Executive Summary
Prepared by Matthew Wilson, Cen-Tex Marketing · February 25, 2026
Buffalo Hills Aggregates is currently wholesale-first, with a near-term need to increase overall "searchability" across multiple materials while maintaining a conservative, investor-conscious marketing budget.
This proposal outlines a 45-Day Materials Demand Sprint focused on immediate visibility and lead generation through Google Search PPC, supported by a foundational Google Organic SEO campaign that includes front-loaded on-page work and page creation in the first few weeks.
"The guiding principle behind this plan: start conservative, measure CPC/CPL, and scale only after results are validated."
Objectives
- Generate qualified inbound demand using Google Search PPC for Buffalo Hills' core materials (marketed concurrently).
- Establish reliable tracking for leadership visibility into CPC, CPL, and lead quality.
- Execute front-loaded SEO buildout so Buffalo Hills becomes organically searchable for priority materials.
- Stabilize and improve Google Business Profile presence to strengthen Maps visibility and credibility.
Scale spend and expand scope only if CPC/CPL and lead-to-order economics justify it and align with operational capacity.
Decision criteria includes:
- CPC and CPL by campaign/material
- Qualified lead volume and quality
- Best-performing search terms and geos
- SEO progress indicators
Strategy Overview
Leadership emphasized two priorities during discovery: market multiple products concurrently, and become highly searchable within the 50-mile service radius.
THE APPROACH
"Search Visibility Stack" — layered channels that compound over time
Google Search PPC
Immediate visibility and demand capture for all priority materials concurrently. Call/text-first ad strategy.
Google Maps / GBP
Trust and proximity-based discovery. Profile completeness, photos, and review cadence.
Website Landing Flow
Conversion tracking to turn clicks into calls and quote requests. Clear CTAs for each material.
Organic SEO Foundation
Front-loaded page creation and on-page optimization. Compounding visibility over time.
Scope of Work
Google PPC Management — Search-First, Call/Text-First
All campaign themes marketed concurrently, geo-targeted within a 50-mile radius of Kempner, TX.
Campaign Themes
- Quarry / aggregates supplier intent
- Road base / flex base / base materials
- Fill dirt / select fill
- Topsoil (screened/unscreened)
- Pickup vs. delivery variants
Execution Components
- Geo targeting within 50-mile radius
- Phrase/exact match keyword strategy
- Negative keyword buildout & refinement
- Ad copy driving calls, texts, quotes
- Call and lead conversion tracking
- Weekly optimization: bids, keywords, copy
45-Day Sprint Plan
Build and Launch
- Confirm priority materials list and offer/CTA language
- Build PPC campaigns, conversion tracking, and call tracking
- Launch Google Search PPC
- Begin GBP rebuild/verification work as needed
- SEO front-loaded buildout begins: core structure + initial priority material pages
Optimize and Expand
- Weekly PPC optimization and waste reduction (negatives, geos, copy)
- Shift spend to top-converting materials and search terms
- SEO continues: expand/refine pages, internal linking, add supporting content
- Implement review prompts and photo cadence for GBP
Re-Evaluation & Scale Decision
- CPC and CPL by campaign/material
- Qualified lead volume (calls/texts/forms) and quality notes
- Best-performing search terms and geographies
- SEO progress indicators (indexing, impressions growth, early keyword movement)
- Recommendations to scale, hold, or reallocate spend
Expected Outcomes — First 45 Days
Inbound Leads from PPC
qualified inbound leads — first 45 days
Conservative forecast at $1,500/mo media
Calls, texts, and form submissions from Google Search ads targeting buyers within the 50-mile service radius.
Lead Volume as You Scale
SEO Early Indicators
SEO is not instant, but within 45 days we expect:
- Material pages built and indexed by Google
- Increased impressions in Search Console for priority material searches
- Improved on-page relevance for 'supplier/near me' intent
- Better Maps/GBP credibility signals (photos, completeness, reviews in progress)
Client Inputs Needed to Launch
To launch efficiently within the first 7–10 days, Cen-Tex requests the following from Buffalo Hills leadership:
Priority Materials List
Top 5–8 materials to market concurrently (e.g., topsoil, road base, fill dirt, gravel variants).
Pickup vs. Delivery Details
Operational details and constraints for pickup and delivery options.
Pricing Bands / Minimums
Pricing ranges or minimums by customer type (exact figures not required — ranges acceptable).
Primary Point of Contact
One primary contact for approvals during the 45-day sprint.
How We Work
Reporting Cadence
- Weekly PPC optimization and performance updates
- Biweekly strategy check-in with leadership
- Monthly reporting review with full channel breakdown
What You Get
- Clear channel-level reporting (CPC, CPL, lead volume)
- Action items after every touchpoint
- Billing transparency — ad spend goes directly to Google, not through Cen-Tex
- A system you can hold us accountable to
Acceptance & Next Steps
Upon approval, Cen-Tex will move immediately to execute:
Ready to get started? Click below to send your acceptance email.
Prepared by Matthew Wilson · [email protected]