University of Chicago Booth School of Business · Chicago, IL
Marketing for Searchers in the Chicago Booth Community
Allocate marketing spend with clearer evidence
Independent service provider; not affiliated with or endorsed by University of Chicago Booth School of Business.
Overview
For Chicago Booth searchers becoming operators, a marketing budget should reflect the acquired company’s priorities and constraints. Build a plan that makes the tradeoffs between immediate demand, longer-term visibility, and operational capacity explicit.
What we run
How we would help.
SEO and AI search visibility
Help prospective customers find and understand the acquired business through clearer service content and a stronger search presence.
- A full rank baseline before anything changes, so you know what you actually bought
- Google Business Profile custody, then categories, services, and service-area cleanup
- Citation and NAP consistency after the entity or the ownership changes hands
- Service and location pages built for the terms that convert, not the terms with volume
- Entity consistency: one name, one address, one phone, one description everywhere a model can read it
- Content written to answer the question directly, in the shape an answer engine will lift
Paid advertising
Reach prospective customers with campaigns aligned to the acquired company's services, market, and conversion goals.
- Budget mapped to the rank data: spend where you are invisible, pull back where you already rank
- Local Services Ads and Google Guaranteed where the category supports them
- Call tracking and offline conversion import, so a booked job is the conversion, not a click
- Search-term and negative-keyword discipline from the first week, not the first quarterly review
- Reporting that ends at cost per booked job
Start with the services the business can deliver well
Prioritize offers with a clear customer need and enough delivery capacity. Set review points for paid campaigns, and use qualified inquiry data to decide where incremental spend belongs. Keep longer-term content work tied to the same commercial priorities.
Questions
Common questions.
- How much should a newly acquired business spend on marketing?
- There is no universal percentage that fits every acquisition. Start with service economics, capacity, existing demand, and a test budget the business can sustain, then adjust using observed results.
- Is Tiger Digital affiliated with University of Chicago Booth School of Business?
- No. Tiger Digital is an independent marketing agency. This page is intended for searchers and acquisition entrepreneurs in the Chicago Booth community; it does not represent a school partnership or endorsement.
Results
Figures we can stand behind.
- $100,000+
- in closed revenue from paid ads in a single month for one client, with around a 14x return on ad spend
- 50%
- of paid leads booked an appointment, and 21.6% became paying customers
- 3 of 3
- websites we audited finished at 98% site health or higher
- 23
- location landing pages built to reach priority markets
June 2026. Revenue from closed jobs tracked back to the ads that generated the lead.
Same client and month: 134 leads, 67 booked, 29 customers.
3 clients, April to July 2026. Measured in SEMrush.
Results are from Tiger Digital client campaigns and reflect the specific clients and periods listed. Your results will depend on your market, budget, and starting point.
Before you optimise anything
Six things that break at close
- The Google Business Profile
- The name
- The reviews
- The phone number
- The tracking
- The website and the domain
Keep reading
Further reading
Chicago Booth acquisition entrepreneurship resourceChicago Booth’s ETA club provides education, resources, and networking for students and alumni interested in acquisition entrepreneurship.
Talk it through with our team.
A short call to discuss the business you are buying and what we would do first.