Sample deliverable · published in full

Sample deliverable — Measurement Blueprint

The complete pre-launch document a Blueprint buyer receives. Business fictionalized.

The full blueprint for "Kestrel Custom Closets" (Denver, $2,800 avg project) before a dollar of spend. This is the entire document structure with real math.

1. Break-even math (the page that prevents the disaster)

Avg project value: $2,800. Gross margin: 45% → $1,260 per closed job.
Lead → consult rate (your historical): 40%. Consult → close: 50%. So 1 closed job per 5 leads.
MAX COST PER LEAD before losing money: $1,260 ÷ 5 = $252.
TARGET CPL for a sane campaign: $85–125 (3:1 minimum return).
Denver "custom closets" CPC estimate: $6.50–9.00 → at a realistic 5% landing-page conversion, projected CPL ≈ $130–180.
VERDICT — Viable but tight. Two levers before launch: raise LP conversion (see §3) or start with retargeting + brand search only ($600/mo) to learn cheaply.

Design notes

This page exists to kill bad campaigns before they spend: that is its entire job
Every figure traces to your inputs (margin, close rate, ticket): no industry hand-waving
The verdict line forces a real decision: launch, fix the page first, or do not spend

2. Tracking plan

CONVERSIONS THAT COUNT — Quote form submit (primary), phone click >60s (call tracking), showroom-direction click (secondary).
EXPLICITLY NOT COUNTED — Page views, time on site, "engaged sessions". These flatter reports and decide nothing.
STACK — GA4 + Google Ads conversion import, one Tag Manager container, server-side dedup on form ID. Test plan: 3 named test events you fire, we confirm receipt in writing before launch.

3. Landing-page notes (conversion before traffic)

Current quote page issues, in priority order:
1. Form asks 9 fields; comparable converters ask 4. Cut to name/zip/phone/project type → typical lift 30–60%.
2. No price anchoring. Add "most projects: $2,000–4,500" — disqualifies tire-kickers BEFORE the click charges you.
3. Reviews are screenshots; switch to crawlable text with dates.
Projected effect: 3% → 5% conversion = CPL drops from ~$180 to ~$110. This page is why we do not launch in week 1.

4. Campaign structure + naming

CAMPAIGNS — [Brand Search] / [Custom Closets — Core] / [Garage Storage — Test] / [Retargeting 30d]
Naming convention: {goal}_{audience}_{yyyymm} so month-12 you can still read the account.
Budget split month 1: 60% core, 20% brand, 10% test, 10% retargeting. Kill rule pre-agreed: any ad group >2× target CPL after 50 clicks pauses automatically. Written into the plan now so nobody argues with a feeling later.

5. Monthly review format

MONTH 1 — Spend $1,180. Leads 11 → CPL $107 (target $85–125: PASS).
KEEP — Core exact-match group: CPL $74.
KILL — Garage test: CPL $312 after 61 clicks; paused per kill rule.
SCALE — Retargeting: $9 CPL (volume small, but free money). +$150/mo.
MATH CHECK — 11 leads → 4 consults → 2 closes pending. If 1 closes, month ROI ≈ 0; if 2, ≈ 2.1×. Decision: continue, re-review at 90 days as agreed.

This is the standard. Now make it yours.

Everything above was written, reviewed and formatted exactly the way your deliverable will be. If the first deliverable is not useful, reply "refund" within 14 days of delivery and we return 100% of what you paid. No forms, no calls, no questions.

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