Prepared for AppyShift
October 2026 · KlientBoost
Growth Plan ● Google Ads, crawl walk run ● Q4 2026

Restaurants are searching for scheduling software. Let’s put AppyShift in front of them.

Most of the $2,925 spent on Google since April went to campaign types that pick their own audience, and Google was counting page views as wins. Before anything on the site gets tested, the traffic has to be right: the restaurants AppyShift is built for, searching for what it does. Crawl builds that foundation, Walk measures how qualified traffic converts, and Run builds the page that raises it.

12%
of Google spend went to Search, where you choose the searches
5 of 8
recorded conversions were page views, not trials or demos
2,260
US searches a month across 10 restaurant scheduling terms

Where You Stand

What your Google Ads account shows, read only. The short version: the demand is real, and the traffic hasn't reached it yet.

Your Google Ads account, April to October.

$2,925
Ad spend since April
11,487
Clicks
6
Campaigns tried, across three campaign types
2
Lead form submissions recorded

April 9 to October 20, 2026, every campaign including removed ones, from your Google Ads account, read only. The ads have been off since October 20.

Most of the budget went where Google picks the audience. Search got 12%.

Performance Max
$1,413
Demand Gen
$1,155
Search
$357

Spend by campaign type. Search is the one type where you choose the searches your ads show for.

What sits under those numbers
  • Demand Gen bought 9,608 clicks at about $0.12 each, 84% of every click in the account, and recorded the 2 lead form submissions.
  • Cheap clicks from feeds and video placements are easy to buy and hard to turn into trials, which is why the click count looks big next to the results.
  • Performance Max ran in three campaigns and chose its own placements and searches.
  • Search, where keywords and match types are yours to set, got $357 of the $2,925.

Google learned from page views. Not trials or demos.

Blood Work
5 of 8
5 page views counted as conversions.Performance Max and Search were told a page view is a win, so that is what bidding chased.
1 conversation started.Counted in one Performance Max campaign.
2 lead form submissions.The only conversions that look like a real signup, both from Demand Gen.

Every conversion the account recorded since April, by conversion action. Bidding optimizes toward whatever is counted.

Restaurants were the goal. The searches didn't find them.

1,633
Different searches your Search ads showed for
2
Mentioned restaurants, with 0 clicks

Search terms report (what people typed), both Search campaigns, as Google reports it. No search term recorded a conversion.

Where the searches went
  • The recruiting campaign used broad keywords like "job" and "work". They matched 707 different searches, many from job seekers, like "usa data entry jobs" and "warehouse jobs holland", and some in other languages.
  • The scheduling campaign matched 926 searches. Many were for pay calculators, employee logins and other scheduling brands.
  • Both Search campaigns ran each set of keywords in a single ad group, so one ad had to speak to every search.
  • Google hides some low-volume searches from this report, so the real list is longer.
"I definitely like that plan of starting with the ads and optimizing the keywords and getting that set up to where it needs to be."Travis Gillen, Founder, October 26 call

What's already in place. A good base to build on.

A clear first customer: smaller restaurantsOne flat price for scheduling, hiring and onboardingA hands-on live demo with a guided walkthroughReal search demand for what AppyShift doesSix months of account history to learn from
NextWhere The Growth IsRestaurants are already searching.

Where The Growth Is

The people AppyShift is built for already search for it. The growth is meeting them there with the right ad and the right page.

1Restaurants search for scheduling software. About 2,260 times a month.

The 4 Conversion Intent Buckets
restaurant scheduling software
600
restaurant scheduling app
450
restaurant employee scheduling software
300
7 more restaurant terms
910

US monthly searches across 10 restaurant scheduling terms, Ahrefs estimates. Advertisers pay about $6 to $12 a click on them today.

The bigger pool behind it
  • "employee scheduling app" (12,000 a month) and "employee scheduling software" (11,000) are far bigger, and pricier to win. They open up once restaurant searches are proven.
  • Restaurant searches come first because they name the customer you built AppyShift for, so the ad and page can speak straight to them.
  • Search volumes are Ahrefs estimates for the US. The Google keyword research in the first weeks sets the final list.

2Start where you can win. One customer, one product story.

WhoSmaller, locally owned restaurants with a couple of locations. Not the big chains.
WhereMid-size cities first, before the most crowded metro markets.
WhatScheduling first. Hiring, onboarding and training get their own campaigns once scheduling works.
"I definitely would say that it's geared more for restaurants at this time."Travis Gillen, Founder, October 26 call

3Every ad group, one idea. The ad matches the search.

SKAGs vs STAGs
1 ad group
Every keyword in each campaign, one ad for all of them
One theme each
A few close keywords per ad group, and an ad written for exactly that search

Tight ad groups make the ad more relevant, which tends to lift ad strength and click rate, and lets us fund the searches that convert and cut the ones that don't. The Ultimate Search Ad Copy Formula

4Then raise the conversion rate. A page built for one action.

Breadcrumb Technique™
TodayAds land on the homepage, with the full menu and two different calls to action: start a free trial or try the live demo.
Once the traffic is rightA dedicated page for restaurant scheduling searches, built around the offer that turns into customers, split tested against your homepage.

We test the page only after the traffic is right. Testing on the wrong traffic means deciding off the wrong visitors.

Later phases. Once the core is working.

Remarketing with fresh creativeMicrosoft AdsHiring and onboarding campaignsHotels and other hourly teamsPricing page testingMetaSEO
NextThe PlanCrawl, walk, run.

The Plan

Three phases across the first three months. Get the right restaurants to the site, measure what they do, then build the page that converts them.

Crawl, walk, run. Traffic quality first.

