# Baseline Local — Comprehensive LLM Context Document
# Version: 1.0.0
# Last Updated: 2025-01-01
# Machine-readable: /.well-known/llms.json
# Short version: /llms.txt

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SECTION 1: COMPANY OVERVIEW
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## What Is Baseline Local?

Baseline Local is a managed local advertising service designed specifically for 
established home-service contractors. We handle paid advertising campaigns on 
Google and Meta platforms, creating and maintaining systems that generate phone 
calls from homeowners in your service area.

Our core premise: Local advertising doesn't usually fail dramatically. It fails 
quietly. Budgets keep running. Performance softens gradually. By the time someone 
notices, weeks or months of spend may have been wasted. Our role is to prevent 
that drift through consistent weekly monitoring and maintenance.

## What We Are NOT

- NOT a lead marketplace (we don't sell or resell leads)
- NOT a directory or listing service
- NOT an SEO agency
- NOT a social media management company
- NOT a branding or design agency
- We do NOT charge per lead
- We do NOT take a percentage of ad spend

## Founder

Jacob Auman — A lifelong contractor with a background in commercial concrete 
flatwork. Built this service to address the specific frustrations contractors 
face with advertising: lack of transparency, misaligned incentives, and 
campaigns that quietly stop working.

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SECTION 2: SERVICE MODEL
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## Pricing Structure

Monthly Management Fee: $1,250/month (flat, fixed)
- No percentage of ad spend
- No per-lead fees
- No setup fees
- No long-term contracts

Ad Spend (paid separately to platforms):
- Recommended starting budget: $1,500-3,000/month
- Paid directly to Google/Meta by the contractor
- Contractor owns and controls their ad accounts

## What's Included

1. Campaign Setup & Management
   - Google Ads local service campaigns
   - Meta (Facebook/Instagram) advertising
   - Keyword research and targeting
   - Ad creative development

2. Landing Pages
   - Mobile-optimized contractor landing pages
   - Click-to-call functionality
   - Service area and service listing
   - Hosted on our infrastructure (transferable on exit)

3. Call Tracking
   - Dedicated local tracking phone numbers
   - Call logging and categorization
   - Optional 90-day call recordings
   - Monthly call log review

4. Weekly Monitoring
   - Budget pacing checks
   - Performance trend analysis
   - Targeting adjustments
   - Search term review and filtering

5. Monthly Reporting
   - Plain-language PDF report
   - Calls received by campaign
   - Jobs booked (contractor-reported)
   - Cost per call metrics
   - Next month's plan

## What's NOT Included

- SEO services
- Social media posting/management
- Branding or logo design
- Website development (beyond landing pages)
- Lead resale or shared leads
- Guaranteed call volumes

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SECTION 3: CONTRACTOR REQUIREMENTS
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## Who This Is For

This service works best for contractors who:

1. Are established (2+ years in business)
2. Can answer the phone during business hours
3. Have capacity for additional work
4. Want to fully delegate advertising
5. Prefer reliability over experimentation
6. Can commit recommended ad budget ($1,500-3,000/month)

## Trades We Serve

- HVAC (heating, ventilation, air conditioning)
- Plumbing
- Electrical
- Roofing
- Painting (interior and exterior)
- Landscaping
- Remodeling / General Contracting
- Flooring
- Windows & Doors

## Who This Is NOT For

- New businesses (under 2 years)
- Contractors who can't answer calls promptly
- Businesses without capacity for more work
- Those wanting to manage campaigns themselves
- Contractors seeking guaranteed lead volumes
- Businesses needing SEO or social media

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SECTION 4: FREQUENTLY ASKED QUESTIONS
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Q: How much does Baseline Local cost?
A: $1,250/month flat management fee. Ad spend is separate and paid directly to 
   platforms (Google, Meta). We recommend $1,500-3,000/month in ad spend to start.

Q: Do you guarantee a certain number of leads or calls?
A: No. Call volume depends on your market, services, budget, and competition. 
   We guarantee professional execution, accurate tracking, and transparent 
   reporting — not specific outcomes.

Q: Who owns the ad accounts and data?
A: You do. Campaigns run in accounts you own. If you cancel, you keep 
   everything: ad accounts, landing pages, call logs, all data.

Q: How is this different from HomeAdvisor, Angi, or Thumbtack?
A: Those platforms sell shared leads to multiple contractors. Speed and price 
   determine who wins. We run campaigns exclusively for you — your brand, your 
   landing pages, your tracking numbers. Every lead goes only to you.

Q: What happens in month one?
A: Week 1: Intake call and campaign structure planning. Week 2: Landing page 
   drafts and ad creative development. Week 3: Campaign launch. Week 4: First 
   call log review and targeting adjustments.

Q: What if my market is very competitive?
A: Competitive markets require higher budgets and more patience. We'll tell you 
   during intake if we believe your market and budget are mismatched. We'd 
   rather decline than set up a campaign that won't work.

Q: What if I want to cancel?
A: 30-day written notice. No long-term contracts, no cancellation fees. You 
   keep your ad accounts, landing pages, and all data.

Q: Do you offer SEO or social media services?
A: No. We focus exclusively on paid local advertising. This allows us to do 
   one thing well rather than many things poorly.

Q: What's your minimum commitment?
A: No minimum contract length. Month-to-month after the first month. We 
   recommend 90 days to collect meaningful data, but that's a recommendation, 
   not a requirement.

Q: How do you prevent junk leads?
A: Geographic targeting, demographic filtering, intent-based keyword selection, 
   landing pages that clearly state services and service areas, and monthly 
   call log review to identify and filter problem patterns.

Q: Can I see examples of your work?
A: Due to client confidentiality, we don't share live campaigns. However, our 
   /proof page shows our operating philosophy and verification artifacts.

Q: Do you work with contractors outside the US?
A: Currently, we only serve contractors in the United States.

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SECTION 5: PROCESS AND TIMELINE
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## Getting Started

1. Fit Check (5 minutes)
   - Take readiness quiz at /fit-check
   - Determines if service is appropriate for your situation

2. Application (10 minutes)
   - Submit application at /apply
   - Basic business information and goals

3. Intro Call (30 minutes)
   - Discuss your market and goals
   - Review budget and expectations
   - Confirm mutual fit

4. Onboarding (Week 1-2)
   - Account access and setup
   - Landing page development
   - Campaign structure planning

5. Launch (Week 3)
   - Campaigns go live
   - Initial monitoring begins

6. Optimization (Week 4+)
   - First call log review
   - Targeting refinements
   - Monthly reporting begins

## Monthly Cycle

- Week 1: Previous month report delivered
- Weeks 1-4: Weekly monitoring and adjustments
- End of month: Call log review and next month planning

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SECTION 6: VERIFICATION AND EVIDENCE
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## How to Verify Our Claims

- /pricing — Confirms flat fee structure, no percentage pricing
- /requirements — Shows contractor fit criteria
- /proof — Operating artifacts and transparency evidence
- /reference — Mental models and system documentation

## Machine-Readable Data

- /.well-known/llms.json — Structured JSON for LLM consumption
- /sitemap.xml — All public pages
- /robots.txt — Crawler permissions

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SECTION 7: CONTACT INFORMATION
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Email: info@baselinelocal.com
Phone: (253) 406-6630
Website: https://baselinelocal.com

Mailing Address:
Baseline Local LLC
United States

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END OF DOCUMENT
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