How we set up a client's marketing

For the team. Every piece we build for a tree client, how the pieces feed each other, and what is set up today versus not yet. Kansas City Tree Care is the main example: it is the client we are testing the full setup on.

One system, not separate channels. Facebook finds homeowners who are not looking yet. Google catches the ones searching right now. Both land on the client's own pages, where the pixel tags every visitor. Retargeting brings back everyone who did not call. Every lead goes into GoHighLevel, gets a text right away, and shows up in Client Command.

The system

The link most people miss: Google feeds Facebook

Someone clicks a client's Google ad, lands on their Google landing page and does not call. If the Meta pixel is on that page, that person joins a Facebook retargeting audience. Over the next days they see the client's crew, reviews and offer on Facebook and Instagram. The client paid Google once for the click, and Facebook keeps them in front of that homeowner for a few cents.

To set any of this up, start at Where everything lives, then follow the setup guides in order.

Set up today, and not yet

Setting up a new client

The order we build things in, so every piece is ready before the one that needs it. Each step links to its setup guide.

Three campaigns that feed each other

Campaign 1 brings new leads now. Campaigns 2 and 3 make the whole town know the client's name, so the next storm call goes to them.

The filter: the real Oklahoma City map, 14 ZIP codes cut out

How the filter works

• We draw the service area on the map
• Then cut out the ZIP codes that bring junk: poverty areas, renter-heavy blocks, schools and college areas
• What is left is homeowners in the suburbs, the people who pay for tree work
• Same filter on every campaign, so retargeting never pays for the areas we cut

Kansas City Tree Care's main ad account in Meta Ads Manager today (Oct 18): one lead campaign running

Set up today, and not yet

Their own landing pages

A page asks the questions before the phone rings, so the client gets fewer junk leads and more real estimates. And every visitor gets tagged by the pixel, even the ones who leave.

The Facebook landing page: quote.kctreecareks.net/

Kansas City Tree Care is the only client with a Facebook landing page. It is the one we are testing: once it proves out, every client gets one built the same way. It asks the same five things as their Facebook lead form, so the page and the form can be compared fairly. How it is built and how to make one: the setup guide.

Step 1 on a computer: six photo cards, the $500 minimum under the question

Step 1 on a phone: all six cards fit on the first screen

Step 2: how soon

Step 3: how many trees

Step 4: tell us about the project

Step 5: name, mobile number, email, city, ZIP

The thank-you page: check your phone for our text, or call now

The Google landing page: lp.kctreecareks.net/?geo=Kansas-City

Built for search: the town name changes to match what they searched (?geo=Overland-Park and so on). The setup guide.

The Google page on a computer

On a phone: one tap-to-call bar on top

Set up today, and not yet

Video ads, from week one

A homeowner sees the real crew before they call: their trucks, their crane, their face. That is what gets the bigger jobs.

They have video: we run their videos as ads

No video: we make AI videos

Set up today, and not yet

Every angle, one ad set each

Ads that say something different each time, and a record of which angle paid.

A real script we wrote for an ad cut from a client's footage

From Meta, active ads, last 30 days, pulled Oct 12. This is how we read which angle pays.

Set up today, and not yet

Google Ads, and how it links to Facebook

Search ads written for their town, their own landing page where the town changes to match the search, the junk searches blocked, and every lead followed up. Built on $4.9 million of Google Ads for tree companies across 68 accounts.

Their Google landing page: lp.kctreecareks.net/?geo=Kansas-City (Oct 18)

Their Google landing page

• The town name changes to match the search
• A 4-step estimate form that filters the junk
• Calls tracked: each visitor sees a number from a GoHighLevel number pool, so the call is tied to the ad
• Forms go straight into their GoHighLevel as a Google lead

The link to Facebook

• The Meta pixel goes on this page
• Everyone who clicks a Google ad and does not call joins Facebook retargeting audience 2
• They then see the client's crew, reviews and offer on Facebook and Instagram
• Google pays for the click once; Facebook keeps them warm for cents

Google Ads in their Client Command report, Sep 18 to Oct 17: 131 leads at $69.19, $9,064 spent

Every lead followed up

• A text right away after every form
• Calls and texts in one app, from their business number
• Follow-ups until they answer
• Google gets its own page in their Client Command report

How the page is hosted and how to build one: the setup guide.

Set up today, and not yet

Retargeting: bring them back

It goes back to people who already raised a hand and did not call. Cheap to run because the groups are small, and they see proof and the offer, not the first ad again.