Crawl

Build the foundation

  • Blood WorkFind what converts and what doesn't, starting with the conversions Google counts.
  • Set trials and demo bookings as the only wins Google bids toward.
  • Confirm the primary customer and the first product to promote.
  • N-Gram RefinementRead your full search history to block job seekers and wrong-fit searches before launch.
  • The 4 Conversion Intent BucketsKeyword research and budget grouped by intent.
  • SKAGs vs STAGsThe Ultimate Search Ad Copy FormulaCampaigns, tight ad groups and ads built inside your account.
  • Bidding starts on clicks, then moves to conversions once a campaign has the data.
Walk

Validate the traffic

  • Search terms reviewed every week: wrong fits blocked, good searches promoted.
  • Measure how qualified traffic converts on your current site.
  • Learn which offer turns into customers: the free trial or the demo.
  • Set baselines for cost per lead and conversion rate on qualified traffic.
Run

Raise the conversion rate

  • A dedicated landing page around the winning offer, split tested against your homepage.
  • Breadcrumb Technique™A short first step on the form that asks nothing personal.
  • Thank You Page Next StepsThe confirmation books the next step on the spot.
  • CRO Leading IndicatorsEarly signals read the test, so answers come in weeks.
  • All-Star CampaignsProven keywords get their own protected budget.

Each phase earns the next. Pages get tested only once the traffic is right, and spend steps up only after a campaign holds its mark two weeks running.

After the first three months. Growth, one step at a time.

More pages and testsNew page variants and a pricing page test, once the first page has a winner.
More of the productHiring, onboarding and training campaigns, then hotels and other hourly teams.
More channelsRemarketing with fresh creative, then Microsoft Ads and Meta.

We recommend each step when the numbers say it's ready, and you decide when to add it.

How we prove it. Measured in trials and customers.

How we prove it

  • Only trials and demo bookings count as conversions.
  • A baseline on qualified traffic before any goal is set.
  • Quarterly goals set together from your own numbers.
  • A reporting dashboard you can read at a glance.

Deliberately not in scope

  • Meta and other ad platforms
  • SEO
  • Changes to the app or the main website
  • Ongoing creative production
NextThe MarksHow we set the baselines.

The Marks

Walk sets the baselines. From there, every goal comes from your own numbers.

Your cost per lead is simple math. Walk measures each piece.

Cost per clickWhat Google charges for each visit from a qualified search.
÷ Conversion rateThe share of those visitors who start a trial or book a demo.
= Cost per leadWhat one trial or demo costs.
× Close rateHow many leads become paying customers, so we know what a customer costs.

Every piece gets measured on qualified traffic first, so the goals come from your numbers, not guesses.

The marks. From where you are to where we aim.

What Google counts5 of 8 page viewsSince AprilTrials and demos onlyBy the end of Crawl
Restaurant searches reached2 of 1,633Search terms since AprilThe core of the accountFrom launch
Cost per qualified leadBaseline monthMeasured in WalkQuarterly goalsSet together
Conversion rateBaseline on your homepageMeasured in WalkBeaten by a tested pageRun, Options 2 and 3

We don't invent targets. The first goals are set together once the baselines are in, then reset every quarter as each one is hit.

Straight talk. What to expect.

What we won't promise

  • A cost per lead before there is a baseline on qualified traffic.
  • That every keyword earns its place. Some won't, and we cut them fast.
  • Page results before the traffic is right.

What we commit to

  • Everything we build lives in your account and stays yours.
  • Spend steps up only when a campaign earns it.
  • Clear answers on what's working, what isn't and what's next.
NextInvestmentThree ways to start.

Investment

Each option is a step up. Monthly fees and one-time work are two separate numbers.

Three ways to start. We recommend Foundation + Dedicated Page.

One time, Option 3 onlyWarchest of AdsFive static ad sets message-matched to your dedicated page, built around benefits, features, social proof, FAQ and how AppyShift compares. Ready for the next channel when it opens.
$1,000one time

Management fees are the greater of the flat fee or 10% of monthly ad spend. Ad spend is separate and paid directly to Google.

Term: a three-month initial term that starts at kickoff, then renews automatically for the same term.

NextThe First 90 DaysWhat happens, week by week.

The First 90 Days

Our team schedules the kickoff once the agreement is signed. The timeline below starts from that call.

Before kickoff. We move quickly, on your timeline.

1AccessGoogle Ads and Search Console are already connected. Site access follows for tracking.
2ReviewA full read of the account history and how conversions are counted.
3Detailed planThe growth plan that improves on this one, ready before the work starts.

The first 13 weeks. Crawl, walk, run.

CrawlWeeks 1 to 4: research, build, tracking, launch.
WalkWeeks 5 to 8: validate traffic, set baselines.
RunWeeks 9 to 13: the dedicated page and its split test.
Showing$3,500a month
KlientBoostYour teamTogetherCheckpoint
Week
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
Kickoff and goalsTogether
Conversion trackingKlientBoost
Google AdsKlientBoost
BaselinesTogether
Dedicated pageKlientBoost
Ad setKlientBoost
ApprovalsYour team
CheckpointsTogether

Who's on your team.

Paid media leadBuilds and runs Google Ads day to day.
Conversion trackingSets trials and demo bookings as the conversions Google counts.
CROBuilds the dedicated page and runs its split test, in Options 2 and 3.
CreativeBuilds the ad set in Option 3.

Direct access to the people running your campaigns, a dedicated reporting dashboard and a shared Slack channel.

What we need from you.

1Site accessSo trial and demo conversions can be tracked from the first click.
2Your trial numbersTrials, demos and how many become paying customers, so the baselines mean something.
3Brand assetsLogo and product screenshots for ads and pages.
4Quick approvalsOn ads and the page, so launches keep moving.
Next step

Pick the starting option. We send the agreement in writing, and our team schedules the kickoff once it's signed.