Cosmetic launch plan · prepared with
Move Yelp and print dollars into cosmetic ads, run every lead through GoHighLevel, train the team, go live November 9.
Five moves, six weeks to go-live, proven over 90 days. Everything else is detail in the tabs.
$3,700 a month moves from Yelp and postcards into cosmetic ads. No new spend.
GoHighLevel built from zero inside SGA's account. Two pipelines, ten automations, texting registered.
OM Marketing works inside GHL. Google, Meta, and Yelp leads land with their source. Outcomes flow back.
Jamie answers every lead in 5 minutes. Two training sessions, one doctor huddle.
Nov 9 at half budget, full budget Nov 16, results judged Dec 11, Jan 8, and Feb 5.
Yelp and postcards cost $3,700 a month with no attribution. That money becomes a tracked cosmetic media line.
From the July 7 onboarding notes. "Other" is confirmed in week 1.
| Line | Today | After | Change |
|---|---|---|---|
| OM managed media (general, emergency, cosmetic) | $7,500 | $7,500 | Unchanged |
| Yelp | $1,500 | $0 cash | Credit only, tracked in GHL |
| Upswell postcards | $2,200 | $0 | Last drop October |
| Cosmetic paid media (new) | $0 | $3,700 | Google, Meta, retargeting |
| Other (OM fee, call tracking) | $1,800 | $1,800 | To confirm |
| Total | $13,000 | $13,000 | Net neutral |
Unattributed channels become an attributed cosmetic line.
Search gets the majority: cosmetic CPCs run $8 to $15 versus $20 to $40 for full-arch. Full-arch terms excluded.
| Channel | $/mo | Share | Role |
|---|---|---|---|
| Google Search, cosmetic | $2,000 | 54% | Veneers, smile makeover, cosmetic dentist Summerlin |
| Meta cosmetic | $1,200 | 32% | Before-and-after creative, lead ads, affluent zips |
| Retargeting | $300 | 8% | Visitors and unbooked leads |
| Reserve | $200 | 5% | To the winner at 30 days |
| Total | $3,700 | 100% |
Targets, not forecasts. Wagner's show and close rates are unknown today.
| Floor | Base | Assumes | |
|---|---|---|---|
| Leads | 12 | 20 | $185 to $310 per lead |
| Consults booked | 5 | 9 | 45% with 5-minute response |
| Consults shown | 3 | 6 | 70% show |
| Cases accepted | 1 | 2 | 30% close |
| Production | $15,000 | $30,000 | $15,000 average case |
| Return on media | 4x | 8x | On $3,700 |
| Campaign | $/mo | Targeting | Structure | KPI |
|---|---|---|---|---|
| Google Search: Cosmetic | $2,000 | Summerlin plus 89134, 89135, 89138, 89144, 89145, 89117. Mobile first, office hours. | Ad groups: Veneers · Smile makeover · Invisalign (decision 8) · Branded. Negatives: full arch, all-on-4, dentures, implants, free, cheap. | Cost per consult booked |
| Meta: Cosmetic | $1,200 | Summerlin, 28 to 65, cosmetic and beauty interests. Lookalike later. | Lead forms plus landing page. Before-and-after carousel, Dr. Wade credential video, review proof. | Cost per lead, lead to consult |
| Retargeting | $300 | 30-day visitors, unbooked leads | Meta plus YouTube and Display. Financing and "book your consult". | Consults from retargeting |
| Reserve | $200 | Held | Rolled into the winner Dec 11 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Reconcile every spend line to the $13,000 total | DakotaHeather | High | Oct 9 |
| Yelp: confirm the $8,400 credit survives a pause, stop cash billingAsk Pamela Primac for Leads API access and a dedicated number | DakotaYelp | High | Oct 9 |
| Upswell: pull the latest report, confirm notice terms, set the last drop | DakotaKelly | High | Oct 16 |
| Write the one-page budget memo | Dakota | High | Oct 14 |
| Agree OM fee impact and the cosmetic allocation | DakotaOM | Medium | Oct 16 |
| Dr. Kent signs the redirect | Dr. Kent | High | Oct 16 |
| Yelp credit check-in: keep or cancel | Dakota | Low | Dec 11 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Keyword research, Las Vegas geo | OM | High | Oct 23 |
| Build Google Search cosmetic campaign | OM | High | Oct 30 |
| Build Meta cosmetic campaign with consent language on the lead form | OM | High | Oct 30 |
| Build retargeting audiences and creative | OM | Medium | Oct 30 |
| Claims and consent review: no guarantees, photo consent on file | DakotaDr. Kent | Medium | Oct 30 |
| Move cosmetic keywords out of the general campaigns | OM | Medium | Oct 30 |
| Monthly Google versus Meta rebalance on cost per consult shown | OMDakota | Medium | From Dec 11 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Define the consult offerComplimentary smile consult with digital preview. Publish a starting price? Decision 3 | DakotaDr. Kent | High | Oct 16 |
| Add a second financing partner before ads runCareCredit, Cherry, or Sunbit alongside LendingPoint | Dr. KentHeather | High | Nov 6 |
| Build the cosmetic landing pageGHL form and calendar, tracked calls, gallery, credentials, 1,876 reviews, financing | DakotaOM | High | Oct 30 |
| Collect before-and-after cases, team photos, three short videos | DoctorsHeather | Medium | Oct 30 |
| Google Business Profile: cosmetic services, photos, landing page link | Dakota | Low | Oct 23 |
| Creative refresh every 30 days after launch | OMDoctors | Low | Dec 11, Jan 8 |
A Wagner subaccount inside SGA's GoHighLevel: a local number, carrier-registered texting, two pipelines, ten automations.
