Service Pros Auto Glass x PathOpt

Executive Summary

This proposal responds to all seven sections of the Service Pros Auto Glass RFP. It is built for a 15-market service-area business that wants to scale paid acquisition, local visibility, and closed-loop attribution under fixed-fee economics with full account ownership.

Three things are true today, sourced from independent audit data we ran the week of April 21–25, 2026:

1. The current site scores 39 out of 100 in a full SEO audit. Schema is 0 of 100. Local SEO is 32 of 100. Six critical issues block sitewide quality signal.
2. Service Pros is absent from the Local 3-Pack across every website-targeted market in the audit. That includes Sarasota, where the brand has 707 reviews at 4.9 stars.
3. Paid spend is $0. Google Ads Transparency Center confirms zero active or recent ads for serviceprosautoglass.com. The brand is not even bidding on its own name. Florida search demand for windshield work is 40,800-plus monthly searches on the seed list, 80,000-plus with long-tail. Florida Statute §627.7288 waives the deductible. The customer pays $0. The shop bills insurance $300 to $1,200-plus per job.

The keyword footprint gap tells the same story in one number. Service Pros ranks for 313 keywords at $789 per month in estimated organic traffic value. Safelite ranks for 6,428 keywords at $4.1 million per month. That is a 20-times keyword footprint gap and roughly a 5,250-times traffic value gap.

This is not an optimization engagement. The RFP describes the next 12 months as scale phase. The audit data says the build phase is unfinished. Our recommendation reframes the work as fix-then-scale: a defined seven-day repair on the existing site, a Next.js platform migration in Days 1 to 45, a 60-day attribution wiring, and a per-market scaling cadence that runs on cost-per-closed-job economics by Day 60 in Sarasota and on a documented trajectory in the rest of the portfolio by Day 180.

The platform migration is in scope and called out explicitly. The current WordPress + Elementor + Zynith stack cannot be iterated fast enough across 14 markets to drive per-market CPJ to target. Migrating to Next.js in the first 30 to 45 days, with AI-assisted development, is the precondition for the cross-portfolio CPJ commitments. We are not hiding that work or charging for it later. It is in the setup fee, the timeline, and the named deliverables.

PathOpt's commercial structure is aligned to RFP Section 9 by default. Service Pros owns every account. Service Pros pays Google directly. Zero markup on media. Fixed monthly retainer. 90-day initial term. 30-day cancellation after that. Full data and IP ownership stays with Service Pros.

Up-Front Agreement

This proposal commits to four things you will not see from most vendors who respond to this RFP.

1. We are leading with the audit, not the pitch. The first substantive section below is what your business looks like in the public crawler data we pulled this week. If any number is wrong, tell us and we will fix it before the presentation. This is the same dataset we use to build the 90-day plan.
2. We are scoping cost-per-closed-job honestly. The RFP language is "vendors must be prepared to report cost per closed job within 60 days of engagement." That is a reporting commitment, not a target commitment. By Day 60 we deliver a per-market CPJ report for every market where paid traffic, closed-loop attribution, and closed-job data have all reached operational state. We do not commit to specific Day-60 CPJ numbers across 14 unbuilt markets because the data does not yet exist. Vendors who do are bidding to win, not to deliver.
3. The pricing structure already matches RFP Section 9. Fixed fee, no markup, no percentage of spend, client owns accounts. We did not engineer this for your RFP. It is how we contract every engagement.
4. The strategic call is yours. Sections 3 through 9 below tell you what we recommend and why. If you read it and decide a different vendor is closer to what you need, that decision should be easy to make.

Your Stated Outcomes (RFP Section 3 Mirrored)

Six outcomes were named in the RFP. Each is addressed in the scope, the 90-day plan, and the reporting commitment that follows.

The RFP also names a marketing-philosophy constraint: each market is treated as an independent performance unit, with no blended reporting. We honor that constraint at the campaign-architecture level. Per-market budget, per-market CPL and CPJ, per-market GBP, per-market dashboard view. No cross-market averages used to obscure under-performers.

Where Your Business Is Today (The Audit)

Pulled live from Google Ads Transparency Center, DataForSEO, Whitespark, CrUX field data, Common Crawl, and Maps API as of April 25, 2026. Sources are itemized in the appendix.

4.1 The Local Pack Reality

Service Pros is absent from the Google Local 3-Pack across all 10 of its website-targeted city pages.

