor huddle (30 min): consult flow, digital smile preview, presenting with financing, same-day acceptance support | DakotaDoctors | Medium | W6 · Nov 12 |
| Front desk answer-rate push: phone coverage schedule, overflow to LeadConnector, weekly answer-rate number shared with the team | Heather | High | W6 · Nov 13 |
| One-page quick reference card plus recorded walkthrough of both sessions for new hires | Dakota | Medium | W6 · Nov 13 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Go live: Google Search cosmetic and Meta cosmetic on at 50% budget | OMDakota | High | W6 · Nov 9 |
| Daily hypercare for 10 business days: every new lead, response time, stage movement, broken automations | DakotaJamie | High | W6 to W7 · Nov 9 to Nov 20 |
| Ramp to 100% budget after 7 clean days (leads landing, response inside SLA, attribution correct) | OM | High | W7 · Nov 16 |
| Retargeting on once the landing page audience passes 500 visitors | OM | Medium | W7 to W8 |
| Week-one readout to Dr. Kent: leads, response times, first consults, anything broken | Dakota | Medium | W7 · Nov 17 |
| Holiday handling: set office closure dates in GHL so the after-hours reply and SLA pause correctly over Thanksgiving and late December | HeatherSGA GHL | Low | W7 · Nov 20 |
A weekly cosmetic funnel review replaces the monthly call for the first 90 days. Three checkpoints decide what gets more money, what gets cut, and whether the full-arch conversation reopens.
Thirty minutes, same agenda every week, numbers pulled from GHL and the ad platforms before the call.
| Task | Owner | Priority | Target |
|---|---|---|---|
| Stand up the weekly review (calendar, scorecard template, data pull from GHL and ad platforms) | Dakota | High | W7 · Nov 18 |
| Monthly allocation rebalance between Google and Meta based on cost per consult shown | OMDakota | Medium | Monthly from Dec 11 |
| Call recording review: 5 cosmetic calls a week scored against the script, coaching notes to Jamie | DakotaHeather | Medium | Weekly from W7 |
| Creative refresh: new before-and-after set and one new video every 30 days | OMDoctors | Low | Dec 11, Jan 8 |
| 90-day readout and scale decision | DakotaDr. Kent | High | Feb 5, 2027 |
Approves the budget redirect, supplies legal and business info, signs go/no-go, decides on pricing transparency and financing partner.
Runs the plan, the vendor conversations, the training, and the weekly review. Single point of contact for Wagner.
Practice-side operations lead. Approves message copy, owns the answer-rate push, receives escalations, manages calendars and closures.
Works every lead from LeadConnector, books consults, keeps the pipeline current. Primary trainee.
Subaccount, number, A2P registration, pipelines, automations, users, calendars, reporting view, test matrix.
Google and Meta campaigns, tracking integration, conversions, landing page build support, monthly rebalance.
Consult availability, before-and-after cases, credential content, consult flow and treatment presentation.
Handoff context, Upswell report, history on Yelp and Gargle.
Informed at sign-off, go-live, and the 90-day readout.
| Activity | Dakota | Dr. Kent | Heather | Jamie | SGA GHL | OM | Doctors | Tim (ROD) |
|---|---|---|---|---|---|---|---|---|
| A · Budget | ||||||||
| Reconcile spend and write the budget memo | R | A | C | · | · | C | · | I |
| Yelp credit and Upswell wind-down | R | A | C | · | · | · | · | · |
| Cosmetic allocation and OM fee | A | C | · | · | · | R | · | · |
| 1 · Foundation | ||||||||
| Legal and business info | C | R | C | · | A | · | · | · |
| Subaccount, number, A2P 10DLC | A | I | C | · | R | · | · | · |
| Pipeline and automation design | A | I | C | C | R | C | · | · |
| Message copy | R | I | A | C | · | · | · | · |
| Consult offer and pricing stance | R | A | C | · | · | C | C | · |
| Financing partner | C | A | R | · | · | · | C | · |
| Landing page and creative | A | C | C | · | · | R | R | · |
| 2 · Integrate and test | ||||||||
| Tracking, UTMs, conversions into GHL | A | I | · | · | C | R | · | · |
| Campaign build | C | I | · | · | · | R | C | · |
| End-to-end test matrix | A | I | C | R | R | R | · | · |
| Go/no-go sign-off | R | A | C | I | C | C | I | I |
| 3 · Train and go live | ||||||||
| Onboarding calls and reference card | R | I | C | R | R | · | C | · |
| Response standard and answer-rate push | A | I | R | R | · | · | · | · |
| Go live and ramp | A | I | I | I | C | R | · | I |
| Hypercare | R | I | C | R | C | C | · | · |
| 4 · Optimize | ||||||||
| Weekly funnel review | R | I | C | C | · | R | · | · |
| 30/60/90 checkpoints and scale decision | R | A | C | · | · | C | C | I |
Each has a recommendation and a date it needs an answer by to hold the Nov 9 go-live.