| 1 · CaptureMINUTE 0 | 2 · Respond0 TO 5 MINUTES | 3 · BookSAME DAY TO DAY 30 | 4 · Consult48 HOURS BEFORE TO DAY OF | 5 · DecideUP TO 30 DAYS AFTER | |
|---|---|---|---|---|---|
| Patientwhat they experience | Clicks an ad, submits a form, calls, texts, or comes through Yelp. | Text and email within a minute. Call from Jamie within five. | Picks a consult time with Jamie or self-books. Gets a confirmation. | Reminders at 48h, 24h, 2h. Sees a digital smile preview and a plan with financing. | Accepts and schedules, or keeps talking through follow-ups. |
| GoHighLevelautomatic | Creates the contact, tags the source, places it in New lead. #1 Speed-to-lead |
Sends the first text and email, notifies Jamie, starts the timers. #2 Escalation #3 After-hours #4 Missed-call text |
Schedules reminders. No booking in 24h starts the nurture. #5 Nurture #6 Reminders |
Not marked shown two hours after the slot starts the rescue. #7 No-show rescue |
Follow-up if not accepted in 48h, review request on start, reactivation at 90 days. #8 Post-consult #9 Review #10 Reactivation |
| Jamiefront desk, LeadConnector | Gets the push notification: name, source, interest. | Calls within five minutes, logs the outcome. Moves to Contacted |
Books the consult, confirms financing interest, uses the script. Moves to Consult booked |
Marks shown or no-show on the day. Moves to Consult shown |
Records the outcome and lost reason, schedules the start. Moves to Accepted, Started, or Lost |
| DoctorDr. Wade, Dr. Kent, team | Not involved | Not involved | Reviews intake notes and photos. | Runs the consult, presents the plan with financing in the room. Moves to Treatment presented |
Same-day acceptance support. Personal call on larger cases. |
One card per lead, one stage at a time. The stage says what happens next.
Same response rules, fewer stages.
Entry rule, who moves the card, what fires.
| Stage | Enters when | Moved by | Fires |
|---|---|---|---|
| New lead | Any new contact | Automatic | #1, #3 after hours, #2 timers |
| Contacted | Two-way call or text logged | Jamie | #2 stops. #5 if no consult in 24h |
| Consult booked | Appointment on the consult calendar | Calendar or Jamie | #5 stops, #6 reminders |
| Consult shown | Patient checked in | Jamie, same day | #7 if not moved in 2h |
| Treatment presented | Plan and fee presented | Doctor or Jamie | #8 if not accepted in 48h |
| Accepted | Signed plan, financing approved | Jamie | #8 stops, start task |
| Started | First treatment visit done | Jamie | #9 review request |
| Lost (nurture) | Declined or silent. Reason required | Jamie | #10 at 90 days |
Ten automations. No clinical detail in any text, consent at the form, STOP honored, quiet hours respected.
