Performance Outbound That Works For Mom&Pop and PE.

Snapshot

Credibility

Who is behind this.

Ryan Humphries

Scaled sales from $3M to $32M in three years for Floatie Kings, and our other campaign with a similar model was immediately profitable. Built a seven-figure blockchain agency, back when blockchain was cool.

Scott Conway

Launched hundreds of outbound marketing campaigns and managed $20M in ad spend. Sold a seven-figure agency. Used to sell better marketing to marketers. Co-authored an Amazon best-selling book on how to build trust in advertising.

Diagnosis

1Lead magnets, trades owners

Ranked by strength.

1. Free ad creatives for their trade. Three to five ready-to-run ads (offer, headline, image) modeled on what has already won for a company like theirs, written as value reframes rather than discounts, the way Hannah writes them.
   • Why it sells: the buyer needs creatives constantly. Every campaign burns through them, so a fresh set is never unwanted, and it shows GoDuo's offer thinking before a call is booked. It is also what GoDuo is actually good at. Taylor was clear that GoDuo should never be positioned as the most creative shop; it should be positioned as the one whose offers convert.
   • Wellspring builds: the creative set per bucket, in GoDuo's style.
   • Needs: Hannah's past winners by trade, with the metric that made them winners.
2. Revenue tracking, installed at no upfront charge. GoDuo's Revenue Sync set up on the lead's own ads, calls, forms and CRM, so they can see which dollars booked jobs, whoever is running the ads. Pitched as a $3,000 credit: GoDuo installs RevSync and tells them exactly how profitable their campaigns are and what to improve, whether or not they sign, and waives the setup cost if they are a fit.
   • Why it sells: it answers the exact question the buyer cannot answer today. It is also the sales process. Once they see their own numbers, the conversation is about what to fix. Grant's renewal calls now take one line: "you give me a dollar, I give you six and a half back. Any other questions?"
   • Wellspring builds: the outreach that gets the access, the onboarding checklist, the first report format.
   • Needs: GoDuo's build hours per install, about 30 minutes of mapping after access. From the lead, ad account read access, call tracking numbers, CRM read access. The CRM is the variable: every trade has its own (roofing, HVAC, AccuLynx), so the first installs per bucket take longer than the rest.
3. A webpage branded from their Google Ads campaigns, built to 40 percent, with tracking on. Wellspring takes the ads the lead is already running on Google and builds the page those ads should land on, branded to match, the first 40 percent, live on a Wellspring-held domain. Moving it to their domain takes a call. GoDuo finishes it after the sale. Call it a website, never a landing page: Grant's view is that most owners do not know what a landing page is, and Ryan's fix on the call was to say website.
   • Why it sells: nothing is asked of the lead to receive it, and it is about the campaign they are already paying for. The tracking makes the improvement provable against where their ads land today.
   • Wellspring builds: the page, by trade bucket, from GoDuo's system. Grant said a new page is a 90-minute conversation away from live with tracking on, so the per-lead cost is low once the bucket template exists.
   • Needs: GoDuo's landing page catalogs per trade (Grant offered to send them), a design review of the first three, and the rules that make them convert: social proof high on the page, simple headlines, team photos instead of product photos, multi-step form over inline form, fast load. GoDuo's custom-coded sites start at $6,000, which sets the anchor.
4. CMO audit. A chief marketing officer's review of their whole marketing: where the spend goes, what can be traced to booked revenue, what the pages and the Google Business Profile are doing, and the three moves in order. GoDuo's growth projections and ad account audit fold into it.
   • Why it sells: useful as the second touch after a reply. Weak as a first line because every agency offers an audit, which is why it sits last.
   • Wellspring builds: the audit template. GoDuo's existing projections and account audit fill it.

Grant and Taylor both said yes on the call to giving a website away free, for a qualified company. The gate in section 3 is what qualified means.

Buckets

Each bucket gets one site template, one creative set, one channel, and one proof number from GoDuo's own case studies. The channel note comes from the call: Meta works for considered, exterior, luxury purchases like pools; urgency trades like HVAC and moving convert on Google, not Meta. We need sexy case studies and proof for each of the following buckets.

2Lead magnet, private equity

One magnet, sent upfront with the first email: a personalized campaign for one of the firm's platform companies.

Wellspring picks one platform company the firm owns, in a trade GoDuo has already won in, and builds the campaign GoDuo would run for it, as a finished asset the operating partner can open. It contains:

• The big rocks. The two or three moves that would change that company's numbers first.
• The offer. Written for one company on its platform of businesses.
• The landing page. A draft in GoDuo's style, professional but neighbourly.
• The copy. The ad copy and the first email sequence.
• The dashboard view. A mock of what RevSync would show the firm for that company: spend, quotable rate, pipeline, booked revenue by channel. Grant said the dashboard is "maybe the biggest reason" TeamShares works with GoDuo, and that private equity loves it because they want to see.

The page-by-page contents are in Angle B.

