Where this stands
This page is the working view of the 90-day LinkedIn plan: drafted content and rebuild copy live here, ready for you to read, edit, and paste into LinkedIn yourself. There's no LinkedIn connection in this system, so nothing here can post or publish itself — you ship every piece of it.
Done: headline updated (you did this yourself). About section, Featured section copy, banner brief, press page content, and the first four posts (Week 2) are drafted below, ready for your review.
What's blocking full completion
| Item | Status | Blocks |
|---|
| St Paul's Primary case study | Done, built and live using your Marketing Impact Report, also logged into St Paul's client file | Featured section item 1, later "Schools" posts |
| Booking link | Done and confirmed correct, perth.salmarketinggroup.com is generic ("Performance-Led Lead Generation", 5.0 rating, video, form), built by Chris for exactly this purpose | Featured section item 3, banner CTA |
| Press URLs | Done, pulled from your Connectively emails | Featured section item 2, press page |
| Press logos | Grit Daily found. CMO Times, Marketer Magazine, Small Biz Leader hit a rate limit on my own fetch tool twice, confirmed it's not the sites themselves. Stopping rather than hammering it, will retry later | Banner "AS FEATURED IN" strip, press page |
| Account autopsy data | Done and confirmed, used Nexus Electrical Co's real (anonymised) search term audit, Chris approved using client data this way, 11 Sep 2026 | Tuesday's post in Week 2 |
Your to-do list
Today, about 10 minutes
- Paste the About section into LinkedIn (Profile rebuild tab)
- Add Featured item 1: St Paul's case study, link + caption, both ready
- Add Featured item 2: Grit Daily, link + caption, both ready
- Add Featured item 3: booking link, confirmed and ready
- Run the 5 two-minute jobs on the Profile rebuild tab (profile link text, Follow button, Services section, press placements under Experience)
This week
- Read Week 2's four posts, edit anything that doesn't sound like you, post Mon/Tue/Thu/Fri
- Decide who builds the press page: Kash on the live site, or a quick Vercel draft from me
- Grab (or tell me to retry) the 3 remaining press logos so I can finish the banner in Canva
Every weekday, this is the actual growth engine, nothing I can do here for you
- 10-15 comments on other people's posts, 15+ words each (WA school leaders, builders, mining/resources, professional services)
- 20 connection requests with a one-line note
- Reply properly to every comment on your own posts
Weekly
- Friday: send me your numbers (followers, profile views, search appearances, impressions, comments, connection acceptance rate, conversations started), I'll fill in the tracker and redeploy
- Tell me when to draft Week 3, or set a standing cadence and I'll keep this page current on my own
Profile rebuild — Week 1
About section
Rewritten from the plan's draft to sound like you, not a brochure (longer, flowing sentences, per your voice rules).
Most service businesses I work with don't actually have a traffic problem, they've got a structure problem. The ads are running, the website looks fine, but the landing page was never built to convert what the ads bring in, or nobody can tell you which channel actually paid for the lead that turned into a job.
I build the whole system instead of one piece of it, technical SEO, Google Ads, Meta Ads, landing pages and the tracking underneath all of it, connected so each part makes the next one work harder and cheaper.
I learned this the expensive way, running eCommerce brands, teaching myself Meta Ads, building a site that looked professional and had no real foundation under it. Every visitor I paid for was rented, and none of it compounded.
These days SAL Marketing Group works with trades, local service businesses, professional services and schools across WA. Recent work includes building the enrolment marketing system for St Paul's Primary in Karratha, and I'm a CPPA WA partner supporting school leaders across the state.
I'm also a licensed WA electrician, so I've sat on the other side of the marketing invoice and know what it actually feels like to pay for leads that never turn into work. That's a big part of why I don't sell reports, I sell results I can point to.
If your marketing feels like a set of disconnected parts that never quite add up, that's the conversation I'm useful for.
→ chris@salmarketinggroup.com
~1,270 characters. Paste as-is or tell me what to adjust.