| # | Automation | Trigger | Timing |
|---|---|---|---|
| 1 | Speed-to-leadText, email, task, push to Jamie | New contact | Under 60 sec |
| 2 | EscalationJamie at 15 min, Heather at 60 | No contact logged | 15 / 60 min |
| 3 | After-hours replyAcknowledge, promise a call, self-book link | Lead outside hours | Instant |
| 4 | Missed-call text-back"Sorry we missed you", opens a conversation | Call not answered | Instant |
| 5 | Cosmetic nurture7 touches: doctor intro, cases, financing, reviews, FAQ | No consult in 24h | Days 1 to 30 |
| 6 | Consult remindersWith reschedule link | Consult booked | 48h, 24h, 2h |
| 7 | No-show rescueText plus rebook task, three tries | Not shown 2h after slot | +2h, D1, D3, D7 |
| 8 | Post-consult follow-upDoctor-voice email with financing, then texts | Not accepted in 48h | D2, D7, D14, D30 |
| 9 | Review requestGoogle review link | Treatment started | Same day |
| 10 | ReactivationSeasonal re-engagement | 90 days lost | Quarterly |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Collect legal and business infoLegal name, EIN, DBA, address, website, entity type, authorized contact | Dr. KentDakota | High | Oct 7 |
| Create the Wagner subaccount | SGA GHL | High | Oct 8 |
| Provision a local 702 numberPort, forward, or retire existing tracking lines. Decision 5 | SGA GHLHeather | High | Oct 9 |
| Submit A2P 10DLC registration1 to 3 weeks for carrier approval. Texting cannot go live without it | SGA GHL | High | Oct 9 |
| Add SMS consent and privacy link to website forms | DakotaOM | Medium | Oct 14 |
| Create users: Jamie, Heather, Dr. Kent, Dakota, OM (agency role) | SGA GHL | Medium | Oct 16 |
| Build the consult and new-patient calendars | SGA GHLHeather | Medium | Oct 16 |
| Install LeadConnector on Jamie's and Heather's phones | SGA GHLJamie | Medium | Oct 23 |
| A2P approved, test text delivered | SGA GHL | High | Oct 30 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Design review with Heather and Jamie: stages, who moves cards, lost reasons | DakotaHeatherJamie | High | Oct 9 |
| Publish the lead-source and UTM standard to OM | DakotaOM | High | Oct 14 |
| Write every text and email in Wagner's voice, Heather approves | DakotaHeather | High | Oct 16 |
| Build both pipelines, custom fields, tags, all ten automations | SGA GHL | High | Oct 23 |
| Build the reporting view: leads by source, response time, stage conversion | SGA GHLDakota | Medium | Oct 23 |
One answer to "where did this patient come from" that GHL, Google Ads, and Meta all agree on. Nothing goes live until every entry point passes.
| Entry point | Contact created | Source correct | First text fired | Jamie notified | Escalation fired | In report |
|---|---|---|---|---|---|---|
| Website contact form | □ | □ | □ | □ | □ | □ |
| Landing page form | □ | □ | □ | □ | □ | □ |
| Landing page self-book | □ | □ | n/a | □ | n/a | □ |
| Meta lead ad | □ | □ | □ | □ | □ | □ |
| Google call asset | □ | □ | n/a | □ | n/a | □ |
| Missed call | □ | □ | text-back | □ | □ | □ |
| Inbound text | □ | □ | n/a | □ | □ | □ |
| Yelp number / Leads API | □ | □ | □ | □ | □ | □ |
| After-hours lead | □ | □ | after-hours reply | next morning | □ | □ |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Onboard OM into the subaccount: agency user, source standard, no automation edits without sign-off | SGA GHLOM | High | Oct 21 |
| Google Ads: GHL tracking number on call assets, lead forms and landing page forms post to GHL, UTMs on every URL | OM | High | Oct 30 |
| Google Ads offline conversions: consult booked and shown pushed back from GHL | OMSGA GHL | High | Oct 30 |
| Meta: lead ads to GHL, pixel and Conversions API, consult booked as the event | OM | High | Oct 30 |
| Call routing: rings front desk, source whisper, recordings on | SGA GHLHeather | Medium | Oct 30 |
| Yelp dedicated number and Leads API into GHL | DakotaSGA GHL | Medium | Oct 30 |
| OM sync moves to weekly through go-live plus four weeks | DakotaOM | Medium | Oct 21 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Run the entry-point matrix, fix and re-run failures | SGA GHLDakota | High | Nov 4 |
| Test booking, reminders, reschedule, no-show rescue, post-consult follow-up | SGA GHL | High | Nov 4 |
| Jamie calls and texts from LeadConnector, both land on the contact | JamieSGA GHL | High | Nov 5 |
| Gate: A2P approved, texts delivering on AT&T, Verizon, T-Mobile | SGA GHL | High | Nov 5 |
| Conversions visible in Google Ads and Meta from test leads | OM | Medium | Nov 5 |
| Go/no-go sign-off | DakotaDr. Kent | High | Nov 6 |
Jamie comes in once the system is proven. Then go-live at half budget and a weekly review for 90 days.