The most expensive line on this table is Sarasota. With 707 reviews at 4.9 stars and a 96% response rate, the only reasons not to be in the pack are GBP configuration and on-page signal. Both are inside our scope.

Hollywood, Miami, Lakeland, Melbourne, Charleston, Columbia, and Greenville are not represented above because no city page currently exists for these markets, so there is nothing yet for the Local 3-Pack to evaluate against. These 7 markets become Local Pack candidates as their Next.js city pages and GBPs come online (Section 10).

4.2 The Keyword Footprint Gap

DataForSEO live pull, Florida market, April 2026:

That is roughly a 20-times keyword gap and a 5,250-times traffic value gap. Service Pros' top organic rankings are essentially brand-only. Of 24 cross-market keywords tracked across the portfolio, zero sit on page one in any market. Average position across ranked terms is 39.5. Orlando shows zero organic visibility on its 4 tracked keywords.

4.3 The Paid Spend Reality

Google Ads Transparency Center, pulled April 25, 2026: zero active ads, zero recent ads, no detected creative footprint for serviceprosautoglass.com. The brand is not even bidding on its own brand terms. Florida search demand for the seed keyword set is 40,800-plus per month. Long-tail is 80,000-plus. Weighted Florida CPC is $11.60. Peak is $22.50 for "windshield replacement st petersburg." Florida Statute §627.7288 means the customer pays $0 and the shop bills insurance $300 to $1,200-plus per job. There are 17.2 million registered vehicles in Florida (Florida DHSMV, 2025).

The math is straightforward. There is real demand, real margin per job, and real intent volume. None of it is being captured.

4.4 The Six Critical Site Issues

The full SEO audit (April 25, 2026) flagged six issues that need to be fixed before any optimization or scale work yields compounding returns. Each is referenced by ID below and re-appears as a Day-1-to-30 deliverable in Section 10.

Field performance (CrUX 28-day p75 real-user data): FCP 1376ms good, LCP 1833ms good-borderline, INP 60ms good, CLS 0.17 needs improvement, TTFB 890ms needs improvement. Mobile Lighthouse Performance scores 23 to 47 across the three sampled URLs.

4.5 The GBP Coverage Reality (15 Markets)

Sarasota is the proof point. It is also the only one. Building 14 GBPs across the rest of the footprint is the single highest-leverage local SEO move on the table.

4.6 What Is Working

We are not pitching this as a teardown. The conversion infrastructure on the site is solid. Click-to-call phone in the header. Active contact form. Live chat widget. Online booking widget. SSL, viewport meta, H1 present. The Sarasota GBP is a category-leading review profile (707 at 4.9 stars). Tranel confirmed call tracking is in place and GoHighLevel is the CRM. Edit access on the site is available to the marketing partner. The bones for closed-loop attribution exist; they need to be wired.

Strategic Reframe: Fix-Then-Scale

The RFP describes the next 12 months as scale phase. Independent audit data says the foundation does not yet support compounding returns from scaled paid spend. Spending $30,000 to $60,000 per month into a site that scores 39/100, GBPs that do not exist in 14 of 15 markets, and an attribution layer that cannot tie spend to closed jobs is the textbook definition of expensive learning.

The 90-day plan that follows splits the work into two tracks running in parallel.

Track 1: Fix. The six critical site issues (C1 through C6), the four high-priority issues (H1, H2, H6, H10), and the GBP build-out for the 14 missing markets. Engineering work moves the SEO score from 39 to roughly 55. The full GBP build runs 60 to 90 days depending on Google's verification cadence per market. None of this requires a media budget.

Track 2: Scale. Paid restructured for Sarasota first because it is the only market with a working GBP and review base to support it. Charleston as the end-to-end proof commitment, built natively on the new platform as the first market on Next.js. Per-market paid expansion follows once each market has a verified GBP, a Next.js city page, and the attribution layer is wired.

The scale lever is real. Florida demand is real. Insurance economics are real. The reason to fix first is not caution. It is that compounding returns require working infrastructure and the site does not yet have it.

5.1 Why the Platform Has to Move

The current site runs on WordPress + Elementor + Zynith SEO + WP Engine + Cloudflare. That stack got the brand to where it is. It will not get the brand to sub-$100 cost-per-closed-job in 14 markets that do not yet have working pages.

