Ad Review Call — 2026-04-05
Overview
Pre-call review of Adavacare's Google Ads account ahead of Melissa's client call the following day. The account is generally performing well and the client is happy, but the team identified a gap in understanding around a specific conversion type ("Local Actions") and flagged ongoing work to clean up conversion goal health across accounts.
Attendees: Melissa Cusumano, Gilbert Barrongo, Mark Hope (and others on broader call)
Source call: Fathom recording
Campaign Performance
- Review period: Last 30 days (Sept 7 – Oct 6)
- No recent conversions recorded in the past 50 days for the primary conversion goal; one campaign flagged as inactive
- 5 "Get Directions" conversions recorded — considered a strong intent signal for a location-based business
- 24 "Local Actions / Other Engagements" conversions recorded
Local Actions — Clarification
The team was initially uncertain what "Local Actions" meant. Mark researched during the call and confirmed these include:
- Viewing business reviews
- Looking up business hours
- Viewing photos
- Bookmarking a location
"Those are all things that show intent. So those are valuable conversions." — Mark Hope
This is relevant for Adavacare given their multi-location model.
Budget & Spend Adjustments
- Two locations are now on a waiting list; spend was redistributed from those locations to the remaining two active ones
- No net increase in total spend — budget was reallocated, not expanded
Conversion Goal Health
- Gilbert has been auditing conversion actions across accounts and sending ClickUp tasks to the team (flagged to Sean/NOPE) for any goals marked "inactive" or "needs attention"
- The Adavacare account setup was originally done by Egan; the current team is working to fully understand and own the configuration
- Mark noted that Google Analytics should be reviewed alongside Google Ads, as GA provides deeper event-level granularity (e.g., distinguishing what "local actions" actually are)
Key Decisions
| Decision | Owner |
|---|---|
| Investigate "Local Actions / Other Engagements" conversion type with NOPE before client call | Mark Hope / Gilbert |
| Continue redistributing budget away from waitlisted locations | Melissa |
Action Items
- [ ] Mark / Gilbert — Send note to NOPE asking for clarification on "Local Actions, Other Engagements" conversion type in Google Ads
- [ ] Gilbert — Ensure all conversion goal ClickUp tasks are sent and tracked for Adavacare account
- [ ] Anup — Complete conversion goal audit and optimization for all assigned accounts (including Adavacare)
Client Status
- Client is happy with overall marketing efforts
- Account is "purring along" per Melissa — no urgent issues
- Melissa will review spend allocation and conversion data directly with the client on the call
Related
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- [2]
- [3]