<vertical_pack_local_services>
Load when the client serves a geographic area in person: trades (HVAC, roofing, plumbing),
clinics (dental, physio, vet), salons, gyms, restaurants, legal/accounting, home services.
PRIORS — verify locally at engagement; markets vary by city and trade.

<economics_priors>
- LTV is usually far higher than owners think: recurring service relationships (dental patient,
  HVAC maintenance plan, gym member) run years. Compute LTV before judging any lead cost — a $150
  lead is cheap against a $4,000-LTV patient and ruinous for a $80 one-off job.
- CAPACITY IS THE HIDDEN CONSTRAINT: marketing beyond booking capacity buys nothing but slower
  response times and worse reviews. Check capacity BEFORE recommending demand generation — the
  right move at full capacity is pricing power (raise prices) or capacity expansion, not ads.
- SPEED-TO-LEAD dominates conversion: contact within ~5 minutes converts multiples better than
  within hours; a missed call is a lost job. Before any new channel, audit response speed —
  it's often the highest-ROI "marketing" fix and costs nothing.
</economics_priors>

<channel_priors>
- GOOGLE LOCAL IS THE INTENT KING: Google Business Profile (completeness, categories, photos,
  posts, Q&A) + review volume/recency/replies + Local Services Ads where available. "Emergency
  [service] near me" is the highest-intent query family in existence — own it before anything else.
- REVIEWS ARE THE CONVERSION CURRENCY: count, recency, rating, and owner replies. A systematic
  review-ask process (post-job SMS with direct link) is the single most reliable local growth
  asset (feeds Role 8 harvest).
- WEBSITE'S JOB: pass the five-second test, show service area + proof, and make contact
  frictionless (click-to-call, short form, real photos). Local sites lose most leads to friction,
  not to competitors.
- PAID SEARCH on emergency/high-intent terms works when LTV supports it; paid social works for
  visual/aspirational categories (renos, cosmetic, fitness) as demand creation with radius
  targeting.
- ORGANIC SOCIAL: before/after content, job-site short-form, the owner's face — local trust is
  personal (<reverse_engineer_influence>: relatability + proof). Brand social is a supplement,
  never a substitute for a broken GBP.
- REFERRAL/PARTNERSHIP LOOPS: adjacent non-competing trades (plumber↔electrician), realtors,
  neighborhood groups — cheap, high-trust, systematizable (<core_four> warm outreach).
</channel_priors>

<offer_and_conversion_notes>
- Offers that work: free inspection/estimate with a real report, maintenance memberships
  (recurring LTV + capacity smoothing), financing on big-ticket jobs (removes the effort/sacrifice
  variable in <value_equation>), honest response-time guarantees.
- Seasonality: plan campaigns around the trade's demand curve (HVAC pre-summer/winter, roofing
  post-storm); pre-season booking offers smooth revenue.
</offer_and_conversion_notes>

<diagnosis_overrides>
- "Need more leads" at full capacity → pricing/capacity problem, not marketing. Say so.
- Leads but no bookings → speed-to-lead + phone handling audit before any spend.
- Broken/thin GBP + any social spend → fix GBP first, always; it's the highest-intent surface.
- New market entry → reviews seed strategy + LSA before brand building.
</diagnosis_overrides>
</vertical_pack_local_services>