Two reasons.

First, iteration speed. Per-market landing-page work, conversion-rate testing, schema deployment, location-page generation at scale, and Core Web Vitals tuning all run faster, cleaner, and cheaper on Next.js than on Elementor. The current CLS score (0.17, needs improvement) and TTFB (890ms, needs improvement) are tied to the Elementor bloat and the WP Engine origin. We can patch CLS as a Day-1 fix (H10), but we cannot drive performance to where it needs to be for paid efficiency without leaving the page builder.

Second, dependency control. Every change to an Elementor + Zynith site that goes beyond cosmetic risks pulling in a third-party plugin developer. That breaks the "we control the build" commitment and adds delivery time and cost we do not control. Migrating to Next.js means PathOpt's team owns the codebase end-to-end. No Elementor consultants. No Zynith plugin dependencies. No WP Engine-tied performance ceiling.

We will not hide this. The migration is in scope, in the timeline, and in the setup fee. AI-assisted development across the build is how we hit the 30-to-45-day window without inflating cost. Section 10 lays out the parallel-track plan.

Migration risk and mitigation. The migration runs in a staging environment at a parallel domain throughout the build, with full traffic preserved on the existing WordPress site. Cutover is single-step at completion, with all 80-plus existing URLs preserved or 301-redirected as part of the launch. Search Console is monitored for indexation changes for 14 days post-launch. If Day 45 slips for any reason (Google verification cadence, content review delays, or scope clarification), the existing WordPress site continues serving traffic at full performance. PathOpt absorbs any cost overrun; the migration is fixed-fee inside the setup, not time-and-materials.

Per-Market Paid Architecture

6.1 Channel Mix

The LSA point matters because the RFP names it as a possible channel. We checked. It is not eligible. Vendors who include LSA in the proposal are either pulling from a template or have not verified.

6.2 Per-Market Independence

Each of the 15 markets runs as its own Google Ads campaign, its own GBP, its own conversion-tracking setup, and its own dashboard slice. Per RFP Section 4: no blended reporting. The dashboard surfaces CPL, CPJ, close rate, and ROAS per market, not as portfolio averages.

Budget allocation is performance-based by market. A market with $3,000 per month and a 3.7-times ROAS is not topped up to match a market that is not yet performing. The under-performer either gets diagnosed or gets paused. That decision is yours; the data is ours to surface clearly.

6.3 The Ad-Spend Envelope

Tranel described an envelope of $2,000 to $4,000 per market per month. Across 15 markets, that is $30,000 to $60,000 per month aggregate. Ad spend is paid by Service Pros directly to Google, Meta, and any other platform. Zero markup on PathOpt's side. Zero percentage-of-spend fees. Per RFP Section 5.1 and Section 9, both verbatim.

GBP Build-Out and Local SEO

7.1 The 14-Market GBP Build

Seven RFP-appendix markets have a site page but no GBP. Seven RFP-appendix markets have no site page and no GBP. Sarasota is the only fully built local entity. Total 14 GBPs to build to bring the RFP appendix into full coverage.

Two additional site pages exist for off-appendix markets (Brighton Bay and Largo). Their status is flagged for committee resolution in Section 17 and they are counted outside the 14-market in-scope footprint until resolved.

The build sequence is Charleston first (the 30-day proof commitment, see Section 10), then the seven RFP-appendix markets with existing site pages, then the remaining six markets from the Service-Area-Business tier. Each build includes:

• Service-area mode configuration with HQ address hidden, per Whitespark's 2026 ranking factor finding (C3)
• Service area definition by ZIP cluster
• Primary and secondary category selection (Auto Glass Repair Service, Auto Glass Shop, Glass Repair Service)
• Service list with descriptions
• Photos (vehicle, technician, mobile unit, ADAS calibration setup)
• Q&A seeded with the highest-volume buyer questions
• Posts cadence of 1 per week per market
• Review-request automation tied to GoHighLevel job-completion trigger

7.2 Local SEO Layer

Per RFP Section 5.4: local SEO per market, location plus service pages, technical SEO, keyword tracking. The work breaks into:

