Lead Generation + Appointment Setting

Prepared for
Expert Roofing Florida
Anthony Ruffolo

Prepared by
Advertising Report Card
Michael Ensor


Hello Anthony,

On behalf of the entire team here at Advertising Report Card, I want to thank you for the opportunity to earn your business as your provider of lead generation and appointment setting services. I cannot understate how much we appreciate being able to put this proposal in front of you today. 

At Advertising Report Card, we believe in empowering the businesses we work with by doing the leg work for them so they can focus on scaling. You’ll nd examples of across multiple industries of our ability to do this again and again.

Our appointment setting process is made to be extremely easy, so that it easily adapted by any business that wishes to automate that part of their business.

You’ll find all the details regarding the fundamentals of your future lead generation strategy, custom lead qualification process, and appointment setting system.

I’ve included a lot of detail in this proposal, because I want to make it abundantly clear that Advertising Report Card provides the ideal appointment setting service for your business.

To make things simple for you, this proposal doubles as an executable contract. We’ve included all necessary terms of agreement at the end, and your electronic signature turns it into a binding project, allowing us to move forward with your web design project immediately.



Michael Ensor 

Founder, Advertising Report Card

Our Appointment Setting Process

We have mastered the art of appointment setting. From the very rst point of contact through the qualication and booking process, you’ll be notied as we process leads into qualied appointments. Utilizing a combination of intelligent automation and the human touch, our system is built so that 1 person can do the work of 4, at the speed that no size of team could compete with.

We generate leads by

We Convert leads by

We Qualify leads by

We book qualified appointments by​

Good Appointments Start With Good Lead

Since our service is simple and effective, we are constantly helping multiple businesses in over a dozen industries increase their results, while conserving their ad budget.

Social Chat Bot Sales Generation

We helped optimize a traditional Automotive funnel lead generation strategy, reducing their cost for new car buyer leads by 16x (original cost per lead was $50, the new cost per lead is less than $10)

Remarketing Follow Up Strategy

In a niche real estate industry (retirement homes) where surveyed leads are sold for $1,000s, we were able to generate leads for as low as $10 per lead. Optimizing remarketing played a major role here.

Full Ad Campaign Breakdowns

From top to bottom, we address every setting, ad copy, target, audience, region and competition to fully address what Advertising Strategies will produce the best results.

Know Your ROI, without spending a dime.

The video below is based on results for 100+ Roong Companies across the US. It’s an ROI calculator for Roofers advertising on Google Ads & Facebook. The numbers have received multiple stamps of approval, by both contractors, and their accountants.

Nobody Wants Leads - They Want Revenue

Appointment Setting Launch Timeline

Lead Gen Setup & Appointment Setting Onboarding usually takes 2-4 weeks from rest day, until launch. Time delays for launch are most often during onboarding and pre-launch. We are here to help guide you through the process. You can qualify to launch in as fast as 7 days or less for an extra expedited rate and includes special requirements to qualify. This is not offered and by request only.


