📊 TNSG — Project Status Dashboard

Last updated: May 7, 2026

⚠️ DECISION PENDING

📊 Executive Summary

Budget recommendation pending sign-off. Critical operational fix must be sequenced before budget increase to ensure ROI realization.

Recommendation

$3.5K/mo

Increase Ads budget from $2K

🔴 Awaiting approval

Expected ROI

7–17×

Conservative to optimistic

✅ Validated

Funnel Leakage

27%

42 of 157 leads unanswered

🔴 Critical blocker

Phase 1 Ops Fix

In Plan

Same-day callback + after-hours

🟡 Planning

🎯 The Recommendation

Increase Google Ads budget from ~$2K/month to $3.5K/month (+$1,500/mo). SEO budget unchanged.

Why This Works

Best channel conversion: Website Contact Form (SEO-fed) = 41.7% MQL→SQL
Paid channel conversion: Google Ads = 15.7% MQL→SQL
Reallocation risk: Cutting SEO to fund Ads would lower overall conversion rate
Maintenance value: Top 5 organic positions must be protected from competitor erosion

Conservative ROI Math (+$1,500/month spend)

✓ 15 extra leads/month at $100 CPL
✓ ~2.4 new SQLs/month at 15.7% conversion
✓ ~1.0 new wins/month at 44% close rate
✓ ~$10–15K incremental revenue/month
→ ROI: 7–10× (conservative); 11–17× (blended)

📈 Organic Traffic Overview

Based on Semrush Organic Research analysis, here's the current organic performance and growth trajectory.

Organic Traffic

2.4K

Monthly organic visitors

Organic Keywords

1,250

Ranked keywords

Top 10 Rankings

Keywords in top 10 positions

Traffic Growth

+18%

YoY organic traffic increase

Key Organic Rankings

Keyword	Position	Search Volume	Traffic Potential
cctv installation toronto	3	1,600	High
cctv contractor toronto	4	1,000	High
cctv company toronto	5	880	Medium
security camera installation	7	2,400	High

📊 Organic Keywords Growth

Organic rankings growth over time, showing consistent improvement in keyword positions and traffic acquisition.

Chart showing organic keyword ranking improvements and content performance growth over the past 12 months.

⚡ Critical Blocker — Must Fix First

🚨 Operational Leakage: 27% of leads never speak to a human

Finding	Impact	Owner
42 of 157 leads unanswered	Wasted Ads spend	Client operations
Bulk "Not Qualified" tagging	No qualification conversation	Process
No same-day callback	Missed intent capture	Workflow
After-hours coverage gap	Evening/weekend abandonment	Client decision

If budget increases without ops fix: Extra spend mostly subsidizes the same leakage. ROI collapses.

Sequence: Phase 1 operational fix → then budget increase (package, not two decisions).

📋 Phase 1: Operational Fix Checklist

Same-day callback workflow on missed calls
After-hours coverage decision (client-owned or handled internally?)
Stop bulk-tagging "Not Qualified" without conversation
Re-engage 24 missed-call-NQ leads from last 64 days

💰 Industry Benchmark Context

B2B services best practice: reinvest 20–35% of revenue into marketing.

Scenario	Current Revenue	Recommended Budget	Proposed Budget	Gap
Today	$33K/mo	$6.6K–$11.5K	$3.5K + SEO	Under floor
Growth target	$50K/mo	$10K–$17.5K	TBD	Still under floor

Framing: We're asking for the minimum viable growth investment, not the optimal one.

🔍 Channel Performance Breakdown

Channel	MQL→SQL	Volume	Quality	Maintenance Risk
Website Form (SEO)	41.7%	Organic	Highest	High — must protect
Organic CallRail	18.2%	Organic	Good	Medium
Paid Google Ads	15.7%	Paid	Lower intent	Low if managed

📅 Next Steps

Task	Owner	Due	Status
Team sign-off on $3.5K + package framing	TBD	—	🔴 Pending
Layer into client deck	TBD	Thu 2026-05-09	🟡 Blocked
Phase 1 scope finalization	TBD	—	🟡 In planning
Client operational review	Client	—	🔴 Not started

💰 Final Quote for Next 3 Months

Updated pricing structure reflecting maintenance mode for SEO and continued investment in lead generation with Google Ads budget increase.

Service Breakdown

SEO Services

$1,380/mo

(incl. discount)

• Maintenance mode
• No new content production
• Support existing rankings
• Monitor competitor activity

Lead Generation

$2,080/mo

(incl. discount)

• Google Ads budget increase
• Enhanced targeting
• Performance optimization
• Conversion tracking

Total Monthly Investment: $3,460

Combined SEO maintenance + Lead generation with Google Ads increase

📋 Quote Details

SEO Reduction: From $1,760 to $1,380/mo (21% decrease) - Transition to maintenance mode focusing on protecting existing organic rankings without new content creation
Lead Generation: Remains at $2,080/mo - Includes increased Google Ads budget allocation for higher lead volume
Term: 3-month commitment with monthly billing
Focus: Balance between maintaining organic presence and scaling paid acquisition channels