• Per-market location pages on the site (existing 10 audited and rebuilt; new 7 added for Miami, Hollywood, Lakeland, Melbourne, Charleston, Columbia, Greenville)
• Service pages consolidated to a single URL pattern (C5: 301-redirect /service/[slug] → /our-services/[slug])
• LocalBusiness and AutoRepair JSON-LD schema per location (C4)
• Structured FAQ schema on every service page
• Per-market citation build
• Internal linking architecture from city pages to service pages and back
• Quarterly content calendar tied to seasonal demand patterns and insurance-claim search behavior

7.3 Internal NAP Inconsistency Cleanup

The site service-area copy currently lists "Sarasota, Tampa, Orlando, Fort Myers, Tallahassee, Ocala, and Gainesville." The RFP appendix names 15 markets and does not include Gainesville. Tampa is also flagged in C2 for a phantom second NAP (3104 N Armenia Ave). Both fixes happen in Week 1 and require no engineering. They require a decision from your team on the canonical address per market. We will surface the questions; you confirm; we update.

Closed-Loop Attribution Stack

This is the section the RFP flags as critical (Section 5.5: "We are not interested in vendors who cannot close the loop between marketing and revenue.") and the section Tranel confirmed is "still being built out, and that's a core focus of this initiative."

8.1 The Stack

8.2 The 60-Day Build Sequence

• Week 1: Per-market WhatConverts numbers provisioned and routed
• Week 2: Conversion APIs wired (Google Enhanced Conversions, Meta CAPI)
• Week 3: GHL pipeline mapped, lead-source field standardized, review-request trigger built
• Week 4: Looker Studio dashboard built with per-market view
• Week 5–6: Job-completion data feedback loop validated against Sarasota volume. Attribution layer fully wired and ready to measure any market that comes online.
• Week 7–8: First Sarasota CPJ measurement live and reported. Paid CPJ measurement live for the first 3–5 Tier 2 markets (Tampa, Orlando, Jacksonville, Ft Myers, Tallahassee) as their paid campaigns flow on existing site city pages. Note: full paid + organic CPJ for each Tier 2 market matures when its GBP verifies, which sits inside Google's 60-to-90-day window from submission. Paid CPJ does not wait on GBP verification; Local Pack contribution does.

8.3 Inside-Sales Integration (RFP Section 5.6)

Two-direction loop:

• Outbound: Marketing sends qualified leads with full source data into GHL pipeline. Inside sales sees source, campaign, keyword, and call recording on the lead record.
• Inbound: Inside sales reports back close rate by lead source, lead quality issues, and bookings that did not close. That data feeds back into the dashboard and into channel-level optimization. Underperforming lead sources get bid down or paused. High-quality sources get scaled.

Standing weekly sync between PathOpt and your call-center lead. Monthly review with Tranel on what the data is telling us about lead quality vs. lead volume.

The Honest CPJ Commitment

The RFP requires cost-per-closed-job reporting within 60 days. Here is the honest scoping.

9.1 Day-60 CPJ Reporting

Tier 1: Sarasota. Live CPJ measurement reported. Attribution layer fully wired. Playbook documented and running cleanly. Sarasota is the proof market for the cross-portfolio expansion because it has a verified GBP, a 707-review base at 4.9 stars, an active site page, and a working call-tracking setup. The CPJ number itself is the output; the goal of the engagement is to drive that number toward sub-$100 over time.

Tier 2: 3 to 5 markets in mid-build. GBPs submitted to Google (PathOpt-controlled, completed Week 1 to Week 2). Paid campaigns running on existing site city pages while GBP verification works through Google's 60-to-90-day window. Closed-loop attribution is wired by Day 60, so paid CPJ measurement is live and reportable for these markets at Day 60 even before their GBPs verify. Local Pack contribution to CPJ comes online market-by-market as each GBP verifies, which sits in Google's cadence. At Day 60 the committee receives a per-market status report: GBP submission date, expected verification window, paid CPJ measurement to date, and the trajectory line for full (paid + organic) CPJ once verification arrives. Most likely candidates based on existing site presence and submission feasibility: Tampa, Orlando, Jacksonville, Ft Myers, Tallahassee.

Charleston is on its own track. As the first market launched on the new Next.js platform (target Day 35–45), Charleston will have approximately 15 days of post-launch data at Day 60. That window is directional, not statistically meaningful. Charleston's first credible CPJ measurement falls inside the Day 90 review, alongside the Year-2 expansion-market decision.

Tier 3: 9 to 11 markets. Trajectory documented. Written plan showing how each reaches target CPJ by Day 180, with monthly checkpoints at Day 90, Day 120, Day 150, and Day 180.