60 min · Nov 5 · Jamie, Heather
45 min · Nov 12 · Jamie, Heather
30 min · Nov 12 · Drs. Wade, Kent, team
| Task | Owner | Priority | Target |
|---|---|---|---|
| Confirm Jamie as primary lead handler, name a backup | Dr. KentHeather | High | Nov 3 |
| Consult script and objection guide: price, financing, timeline, "just looking" | Dakota | Medium | Oct 30 |
| Session 1 | DakotaSGA GHLJamieHeather | High | Nov 5 |
| Set the response standard: 5 minutes in hours, 15 minutes after opening for overnight leads | DakotaHeather | High | Nov 5 |
| Script practice and objection role-play with Jamie | DakotaJamie | High | Nov 10 |
| Session 2 | DakotaJamieHeather | Medium | Nov 12 |
| Doctor huddle | DakotaDoctors | Medium | Nov 12 |
| Answer-rate push: coverage schedule, overflow to LeadConnector, weekly number shared | Heather | High | Nov 13 |
| One-page reference card and recorded walkthroughs | Dakota | Medium | Nov 13 |
| Score 5 cosmetic calls a week against the script, coach Jamie | DakotaHeather | Medium | Weekly from Nov 16 |
| Task | Owner | Priority | Target |
|---|---|---|---|
| Go live at 50% budget | OMDakota | High | Nov 9 |
| Daily hypercare for 10 business days | DakotaJamie | High | Nov 9 to 20 |
| Ramp to 100% after seven clean days | OM | High | Nov 16 |
| Retargeting on at 500 landing page visitors | OM | Medium | Nov 16 to 27 |
| Week-one readout to Dr. Kent | Dakota | Medium | Nov 17 |
| Stand up the weekly review and scorecard | Dakota | High | Nov 18 |
| Set holiday closures in GHL so after-hours replies and the SLA pause correctly | HeatherSGA GHL | Low | Nov 20 |
| 30-day and 60-day checkpoints | DakotaOM | High | Dec 11, Jan 8 |
| 90-day readout and scale decision | DakotaDr. Kent | High | Feb 5 |
Week 1 begins Monday, October 5. Go-live is the week of November 9.
| Workstream and task | 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 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Budget & Media Buying | ||||||||||||
| Reconcile spend lines | ||||||||||||
| Yelp to credit-only, tracking number | ||||||||||||
| Upswell wind-down | ||||||||||||
| Budget memo and sign-off | ||||||||||||
| Keyword research | ||||||||||||
| Google Search cosmetic build | ||||||||||||
| Meta cosmetic build | ||||||||||||
| Retargeting build, claims review | ||||||||||||
| Monthly rebalance | ||||||||||||
| CRM Build (GoHighLevel) | ||||||||||||
| Legal info, subaccount | ||||||||||||
| Number provisioned, A2P submitted | ||||||||||||
| A2P carrier approval (waiting) | ||||||||||||
| Pipeline design review | ||||||||||||
| Message copy | ||||||||||||
| Pipelines, fields, automations | ||||||||||||
| Users, calendars, LeadConnector | ||||||||||||
| Reporting view | ||||||||||||
| Creative & Landing Page | ||||||||||||
| Consult offer, pricing stance | ||||||||||||
| Second financing partner | ||||||||||||
| Landing page build | ||||||||||||
| Before-and-after, photos, video | ||||||||||||
| Google Business Profile | ||||||||||||
| Creative refresh | ||||||||||||
| Integration & Tracking | ||||||||||||
| UTM and source standard | ||||||||||||
| OM onboarded into GHL | ||||||||||||
| Google Ads tracking, offline conversions | ||||||||||||
| Meta lead ads, Conversions API | ||||||||||||
| Call routing, Yelp feed | ||||||||||||
| End-to-end test matrix | ||||||||||||
| Go/no-go | ||||||||||||
| Sales Training | ||||||||||||
| Consult script, objection guide | ||||||||||||
| Jamie role and backup | ||||||||||||
| Session 1, response standard | ||||||||||||
| Script practice, Session 2, doctor huddle | ||||||||||||
| Answer-rate push, reference card | ||||||||||||
| Weekly call coaching | ||||||||||||
| Launch & Optimization | ||||||||||||
| Go live at 50% | ||||||||||||
| Hypercare | ||||||||||||
| Ramp to 100%, retargeting on | ||||||||||||
| Weekly funnel review | ||||||||||||
| 30-day checkpoint | ||||||||||||
Beyond week 12: 60-day checkpoint Jan 8 and the 90-day readout Feb 5, both on the calendar.
