Proposal For
McLeod Auto Sales
Digital Marketing & Advertising Management
Transform your $40,000 monthly advertising budget into a measurable, accountable digital system that drives real leads and cuts waste.
Why We're Proposing This
Landon, this is not a shiny pitch for new channels. You already spend real money every month and you already have strong awareness in the market. The opportunity now is to protect that spend, cut waste, and build a system where you can clearly see what is working, what is not working, and why.
If we cannot produce measurable lift in leads at a reasonable cost, we should not keep doing it.
Primary Goals
- Drive more measurable leads for sales and service
- Improve lead quality and reduce wasted clicks
- Build consistent reporting you can trust
The Strategy
Reduce radio to a supporting role and reinvest that budget into a measurable digital mix that captures intent, promotes time-sensitive offers, and retargets shoppers until they convert.
Current Snapshot
Total Advertising Budget
~$40,000/mo
Majority allocated to traditional radio
Current Digital Investment
$8,500-$11,500/mo
- • Google PLA (inventory): $3,000/mo
- • Google Dynamic Search: $3,000/mo
- • Google Ads (service): $2,500-$3,000/mo
- • SEO retainer: $2,500/mo
Recommended Digital Media Mix
OTT & Streaming Television
Reaches a similar audience as radio with better targeting and reporting. Lets you show the facility, the inventory, and the service department. Supports sales events and service awareness without guessing.
Tracking & Accountability
OTT is primarily a demand and consideration channel. We will measure lift through branded search trends, direct traffic, assisted conversions, and tracked landing page traffic. Creatives include QR codes as trackable calls to action.
Creative Production & Asset Plan
This media plan only works if we have enough good creative to rotate. Paid social and OTT fatigue fast. The goal is to build an evergreen library once, then keep it fresh with a lightweight capture cadence tied to promotions.
Option A: Evergreen Library + Monthly Refresh
One-Time Evergreen Build
8-10 finished evergreen video assets + organized raw footage library
$7,500 one-time
Monthly Refresh
- • 8-12 new short form ad creatives
- • Offer card updates and CTA swaps
- • Optional: 10-20 organic social assets
$2,000/month
Option B: Quarterly Capture Days
One full day on-site each quarter. Capture 3 months worth of promos and evergreen angles in one session.
Quarterly Capture
$4,500/quarter
Monthly Editing & Release
- • 8-12 new short form ad creatives
- • Offer card updates
$1,500/month
$7,500 Evergreen Media Package - Detailed Deliverables
Core Video Deliverables
Brand and Facility Anchor Videos
2 anchor videos (15-30 seconds each)
What these show:
- • Exterior and interior of the dealership
- • Lot and inventory context
- • Service drive and service bays
- • Waiting area and customer experience
- • Team and process shots
How they are used:
OTT and streaming television, YouTube pre-roll, Website hero or brand sections
Sales Trust Asset Set
3 to 4 short-form sales videos (6-15 seconds each)
Content focus:
- • "Why buy from McLeod" messaging
- • Inventory variety and turnover
- • Easy buying process
- • Customer delivery moments
How they are used:
Meta lead ads, Retargeting ads, Google display and YouTube shorts
Service Trust Asset Set
3 to 4 short-form service videos (6-15 seconds each)
Content focus:
- • Service drive and check-in process
- • Technicians at work
- • Equipment and bays
- • "We service all makes and models" messaging
How they are used:
Service promotions, Meta and Google service campaigns, OTT cutdowns when pushing service awareness
Manager or Spokesperson Soundbites
3 to 5 short on-camera clips (5-10 seconds each)
Content focus:
- • Trust and credibility
- • Community presence
- • Commitment to service and follow-up
How they are used:
Overlayed into ads, Paired with b-roll for multiple variations, Swapped into future promotions
Technical and Format Deliverables
Video Formats Provided
- • Vertical (9:16) for Meta and mobile placements
- • Horizontal (16:9) for OTT and YouTube
Edit Variations
- • Clean versions without offers
- • Space reserved for future offer overlays
- • QR-code-safe framing for OTT usage
Asset Library Handoff
- • 8-10 finished evergreen video assets total
- • Organized raw footage library
- • Clearly labeled folders by use case
Why This Package Works
The evergreen package becomes the backbone of monthly promotion cutdowns, retargeting creative rotation, and seasonal service pushes. Monthly refresh shoots build on this foundation instead of starting from scratch.