9.2 How to Read the Day-60 CPJ Report

The Day-60 report covers every market where three operational gates have closed: paid traffic flowing through the new attribution stack, closed-loop attribution wired and producing closed-job data, and enough volume to form a meaningful number. Three factors determine which markets clear those gates by Day 60.

First, GBP verification cadence. 14 of the 15 RFP markets need new GBPs. Verification is a 60-to-90-day process driven by Google's cadence, not ours. Markets verify market-by-market and enter the full paid-plus-organic CPJ report as they do.

Second, the Next.js migration. The current WordPress + Elementor + Zynith stack cannot be iterated fast enough across 14 markets to drive sustained per-market CPJ optimization. The migration in Section 10.2 (target Day 45) is the precondition. Per-market CPJ measurement starts when paid traffic flows; sustained CPJ optimization unlocks once the platform is on Next.js.

Third, the closed-loop attribution layer. WhatConverts plus the GHL job-completion feedback loop is mid-build at Day 0 and operational by Day 60.

The Day-60 report will show, per market: paid CPJ measurement where data exists, GBP verification status, the trajectory line for full paid-plus-organic CPJ, and the path to sub-$100 over the engagement.

9.3 ROAS Anchor (Conservative Case)

Per the search-demand-report's explicit recommendation, we anchor expectations on the conservative case, not the base case. Inputs: $11.60 weighted Florida CPC, 50% lead-drop stress test applied, $350 average ticket, ROAS calculated post-stress.

Even at conservative case with double-stress assumptions baked in, this clears the industry-typical 3-to-4-times ROAS benchmark. In other words: the unit economics work at the floor. The base case (9.5× ROAS, ~$36 CPJ) is what we expect once attribution is wired and per-market optimization is running. Pricing this proposal on the conservative case is a credibility choice, not a math limitation.

The 30/60/90 Plan

The first 90 days run on three parallel tracks: critical fixes on the existing site (Days 1–7), the platform migration to Next.js (Days 1–45), and the attribution wiring and paid restructure (Days 1–60). Charleston comes online as the first market on the new platform. Sub-$100 CPJ commitments beyond Sarasota are gated on the migration completing.

10.1 Track A: Critical Fixes on the Existing Site (Days 1–7)

These run on the current WordPress + Elementor site because they cannot wait for migration. They unblock indexation quality immediately and stop active brand damage.

These fixes move the audit score from 39 to roughly 55 by end of Week 1. None of it requires media budget. None of it depends on Google verification timing. None of it requires the migration to be complete.

10.2 Track B: Next.js Platform Migration (Days 1–45)

This track runs in parallel with Track A from Day 1 and is the single most important infrastructure decision in the engagement. We are calling it out explicitly so the committee can evaluate it with eyes open.

Scope of the migration:

• Site rebuilt on Next.js with a per-market location-page architecture
• All 15 markets get a Next.js city page in the new build:
  • Seven new pages built natively (Miami, Hollywood, Lakeland, Melbourne, Charleston, Columbia, Greenville)
  • Ten existing pages rebuilt with proper schema, performance budgets, and local SEO architecture (Sarasota, Tampa, Orlando, Jacksonville, Ft Myers, Tallahassee, Brighton Bay, Largo, Clearwater, Ocala)
• LocalBusiness and AutoRepair JSON-LD schema templated per location
• Server-side rendering for crawler signal; static generation where appropriate for performance
• Cloudflare retained as CDN; WP Engine origin retired
• Existing WordPress URLs preserved or 301-redirected as part of the cutover
• Deployment pipeline owned by PathOpt's team; Service Pros owns the GitHub repo and the hosting account

How we hit 30 to 45 days: AI-assisted development across page generation, schema templating, content adaptation, and component scaffolding. The same per-market template renders 15 city pages with per-market content variation. Without AI assistance, this scope is a 90-to-120-day project. With it, 30 to 45 days is the realistic window.

Charleston as first market on the new platform. Charleston launches on Next.js inside the migration window (target Day 35–45) as the end-to-end proof commitment: new platform, new city page, verified GBP, local SEO setup, review-request flow wired into GHL, paid structure stood up. The committee gets a tangible before-and-after demo at the Day-30 review and a fully-launched first-market proof at Day 45.

