Marketing Call — 2026-01-21

Overview

Bi-weekly marketing sync with Adava Care covering two AI-identified Google Ads optimizations, organic keyword strategy for "nursing home," location page content updates, and status of the Wisconsin Guide deliverable.

Attendees:
- Sebastian Gant, Melissa Cusumano (Asymmetric)
- Kurosh Dejgosha, Kari Krause, and additional Adava Care staff

Key Decisions

1. Google Ads — Monday Budget Script

Approved a script to increase the daily Google Ads budget by $5 on Mondays (9 AM–10 PM), targeting a confirmed 60% higher conversion rate on that day. The $5 increase is a ceiling, not guaranteed spend. Potential monthly cost increase: ~$100 across five active campaigns.

Rationale: Capitalize on peak-converting day without a significant budget commitment. Reversible if no improvement is observed.

2. "Nursing Home" Keyword — Organic Only

Decided not to bid on "nursing home" via paid ads. Instead, Asymmetric will create a blog post contrasting assisted living with nursing homes to capture organic traffic (~2,300 visits/mo potential) without attracting higher-acuity prospects who are misaligned with Adava's services.

Kari's framing: "A blog about why we're not a nursing home" — targeting users who conflate the two terms.

3. Location Page Updates — Medicaid + No Minimum Stay

All location pages will be updated to include two new sections:
1. Medicaid information — acknowledges Medicaid options to address a common prospect question
2. No minimum stay policy — highlights a key competitive differentiator (competitors often require 1–2 years of private pay before Medicaid transition)

4. Room Signage — Closed

Adava is sourcing generic signs independently. Customization was cost-prohibitive (thousands of dollars per building). No further action needed from Asymmetric.

Google Ads Performance Snapshot

Metric	Value	Benchmark
Conversion Rate (last 30 days)	6.9%	>2% = good
Cost Per Conversion	<$100	Strong for industry
Click-Through Rate	~6%	>4% = good

Campaigns are performing well. Some locations are approaching $50/conversion.

Action Items

Asymmetric (Sebastian)

[ ] Implement Monday budget script in Google Ads
[ ] Resend Wisconsin Guide full draft to Kari and Kurosh for review
[ ] Update all six remaining location pages with new copy, pricing tables, and FAQs
[ ] Add Medicaid info and no-minimum-stay sections to all location pages (including the four already updated)
[ ] Send updated location page copy for client approval before publishing
[ ] Continue designing and building the Wisconsin Guide landing page (email capture)
[ ] Write blog post: "Assisted Living vs. Nursing Homes" targeting organic nursing home keyword

Adava Care (Kari + Kurosh)

[ ] Review Wisconsin Guide full draft (Kari committed to same day or evening)

Topics Discussed

Google Ads Optimization Tool

Mark Hope built an AI-assisted tool that cross-references multiple platforms to surface optimizations that would otherwise require deep manual analysis. The Monday budget insight and nursing home keyword opportunity were both surfaced by this tool. Clients may see more suggestions like these going forward.

Location Pages — Current Status

Updated (private pay focus): Irish Road, Heartland — new copy, pricing tables, FAQs live
Pending update: Fardale, Magnolia, Wabash, Glendale, Oak Creek, St. Francis
All location page header images have been updated/enhanced

Wisconsin Guide Clarification

Kari had previously reviewed and returned edits on the outline. The document now in review is the full first draft — a substantially longer document (~20 pages). Sebastian will resend to avoid confusion.

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