| Strategy | Intent maps tied to inventory, price tiers, and the conversations you actually want | Generic keyword packs and “set and forget” geo radii |
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| Execution | Search, Maps, and nurture layers shipped with QA from click to CRM | Single-channel experiments with weak landing continuity |
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| Ownership | You approve major moves; we own the weekly optimization rhythm | Surprise scope creep and black-box “trust the algorithm” |
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| Proof | CPL, appointments, and offline outcomes tied to the same definitions sales uses | Screenshots of impressions without business context |
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| Integration | Ads plus SEO, site, and analytics from one accountable team when you want the full stack | Fragmented vendors with conflicting incentives |
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