Marketing Call — 2026-02-04
Overview
Primarily a troubleshooting and status call. Kurosh's DNS migration to his own servers broke AAG's access to the Adava Care website and both ad accounts. All access was restored live on the call. Sebastian then walked through content deliverables (blog posts, six location pages) and Google Ads updates including a budget cut for the full St. Francis' location and a newly implemented Monday budget-boost script.
Attendees:
- Mark Hope (AAG)
- Sebastian Gant (AAG)
- Melissa Cusumano (AAG)
- Kurosh Dejgosha (Adava Care)
- Kari Krause (Adava Care)
- L. Schwartz, Cassandra, T. Olson, J. Spinelli (Adava Care)
Next call: February 18, 2026
Key Decisions
- St. Francis' Google Ads budget cut to $10/day — location is currently full; budget will be increased again as the new building opening approaches.
- Monday budget-boost script implemented — Mondays convert ~60% better than other days; script raises the daily budget on Mondays. One-month review scheduled.
- Assisted Living Guide to become a gated PDF lead magnet — copy is finalized; next step is design, landing page build, and a supporting Meta campaign.
- Click-to-call conversion value to be corrected to 1 — currently misconfigured at 0.5, which understates call volume in reporting.
Action Items
AAG
- [ ] Send new blog posts and location page copy to Adava Care for review
- [ ] Convert "Assisted Living Guide" copy into a branded PDF
- [ ] Build landing page to gate the PDF behind an email capture form
- [ ] Plan and launch a Meta campaign driving traffic to the lead magnet landing page
- [ ] Update Google Ads click-to-call conversion value from 0.5 → 1
- [ ] Confirm website maintenance responsibilities with Mark (hosting moved off WP Engine)
- [ ] Review Monday budget-boost script performance in ~one month
Adava Care
- [ ] Review and approve new blog posts
- [ ] Review and approve six location page copy drafts
Access & Permissions Resolution
Problem: Kurosh migrated DNS to his own servers without advance notice. This broke AAG's WP Engine console access to the WordPress site and removed AAG from the Google Ads manager portfolio and Meta ad account.
Resolution (completed on call):
| Platform | Issue | Fix |
|---|---|---|
| WordPress | WP Engine console access no longer worked | Kurosh provided direct WP Admin login credentials (adavacare.com/wp-admin) |
| Google Ads | AAG removed from manager portfolio | Sebastian sent a new manager link request; Kurosh accepted live |
| Meta Ads | Kurosh's permission reduction removed AAG's partner ad account access | Kurosh restored ad account access; AAG confirmed partner status and page assets visible |
Follow-up needed: Now that the site is hosted on Kurosh's servers rather than AAG's WP Engine environment, AAG needs to clarify with Mark whether website maintenance (plugin updates, etc.) is still in scope and how it will be handled operationally.
Content Deliverables
Blog Posts
- First batch delivered and ready to send to Adava Care for review.
- Strategy: Upload → monitor performance → identify top performers → amplify on social media.
Location Pages (6 new)
- Six additional location pages drafted (complements the four private-pay pages done previously).
- Updates incorporated from the last meeting: Medicaid blurb added, no-minimum-stay policy noted.
- Delivered in a single document for simplicity.
Assisted Living Guide (Lead Magnet)
- Status: Copy finalized (Kari confirmed response).
- Next steps:
1. Design as a branded PDF (colors, logo, polished layout)
2. Build a dedicated landing page — visitor submits email → receives PDF
3. Launch a Meta campaign to drive traffic to the landing page
Google Ads Performance & Strategy
Campaign Overview (as of call)
Conversion rates well above the 1–2% industry standard across active campaigns:
| Campaign | Conv. Rate (approx.) | Notes |
|---|---|---|
| Heartland | ~8–11% | 2 openings; pushing hardest here |
| St. Francis' | ~10–12% | Full — budget cut to $10/day |
| Dewawaki Memory Care | Active | Full; 1 opening, transfer incoming from Heartland |
| Others | 4–25% range | Mix of active/paused |
Click-through rates averaging 4–5%, with some campaigns at 6%.
Monday Budget-Boost Script
- Data: Mondays convert ~60% better than any other day of the week.
- Action: Script implemented to automatically increase daily budget on Mondays.
- Review: Scheduled in ~one month to assess impact on performance.
Conversion Tracking Fix
- Issue: Click-to-call conversions are being counted as 0.5 instead of 1.0.
- Impact: Understates actual call volume in reporting and may affect Smart Bidding signals.
- Fix: Sebastian to update the conversion value to 1.
Notes
- Campaigns are tracking ahead of the 30/60/90-day projection (approximately 2–3 days behind initial estimate, within the buffer built into the plan).
- Heartland is the current primary push given remaining openings.
- St. Francis' budget will be ramped back up as the new building opening approaches.
Source: Fathom recording