Prepared for Angel and Juan Martinez, Premium Surfaces by C&A
From a website to a customer acquisition system.
Prepared by Oscar Guevara, Profueled. September 2026.
Five months ago you needed a website so people could find you and see you're real. It does that. What you're about to do is different: you're going to start paying for people to show up. When every visitor costs money, three things matter that didn't before. The ads have to bring in the right people. The page they land on has to answer their questions and let them reach you in one tap. And when they call, the call has to reach the right person, every time. This plan is those three things, plus a scorecard that tells you what it's worth.
Where you are today
With almost no traffic and no way to call from the page, the site still produced real inquiries. That tells us demand is there. What it doesn't tell us is a conversion rate, because nothing was being measured. This plan changes both: more of the right visitors, and a count of what they do.
The system
Every item in this proposal is one of these boxes or one of these arrows.
Bring in buyers: Google Ads
Two search campaigns. Contractors first (wholesale, same-day pickup, Joliet and Will County), then homeowners (installation, free estimates, 30 miles around Joliet). Setup includes account build, keyword and negative keyword lists, ad copy, landing page matching, conversion tracking and call tracking. Management is weekly: search terms reviewed, wasted clicks blocked, bids and budget moved to what's working, ads rewritten against each other, and a monthly scorecard you can read in five minutes.
Setup $2,000, one-time. Management $1,000/month, starting 30 days after launch. Media budget: yours, separate.
Receive them: the website
The current site was built to establish you. It was not built to receive paid traffic. It has no phone number on any page, no request form, and nothing to attach tracking to. The new site keeps your brand and your five pages and adds what a buyer needs to act: tap-to-call on every screen, a contractor or homeowner request form, hours, address and directions, your service area, and answers to the questions people call to ask.
| Current site | New site | |
|---|---|---|
| Phone number on every page | No | Yes |
| Request form | No | Yes |
| Hours and address on the homepage | No | Yes |
| Free estimate and on-site measure explained | No | Yes |
| Installation details (duration, removal, prep, warranty) | No | Yes |
| Trade pricing, no account needed | No | Yes |
| Delivery and service area | No | Yes |
| Samples and stock | Partial | Yes |
| No minimum job | No | Yes |
| Structured data for Google | No | Yes |
| Tracking-ready | No | Yes |
You own the site outright. Hosting runs on your own account (currently about $252 a year). There is no monthly rental. Website Care is optional support, not a requirement.
- New website, terms of service and privacy policy
- $3,000
- Due at signing
- $0
- Due after 10 website-sourced paying customers
- $3,000
You pay for the website after it has done its job.
I'm not asking you to take the website on faith. We launch the new site now, terms and privacy policy included. You pay nothing for it today. When the site has turned 10 inquiries into paying customers, the $3,000 comes due. If it never gets there, you never pay it.
How we'll know: the new site gets its own phone number, used nowhere else, and its own request form. A call to that number or a request from that form can only have come from the website. Both route into Mission Pilot like every other inquiry, so each one is answered, routed and logged with what the person wanted. Each month you see the list. When 10 of them have become paying customers, the website is paid for.
How it's counted
Route every call: Mission Pilot
The AI answers first, figures out what the caller needs and what language they speak, and during business hours sends the call to the right person. After hours it takes a complete message instead of transferring. Every call is logged with a summary, so "I think we got six calls from the site" becomes a number.
| Caller | Goes to |
|---|---|
| Homeowner estimates, measurements, installation (English) | Angel |
| Homeowners (Spanish) | Juan |
| Contractor calls (Spanish) | Juan |
| Scheduling and rescheduling | Office |
| Samples, showroom visits, post-appointment questions | Angel |
| Billing, invoices, payments | Message for Isabel |
| Vendors, suppliers, solicitations | Juan |
| Job applications | Angel |
| Special orders, unlisted products, contractor pricing | Message and same-day follow-up |
Configuration $2,000, waived with the ads program. $300/month, unlimited standard usage, starting 30 days after launch.
Prove it: the scorecard
Before the first ad runs, tracking is installed on every call button and form, the website-only number is live, and a one-page lead log is set up. Every month you get one page: Source, Visits, Calls and Forms, Qualified, Estimates, Sold, Revenue, with cost per inquiry, cost per qualified inquiry and cost per sold job. Paid, organic and Google listing are shown separately so the ads are judged on their own.
Your numbers, your target.
Enter your own numbers. This turns the investment into a target. It does not predict results.
Homeowner jobs
Margin 30%
Contractor customers
Annual gross profit per contractor: $1,200
Your funnel
Advertising
Setup − credit applied.
Net setup ÷ gross profit per install job, rounded up.
Option monthly + ad budget.
Run rate ÷ gross profit per install job, rounded up.
GP per install × estimate rate × close rate. What one call or form is worth on average.
Run rate ÷ gross profit per inquiry, rounded up. Business days: 22.
Net setup + 3 × monthly run rate.
The $3,000 is due after 10 website-sourced paying customers.
Choose an option
Google Ads setup, tracking, Mission Pilot, privacy policy, current-site fixes (phone number, form, hours).
$2,500 setup · $1,300/month
Google Ads setup, tracking, Mission Pilot, the new website with terms of service and privacy policy ($0 today, $3,000 after 10 website-sourced paying customers).
$2,000 setup · $1,300/month
Option B plus FAQ page, Connecteam setup, photography coordination, professional email setup, email groups and routing, Website Care.
$4,900 setup · $1,400/month
Option B and C setup excludes the $3,000 website performance payment, which is due only after 10 website-sourced paying customers.
| Option A | Option B (selected) | Option C | |
|---|---|---|---|
| Setup | $2,500 | $2,000 | $4,900 |
| Net setup after credit | $1,500 | $1,000 | $3,900 |
| Monthly run rate | $3,800 | $3,800 | $3,900 |
| Jobs to pay back setup | 1 | 1 | 3 |
| Jobs per month to cover | 3 | 3 | 3 |
| Inquiries per month | 15 | 15 | 15 |
| First 90 days cash out | $12,900 | $12,400 | $15,600 |
| Includes the new website | No | Yes | Yes |
In plain English
Option B: Launch on the new site. Setup is $2,000, less a $1,000 credit, so $1,000 out of pocket once. That is 1 install job to pay back, one time. Running it costs $3,800 a month ($1,300 in management plus $2,500 paid to Google). To cover that you need 3 install jobs a month, or 19 contractor orders. At a 35% estimate rate and a 50% close rate, one inquiry is worth about $263. So the target is 15 inquiries a month, about 0.7 per business day. First 90 days out of pocket: $12,400. The website costs $0 today; the $3,000 is due only after 10 website-sourced paying customers.
Now vs. later
Recommended now
- Google Ads setup and management
- Conversion and call tracking
- Mission Pilot
- New website with terms and privacy policy (performance pay)
- Website-only tracking number
Can be added later
- FAQ page
- Connecteam setup
- Photography coordination
- Professional email setup
- Email groups and routing
- Website Care
Terms of Service and Privacy Policy are drafted without legal review. Independent legal review is recommended.
What I need from you
- Confirmed showroom hoursPending
- The one public phone number you want customers to usePending
- Juan's emailReceived
- Rough average job and order values (or use the calculator together)Pending
- Access to photos of finished projectsPending
- A yes on which optionPending
Pick your option and sign.
The official proposal lets you select the option and services you want and sign the agreement. Everything here is reflected there. Monthly services begin 30 days after launch.
Review the proposal and signQuestions first? Call or text Oscar at Phone number goes here or reply to the email.