Lead Generation

Client Success Workbook

Your step-by-step guide to getting the most from your Google Ads, Facebook Ads, Go High Level, and AI Lead Assistant setup.

Used in onboarding 30-45 min to complete 10 sections

How to use this workbook

Before we build anything, we need to know you.

We send this workbook to every new client during onboarding, before you ever make your first payment. It does two jobs. First, it helps us understand your business well enough to build a lead generation system that actually fits. Second, it gets you thinking clearly about your goals, your customers, and your current gaps so we can move fast on our strategy call. There are no wrong answers. The more detail you give us, the better your results.

Fill it in before your strategy call.

Set aside 30 to 45 minutes. Work through each section in order.

Be specific, not polished.

Real numbers and honest answers beat vague generalities every time.

Send it back to us before the call.

Email your completed workbook to richard@strategywithrichard.com at least 24 hours before your call.

We review it in advance.

Your call will be focused, efficient, and specific to your situation rather than generic.

Why this matters

Most lead generation fails not because the ads are bad, but because we do not know enough about the business to target the right customer, write the right message, or build the right follow-up. This workbook fixes that before we spend your first dollar.

Here's what's inside

10 sections that take your business from a blank slate to a fully briefed, ready-to-launch lead generation system.

Section 01

Your Business Foundations

We need to understand what you do, who you serve, and how your business runs before we build anything.

Business name, your name, role, website, phone
Business type (HVAC, dental, real estate, home services, legal, fitness, restaurant, etc.)
Primary service in one sentence + cities, zip codes, or radius you serve
Years in business and team size
Hours of operation (Mon-Sun grid)
Average job/transaction value
How many new customers per month to hit your revenue goal

Section 02

Your Ideal Customer

Good targeting starts with knowing exactly who you want to reach. The more specific you are, the better your ads perform.

Best customer in detail (age, homeowner vs renter, family, income, neighborhood)
The problem they're trying to solve when they find you
3-5 phrases they search on Google
Worst-fit customer, who you do NOT want to attract
Common objections prospects raise before hiring you

Section 03

Your Current Lead Situation

Understanding where you are right now tells us where the biggest gaps and fastest wins are.

Where leads come from today (Google, Facebook, referrals, GMB, Yelp, Nextdoor, etc.)
Current monthly lead volume and conversion rate
Current follow-up process and speed-to-lead
Past paid ad experience, Google, Meta, both, or none
Why past ads stopped or didn't work
Full sales process step by step from first contact to signed job

Section 04

Google Ads Setup

Google Ads targets people who are actively searching for your service right now. This section helps us build campaigns that convert.

Specific services to advertise
Monthly Google Ads budget
Existing Google Ads account access (or we create one)
Preferred contact method for leads (call, form, both)
Landing page status, exists, needs work, or none
What makes you different (the differentiator that goes in your ad copy)
Google Analytics & Tag Manager status
Phone number for call tracking

Section 05

Facebook & Instagram Ads

Meta Ads reach your ideal customers by who they are, not just what they search. This section builds the right audience and creative.

Facebook Business Page status
Meta Pixel installed (yes / no / not sure)
Monthly Meta Ads budget
Existing creative assets (photos, videos, testimonials, logo)
The hook or offer that would stop a scroll
Seasonal peaks for your business

Section 06

Go High Level Automation

A CRM and automation system ensures every lead gets followed up on, every time. This section maps out how your system should work.

Current CRM or lead management tool (or none)
Current follow-up process for new leads
Pipeline stages, fillable table from first contact to closed/won
Calendar tool you currently use (Google, Outlook, Calendly, etc.)
The single biggest reason leads do not convert today

Section 07

AI Lead Assistant

Your AI responds to every new lead in under 5 minutes, qualifies them, and books the appointment automatically. This section builds its voice and logic.

AI persona name when texting leads
Brand voice and tone (friendly, professional, casual, urgent)
Qualification questions the AI should ask
Disqualifiers, when the AI should politely decline or hand off
What the AI should book (consultation, estimate, service call)
Follow-up cadence if a lead doesn't respond
Guardrails, things the AI should never say

Section 08

Your Goals and Success Metrics

We need to know what success looks like so we can build toward it and report on what actually matters.

Primary 90-day goal (leads, jobs, revenue)
12-month revenue goal
Maximum cost per acquired customer
Ranked priority matrix, leads, cost per lead, ROAS, appointments
What your business looks like 12 months from now if this works
Biggest thing holding you back from growth right now

Section 09

Your Competition and Market

Knowing your competitive landscape helps us write better ads, set the right bids, and position your business to stand out.

Top 3 direct competitors (names + websites)
What competitors do better than you right now
What you do better than all of them, this becomes your ad positioning
Whether competitors are running ads and what you've noticed
What customers consistently compliment in reviews, proof points for ads
Current Google review count and average rating

Section 10

Launch Readiness Checklist

Before we go live, certain technical and account access items need to be in place. A service-by-service checklist so nothing is missing at kickoff.

Google Ads readiness, Gmail, Ads account, GA4, GTM, GMB
Facebook & Instagram readiness, Business Page, Pixel, ad account, creative
Go High Level readiness, CRM access, pipeline, calendar sync, lead sources
AI Lead Assistant readiness, persona, voice, qualifications, booking, follow-up

What happens next

You are almost ready to go.

Once you send this workbook back to us, here is exactly what to expect.

We review your workbook.

Your dedicated account manager reads through every section before your strategy call so we are already prepared with a plan when we get on the phone.

Strategy call.

30-minute deep dive where we walk through your goals, gaps, and the exact build plan for your lead generation system.

Custom build plan + proposal.

You get a written plan that maps every service to your goals, with timeline and pricing, no surprises.

Kickoff and build.

Once approved, we start building. Most clients are live within 7-14 days.

Returning your workbook

Email your completed workbook at least 24 hours before your strategy call so we can review it in advance.

richard@strategywithrichard.com 844-779-7214

Book Your Free Strategy Call

Free 30-minute consultation · No obligation · We review your workbook before the call

Ready to put this into action?

Start your service today. No call required.

Get Started Book a Strategy Call