Most homeowners do not call the first time. Retargeting is how the client gets that job a week later instead of the next company.

The five audiences

Audience 3 as Facebook builds it: watched at least 50% of a video, or opened the form and did not submit (replica of the Facebook screen)

To switch it on for a client

• Install the Meta pixel on the Facebook landing page and the Google landing page, and check it fires (pixel guide)
• Build the five audiences in their ad account (30 to 180 days), with the same ZIP filter
• Make the ads: reviews, a real job, the owner on camera, the offer
• Launch once the audiences have people in them

Set up today, and not yet

Their organic content: a town that knows their name

When a tree comes down, the homeowner already knows who to call, because they have watched that crew work all year.

A real client Instagram page: Arizona Tree Trimming

Boost what they already post

• A small budget behind the posts and reels they already made
• The goal is views, not leads: more local people watching their work
• Everyone who watches joins retargeting audience 4
• Then they see the offer, from a crew they already recognize

When they want us to post for them

• They send us their photos and videos
• We turn them into posts and reels and post them
• They never open the app

How we make their posts

The same way we make our own organic content: written for a homeowner scrolling on their phone, not for another tree guy.

Set up today, and not yet

Every lead followed up

The ads only matter if someone gets back to the homeowner fast. The system does it for the client.

Kansas City's Sales page in Client Command, last 30 days: 604 leads, 142 booked or done, 146 waiting on a call back, 59% of calls answered

What runs in their account

• Every call and form from Facebook, Google and their website lands in GoHighLevel
• A Facebook lead gets a text within seconds, with what they asked for
• No reply in about 10 minutes: a second text
• They reply: "our estimator will call you", and a request for photos
• After every job, a review text
• The full setup: GoHighLevel guide and review guide

An account manager

• Sebastian is their person: text or call him any time
• Checks the leads are coming in, are good, and are closing
• Changes towns or budget when they ask
• Spanish if they need it
• Hiring ads for climbers, groundmen and office help, made and run for them

The text right away: every new lead gets a text from the business

Set up today, and not yet

The client report: proof down to the job

Client Command pulls every channel into one report the client can open on their phone: what was spent, what came in, where every lead stands, and their Google reviews. No spreadsheet, no "trust us".

Overview, Kansas City Tree Care, Sep 18 to Oct 17: 412 leads, $58.81 a lead, $24,230 spent, four channels (Local Services, Google Ads and two Facebook accounts)

Sales: where every lead stands, from their GoHighLevel pipeline

Sales: booked rate by where the lead came from

Their Google reviews are in the report now

Reviews: 173 jobs marked done, 172 review texts sent, 72 opened the link (42%), 4.9 stars on 69 reviews on the Overland Park profile

Their newest Google reviews, pulled into the report every morning

Messages: every text, call and email with each customer, from their GoHighLevel

Towns and jobs: where the work came from and what they asked for

Set up today, and not yet

Where everything lives

Every piece of Kansas City Tree Care's setup, the link to it, and where it is hosted. Checked Oct 18 through the Cloudflare, GoHighLevel and Meta APIs.

The setup guides, in order

Cloudflare: where the pages run

Every client page runs on Cloudflare. A page is a Cloudflare Pages project; anything that has to think (send a lead to GoHighLevel, add the pixel, split traffic) is a Worker.

Three Cloudflare accounts. Pick by whose page it is

What is on Kansas City's account today

Read from the Cloudflare API on Oct 18.

Set up a new client's Cloudflare

The Facebook quiz page

A homeowner taps the ad, answers five quick questions, and leaves their number. The lead lands in the client's GoHighLevel with every answer, and Facebook is told about it twice: from the browser and from our server.

What the page does

Step 1: which service, six photo cards

Step 5: contact details, mobile number first

Thank-you page at /thank-you/

Make one for a new client

Set up today, and not yet

The Google town page

Every Google ad points to one address. A Worker sits in front of it, picks which version of the page to show, and swaps in the town from the ad.

The page on a computer, top part (Oct 18)

On a phone

Build one for a new client

Set up today, and not yet

The Meta pixel: tag every visitor

The pixel tells Facebook who visited the client's pages and who became a lead. It makes the ads find more people like the leads, and it fills the retargeting audiences.