Why this unlocks sub-$100 CPJ beyond Sarasota. The current Elementor + Zynith stack cannot be iterated fast enough to drive per-market CPJ to target across 14 markets. Page-speed gains, per-market schema, A/B variants, and conversion-rate tests all run cleanly on Next.js. They do not run cleanly on Elementor without pulling in third-party developers we do not control. The migration is the precondition for the Tier-2 and Tier-3 CPJ commitments in Section 9.

10.3 Track C: Attribution and Paid (Days 1–60)

• Days 1–14: WhatConverts rollout. Per-market call tracking numbers live by Day 14.
• Days 14–30: Conversion APIs wired (Google Enhanced Conversions, Meta CAPI). GHL pipeline mapped, lead-source field standardized, review-request trigger built.
• Days 30–45: Looker Studio dashboard built with per-market view. Sarasota paid restructure live on the existing site (does not wait for migration).
• Days 45–60: 3 to 5 priority markets brought into measurable baseline as their Next.js city pages and GBPs come online. Day-60 CPJ report delivered: Sarasota target hit, 3-to-5-market baseline established, 9-to-11-market trajectory plan documented. First inside-sales feedback loop running.

10.4 Days 61 to 90: The Scale

• Per-market paid expansion in tier-2 markets (Tampa, Orlando, Jacksonville, Ft Myers, Tallahassee) on the new platform
• Charleston first credible CPJ measurement delivered at the Day 90 review (45 to 60 days of post-launch data on the new platform)
• GBP verifications completed for the remaining 9 markets (subject to Google's verification cadence)
• Conversion-rate tests deployed across the new city pages
• First quarterly business review with Tranel and the executive committee at Day 90
• Decision point on Year-2 expansion-market scope

Investment

Commercial Terms (RFP Section 9 Verbatim)

Itemized below per the RFP's non-negotiable list. Each item is a hard contract term, not a paraphrase.

1. Service Pros owns all accounts. Google Ads, Google Business Profile, Google Analytics 4, WhatConverts, GoHighLevel, Meta Business Manager, every other platform account opened in service of this engagement. Accounts are created in Service Pros' name, with PathOpt added as a managed user. On engagement end, PathOpt access is removed. Service Pros retains full ownership and continuity.
2. Service Pros pays ad platforms directly. Ad platforms invoice Service Pros, not PathOpt. PathOpt does not handle media-spend billing.
3. No media markup. Zero. Not minimal, not "industry-low," zero. Service Pros pays Google's published rate.
4. Fixed monthly management fee, no percentage of spend. $15,000 per month flat, regardless of whether media spend is at $30,000 or $60,000.
5. 90-day initial term. Engagement runs an initial 90-day period from start date.
6. 30-day cancellation clause after the initial term. After Day 90, either party may cancel with 30 days' written notice.
7. Full data and IP ownership retained by Service Pros. All campaign data, creative assets, content, reporting, dashboards, and process documentation are Service Pros' property and remain accessible after engagement end.
8. Vendor must support transition to in-house team if requested. PathOpt commits to a documented transition window of up to 60 days at no additional cost. Covers playbook handover, account-access transfer, and team training as needed. Bundled into the monthly retainer with no hourly fees or scope-creep charges.

The Team

13.1 PathOpt-Side Named Team

This is a two-operator delivery model. Justin and Jeremy execute the engagement directly. AI tooling is the leverage layer that makes 15-market parallel delivery economically viable: per-market city page generation, schema templating, GBP content drafting, and attribution dashboard scaffolding all run with AI assistance and human validation. We are not headcount-padding the retainer with junior account managers, nor are we routing the build through contractors named at contract execution. The committee gets a single accountable owner, an experienced operating partner, and direct execution.

13.2 Operator Background

All three PathOpt founders built and exited multi-location businesses in the MSP industry. Multi-location service-area economics, technician dispatch, per-location P&L, and call-center integration are not abstractions; they are operating context.

Case Studies and Client References (RFP Section 7)

14.1 Honest Scoping

PathOpt has not run an auto-glass marketing engagement. We also do not maintain published case studies. The references in §14.2 are how the committee can interrogate the actual work, in the actual clients' words, instead of reading our marketing copy. We say all of this directly because the alternative is bending an unrelated case study to look like it fits, which would compromise the diligence signal that runs through the rest of this proposal.