Office closures are assumed. Heather confirms actual dates when they go into GHL on Nov 20.
Wagner owns the decisions and the patient conversations. SGA owns the build and the plan. OM Marketing owns the media.
Approves budget, supplies legal info, signs go/no-go, decides pricing and financing.
Approves copy, owns answer rate, takes escalations, manages calendars.
Works every lead in LeadConnector, books consults, keeps the pipeline current.
Consult availability, cases and photos, consult flow, treatment presentation.
Plan owner. Vendors, training, weekly review. Single point of contact.
Subaccount, number, A2P, pipelines, automations, users, reporting, testing.
Handoff context, Upswell report, Yelp and Gargle history.
Informed at sign-off, go-live, and the 90-day readout.
Google and Meta campaigns, tracking, conversions, landing page support, rebalance.
| Activity | Dakota | Dr. Kent | Heather | Jamie | SGA GHL | OM | Doctors | Tim (ROD) |
|---|---|---|---|---|---|---|---|---|
| Budget & Media Buying | ||||||||
| Reconcile spend, budget memo | R | A | C | · | · | C | · | I |
| Yelp credit, Upswell wind-down | R | A | C | · | · | · | · | · |
| Allocation and OM fee | A | C | · | · | · | R | · | · |
| Campaign build | C | I | · | · | · | R | C | · |
| CRM Build | ||||||||
| Legal and business info | C | R | C | · | A | · | · | · |
| Subaccount, number, A2P | A | I | C | · | R | · | · | · |
| Pipeline and automation design | A | I | C | C | R | C | · | · |
| Message copy | R | I | A | C | · | · | · | · |
| Creative & Landing Page | ||||||||
| Consult offer, pricing stance | R | A | C | · | · | C | C | · |
| Financing partner | C | A | R | · | · | · | C | · |
| Landing page and creative | A | C | C | · | · | R | R | · |
| Integration & Tracking | ||||||||
| Tracking, UTMs, conversions | A | I | · | · | C | R | · | · |
| End-to-end test | A | I | C | R | R | R | · | · |
| Go/no-go | R | A | C | I | C | C | I | I |
| Sales Training | ||||||||
| Sessions and reference card | R | I | C | R | R | · | C | · |
| Response standard, answer rate | A | I | R | R | · | · | · | · |
| Doctor huddle | R | C | I | · | · | · | R | · |
| Launch & Optimization | ||||||||
| Go live and ramp | A | I | I | I | C | R | · | I |
| Hypercare | R | I | C | R | C | C | · | · |
| Weekly review | R | I | C | C | · | R | · | · |
| Checkpoints, scale decision | R | A | C | · | · | C | C | I |
Eight open, each with a recommendation and a date that holds the Nov 9 go-live.
| # | Decision | Recommendation | Who | By |
|---|---|---|---|---|
| 1 | Yelp: run on the $8,400 credit or cancel? | Run on credit with cash off, tracked in GHL. Decide again at 30 days. | Dr. Kent, Dakota | Oct 9 |
| 2 | Upswell last drop and notice terms | No drops after October unless notice forces one. | Dr. Kent, Dakota | Oct 16 |
| 3 | Publish a starting price for veneers? | Yes, a "from" price per tooth. The open Summerlin slot is transparent and credentialed. | Dr. Kent | Oct 16 |
| 4 | Which financing partner to add | CareCredit for breadth, Cherry or Sunbit for approval rate. Live before ads. | Dr. Kent, Heather | Oct 23 |
| 5 | Existing call tracking (PureLingo or "Pure Logic") | Confirm the vendor, then forward into GHL or retire it. | Heather, SGA GHL | Oct 16 |
| 6 | OM fee on the added $3,700 | Settle flat versus percentage before the budget memo. | Dakota, OM | Oct 16 |
| 7 | Jamie's role and backup | Confirm primary handler and a named backup for days off. | Dr. Kent, Heather | Nov 3 |
| 8 | Invisalign in the cosmetic campaign? | Small ad group at launch. Same audience, already on the site. | Dakota, OM | Oct 23 |