The asset is built from GoDuo's winning campaigns. Wellspring takes the big rocks, offers, landing pages and copy from the campaigns that have already won for a company like it, and rebuilds them for the named platform company. Where a firm holds more than one trades company, the same asset is replicated per company, so the operating partner sees one method applied across the portfolio.

Why this lane matters more than the volume lane: TeamShares alone has sent GoDuo five portfolio companies. Grant's words: "if you could get us two private equity companies, we're set."

3Offer to book calls

As stated today: "We help trades businesses fix their marketing. Websites, SEO, paid ads, email marketing." Price list on the site: $2,000 a month for website plus local SEO, from $3,000 a month for the full system, $2,200 a month for paid ads, month to month on everything.

Who it is for (the gate): trades companies with 11 or more staff, $2M or more in revenue, a CRM in use, and either $6,000 or more a month in ad spend or a decision to start spending at that level. These are GoDuo's own pay-on-performance criteria, moved to the front. Taylor's rule from the call sits behind them: ad spend should be at least three times the retainer, and a fit is someone who can start at $3,000 and move to $5,000 and $10,000 a month because the operation can absorb the growth.

Who it is not for: owner-operators under $2M who need this month's spend to return this month. Say it in the copy. It costs nothing and it is the reason the right buyers trust the guarantee. GoDuo's last cold email run pulled exactly these companies because nothing in the copy screened them out.

Guarantee: satisfaction within 30 days. Work with GoDuo for 30 days and if you are not satisfied, walk away owing nothing. It sits in the second email and on bottom-of-the-funnel copy like the booking page, because its job is to book the call. It is offered only to buyers who clear the gate. Performance terms per bucket (a cost per quotable lead or a booked-revenue return) are agreed on the call. Pay-on-performance is offered only to private equity companies.

Price anchor: a standalone attribution tool like Hyros runs about $2,000 a month. Scott's figure on the call, and Grant agreed it used to cost "thousands and thousands" before GoDuo built its own. GoDuo includes Revenue Sync in every package. The custom revenue suite at no upfront charge is the anchor made visible.

4Campaign angles

Angle A. Trades owners, direct.

Audience: owners, presidents and general managers at trades companies in the buckets above, 11 to 200 staff, in metros where GoDuo already has a case study.

List source: Wellspring builds it. Signals to score on: running Google or Meta ads now, a site older than three years or on a page builder, a recent agency change, a new owner or chief executive who has just come in, a new general manager or head of marketing. Grant said the "new owner comes in and wants to see what is going on" moment happens all the time and is when agencies get reviewed.

Proof line, second touch: one bucket number from the table above. For pools: Desert Springs, $144,000 in ad spend produced $5.7M in closed jobs, 39.5 to 1. Grant's renewal-call line works in an email too: "one of our pool builders gives us a dollar and gets six and a half back."

The ask: one word. "Send it."

Follow-up logic: Touch 2 at day 3, a screenshot of their built homepage and the guarantee: thirty days in, if you are not satisfied, you walk away and owe nothing. Touch 3 at day 7, the bucket proof number. Touch 4 at day 12, the gate stated plainly: this only works for companies spending $6,000 a month or more, if that is not you, no hard feelings. Stop at four. Replies of "Send it" get the site link plus a 15-minute slot to move it onto their domain.

Angle B. Private equity, dream 100.

A dream 100 list: the hundred firms holding trades platforms that GoDuo most wants, worked one at a time with heavy personalization. For each firm, Wellspring builds the campaign GoDuo would run for one of its platform companies and sends it as a multi-page asset: a teardown of that company's current campaigns, and the rebuilt version, on GoDuo's credibility.

Example. A firm that bought a roofing platform in Phoenix 14 months ago. Its Google Ads send every click to the homepage. The homepage opens with a drone shot, no reviews above the fold, and a contact form with nine fields. Calls are not tracked, so nobody at the firm can say which campaign booked which job. The Google Business Profile has 40 reviews and a four-month gap. The asset shows each of those with a screenshot and the GoDuo version beside it: the campaign restructured by service, a page per service built from GoDuo's system with the reviews and the crew photo up top and a three-step form, a value reframe offer for roofing, call tracking and RevSync so booked revenue shows by channel, and the dashboard the firm would see. The last pages apply the same build to the firm's other two trades companies.

What the asset contains.

Audience: operating partners, heads of portfolio operations, value creation leads at firms holding home services or trades platforms (HVAC, plumbing, roofing, pools, exteriors roll-ups).

List source: platform and add-on acquisition announcements in those trades over the last 24 months. Each announcement names the firm and the company. That pair is the personalization.

Proof line: TeamShares, if GoDuo will let Wellspring name them: five portfolio companies, booked revenue by channel on each. Otherwise the two-company portfolio example from GoDuo's own page ($142 and $165 cost per quotable, $486,000 and $390,000 booked in 30 days), once GoDuo confirms those are real accounts.