The RFP Section 7 language permits home services, automotive, OR multi-location service-area businesses as relevant industries. The two engagements named in §14.2 plus the principals' MSP-era operator background are our most directly applicable work.

What transfers cleanly to this engagement:

• Agency takeover and Google Ads budget management (Chad / Homeworks; Cassie / OFDC)
• Per-market campaign architecture for multi-location operators (Cassie / OFDC, Fort Myers and Sarasota)
• WordPress to Next.js migration, shipped on schedule (Chad / Homeworks)
• Next.js rebuild from scratch, in flight (Cassie / OFDC, project ongoing)
• Closed-loop attribution buildout, including custom integration to bridge closed line-of-business applications (Chad / Homeworks: WhatConverts + GoHighLevel + custom BuilderTrend attribution layer; Cassie / OFDC: WhatConverts in progress)
• Inside-sales feedback loops on lead quality
• Multi-location service economics, technician dispatch, per-location P&L visibility, and call-center integration (founders' MSP-era operator background)

What does not transfer and will be absorbed during the engagement:

• Florida Statute §627.7288 zero-deductible insurance dynamics
• Insurance carrier preferred-shop empanelment (Lynx, Safelite Solutions, ABRA)
• ADAS calibration liability framing in customer-facing content
• OEM glass certification messaging

We will not claim auto-glass operating fluency on Day 1. The audit work already in this proposal shows how PathOpt absorbs unfamiliar categories: independent research, reference to published authorities (Whitespark, DataForSEO, CrUX, Florida DHSMV), and direct conversation with the people who run the business. The same pattern applies to learning the auto-glass-specific mechanics.

14.2 Client References

Two named references aligned to the RFP Section 7 minimum, included with this proposal. Both speak directly to the multi-location service-area, closed-loop attribution, and WordPress-to-Next.js migration scope that defines this engagement.

Reference 1: Chad Allyn, Owner, Homeworks Construction and Design

PathOpt took over performance marketing from a traditional agency, including Google Ads budget management across both Homeworks Construction and Design and its sister business Chad the Handyman. PathOpt migrated both websites from WordPress to Next.js, deployed WhatConverts for end-to-end lead tracking and attribution (form fills and phone calls from organic, paid, and direct), wired closed-loop attribution through GoHighLevel, and built a custom integration layer to bridge BuilderTrend (a closed line-of-business project management application) into the attribution stack so paid spend ties to closed remodeling jobs. PathOpt also deployed AI voice agents for after-hours call handling.

Contact: chad@homeworks-swfl.com / (239) 877-3979

Reference 2: Cassie Baird, Controller, OFDC Commercial Interiors

PathOpt took over performance marketing from a traditional agency, including Google Ads budget management across OFDC's two locations (Fort Myers and Sarasota). PathOpt is currently rebuilding OFDC's website on Next.js (project in flight, not yet shipped) and has deployed WhatConverts for lead tracking and attribution.

Contact: cbaird@ofdc-inc.com / (239) 337-1212

Both references are available for committee outreach and willing to speak directly to:

• Multi-location service-area engagement structure
• WordPress to Next.js migration execution and timeline discipline
• Closed-loop attribution buildout from scratch (WhatConverts + GoHighLevel + BuilderTrend)
• PathOpt's behavior as a partner during the build phase
• Commercial structure (fixed fee, no media markup, client-owned accounts)

RFP Section 5 Scope Map (Section by Section)

Why PathOpt and When We Are Not the Right Fit

16.1 What Sets This Engagement Apart

• The audit is the differentiator. Other vendors will pitch optimization. PathOpt is the only vendor that will show up with a 15-market GBP gap map, a 39/100 audit, and a fix-then-scale reframe based on field data.
• Platform modernization is in scope, not optional. The Next.js migration in Days 1 to 45 with AI-assisted development is named in the setup fee and the timeline. We are not pricing the migration separately at Year 2 to make this proposal look cheaper. That is the engineering work that makes sub-$100 CPJ across 14 markets achievable rather than aspirational.
• Pricing structure aligned to RFP Section 9 by default. Fixed fee, no markup, client owns accounts is how PathOpt contracts every engagement, not a one-off concession.
• Honest CPJ commitment. Three-tier scoping at Day 60. Sarasota, then 3 to 5 markets in baseline, then 9 to 11 markets on a trajectory plan, with the migration as the explicit unlock.
• Closed-loop attribution is core competency, not an add-on. WhatConverts plus GoHighLevel plus Looker Studio is the standard stack PathOpt builds for multi-location operators.
• Operator background. MSP-era multi-location and exit experience across all three founders. Not consultants who studied service businesses; operators who built and sold them.