Brand Onboarding

Access Conrmation

Appointment Setting Build Out

Lead Routing Implementation

Automation Testing

Pre-Launch Testing

Approval & Launch


1 Day

2 Days

7 Days

4 Days

4 Days

3 Days

1 Day

Appointment Setting Pricing

One Time Fees

Monthly Fees

Monthly Ad Budget


Advertising Report Card
Michael Ensor

Expert Roofing Florida
Anthony Ruffolo

Project Terms

  1. Ownership. Client represents and warrants to Provider that Client owns and/or has a legitimate legal license to use for business purposes, all photos, text, artwork, graphics, designs, trademarks, and other materials provided by Client for Provider’s use, including on the Website, and that the Client has obtained all waivers, authorizations, and other documentation that may be appropriate to evidence such Ownership. Client shall indemnify and hold Provider harmless from all losses and claims, including attorney fees and legal expenses, that may result by reason of claims by third parties related to such materials.
  2. Dependencies. In the event that any aspect of this Agreement and Provider’s corresponding Proposal is dependent on any separate third party, Client, Client’s employees, or other related parties necessary on the Client’s side to complete tasks outlined in the proposal, the quality and punctuality of the Finished Product(s) may be subject to said party’s ability to meet the required time lines and/or level of quality. Provider is not responsible for any delay or defect caused by a third party or the Client’s in house teams. Client agrees that Provider has recommended high definition imagery, 4K quality video, and professional media development for best results. If Client can’t provide a certain quality of content required by Provider to generate the appropriate appeal for the brand, and quality for the work itself, Provider has the right to not complete said tasks related to the content.
  3. Guarantees. Provider does not guarantee any particular rate of return or performance of any form of online advertising, web development, social media presence, application development, or any other form of digital marketing. Provider cannot be held responsible for commercial outcomes which are associated with the historic, current, or future operations. Provider can not guarantee that any 3rd party applications, software, or browsers will work or correspond correctly at all times. Provider is limited to the ability of the technology being provided itself, and does not guarantee any 3rd party service or provider will be available, and may result in additional development in the future.
  4. Alteration. Terms of this agreement are renegotiable after 90 days. After 12 months, Provider rates are subject to change for all services. In the event that the scope of work is required to change due to any of the agreed upon terms in this contract before or after the end of this agreement, Provider reserves the right to cancel or renegotiate this Agreement and Client reserves the right to accept or reject the new terms provided. Any alteration that takes place prior will be agreed upon by both Provider and Client, and new paperwork will be issued with a $100 fee for handling in addition to the new rates applied after the alteration.
  5. Intellectual Property. Intellectual property includes, but is not limited to, digital data reporting, digital data analysis, digital niche strategies regarding website strategy, website related tools, in-depth social media strategy, in-depth SEO strategy, advanced pay-per-click bidding, advertising placement deployment, and competitive strategy, and digital software niche strategies, with regard to work carried out by Provider while providing Services for Client. Work performed by Provider relating to WordPress, Google, Yahoo, Bing and other Search Partners and associated Site Indexes is considered intellectual property, as that work involves specific niche strategies created, executed, and/or implemented by Provider while providing Services. In addition to the domain website property or related platform, Facebook, Twitter, Pinterest and Linkedin strategies and data are also considered intellectual property. Provider is delivering a custom curated strategy to Client and is not meant to be recreated by Client or shared with outside sources. Client agrees that Provider’s unique approach to the services provided are a competitive advantage in which Client will not divulge information to secure Provider’s ability to provide a top level service for reasonable costs. Client agrees not to engage in any competitive form to the Provider regarding the intellectual property mentioned in regards to anything listed in this agreement. Client agrees not to use the processes and operations put in place by Provider without written and expressed consent as well as requested compensation at the time of usage of Provider tools.
  6. Mutual Confidentiality. Provider will not directly share or divulge any type of proprietary or private information of the Client’s in any form. Provider will protect such information and treat it as strictly confidential. This provision shall continue to be effective until the end of this Agreement. Client shall not at any time or in any manner, either directly or indirectly, use for the personal benefit of Client, or divulge, or otherwise communicate in any manner any information that is proprietary to Provider as it relates to Provider’s proprietary strategy and structure of Services provided. Both parties shall continue to hold each other in good faith after the termination of this Agreement.