Kansas City Tree Care Pixel in Events Manager (ID 1555581752644418), connected through the Meta Pixel and the Conversions API. Oct 18

Where Kansas City's pixel is today

Put it on the quiz page

Put it on the Google page (not done for Kansas City yet)

Set up today, and not yet

GoHighLevel: every lead, followed up

Every page, ad and call ends up in the client's GoHighLevel. The pipeline shows where each lead stands, and the follow-up texts go out without anyone touching them.

Kansas City's setup (read Oct 18)

What happens to a Facebook lead today

Read from their real contacts and conversations (12 recent Facebook leads, Oct 13). Our GoHighLevel key cannot open workflows, so the steps are what the customer received.

Set up a new client's GoHighLevel

Set up today, and not yet

The review machine: every job, a review ask

The office marks a job done, and the customer gets a review text with a link straight to the client's Google profile. Nobody has to remember to ask.

Kansas City, last 30 days: 173 jobs done, 172 review texts sent, 72 opened (42%), and both Google profiles

The same page on the owner's phone

Set it up for a new client

Set up today, and not yet

Client Command: set up their report

One report the client opens on their phone, with every channel, every lead and their reviews, pulled from the platforms themselves so the numbers match what Google and Facebook show. Anyone on the team can set it up from their own computer: Claude Code does the work from the runbook in GitHub, and every step runs on our Client Command server.

One-time setup on your computer

Then, for each client, this prompt

Open Claude Code in your app-client-command folder. Copy the prompt, fill in the brackets, paste it in. Claude reads the runbook, runs every step on the server, and stops to ask before anything the client will see.

Set up Client Command reporting for [BUSINESS NAME]. This is a [NEW / EXISTING] client.
Read CLIENT-SETUP.md first and follow it step by step. Run every step with node setup.cjs.
What I have: [GoHighLevel location ID, Google Ads ID, Facebook ad account, Local Services ID, Google profile name, website, the emails that log in: whatever you have].
Stop and ask me before anything in the "Ask first" list. Show me the checklist when you are done.

To see where any client stands first, the same prompt works with "This is an EXISTING client". Claude runs the checklist and does only what is missing.

Where it all lives

What Claude does, step by step

Overview: every channel on one screen

Google profile page: calls, directions, website clicks, both profiles

Website page for Kansas City: switched off, and their site is not linked to Search Console or Analytics yet

Set up today, and not yet

Client Studio: hand off finished videos

Every finished client video goes into the Client Studio, in two sizes: 4:5 for Facebook and 9:16 for YouTube. It is where the Facebook ads team and Marko (Google Ads) pick up a video, copy its ad name and text, download it, and upload it. You run it from your own computer with Claude Code, and you can change anything in it.

First time on your computer

Set up the HSD Client Studio on this computer.
Clone github.com/home-service-direct/app-hsd-client-studio into my Documents folder,
then follow "First time on a computer" in its CLAUDE.md.
I will paste the .env values when you ask. Tell me when the check passes.

Publish videos with this prompt

Open Claude Code in your app-hsd-client-studio folder. Copy the prompt, fill in the brackets, paste it in. Claude reads the runbook, publishes both sizes, checks them live and copies them to the client's Drive folder.

Publish the finished videos for [CLIENT NAME] to the Client Studio.
Read PUBLISH.md first and follow it step by step.
The videos: [file names or the folder they are in, 4:5 and 9:16]. David approved: [YES / NOT YET].
Put copies in the client's Video Ads folder in HSD Client Marketing too.
Show me the cards and the links when you are done.

To change the studio itself (a new column, a new button, a fix), say what you want and add "Read CLAUDE.md first". Claude edits it, deploys it, checks it at computer and phone size, and saves it to GitHub.

Where it all lives

The board: clients down the left, one column per stage. Ready to upload is what the team picks up

What Claude does, step by step

Open a card: play it, download it, copy the ad name, text and script, and read the note before you upload

For the person uploading

• Take videos from Ready to upload only
• Facebook gets the 4:5 card, YouTube gets the 9:16 card
• Read Before you upload on the card first
• Use Copy next to the ad name so it matches the board
• Move the card to Live once it is running

On a phone: pick the client, then jump to a column

Set up today, and not yet

What is not set up yet

Everything below was found by looking at what is really set up, on Oct 18. Kansas City first, because that is the test.

How these were checked: live pages fetched and their scripts read; Cloudflare, GoHighLevel and Meta read through their APIs (read only); Client Command opened in preview. Nothing was submitted or changed.