• 🎯Increase direct bookings across all 27 locations via organic and paid channels — eliminate dependence on OTAs
• 🔎Dominate local search — rank #1–3 for "ghost tour [city]" in map pack and AI results across all markets
• 📱Own national TikTok — no major ghost tour company has claimed this space; 27-city footprint + natural viral content is a structural advantage
• 📊Fix attribution — TripWorks → GA4 integration is critical path; all paid optimization is blind until this is resolved
• 📢Rebuild paid media — 97 of 99 campaigns paused; best-performing campaign (PR, $38.92 CPA) incorrectly paused; full rebuild post-attribution fix
• 🤖AI search visibility — GEO 55→80+ via schema upgrades; target AI Overviews for "best ghost tours in [city]" in all 27 markets

Each city needs a fully-optimized landing page targeting "ghost tour [city]" + "haunted tour [city]" + "ghost walk [city]" with CollectionPage + Event + FAQPage + AggregateRating schema.

• 🔴Minimal long-form content — blog has posts but lacks depth; limited evergreen articles targeting high-volume ghost tour queries
• 🔴Weak internal linking — blog posts don't link to city pages or booking funnel; Cecil Hotel, LaLaurie Mansion posts rank for NOLA terms but send zero traffic to bookings
• 🟡No city-specific blog depth — 27 cities but content doesn't differentiate each location's paranormal history
• 🟡Voice gap — competitive differentiation opportunity: historically-grounded, long-form content vs. competitor short-form generic ghost content

Standard template for all 27 city pages (750–1,000 words). Each page targets "ghost tour [city]" + "haunted tour [city]".

1. Hero: City name + tour type + booking CTA above fold
2. Experience Overview: Tour description, duration, meeting point, group size, what's included
3. Haunted Locations: 3–5 specific haunted stops on this city's tour with paranormal history
4. Paranormal History: City-specific ghost lore, famous hauntings, historical context
5. Guest Testimonials: City-specific reviews pulled from TripWorks / Google (AggregateRating schema)
6. FAQ Section: 5–6 city-specific questions (FAQPage schema)
7. Internal Links: Links to 2+ blog posts + 2+ related city pages
8. Booking CTA: TripWorks widget embedded + secondary link to booking page

⏳ Blocked — Requires Duda Site Access

Cecil Hotel, LaLaurie Mansion, and Muriel's Restaurant blog posts are ranking for New Orleans ghost tour terms but send zero traffic to the booking funnel. TripWorks booking widgets need to be embedded within blog content. Requires Duda site editor access from client.

• 🔴Smart bidding optimizing on dead data — 7 competing conversion actions including Universal Analytics goals dead since July 2023. Every automated bid decision for 3 years has been made on ghost data. The 13 "conversions" reported likely include zombie UA events and micro-actions (email field clicks) — not actual bookings.
• 🔴Zero negative keywords account-wide — no shared negative keyword lists, no campaign-level negatives. Active PMax ($122/mo) runs completely unguarded — serving on irrelevant placements, apps, and off-topic queries.
• 🔴97 of 99 campaigns are dead weight — account has 99 total campaigns: 2 active, 97 paused. Campaign graveyard spans Nov 2024 – Mar 2026. Every underperformance led to a new campaign instead of fixing the existing one.
• 🔴Best-performing campaign incorrectly paused — Puerto Rico Search campaign: 9 conversions at $38.92 CPA last 30 days — best in the account. It's paused. Active PMax runs at $61 CPA with only 2 conversions.
• 🔴Boilerplate ad copy across all RSAs — all ads score AVERAGE or POOR. Every ad group uses identical descriptions. No brand name in most headlines, no social proof, no urgency, zero callout extensions in the entire account.

No major ghost tour brand has claimed national TikTok space.

Ghost City Tours, Haunted History Tours, and all regional competitors have minimal or zero TikTok presence. American Ghost Walks' 27-city footprint + natural viral content (ghost reactions, "is it real?" moments, city-specific haunted history) provides a structural first-mover advantage. Move fast before competitors do.

• 🔴TripWorks iframe blocks GA4 purchase events — the booking widget is an iFrame from american-ghost-walks.tripworks.com. GA4 cannot receive purchase events that fire inside cross-origin iFrames. Result: zero booking conversions in GA4. All paid media is currently optimizing blind.
• 🔴Dual GTM containers firing simultaneously — GTM-T6BKML8Z (marketing team's container) and GTM-PH3CKDV (Duda's auto-injected container) both fire on every page. This duplicates all event tracking — pageviews, clicks, micro-conversions — making all historical data unreliable.
• 🟡Zero city-level booking attribution — even if GA4 received purchase events, there's no dimension to identify which of the 27 cities drove the booking. Cannot determine which markets are profitable.
• 🟡Peek Pro potentially still active — client mentioned Peek Pro as legacy; if any Peek tags or remnant code exists, it may conflict with TripWorks tracking. Needs verification before integration scoping.

1. Consolidate GTM — remove GTM-PH3CKDV (Duda container) via Duda site settings; keep GTM-T6BKML8Z as sole container
2. TripWorks postMessage integration — request TripWorks admin access from client; enable postMessage events from booking iframe to parent page; fire GA4 + Meta purchase events on successful booking
3. GA4 ecommerce schema — set up purchase event with city, tour type, ticket quantity, revenue parameters to enable city-level attribution
4. Google Ads conversion import — link GA4 purchase event to Google Ads as the sole conversion action; delete all UA-era conversion actions
5. CallRail integration — 3-pool DNI strategy: (1) paid search, (2) organic/direct, (3) social. UTM + landing page URL handles city attribution without per-city phone numbers
6. Looker Studio dashboard — city-level revenue by channel by month; booking CPA per campaign; MoM comparison

• 🔴Kailua-Kona (HI) links to wrong GBP — the Kailua-Kona tour page on the website links to a Lahaina (Maui) Google Business Profile. This means customers clicking the GBP link from the Kona tour page land on a completely different location in Duda's wrong GBP. Urgency: fix immediately — this is actively sending potential customers away. Fix: Update Duda page to link correct Kailua-Kona GBP.
• 🔴Juneau + Ketchikan show Bayfield schema — the Juneau and Ketchikan tour pages have LocalBusiness schema with Bayfield, WI address data. Google is reading the wrong city/state/address for these Alaska locations. Fix: Update schema in AAMA-45 to correct Alaska location data.

• 🔴No site-level introduction paragraph — AI systems use the text after # American Ghost Walks as the primary site summary. Currently empty.
• 🔴No ## Tours section — 27 tour pages are buried in generic ## Pages with no differentiation. AI can't identify which pages are the core product.
• 🟡558 blog entries have no description text — URL-only entries are unusable for AI context. Each entry needs a 1-sentence description.
• 🟡No ## Optional section — duplicate/staging pages not de-prioritized, cluttering AI's understanding of site structure.

American Ghost Walks' visual identity should communicate: mystery, authenticity, and spine-tingling atmosphere. The aesthetic should feel like stepping into a haunted Victorian novel — candlelight, fog, historic architecture, and the thrill of the unknown. Historically grounded, never campy or cheap.

⏳ Design Package — Month 2 Queue

Design work is sequenced after paid media conversion tracking is repaired. Ad creative must align with live campaign messaging and landing page structure once those are confirmed. Designer will receive the brand direction brief, campaign architecture, and city priority list from Month 1 work.