  7. Independent Contractor. Provider is an independent contractor with respect to its relationship to Client. Provider shall not be deemed, for any purpose, an employee of Client. Client may retain Provider for more involved services, at which point Client will provide an offer to Provider. Provider may also provide additional independent contractor for Client if need be for future endeavors after this agreement.
  8. Warranty. Provider represents and warrants that it has the unencumbered right and power to enter into and perform this Agreement and that Provider is not aware of any claims or basis for claims of infringement of any patent, trademark, copyright, trade secret, or contractual or other proprietary rights of third parties in or to any materials included by Provider in the services or trade names related to the Services.
  9. Limitation of Liability. Under no circumstances shall either party be liable to the other party or any third party for indirect incidental, consequential, special, or exemplary damages (even if that party has been advised of the possibility of such damages), arising from any provision of this Agreement. This includes, but is not limited to, loss of revenue or anticipated profit or lost business, costs of delay or failure of delivery, or liabilities to third parties arising from any source. Service interruptions such as acts of God, war, fire, law, restrictions, and other causes are not at the fault of either Client or Provider at any time.
  10. Indemnity. Each party agrees to defend, indemnify, and hold harmless the other party and its business partners from any and all third party claims, demands, liabilities, costs and expenses, including reasonable attorney fees, costs and expenses resulting from the indemnifying party’s material breach of any duty, representation, or warranty under this agreement.
  11. Legal Notice. Notwithstanding anything to the contrary contained in this contract, neither Provider nor any of its employees or agents, warrants that the functions contained in the Services will be uninterrupted or errorfree. The entire risk as to the quality and performance is with the Client. In no event will Provider be liable to Client or any third party for any claimed damages, including, but not limited to those resulting from service interruptions caused by Acts of God, the Hosting Service or any other circumstances beyond Provider’s reasonable control; any lost profits, lost savings or other incidental, consequential, punitive, or special damages arising out of the operation of or inability to operate this Full Service Proposal; and/or failure of any service provider, of any telecommunications carrier, of the Internet backbone, of any Internet servers, or Client’s site visitor’s computer or Internet software, even if Provider has been advised of the possibility of such damages.
  12. Governing Forum. This Agreement shall be construed in accordance with the internal laws of Lee County, in the State of Florida, without regard to conflict of laws rules. Venue shall be in a court of competent jurisdiction in the State of Florida, and both parties expressly consent to jurisdiction in such courts. All and any disputes will be settled through mediation.
  13. Completion Contract / Amendment. This Agreement supersedes all prior agreements and understandings between the parties for performance of the Services, and constitutes the complete agreement and understanding between the parties. The parties may amend this Agreement in a written document signed by both parties. All prices specified in this contract will be honored for 12 months after both parties sign this contract. Continued services after that time will require a new agreement.
  1. Length of Agreement. The Length of the contract shall be 6 month from the Effective Date of this agreement.
  2. Account Access. Whether Provider creates a new account, Provider and Client have joint access, or if Client gives Provider account access, both parties agree that neither party can change/modify the login details throughout the duration of the contract unless such change is agreed to in writing by both parties. If password change is required for any reason, formal notification is to be issued to both parties with confirmation of receipt required. Client agrees that exclusive of Client’s designated contact who is responsible for accessing profiles and/or accounts on behalf of Client, Client shall not grant account and/or profile access to any person or entity, including but not limited to cooperative and competitive entities, coworkers, family, or other related parties without notice to Provider. Client agrees that managing permissions is important for security and that Provider manages permissions and controls in order to uphold recommended security. If Provider is hired to manage any specific account and Client takes any action that may interfere with projects related to performance, Client takes on full responsibility and Provider is not responsible for any outcomes including loss of content, errors, and other issues. Client will be provided editor role access to the site in order to modify content available. No additional abilities will be granted to Client on the website in regards to core code in order to safeguard the security and integrity of the website. Provider will maintain sole management of admin responsibilities as included in the service Proposal.
  3. Communication. Within the duration of this Contract, Provider will make every effort to reply to inquiries within 24-72 hours except where the Client has been previously notified of a period of limited availability, in which availability may exceed up to 7 days. Provider will respond in good faith but cannot guarantee any specific action within a given time frame. All Services will be provided in a timely and professional manner.
