What should a monthly marketing retainer actually include?

A real contractor marketing retainer should include technical SEO and site maintenance, new content and service or city pages, Google Business Profile posting and optimization, review generation, citation and listing accuracy, conversion tracking, and a monthly report tied to calls and booked jobs. A named point of contact and a scheduled monthly call belong in it too.

What should not be buried inside a retainer is your ad spend, which goes to Google, and one-time projects like a full site rebuild. Get the scope in writing so you can hold the agency to it in month seven.

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