RETENTION + EXPANSION PROPOSAL · MAY 13, 2026 · CONFIDENTIAL
Welcome to ownership, Ted. Here's exactly what you just bought.
Eight years of marketing infrastructure. An ad campaign tuned to deliver elite performance (last April: 650 lead actions at $2.13 each). And one peak season already running — with the meter currently at zero. This proposal lays it all out: what's working, what's dark, what's missing, and what to do this week.
Storm has been a huge part of our success and growth over the years. He'll take care of your SEO, Google AdWords, manages our websites and emails, can take over social media, radio or TV spots, contract revisions, mailers — pretty much any type of marketing. He can also set up an inexpensive CRM if you want.
— Matt Tackett, founder of TrapYourMoles, in his handoff to Ted
Ted —
Congratulations on closing. Matt's intro means a lot — eight years working with him taught me what makes TrapYourMoles tick, and I want to make sure none of that walks out the door with the acquisition.
You bought a business with a proven marketing engine. Last season Google Ads alone pushed 2,085 measurable lead actions at a 40.58% conversion rate — roughly 8× the industry norm. April delivered 650 of those in 30 days at $2.13 per conversion. That's not generic-agency performance. That's years of tuning, ad-copy iteration, and audience refinement.
It's also currently paused. The acquisition put everything in hold mode, and we're now mid-May — already past your peak month — with the meter at zero. Every day the ads stay dark this season costs measurable lead flow at last year's pace.
This proposal does three things: shows you exactly what you inherited, quantifies what's currently dark, and lays out the cleanest path back to revenue — with options. Bundles up top. Full à la carte menu below, with toggles so you can build your own mix. Nothing here forces volume; the goal is to restart the bleeder, plug the leak, and let you decide how aggressively to grow from there.
Hit reply, give me a call, or tap Approve below. I can have ads live again within 24 hours of a green light.
★ What You Inherited
The foundation is already paid for.
Before any new spend, here's the full list of what your existing $399.99/mo with Killerspots covers — month-to-month, no contract, eight years on the books.
EXISTING KILLERSPOTS PLAN · LOCKED IN
Everything in this card is already on your monthly invoice. Nothing changes. This is your starting position.
$399.99/mo
All-In · Month-to-Month
✓ ALREADY PAYING · NO CHANGE
Website Hosting — Dedicated server, static IP, 99.9% uptime
Unlimited Updates & Maintenance — Copy tweaks, page edits, image swaps, plugin updates
Daily Backups — Full-site backups stored off-server, restore on demand
Security & Malware Monitoring — 24/7 scanning, threat detection, hardening
Cloudflare CDN + DDoS Protection — Speed + bot-attack prevention
Email Hosting — Branded inboxes, deliverability monitoring
Website Rebuilds When Wanted — Full redesigns covered, no new line item
Direct Access to Storm + Team — Pick up the phone, email, no ticket queues
What this means in plain English: the bones of TrapYourMoles' digital presence are paid for, current, and stable. The proposal below is about what to add — not what to replace.
★ The Receipts
Last season's ad performance, in real numbers.
Pulled directly from Google Ads, April 1 – October 31, 2025. No rounding, no projections — just what the campaign actually did.
★ Peak-Month Insight
April delivered 31% of the entire season's lead flow in 30 days.
650 measurable lead actions in April 2025 alone, at $2.13 each. Best cost-per-conversion of any month. April is when the moles wake up and homeowners panic — and last year's campaign was tuned for that moment.
650
Total Impressions
49,901
7-month active season
Total Clicks
5,138
CTR 10.30% · ~2× industry norm
Lead Actions
2,085
Conv rate 40.58%
Cost Per Conversion
$6.38
$13,298 spend · 7 months
Honest about what "conversion" means: a measurable lead action — form submission, phone call, key button click. Not a confirmed closed job. The campaign delivers qualified intent; your team converts that intent into revenue. If you can get me your average ticket size and close rate, I'll build the full ROI model for next conversation.
Live Counter · Updates Daily
The meter is currently running on zero.
Dark Days This Season
—
Since estimated pause: May 1, 2026
→
Est. Missed Lead Actions
—
At 2025 daily pace · ~10 leads/day
★ The Marketing Engine, Today
What's on, what's off, and what was never turned on.
A quick visual map of where TrapYourMoles' marketing stack sits right now — so the gaps are obvious before we talk about filling them.
ON · WORKING
Website + Hosting + Security
Site is live, fast, backed up daily, behind Cloudflare. Covered by your $399.99/mo. No action needed.
ON · WORKING
Email + Domain Infrastructure
Branded email, DNS, deliverability tracking. Operational and stable. No action needed.
OFF · PAUSED
Google Ads
The bleeder. Tuned over years. Paused at acquisition close. Restart this week and we capture what's left of peak season.
NEVER ON
Lead Capture CRM
Inbound leads currently land in inboxes or get lost on calls. Megan is in trial — wiring it up plugs the leak.
NEVER ON
Social Media Presence
FB / IG / GMB sit either dark or under-utilized. A second top-of-funnel channel waiting to compound the ad flow.