  4. Ethics. Provider will conduct services so long as Client requests remain ethical. Any requests to provide Black hat or otherwise questionable tactics in relation to a service Provider delivers. Any violation of ethics may result in the immediate cancellation of this agreement. Client acknowledges that Provider has educated them on any services that they are requesting which may be illegal or unethical.
  5. Termination. If at any time, Client decides to terminate the Agreement, Client must provide 30 days advance notice to Provider. Client will compensate Provider on the first of the 30 days, where Provider will close out the rest of the services offered, and provide any information to Client that Provider deems necessary. If Provider is working on a project for Client that involves direct payment for project related Services instead of Services provided on a monthly basis, Client is required to compensate Provider in full for the total amount quoted for the project. Provider is not responsible for any specific type of transition of any form of technology regarding the services provided unless compensated. Formal transition processes start at $500.00 for website transitions, and include hosting set ups and transfers on other providers, training on technology provided, and other additional services by Provider to Client. Transition processes are not included in this agreement. Provider may terminate contract if Client violates any ethical or legal standards, including violation of law, public decency, drugs, alcohol, tobacco related products, sex, nudity, questionable behavior, violence, abuse, or anything demoralizing. Unless otherwise terminated, this Agreement will terminate upon completion of the Services. Client has the option to enable recurring billing on hosting, monthly service fees, and monthly budgets, in which the hosting fees will continue each month without interruption. Recurring billing is only available if Client has signed up for the billing program three (3) months prior to cancellation.
  6. Termination on Default. If Client defaults by failing to substantially perform any provision, term or condition of this Agreement (Including failure to make monetary payment when due), Provider may terminate this Agreement by providing notice to the defaulting party. The notice shall describe the nature of the default. Client shall have 15 days from the effective date of such notice to cure the default(s). Unless waived by the party providing the notice, the failure to cure the default(s) within such time period shall result in the termination of this Agreement. Provider is owed in full for any type of Termination on Default and Client agrees to remedy Provider for all costs agreed upon in this agreement in full.
  1. Payment Terms. In consideration of all payments due for all Services provided, below are the different forms of payments that will occur during the terms of this agreement.
  2. Terms. All payments shall be made digitally using Provider’s digital payment processing of choice. Bank cards, electronic transfer and other forms of payment are not accepted by provider unless otherwise declared by Provider on an individual, case by case basis. If services are paid for digitally via credit card or eChecks, processing and service fees from the transaction will be passed on to the Client. If payment is not made in full, Provider retains full ownership of content not provided by Client, and shall not be required to release any property until Provider is fully compensated for Services or until Provider approves of any remedy set forth by Client in order to retain Ownership of everything included in the Services. Client is responsible for all 3rd party fees and costs associated with the project in addition to the Provider’s fees for Services. Any technology paid for by Provider will be removed and/or cease to function at the end of this agreement if Client doesn’t purchase said technology from Provider or 3rd party. All payments are final and Provider is not entitled to repay any form of compensation unless otherwise declared by Provider on an individual, case by case basis.
  3. One Time Fees. Client agrees to pay a one-time fee to Provider of the amount indicated within the proposal. One time fees for any associated Service is due at the initiation of said Service unless otherwise indicated in the agreement. One time fees indicated in this contract are agreed upon by Provider and Client, and any additional Services require a new agreement that includes terms of Services and associated fee schedules.
  4. Monthly Fees. Client agrees to pay the monthly fee to Provider of the amount indicated within the proposal. All monthly fees for Services listed are due at the scheduled term and Services will be provided only after payment is received. All monthly payments are due seven (7) days prior to the beginning of the billing cycle in which services will be provided to ensure that services start on the first of the month. If payment isn’t received by the first day of the month in which service is to be provided, Provider retains the right to withhold any services for which monthly payments are due. This includes any and all management, consulting, engagement, reporting, advertising budgets, or pending services. Provider recommends that Client pay in advance for all scheduled services to avoid a lapse in services.
