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Next month's plan for every client, already written as tasks

For account and project managers. Each month you get last month's plan checked against the data, and next month's tasks with an owner, a due week, a why and a done-when.

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Every account planned, with the team you have.

You run the accounts. Nobody gives you the hours to plan them.

  • The report stops at numbers.It shows what happened last month, and you still have to work out why and what to do next.
  • Tasks arrive without a why.The specialist asks why this, and why now. Without the evidence to hand, you have to chase someone for it.
  • Last month's plan goes unchecked.Nobody looks back at what was promised, so the same items roll forward.

The Playbook hands you the plan ready to assign, and exports it as a CSV for your project tool.

The Plan: last month checked, next month ready to assign

One sample client. The figures are sample data.

Sample client This month's data, next month's plan

The Plan

Written for the account manager. Last month's plan, checked against the data. Next month's moves as tasks with owner, due week, why and done-when, ready to assign.

Last month's plan, checked

3 of 5 done
  • Done
    Rewrote titles on the two top service pages.Clicks to those pages up 22%.
  • Done
    Paused the display campaign.$380 moved to Search.
  • Done
    Added 12 photos to the Business Profile.Profile views up from 510 to 1,480.
  • Late
    Call tracking number on the profile.Carried into week 2.
  • Not started
    Review request emails.Waiting on the client's customer list.

Next month, week 1

3 actions
  1. Fix form tracking on the ad landing pagesTest-submit the forms on the main ad landing page and /contact. Each success must load /thank-you/, fire generate_lead and record the Google Ads lead form conversion.
    DEVCritical
    Why
    Makes 452 paid sessions, 340 of them on the main ad landing page, measurable.
    Done when
    Test leads appear in GA4 and Google Ads within 24 hours.
  2. Reply to the 2 open reviewsThank each reviewer by name and mention the service they used. Draft replies are in the Channels tab.
    AMHigh
    Why
    2 of 3 new reviews have no reply on the best lead source.
    Done when
    Both replies are live on the profile.
  3. Add 11 negative keywordsjobs, careers, salary, free, DIY and 6 more, added to the main Search campaign.
    ADSCritical
    Why
    Blocks the term types that cost $412 (11.9% of spend) this month.
    Done when
    $0 on these terms in next month's search-term report.

Next month, week 2

6 actions
  1. Put the call tracking number on the profileCarried over from last month. Use the tracking number as primary and keep the main line as the additional number.
    AMHigh
    Why
    14 profile calls are counted but cannot be tied to a source or an outcome.
    Done when
    Calls appear in the call log with the profile as source.
  2. Cap the broad-match ad groupMove it to its own campaign with a daily budget and a max CPC.
    ADSHigh
    Why
    It spent $905 on 31 clicks with 0 conversions.
    Done when
    Spend under $300 for the month, or a first conversion.
  3. Add contact links to the two blog postsOne link in the first screen and one after the last section, each to the matching service page.
    SEOHigh
    Why
    71% of the new sessions landed here with no way to get in touch.
    Done when
    Both posts show contact clicks in GA4.
  4. Start weekly profile postsOne post a week: a recent result, a common question, a photo from the office. Four drafts are attached.
    AMMedium
    Why
    Views tripled after 12 photos. Regular posts keep the profile in front of the same searches.
    Done when
    4 posts published by month end.
  5. Point the Meta ads at the page with the fixed formSwap the destination once action 1 is confirmed, and add a Lead event on form submit.
    ADSMedium
    Why
    212 clicks at $3.02 currently produce 0 tracked leads.
    Done when
    Lead events appear in Events Manager.
  6. Add a service-page link to every social postUse a tagged link so the visits show as social in GA4.
    AMMedium
    Why
    16 posts reached 1,240 accounts and sent 6 clicks.
    Done when
    Social sessions above 20 next month.

Next month, week 3

4 actions
  1. Check location targeting and run Auction InsightsSet location to people in the service area only. Export Auction Insights for the main campaign.
    ADSMedium
    Why
    $55.30 went to searches outside the service area, and 6.8% click rate with 2 conversions needs explaining.
    Done when
    Location report shows 0 clicks from outside the area.
  2. Rewrite the intro and add an FAQ on 4 service pagesAnswer the page's main question in the first 60 words, then add 4 to 6 questions taken from Search Console.
    SEOHigh
    Why
    The four pages sit in positions 4 to 8 with 7,610 impressions between them.
    Done when
    At least 2 of the 4 pages in the top 3 within 60 days.
  3. Rewrite the first 60 words of the two top service pagesOpen with who the firm helps, where, and what it costs to start. Move slogans below.
    SEOMedium
    Why
    AI assistants named the business in 4 of 20 test questions. The opening lines are slogans.
    Done when
    Both pages pass the answer-first check next month.
  4. Add business and attorney markupBusiness markup on the homepage with name, phone, address and profile links. Person markup on each attorney bio.
    DEVMedium
    Why
    No markup on any crawled page, and three versions of the business name in use.
    Done when
    Markup validates with no errors.

Next month, week 4

2 actions
  1. Clear the 9 crawl errorsFix 5 broken internal links and collapse 4 redirect chains. The list is in the Data tab.
    DEVLow
    Why
    Small on their own, but two of the broken links sit on service pages.
    Done when
    Next crawl shows 0 errors.
  2. Replace the two oldest Meta creativesTwo new images and one short video, using the questions from the blog plan as hooks.
    ADSLow
    Why
    Reach fell 5% and frequency rose to 2.6 at flat spend.
    Done when
    Frequency back under 2.4.

Next month's targets

Checked in next month's Playbook
MeasureNowTargetLever
Confirmed website leads912Form tracking fix, contact links on the blog posts
Google Ads conversions25Form conversions counted, not only calls
Spend on irrelevant terms$412$011 negative keywords
Business Profile calls1416Weekly posts, review replies
Blog posts published24The four briefs in Content and AI

Longer-running work

4 initiatives
InitiativeTargetStatusNext milestone
Lead measurement rebuildA reconciled lead count in next month's PlaybookIn progressForm fix, week 1
Google Ads clean-upCost per lead measured on calls plus formsStartingNegatives, week 1
Service page liftThe 4 pages into the top 3StartingRewrites, week 3
Authorship and markupBylines and markup across the siteStartingMarkup live, week 3

15 tasks across four weeks. Export them as a CSV for your project tool.

Open the full sample PlaybookThis page shows the part written for you. The full sample has all five views.

How it works

You open one link. Each month, the plans and warnings arrive.

  1. Open one linkWe send it. You approve access to each data source, and you can remove it any time.
  2. We connect everythingIt takes us 1 to 3 hours for your whole agency. You have no workflow to build or look after.
  3. Playbooks arrive every monthPrivate web pages behind a login. On Growth and Scale they sit on your own subdomain.

Pricing starts at $389 a month for up to 8 client accounts. See pricing

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