The ask: a choice of two, both yes.

Follow-up logic: Touch 2, the teardown for a second portfolio company. Touch 3, what the firm's next acquisition in the trade would look like on the same template. Stop at three. The list is a hundred firms, so burn nothing.

5Commercial terms

Qualified lead, defined

A lead is billed when both are true:

1. Fits the profile: a trades company in one of the buckets, 11 to 200 staff, and the contact holds one of the agreed titles (president, founder, head of marketing, head of sales, general manager).
2. Showed interest in the solution: replied asking for the website, the tracking build, or a call, or asked a question about the offer.

Fits but never replied: not billed. Replied from outside the profile: not billed.

Pause

GoDuo can pause outreach at any time. Calls stop and nothing new is billed while paused. Deals already in motion are still paid for. The royalty on revenue from customers Wellspring originated is still paid during a pause. It pays for the original work that produced the customer.

Intellectual property

The work product Wellspring produces to book calls (the sites, offers, lists, campaigns, copy and the private equity assets) is Wellspring's. GoDuo uses it under this agreement and pays the royalty above on the revenue it produces. The royalty is what pays for the work product. GoDuo's own past assets, licensed to Wellspring for lead generation and booking calls, stay GoDuo's. Wellspring reserves the right to use the assets and the results created from this campaign in its own marketing.

Access Wellspring needs

CRM access through the API, read only, is a condition of these terms and is not negotiable. It is how billed leads match to booked revenue and how the royalty is calculated from GoDuo's own numbers. This is the same thing GoDuo asks of its own clients, for the same reason. Also: the landing page catalogs per trade, Hannah's past winning offers per trade, and DNS access on the Wellspring-held preview domains when a site moves over.

Economics check

GoDuo's 90-day win is a $2,500 customer acquisition cost.

The $2,500 target holds on the lead fee alone as long as one in eight qualified leads closes. Taylor's own numbers from the call: cold calls with a qualified owner closed at 13 to 15 percent, and about a quarter of warm referrals ask for a proposal. Plan on the 12 to 15 percent rows, $2,000 to $2,500 per customer, inside the target. Replies to a built website should run warmer than a cold call, which is the upside.

The royalty is counted. At $2,500 a month per customer, 7 percent is $175 a month, $2,100 in the first year, paid out of revenue as it arrives rather than up front. All in, the first-year cost of a customer is $4,100 to $4,600 at the 12 to 15 percent rows, against $30,000 of first-year revenue from that customer. The up-front cash to win a customer, the lead fee, stays inside the $2,500 target. The royalty comes out of money the customer has already paid.

When GoDuo starts making money

Built on an average retainer of $2,500 a month per customer, the middle of GoDuo's standard packages ($2,000 for website plus local SEO, $2,200 for paid ads, from $3,000 for the full system), paid on signing day (Taylor: "we make them pay the same day") and every four weeks after. Qualified replies ramp from 2 a week in week 3 to 15 a week by week 8. Close rate 15 percent, Taylor's cold number, two weeks from reply to signed. What GoDuo pays Wellspring is the $300 per qualified lead plus the 7 percent royalty on every retainer collected, shown together as one line. Shown to week 26.

GoDuo is out of pocket at most about $6,900, in week 8. The program is cash positive in week 12. By day 90 GoDuo has collected $51,000 in retainers against $41,700 paid to Wellspring ($38,100 in lead fees, $3,600 in royalty). By day 180 it is $325,100 in retainers against $119,400 paid to Wellspring ($96,600 in lead fees, $22,800 in royalty), because the retainers recur and the lead fees are paid once.

Private equity: one introduced company at $15,000 to $50,000 lifetime value pays Wellspring $3,750 to $12,500 at 25 percent, with no lead fee. One firm with four trades companies is four customers from one conversation, and TeamShares has already shown what one firm does for GoDuo. The list is small and the production cost per firm is low. Run it inside the first 90 days.

Open questions for the 9 October call (seven)

1. What was going on inside those customers right before they bought? Grant named one trigger on the call, a new owner or chief executive coming in and wanting to see what is going on. Agency fired, slow season, acquisition, a website held hostage are the others. Each becomes a signal Wellspring scores the list on.
2. Can TeamShares be named as a reference in private equity outreach, and can the Gardner Construction dashboard be shown?
3. Send the landing page catalogs Grant offered, and Hannah's winning offers per trade with the metric that made them winners. Decides whether magnet 1 ships at launch or in month two.
4. Confirm the qualification gate: $2M revenue, 11 or more staff, $6,000 a month in ad spend or intent to reach it, CRM in use, ad spend at least three times the retainer.
5. Private equity: which firms GoDuo already knows beyond TeamShares, whether the two-company portfolio example on the site is real, and whether any other current client is portfolio-owned.
6. Book the two hours with the team for the winning-campaign walkthrough, and agree the license wording for past assets.
7. Did Taylor watch the offer training Scott assigned on the call?