90-Day Implementation Timeline
Setup, Tracking & Baselines
Initial launches, conversion tracking setup, and baseline measurement
Optimization & Refinement
Active campaign optimization and promotion refinement based on performance data
Scale & Decision Point
Scale what is working and cut what is not. If results don't make sense, we stop or roll back changes.
How We Work (Hands-On by Design)
Cadence
- Weekly optimization on Google and Meta
- Biweekly strategy call with your team
- Monthly reporting review
What You Get
- Clear channel-level reporting
- Action items after every touchpoint
- A system you can hold us accountable to
Investment
Media & SEO
$40,000
Monthly allocation
Managed Media Budget
$22,500
Cen-Tex managed (excludes radio)
Management Fee
$4,500
20% of managed media
Total Investment
$44,500
Steady state (Months 2+)
First 90 Days
Month 1
$50,000
Includes $7,500 one-time evergreen library build
Month 2
$44,500
Optimize and refine
Month 3
$44,500
Scale what's working
Monthly Budget Allocation
SEO Performance, Demand, and Growth Opportunity
McLeod Auto Sales already has a solid organic foundation in the Killeen market. Let's redirect effort toward the areas with the most remaining upside.
SEO Performance Overview
Several high-intent dealership searches rank at or near the top of Google, which confirms strong brand relevance and trust locally. At the same time, there is a clear imbalance in how organic visibility is distributed between vehicle sales and the service department. Sales-related searches show traction. Service-related searches show almost none.
The goal of this SEO plan is not to reset what is working. It is to redirect effort toward the areas with the most remaining upside, using the same monthly investment.
What is Working Today
- •Top 1-3 rankings for key dealership searches such as "car dealer killeen" and "car dealership in killeen"
- •Strong visibility for branded and city-modified sales intent
- •Mid-page rankings for broader "used cars killeen" searches that can be pushed higher with targeted work
These rankings confirm that Google already understands who McLeod is and where the business operates.
Where Visibility Drops Off
- •Most service-related searches currently rank outside the top 100
- •Core terms tied to oil changes, brakes, tires, batteries, and diagnostics have little to no organic presence
- •Broader "near me" dealership searches show weaker visibility when tracked beyond a tight city radius
These gaps represent untapped demand rather than underperformance.
Local Search Demand Snapshot (Monthly)
The tables below show directional monthly search demand based on third-party SEO tools and mobile-first searches. Volumes vary by seasonality, device, and phrasing, but the intent patterns are consistent.
Sales-Related Search Demand
| Search Theme | Example Searches | Est. Monthly Volume |
|---|---|---|
| Dealership intent | car dealer killeen, car dealership in killeen | ~2,900 per term |
| Used cars (local) | used cars killeen, used cars killeen tx | ~1,400 per term |
| "Near me" intent | used car dealership near me | ~8,100 |
McLeod captures a meaningful share of city-based dealership demand today. Additional growth on the sales side tends to be incremental and increasingly competitive.
Service-Related Search Demand
| Service Category | Example Searches | Est. Monthly Volume |
|---|---|---|
| Oil changes | oil change killeen | ~700 |
| Brakes | brake repair killeen | 50+ |
| Tires | new tires killeen | 40+ |
| Diagnostics | check engine light diagnosis killeen | 20-40 |
| Batteries | car battery replacement killeen | 20-40 |
What this tells us:
- • Intent is very high
- • Competition is lower than sales terms
- • Customers repeat service multiple times per year
- • This is where organic traffic compounds
Sales SEO Opportunity
Current Strength
Strong local dealership intent rankings and existing authority in the Killeen market
Remaining Upside
- • Push mid-page "used cars" terms into the top 3
- • Improve broader "near me" visibility beyond a tight city radius
Why It Matters
The difference between position 5 and position 2 is not marginal. Top 3 rankings capture a disproportionate share of clicks and stabilize lead flow without increasing ad spend.