NEVER ON
SEO + AI Search Optimization
Organic discovery and AI-citation readiness. Phase 2 conversation, not part of the main ask — link below.
★ The Recommendation
Three paths forward, in priority order.
Pick a bundle, build your own mix below, or just restart what was working. Bundle prices include a multi-service discount; the à la carte menu below shows every line item separately. All ad campaigns are management fees only — ad spend is paid directly by you to Google / Meta and is separate.
Tier 1 · Floor
Restart
Resume what was working. Google Ads back live this week. No bells, no whistles, no growth play — just stop the seasonal bleed.
$1,097
/ month
+ ad spend (you control · ~$1,900/mo at 2025 pace)
No bundle discount — single service
- Google Ads management (resume)
- Ad copy + landing-page tuning
- Weekly optimization + monthly reporting
★ Recommended
Tier 2 · Sweet Spot
Restart + Capture
Restart the ads AND stop losing the leads after they come in. Megan is already in CRM trial — this finishes the job.
$1,497
/ month
+ ad spend · à la carte total $1,694/mo
SAVE $197/MO · 11.6% OFF
- Google Ads management (resume)
- LeadConnector CRM (full setup + workflow)
- Lead pipeline, SMS, automated follow-up
- Megan's existing trial folds in
Tier 3 · Full Engine
Restart + Dominate
Everything in Capture, plus a second paid channel (FB/IG) and organic social presence. The full top-of-funnel + capture stack.
$3,297
/ month
+ ad spend · à la carte total $3,688/mo
SAVE $391/MO · 10.6% OFF
- Everything in Capture
- Facebook + Instagram Ads management
- Social Media Growth tier (4 platforms · 12 posts · 2 videos/mo)
Note: Bundle prices are management fees only. Ad spend (Google + Meta) is billed by the platforms directly to your account — you control the budget, see the exact spend, and can scale it up or down anytime. LeadConnector SMS/email usage is also pass-through at our cost.
★ Build Your Own
Full à la carte menu — toggle anything.
Every line item, separately priced. Flip a toggle and the totals bar at the bottom of your screen updates live. The bundles above are just preset combinations of these toggles.
Existing Killerspots Plan Already Paying
Hosting, security, maintenance, backups, Cloudflare, unlimited updates, email, website rebuilds. Eight years locked. Month-to-month, 30 days notice anytime.
This is your foundation — included in every total below.
$399.99/mo
Google Ads Management Restart
Resume the campaign Matt and I built — currently paused. Includes ad copy, keyword strategy, landing-page tuning, weekly optimization, monthly reporting. Last season delivered 2,085 lead actions at $6.38 each.
+ ad spend (paid directly to Google · ~$1,900/mo at 2025 pace, fully under your control)
$1,097/mo
Facebook + Instagram Ads Management New Channel
Second paid funnel — Meta's audience targeting hits homeowners in your service area before they even search "mole removal." Pairs naturally with Google Ads for coverage across intent + interruption.
+ ad spend (paid directly to Meta · suggested starting budget $800–1,200/mo)
$497/mo
LeadConnector CRM Megan In Trial
Full setup, standard workflow build, pipeline configuration, ongoing maintenance. Every form, call, and click captured, tagged, routed. Automated follow-up so no lead falls through the cracks. (See video below for the full feature walkthrough.)
+ SMS/email usage pass-through at platform cost (typically pennies per message — no markup)
$597/mo
AI Voice Agent — Inbound + Outbound Calling Available When Ready
AI-powered answering + outbound qualification. Catches calls when Megan and the techs are in the field. Not a headline ask — included here so you can see what's possible, not because it's needed to restart revenue.
Setup fee charged once. Monthly covers usage + tuning.
$297/mo
+ $550 SETUP
SEO + AI Search Optimization Phase 2 Conversation
Not priced here — it's a separate scope and deserves its own conversation once Phase 1 is humming. The full SEO/AI proposal lives at cewc.killerspots.com/proposal.
Here's what the CRM actually does — in 4 minutes.
Megan's already in the 30-day trial, so the rails are halfway laid. This video walks through the full feature set: pipeline management, two-way SMS, automated follow-up, missed-call-text-back, calendar sync, review requests, and the dashboard reporting Ted will care about.
- Every form, call, and click logged automatically — nothing slips through
- Two-way SMS so Megan can text customers from the dashboard
- Missed-call-text-back fires within 60 seconds (huge for the lawn-care world)
- Built-in review-request flow to compound Google reputation over time
- Owner reporting: ad spend → leads → revenue, all in one view
★ Investment Math
How the recommended bundle pays for itself.
Capture Bundle
$1,497/mo
Google Ads + CRM, management only
÷
2025 Cost Per Lead Action
$6.38
Avg across full active season
=
Break-Even at Last Year's Pace
~234 leads
Covered in any active month (avg ~298/mo)
One average month at last year's pace covers the management fee with leads to spare.
April alone — at $2.13 per lead action — delivered 650 lead actions. At Capture-bundle pricing, that's a 9.7× lead-volume return on the management fee in your peak month, before counting ad spend. Adding the CRM is what stops those leads from leaking before they become jobs.
