Context and objective

This playbook shows how to spot local ads fast, log live price moves, and act the same day. It focuses on quick intel sharing, clear steps, and margin protection during peak season. Actions stay ethical and follow licensing rules.

Detect and interpret local ads fast

Goal: see local ad moves and make a call within two hours.

• Watch near‑me searches, neighborhood campaigns, and creative themes.
• Within 2 hours, publish an intel snapshot to the shared sheet or app. Tag each item with time, location, ad type, price delta, and recommended action.
• Tools: shared sheet, Ads Location View, Auction Insight polling.
• Success: snapshot on dispatch board within 2 hours and 95% of items include location and price delta.

Track live price moves in real time

Goal: log top local rates every hour to 90 minutes.

• Capture advertised rates, upgrade prices, and add‑ons.
• Every 60–90 minutes, record top 5 local advertisers’ rates in the tracker.
• Use a lightweight price sheet and CRM lead volume as a demand proxy.
• Success: price shifts >3% flagged and actions recorded same day.

Match competitor when price delta ≥5% and lead volume rises — this rule helps filter noise and focus responses where demand is moving.

Capture competitor missteps with disciplined timing

Goal: spot errors and validate them quickly.

• Log underpriced bundles, vague warranties, and slow lead responses.
• Within 3 hours of observation, validate and mark missteps in the tracker using a checklist.
• Tools: validation checklist, call/email sampling, CRM timestamps.
• Success: 0–1 false positives per week; approved rapid response queued within hours.

Mobilize the crew and orchestration tools

Goal: turn intel into clear, assignable actions within one hour of decision.

• Create 24‑hour action plans, checklists, and assign tasks on the dispatch board.
• Publish the plan to field workflow within 1 hour of decision.
• Tools: shared workflow/checklist app, dispatch board.
• Success: >90% task traceability and no commitments that violate local license rules.

Review, learn, and tighten the loop

Goal: run a short post‑mortem and update margins and scripts within 24 hours.

• Day‑end post‑mortem: list wins, misses, and price assumption accuracy.
• Within 24 hours, complete a one‑page post‑mortem and update allowable margins and scripts.
• Tools: post‑mortem template, KPI dashboard.
• Success: post‑action audit completed within 48 hours; target quick-move gross margin = 20–25%.

Decision ruleset and signals

Use simple thresholds. Correlate price move size with lead volume to avoid chasing noise. If price delta ≥5% and lead volume rises, consider a selective match. If delta <3% or volume is flat, monitor only. Escalate repeated undercutting to strategic offers.

Intel snapshot template

Snapshot (one line): source, brief creative note, bid intensity, price delta, demand cue, recommended action.

Example fields: Source=Ads API, Bid intensity=Auction Insight, Price delta=price tracker, Demand cue=CRM leads, Recommended action=“offer X% add‑on” / “hold” / “match”.

Competitor log (time | action | impact)

Download CSV

Compliance, sources, and operational notes

Use public ad data only. Respect privacy and local licensing. Run a post‑action audit within 48 hours. Monitor supplier signals (e.g., finance/MD&A filings) to adjust margin buffers when supply or input cost risk rises.

Magic in CI comes from mixing human instinct and AI speed: use simple rules, but trust a quick human check before wide action.

Definitions (quick reference)

price delta

Percent difference between observed advertised rate and the tracked baseline rate.

auction insight

Relative ad visibility metric from ad platforms showing bid intensity and overlap.

lead volume

Number of inbound leads in the CRM used as a demand proxy for a local area.

intel snapshot

A one‑line, time‑stamped entry covering source, creative note, price delta, demand cue, and recommended action.

Quick checklist for same‑day response

• Step 1: Capture ad and price within 2 hours. Timestamp it.
• Step 2: Log top 5 rates every 60–90 minutes.
• Step 3: Validate missteps within 3 hours.
• Step 4: Publish action plan to field within 1 hour of decision.
• Step 5: Run post‑mortem within 24 hours; audit within 48 hours.

Categories & tags

sales activation and market visibility

Category: fast response and field execution workstreams.

competitor ran local ad

Tag: signal detection for local advertising

prospect chose other provider

Tag: sales trigger to review offers and response timing

competitor price drop

Tag: market move requiring price and margin checks

intel not shared in time

Tag: execution gap to reduce with better dispatch rules

competitor caught off guard

Tag: advantage moments to exploit with targeted offers