Since it is a Local Client offer, add the Counties and Zip codes for the locations as well. Remember KWs are 80% of the heavy lifting here. Study up on KW Robot Syndrome located in Ms. Jeanne's case study part 3 and coaching call #3. Review the Search terms training for new KW ideas. These new KW ideas help you expand out on expensive KWs that do convert into log tail versions of those same KWs that convert. Long tail is always going to be cheaper, so that's how you lower costs while still maintaining high intent KWs. Also the scaling section of training, KW ideas, call recordings, etc.