Yelp: run on the $8,400 credit or cancel outright? Recommend run on credit with cash billing stopped, tracked through a GHL number, then decide at 30 days. Confirm with Pamela that the credit survives a pause.
Decide by Oct 9 · Dr. Kent, DakotaUpswell: last drop date and notice terms. Recommend no drops after October; confirm whether a notice period forces one more.
Decide by Oct 16 · Dr. Kent, DakotaPublish a starting price for veneers? The scope found the open Summerlin slot is transparently priced and credential-backed (Cohan publishes, Snyder hides). Recommend a "from" price per tooth on the landing page.
Decide by Oct 16 · Dr. KentWhich financing partner to add. CareCredit for breadth, Cherry or Sunbit for approval rate. Must be live before ads run.
Decide by Oct 23 · Dr. Kent, HeatherExisting call tracking (PureLingo, recorded as "Pure Logic" in the transcript). Confirm the vendor, then either forward its numbers into GHL or retire it and save the fee.
Decide by Oct 16 · Heather, SGA GHLOM management fee on the added $3,700. Agree whether the fee is flat or a percentage before the budget memo goes to Dr. Kent.
Decide by Oct 16 · Dakota, OMJamie's role and backup. Confirm she is the primary lead handler and who covers her days off so the 5-minute standard holds.
Decide by Nov 3 · Dr. Kent, HeatherInvisalign in the cosmetic campaign now or at 30 days? Recommend a small ad group at launch since it shares the smile-makeover audience and is already on the website.
Decide by Oct 23 · Dakota, OMSettled before this plan. Not reopened here.
Cosmetic is a go, full-arch is conditional. The Sept 29 market scope split the verdict. This launch is veneers, smile makeovers, and cosmetic only. Full-arch terms are excluded from every campaign.
Sept 29, 2026 · Market scopeCosmetic budget comes from Yelp and print, not from OM's general budget. Protects general new patients and hygiene after the earlier dip.
Oct 1, 2026 · This plan's premiseGoHighLevel runs as a subaccount inside SGA's system, built and supported by SGA, with OM Marketing given agency access rather than a separate instance.
Oct 1, 2026 · GHL planNothing goes live until leads, calls, texts, and attribution are proven end to end. Training follows the proof, go-live follows training.
Oct 1, 2026 · GHL planWeek 1 begins Monday, October 5. Go-live is the week of November 9, which leaves two clean weeks before Thanksgiving. Dashed bars are waiting periods, not work.
| Workstream | W1 Oct 5 | W2 Oct 12 | W3 Oct 19 | W4 Oct 26 | W5 Nov 2 | W6 Nov 9 | W7 Nov 16 | W8 Nov 23 | W9 Nov 30 | W10 Dec 7 | W11 Dec 14 | W12 Dec 21 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| A · Budget redirect and sign-off | ||||||||||||
| 1.1 Subaccount, number, A2P submit | ||||||||||||
| 1.1 A2P carrier approval (wait) | ||||||||||||
| 1.2 Pipeline and automation design + build | ||||||||||||
| 1.3 Offer, landing page, creative | ||||||||||||
| 1.3 Financing partner added | ||||||||||||
| 2.1 OM integration and attribution | ||||||||||||
| 2.2 Campaign build (paused) | ||||||||||||
| 2.3 End-to-end testing, go/no-go | ||||||||||||
| 3.1 Training | ||||||||||||
| 3.2 Go live at 50%, ramp, hypercare | ||||||||||||
| 4.1 Weekly review and optimization | ||||||||||||
| Milestones | ||||||||||||