Local Search & LSA
- Closed-Loop Attribution · TV, Streaming & Awareness Media · Local Search & LSA
Two Branded-Search Signals That Get Confused: Demand Lift vs Capture Efficiency - Enterprise Digital Marketing
Branded clicks tripling and branded impressions rising 41 percent sound like the same result. They are opposite results. One location in the book tripled its branded organic clicks after a program change while branded impressions stayed flat at roughly 600 per month: capture improved, demand did not. A four-location group raised branded impressions 41 percent against a falling generic control after an awareness flight: demand rose. TV, streaming, and other awareness media should be judged on the first signal and are routinely sold on the second. Monthly series for both cases.
- Closed-Loop Attribution · Local Search & LSA
Valuing Branded Search Lift After an Awareness Flight: A Third Route to Closed-Loop Attribution - Enterprise Digital Marketing
Brand-awareness spend produces no lead record, so it cannot be closed by phone match or desk tag. It can be closed a third way: measure the branded organic search lift in Search Console against a generic control, convert the incremental branded clicks to calls, and price the calls at the location's measured revenue per inbound call. Worked through on a four-location group: branded impressions +41 percent while generic fell 9 percent, 127 incremental branded clicks per month, valued at $3,400 to $8,700 per month against roughly $3,000 of awareness spend.
- Local Search & LSA · Paid Search at Scale · MSO Economics
MSO Local Search: Telemetry from 36 Local Services Ads Enrollments - Enterprise Digital Marketing
What local search actually produces at MSO scale: portfolio benchmarks from 36 Local Services Ads enrollments (blended CPL, pacing, producing share), a profit-verified LSA ROI measured to the POS, the local-actions measurement trap, and why branded gains are usually capture rather than demand.