  5. Additional Fees. Any additional services requested by Client that are not included in this agreement will result in additional fees decided on by Provider. Client agrees that Provider has educated them on the benefits of having a central resource as a Provider for all of Client’s service needs. Excessive amount of work orders from a Client in relation to services in this agreement may result in additional fees from the Provider, including but not limited to the need to have additional work completed, multiple revisions, extensions of services, or additional purchase of resources. Provider is not responsible for any additional fees resulting in changes from 3rd party compensation plans.
  1. Social Media Services. Provider will provide to the Client the set-up, ongoing maintenance and assisted management of social media advertising as listed in the Services. Provider will provide relevant ad content, based on the Client’s profile, as is customary to be effective. Client is required to provide content that involved the business, employees, events, products, services, and other content needed for social strategy. Client is required to provide images and video for use of creatives in advertising. Provider does not make any guarantees or warranties to the effectiveness of these programs and the Client may choose to use this service at their own discretion.
  2. Social Media Authorization. Client will demonstrate the authorization of accounts by providing email, password, and URL to the social media profiles and associated accounts. This information is confidential and to be used only for the purpose of developing the advertising campaign. If this information is unavailable, client agrees to provide access to whatever account which grants access to social media advertising platforms.
  3. Social Profile Management. Provider is permitted by Client to assume the identity of Client’s brand while managing any of Client’s social profiles regarding all forms of social communication, including status updates, blog posts, likes, comments, forum posts, link sharing, and any other forms of social media engagement. Client is not to post anything offensive, including violent material, profanity, nudity, sex, or drugs while Provider is engaged in activities related to the services in the proposal. Client agrees to follow Provider’s recommendations on what will best suit the campaigns, and going outside or against those recommendations could harm performance.
  4. Social Media Content. Client agrees to provide all required information, profiles, logos and photos, and other media to Provider and to be responsive in the development, design and approval of the social media ads. If Client does not provide content, Provider will do the best of ability to create posts that perform well. Provider does not guarantee that any content delivered by Provider will perform well if not delivered by Client. Client is to provide direction, input, feedback, and forms of direction in order to work with the Provider to craft the proper social media presence. If Client doesn’t provide any content for up to 30 days, the Provider will no longer be required to supplement any content until Client provides content.
  5. Limited Liability. Establishing a social media presence and initiating a two-way flow of communication between the Client and public can have unintended consequences on the Client’s reputation. Should this occur, the Client waives its right to hold the Provider responsible for any damage and/or liability that may arise from the Provider’s actions on behalf of the Client.
  1. SEM Strategy. The Search Engine Marketing (SEM) strategy in place is not to be manipulated or copied during or after the duration of this agreement. The strategies in place are formed through various tools and proprietary processes and are commonly more effective than competitive strategies. No access to Adwords campaigns will be provided outside of the delivered reports outlined in this agreement. Client acknowledges that they are receiving proprietary services related to SEM and agree to not share or attempt to duplicate the services that the Provider has delivered or products rendered during the term of this agreement and thereafter.
  2. Advertising Budget. The Client’s Advertising Budget and and the management of an advertising campaign are two entirely different expenses to the client. Provider will recommend budgets on a monthly basis.
  3. Campaign Optimization. Over the course of running a Pay Per Click (PPC) campaign on Google Adwords or other associated search engines, modifications are made in order to increase the productivity of the strategy. These changes involve using and recommending additional strategies in order to spend the monthly advertising budget with maximum efficiency. There is no guarantee of any specific result regardless of how much optimization occurs on a campaign. Competitive forces and the auction set by advertising services online predict how ads are shown, and are the ultimate factor when showing ads.
  4. Advertising History. Client agrees to give permission to Provider for previous Advertising accounts in order to review historical records and gather analysis.
  5. Campaign Activity. Client can pause a campaign for up to 4 weeks every 12 months. A pause that extends longer than this period will become archived. When a campaign is archived, it requires at least seven (7) days notification before starting again. Provider will launch an archived campaign within seven (7) days of notification to continue management. If payment for management and advertising budget is not received prior to launch, the campaign will remain archived until payment received. A relaunch fee of $100 will be charged in addition to the management fee for SEM related services whenever a campaign has been archived and is set to launch again.
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