What's not in this math: avg ticket size and close rate — confirming those with Megan unlocks the full revenue ROI model. Send them over and I'll have a clean dollar-in / dollar-out version ready for our meeting.
★ Timeline
From green light to ads live in 48 hours.
Most agencies need weeks to spin up. We're not most agencies — and the campaign already exists. We're un-pausing, not building from scratch.
Day 0–2
Approve · Account Transfer · Ads Live
You tap Approve. We transfer Google Ads ownership to Kendall Capital, confirm billing on file, validate the campaign settings, and un-pause. Ads can be running within 48 hours of signature.
Week 1
CRM Kickoff with Megan
If Capture or Dominate is selected: convert Megan's trial to live, finalize pipeline stages, wire up forms and the phone number, set up missed-call-text-back, build the standard follow-up workflow.
Weeks 2–4
Social Ramp · Optimization · Reporting
If Dominate: spin up FB/IG ad creative, brand-voice intake call, content calendar locked. Across all tiers: weekly ad optimization, first month's performance report on your calendar.
Month 2+
Ongoing — Optimize, Report, Decide on Phase 2
Monthly performance review with Storm. Real human conversation, not a PDF in your inbox. Once we have 30–60 days of data, we'll scope SEO/AI (Phase 2) as a separate decision — no commitment.
★ Why Killerspots
Same team Matt trusted for 8 years.
You're not getting a new vendor. You're inheriting the relationship Matt spent eight years building — same agency, same crew, same direct access. The only thing that changes is the name on the invoice.
Here's everyone who'll touch TrapYourMoles' account day-to-day: a real CEO who picks up the phone, a project manager who handles communication, a creative manager, a video lead, a dedicated SEO/AI strategist, and a social media director. Not handoffs. The same humans, every month.
Storm Bennett
CEO · Strategy
Alfredo Torres
Project Manager
AJ Burns
Creative Manager
Tyler Keeton
Video Lead
Sophia Horrigan
SEO · AI Strategist
Grace Wilking
Social Media Director
+ a lot more not pictured. Copywriters, designers, video editors, sound engineers, ad managers, dev team — the wizards behind the curtain who make it all happen. When you hire Killerspots, you're hiring the whole shop.
★ FAQ
The questions a finance owner asks first.
What exactly is a "conversion" in your numbers?
+
A measurable lead action — form submission, phone call originating from an ad, or a high-intent button click (click-to-call, click-to-quote). It's not a confirmed closed job. The 119.49% April conversion rate looks weird because it's a multi-touch metric — one click can fire multiple conversion events (e.g., someone fills the form and then calls). The 40.58% season average is the cleaner number. Either way, it's a measure of qualified intent, not booked revenue.
What happens to the existing $399.99/mo I'm already paying?
+
Nothing changes. It stays exactly where it is — same scope, same price, month-to-month, 30 days notice. Everything in this proposal is additive. The $399.99 covers hosting, security, maintenance, email, backups, Cloudflare, and a website rebuild whenever you want one. If you do nothing else after reading this proposal, the foundation keeps running unchanged.
How fast can the ads actually restart?
+
48 hours from approval. The campaign already exists — it's paused, not deleted. Restart is a billing and ownership-transfer exercise, not a rebuild. We move the Google Ads account ownership to Kendall Capital, confirm payment on file, and un-pause. If you approve Monday, you're live by Wednesday.
Why isn't the average ticket size in the ROI math?
+
Because I don't have it confirmed yet. Megan can pull avg ticket and close rate from your job records — once you send those, I'll add a full ROI model section. I'd rather ship the proposal with verified numbers (impressions, clicks, conversions, spend) and add the revenue math when it's defensible than fabricate a dollar figure that doesn't match reality. Finance people punish hype; I'd rather earn the trust slowly.
What if I want to cancel?
+
30 days notice, in writing. No contracts, no auto-renewals, no exit fees. You keep the Google Ads account (we hand it back fully configured), the CRM data and contacts (exported clean), the phone number, the website, the email — all of it. We'd rather you stay because the numbers justify it than because you're locked in.
What if I just want to do "Restart" and reassess in 60 days?
+
That works. Restart alone is a perfectly defensible move. You're back in the game this week, the dark-days counter stops compounding, and you'll have 60 days of fresh data before deciding whether to add the CRM or social. The middle bundle is my recommendation because it plugs the lead-loss hole at the same time — but if "least new spend, fastest restart" is the priority, Restart-only is honest and sound.
By the way — your website refresh is already in your plan.
The existing $399.99/mo includes a full website rebuild whenever you want one. No new line item, no additional charge. If you want to mark month one of Kendall Capital ownership with a refreshed trapyourmoles.com — new look, new copy, modern feel — say the word and we'll start mockups. Matt's site has served you well; this is just an option to make it feel like yours.
★ Sign Here to Approve
Ready to turn the meter back on?
Tap below and your selection from the totals bar gets sent straight to me, with all the line items locked in. I'll confirm by phone within the same business day and we'll have ads live within 48 hours.
Approved by
Storm Bennett ✓
CEO · Killerspots Agency
Your selection from the totals bar gets locked in. 30 days notice to cancel · no contracts · ads live within 48 hours.
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