Featured section (3 items, this order)
1. St Paul's Primary enrolment case study — done, updated with verified live numbers
Rebuilt around the real numbers pulled live from the ad account: enrolment grew from 360 to just over 440 students (roughly 80) since you started managing the school's marketing, full 2026 capacity reached ahead of schedule. The current Meta Lead Gen campaign has generated 96 leads lifetime at $20.78 each, $1,994.91 total spend, verified directly against the live Meta Ads API. The May–Aug 2025 report numbers are kept as a "closer look" section further down the page.
Copy this caption under the Featured thumbnail: "From 360 to over 440 students. How SAL Marketing Group grew enrolment for St Paul's Primary in Karratha."
2. Grit Daily article
Link: "Decoding Social Media Algorithms: Tips & Resources for Beginners" (Grit Daily, 24 Jun 2026).
Caption: "How the algorithm actually treats a brand-new account, and what that means if you're starting from zero."
3. Free Google Ads account review — booking link
https://perth.salmarketinggroup.com (confirmed by Chris, 11 Sep 2026)
Checked the live page directly: it's generic, not electrician-specific ("Performance-Led Lead Generation" headline, 5.0 Google rating badge, a "Watch This First" video, a form). Built by Chris exactly for this purpose.
Thumbnails: 502×262px, same treatment across all three. Holding off on final art until item 1 has real content.
Banner (1584 × 396px)
Brief uses SAL's actual brand system, not generic picks. ~20 min in Canva, or I can build it directly (Canva's connected) once logos are sorted.
Background — SAL Navy #002B5C
Left third — "Predictable lead flow for service businesses and schools." White, ITC Avant Garde Gothic Demi/Bold, one line.
Centre — three stat pills, SAL Teal fill, navy text: "Trades · Schools · Professional services" / "SEO + Google Ads + Meta" / "Perth & regional WA"
Right third — "Book a free account review" in SAL Blue , arrow pointing toward your profile photo
Bottom strip — "AS FEATURED IN" + greyscale logos: Grit Daily, CMO Times, Marketer Magazine, Small Biz Leader
Pulled straight from your Connectively "now live" emails, checked the Gmail folder myself, no logo files or attachments in any of them, just the Connectively logo and the article link. Went to each publication's own site instead:
| Publication | Logo | Status |
|---|
| Grit Daily | gritdaily.com/wp-content/.../Screenshot_2025-10-21_at_2.23.29_AM-removebg-preview.png | Found |
| CMO Times | — | Rate-limited twice, confirmed it's my own fetch tool this session, not the sites |
| Marketer Magazine | — | Same |
| Small Biz Leader | — | Same |
Stopping rather than hammering it. Retrying later in the session, or a 2-minute screenshot of each header logo gets it done today.
Press page (for salmarketinggroup.com)
Ready to hand to Kash, or I can build it as a draft. Either way it's a live site change, so it goes through the normal build path.
| Publication | Article | Live date | Link |
|---|
| Grit Daily | Decoding Social Media Algorithms: Tips & Resources for Beginners | 24 Jun 2026 | gritdaily.com |
| Marketer Magazine | Content Marketing Leaders Share How They Decide to Gate or Ungate for Lead Generation | 21 Jul 2026 | marketermagazine.co |
| CMO Times | Shift Budget Between Brand and Performance Advertising With Confidence | 11 Aug 2026 | cmotimes.com |
| Small Biz Leader | Small Business Marketing: Pick the Next Test on a Tight Budget With One Simple Rule | 9 Sep 2026 | smallbizleader.com |
| Adil Makhdoom | Website Fixes Before Spending on Ads | 9 Sep 2026 | theadil.me |
| Freeduhm | 25 Unexpected Startup Challenges Textbooks Don't Prepare You For | 21 Jun 2026 | freeduhm.com |
All 6 links confirmed. Just needs your go-ahead on who builds the page, Kash on the live site, or a quick Vercel draft.
Two-minute jobs (yours to click)
- Change the custom profile link text to "Book a free account review"
- Switch primary profile button to Follow, not Connect
- Fill in the Services section
- Add all six press placements under Experience or a Publications section
- Link the press page from your profile once it exists
Week 2 posts — draft
Posting slots: Monday / Tuesday / Thursday / Friday, WA business hours. Written in your voice, read each one before posting.