Service SEO Opportunity
Current State
Most service terms rank outside the top 100
Highest Upside
- • Oil changes
- • Brakes
- • Tires
- • Batteries
- • Diagnostics
- • Inspections and seasonal services
Why It Matters
Service SEO creates recurring demand. It supports paid service promotions, improves landing page performance, and compounds month over month.
SEO Budget Recommendation
McLeod is currently investing $2,500 per month in SEO.
Our recommendation is to keep that budget the same for the first 90 days and reallocate the focus toward service-related search demand and the highest-upside sales gaps.
90-Day SEO Execution Plan
Days 1 to 14: Validation and Audit
- • Confirm Google Search Console access and index coverage
- • Identify which pages should rank for service intent
- • Review addon pages and potential index bloat
- • Separate keyword tracking into Sales and Service categories
Days 15 to 30: Service Foundation
- • Build or rebuild a service hub page
- • Publish core service pages (oil, brakes, tires, battery, diagnostics, AC, inspections)
- • Improve internal linking from high-authority pages
- • Clean up titles, meta descriptions, and on-page structure
Days 31 to 60: Expansion and Reinforcement
- • Add relevant local modifiers where appropriate
- • Improve FAQ content based on real search behavior
- • Add basic structured data where supported
Days 61 to 90: Optimization and Scale
- • Focus on service categories showing early traction
- • Push mid-page sales terms into top positions
- • Align SEO pages with paid service promotions and retargeting
What This Means for Potential Monthly Lead Volume
SEO does not produce instant spikes like paid ads. It builds leverage.
Based on typical local service behavior:
Modest first-page visibility across multiple service categories can generate 10-30 additional service inquiries per month over time
Those inquiries repeat and compound
Organic service traffic reduces reliance on paid promotions and improves paid performance
The first 90 days are about movement and validation. Scale comes after momentum.
How SEO Fits Into the Larger Strategy
SEO is not a standalone channel in this plan.
SEO makes every other channel work harder.
Marketing Mix Comparison
Radio built your business. Now let's add digital channels that deliver trackable, qualified leads while keeping radio as brand support—giving you visibility into what's working and attracting higher-ticket customers.
Traditional Approach
Strong brand awareness, limited attribution
~200-300
Leads/Month
$28,000
Untrackable attribution
$8,500
~150-200 leads/mo
$2,500
~50-100 leads/mo
Estimated Monthly Reach
~55-75K
Mostly untrackable impressions
Digital-First Strategy
Measurable, accountable, optimizable
~385-525
Leads/Month
Paid Channels
$5,500
~125-185 leads/mo
$3,000
~75-130 leads/mo
$500
~10-15 leads/mo
$4,000
~100-225 leads/mo
$5,000
Demand generation
Foundation & Support
$12,500
Brand awareness
$2,500
~75-100 leads/mo
$2,000
Asset creation
Organic Social Distribution
Creative assets distributed across Meta, LinkedIn, YouTube, TikTok for additional reach beyond paid spend
$0 ad spend | ~10-20K additional monthly impressions
Estimated Monthly Reach
~130-160K+
Fully trackable digital impressions + organic social
Projected Impact
Monthly Lead Increase
+93%
From ~200-300 to ~385-525 leads/month
Trackable Reach Increase
+150%
From ~55-75K to ~130-160K+ monthly
Cost Per Lead Improvement
-47%
From ~$148 to ~$85 per lead
Bottom Line
Same total budget. More than double the measurable leads. Complete accountability.
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