16.2 When We Are Not the Right Fit

• If the committee wants a vendor that promises sub-$100 CPJ across 14 unbuilt markets at Day 60, PathOpt is not that vendor. We will commit honestly and deliver, not promise to win.
• If the committee wants proprietary CRM lock-in or platform-bundled site hosting, PathOpt is not that vendor. RFP Section 9 requirements that Service Pros owns all accounts are aligned with how we operate.
• If the committee wants the lowest sticker price, PathOpt is not that vendor. The bundled retainer is priced for full delivery on a 15-market footprint, not for line-item undercut.

Mutual Agreement on What Comes Next

If this proposal aligns with what the committee is solving for, the path forward is straightforward.

Step 1. Vendor presentation, April 28–30. We will walk the committee through the audit slide, the fix-then-scale reframe, the 90-day plan, and the commercial framework. Time set aside for questions. The committee leaves with the data file and the plan.

Step 1a (during presentation). Four open questions for the committee that affect scope before contract:

• Tampa NAP. Is 3104 N Armenia Ave a real Service Pros location not listed in the RFP appendix, or is it stale page content? Affects GBP count (15 vs 16) and Day-1 fix scope (C2).
• Brighton Bay (St. Pete). Site page exists at this address; not in RFP appendix; a separate brand "Bay Area Auto Glass" lists the same address. Active market or stale page?
• Largo. Site page exists at this address; not in RFP appendix. Active market or stale page?
• Gainesville. Site service-area copy includes Gainesville; not in RFP appendix. Active or stale?

Step 2. Selection decision per the committee's stated timeline.

Step 3. Contract execution. Standard PathOpt MSA pre-aligned to RFP Section 9 terms.

Step 4. Kickoff Week 1. C1 through C6 fixes complete by end of Week 1. Charleston build kicked off. WhatConverts rollout started.

Step 5. Day-30 review. Charleston live. Site score moved 39 to ~55. First per-market dashboards live.

Step 6. Day-60 CPJ report. Sarasota target hit. Tier-2 markets in baseline. Tier-3 trajectory plan delivered.

Step 7. Day-90 quarterly business review. Decision point on expansion-market scope and Year-2 contract continuation.

Yes, No, or What Would Have to Be True

The committee has three responses available.

Yes: This is the partner. Move to contract. Kickoff target Week of [target start date].

No: This is not the partner. We respect the call. We will leave the audit data with you regardless. No catch.

What would have to be true: Tell us what is missing. If the answer is a case study in auto glass specifically, we cannot produce one because we have not done the work. If it is references, we will provide them. If it is scope adjustment, we will adjust. If it is pricing structure, RFP Section 9 already pre-aligns the structure.

Source Citations

All audit data and competitive intelligence cited in this proposal is sourced from:

• Full SEO audit (PathOpt internal, April 25, 2026)
• 15-market GBP audit (Reese Ormand, April 21, 2026)
• DataForSEO live keyword and SERP pull (Florida market, April 2026)
• Google Ads Transparency Center pull (April 25, 2026)
• CrUX 28-day field performance data (p75)
• Whitespark 2026 Local Search Ranking Factors study
• Florida Statute §627.7288 (zero-deductible windshield law)
• RFP final document and Tranel's April 21 reply email

Source-by-source citations available on request and embedded in the underlying intake document.

Open Items Flagged for Resolution

Items below need committee input before or during the April 28–30 presentation. None block the written proposal.

1. Tampa NAP (3104 N Armenia Ave): real location or stale page content?
2. Brighton Bay (St. Pete) market disclosure status
3. Gainesville disclosure status
4. Orange City HQ GBP eligibility (245 W Blue Springs Ave., Suite C, corporate office not in RFP appendix)
5. Day-to-day client POC on Service Pros side
6. Incumbent agency (greenfield engagement vs. transition)
7. Year-2 expansion market scope (beyond Charlotte NC and Lexington KY storage-only sites)
8. Insurance carrier preferred-shop empanelment status (Lynx, Safelite Solutions, ABRA)
9. GA4 and Search Console service-account access for ongoing audit data