MONDAY — Anchor / In public pillar
"I run an agency and I'm also a licensed sparky. Here's what that taught me about marketing to trades."
I'm still doing casual electrical work on the side while I build SAL Marketing Group, and it's turned out to be the best market research I never paid for.
Most agencies pitching a trade business have never actually held the tools. They don't know what a wasted Saturday callout costs you, or how much of a week can get eaten by jobs that never should have needed a quote in the first place.
I've been on the other end of the marketing invoice for years, so when I build a Google Ads account for a trade business now, I'm not guessing what a lead is actually worth to them. I already know, because it used to be my week too.
That's the real reason I ended up doing this. Not because I fell in love with marketing, but because I got sick of watching good tradies get sold reports instead of jobs.
Do you know your actual cost per booked job right now, roughly? If not, that's usually the first thing worth working out before anything else.
No hashtags. No link. Reply properly to every comment, highest-evidence lever in the whole plan.
TUESDAY — Account autopsy
$4,378 wasted, found in a real search term audit
$4,378 of $6,594. That's how much of one Perth trade account's total ad spend has gone to search terms that had never converted, not once, since the account started.
It had been live on Google Ads for years under a previous setup, and the pattern was almost entirely generic head terms with no location qualifier, "electrician", "electricians", "switchboard upgrade", run broad, matching almost anything anyone typed.
The fix: pull every search term the account had ever actually served, sort by spend with zero conversions attached, and build a negative keyword list off what was left. What kept converting afterwards was almost all long-tail, a suburb plus a service, or "near me" plus a specific job type.
One term stayed in on purpose. "Electrician near me" converts well, but at $840 a conversion, the account's single biggest cost sink. That's not a keyword to cut, it's one to watch and price properly.
Worth checking your own account for the same pattern? Most accounts running a few years have never had every search term actually looked at, just the ones somebody remembered to check.
Source: a real Perth trade client's search term diagnostic (2026-08-20, live Google Ads API export), anonymised, client not named.
Confirmed by Chris, 11 Sep 2026: okay to use Nexus's (anonymised, unnamed) account data in this post.
THURSDAY — Decoder, real platform change
Google removes language targeting from Search campaigns
Google just started removing a targeting setting from every Search campaign, and I'd bet most account managers haven't noticed yet.
Late this month, Google is retiring campaign-level language targeting on Search and AI Max for Search campaigns. If you've ever ticked "English" in a campaign's language setting, that box is going away.
Here's what that actually means. Google used to let you tell it which languages to serve your ads in. Now it decides for you, based on the language your ad and landing page are written in, plus what it already knows about the person searching.
For most WA service business accounts this probably changes very little, because most of you are already running single-language, English-only campaigns. But if you've ever leaned on language targeting to keep an account tight, or you're running separate campaigns for different languages, this is worth checking before it flips over.
I'll be checking every account I manage for this over the next couple of weeks. If you run your own Google Ads account and want a second set of eyes on it before the change lands, send it over.
Sourced, not invented (verify before posting): Search Engine Journal, Search Engine Land, PPC Land. Single-language campaign structures keep working as before, this only affects the language setting.
FRIDAY — Schools & enrolment
Why enrolment softens and nobody can say why
Most primary schools run their marketing the same way they've always run it, a newsletter, a Facebook page, and an open day once a year. Then enrolment softens and nobody can say why.
I've been working with St Paul's Primary in Karratha on exactly this, and I'm a CPPA WA partner alongside it, so I spend a fair bit of time in rooms with principals and business managers talking about enrolment rather than clicks.
The thing that's different about marketing a school compared to marketing a business is the buyer. A parent choosing a school isn't comparing prices, they're trying to work out who's actually going to look after their kid. So the marketing that works leans on trust and community rather than offers and urgency, local SEO so you actually show up when a family searches, a clear digital front door for enquiries, and an open day that's properly promoted instead of just announced.
If you're a principal or a business manager and enrolment numbers have been quietly softening, the first thing I'd want to know is where your enquiries are actually coming from right now. Most schools can't answer that yet.
No specific St Paul's numbers used, on purpose, the case study with real figures isn't built yet. Later posts can cite it directly once it exists.