Sample deliverable for a fictional company. Real ones are built from your team's own work.Harrowfield Supply is a fictional Montreal distributor of packaging and janitorial supplies. Every name and number in this sample is invented.
Growth roadmap: the next 90 days
Prepared for Claire, Marketing manager, Harrowfield Supply. October 2026.
Quote requests are the number that matters for Harrowfield. Paid search brings most of them, and Packaging supplies converts at a far lower cost than Janitorial supplies. This plan fixes the tracking first, so every later decision rests on numbers both tools agree on. Then it moves budget and page work toward what already converts.
Days 1 to 30Fix the tracking and stop the waste
- 01
Give read-only access to Google Ads, Google Analytics 4 and Search Console.
- Owner
- Marketing manager
- Why
- Every line after this one is checked against your own numbers.
- How we will know
- All three sources show in the shared dashboard.
- 02
Count a quote request once, on the thank-you page, and import that event into Google Ads as the only primary conversion.
- Owner
- Growth Machines
- Why
- Google Ads and Analytics report different quote counts today, so nobody can say which campaign earns its budget.
- How we will know
- The two tools agree within 10% for two weeks in a row.
- 03
Add negative keywords to Janitorial supplies for searches that never buy: jobs, salary, recipe, homemade, DIY.
- Owner
- Growth Machines
- Why
- Janitorial supplies costs about $121 a conversion in September, against $77 for Packaging supplies.
- How we will know
- Cost per conversion on Janitorial supplies falls for two months running.
- 04
Split Packaging supplies into two ad groups, stretch wrap and shipping boxes, each sent to its own product page.
- Owner
- Growth Machines
- Why
- Those two pages bring more quote requests than any page except the quote form itself.
- How we will know
- Each ad group lands on the matching page, and its quote rate is reported on its own.
- 05
Rewrite titles and descriptions on the ten pages with the most impressions and a click rate under 2%.
- Owner
- Growth Machines writes, Marketing manager approves
- Why
- These pages already show up in search. Better titles earn the click without new content.
- How we will know
- Click rate on those ten pages, four weeks before and after.
Days 31 to 60Make the pages do their job
- 06
Move the quote form above the fold on the floor care page and add the product list in French and English.
- Owner
- Web developer
- Why
- The page had 1,630 visits and 22 quote requests from July to September, the lowest rate of the product pages.
- How we will know
- Quote requests per 100 visits on the page, compared with the previous quarter.
- 07
Add Product and Organization structured data to the product pages, and FAQ markup to the delivery page.
- Owner
- Growth Machines writes the markup, Web developer publishes it
- Why
- Structured data helps search engines and AI answers read what you sell, where and how fast you deliver.
- How we will know
- Search Console shows the markup as valid on every page it covers.
- 08
Publish one page that answers the delivery question: areas served, cut off times and next-day options.
- Owner
- Operations manager confirms the facts, Growth Machines writes the page
- Why
- Corbeau Packaging now leads its homepage with next-day delivery. Buyers comparing the two need the same answer from you.
- How we will know
- The page ranks for delivery searches in Search Console within the quarter.
Days 61 to 90Put more behind what works
- 09
Shift budget from the weakest Janitorial supplies terms to the two packaging ad groups.
- Owner
- Marketing manager approves, Growth Machines makes the change
- Why
- With tracking fixed, the cost per quote request is a number you can act on.
- How we will know
- More quote requests at the same total spend, month over month.
- 10
Write two buying guides on queries that show impressions and few clicks, starting with stretch wrap gauges.
- Owner
- Growth Machines drafts, Sales lead checks the facts
- Why
- Search Console shows demand you already appear for and do not yet answer.
- How we will know
- Organic clicks to the two guides, and quote requests that start on them.
- 11
Review the quarter together and set the next 90 days.
- Owner
- Growth Machines with the Marketing manager
- Why
- The plan changes when the numbers do.
- How we will know
- A new roadmap, with an owner on every line, before day 90.