Google Ads Performance & Landing Page Optimization
Overview
Reviewed during the weekly ad review call on 2025-10-14. The account shows a $156 average cost per conversion across all locations — a strong overall number — but with significant performance disparity between individual location campaigns. The primary lever for improvement is landing page quality at underperforming locations.
Note on client naming: The source meeting refers to this client as "Karosh." The filing path uses "adava-care." Verify canonical client name before publishing.
Performance Summary
| Location | Conversion Rate | Notes |
|---|---|---|
| Irish Road | ~5% | Strong performer |
| Nena | ~5% | Strong performer |
| Glendale | Good | Recently received budget reallocation |
| Milwaukee | Good | Recently received budget reallocation |
| Heartland | <1% | Underperforming — landing page issue suspected |
| St. Francis | <1% | Underperforming — landing page described as "ugly" |
| Pewaukee | Minimal activity | Low volume |
Overall average CPA: $156 (considered healthy for this vertical)
Key Findings
Location-Level Disparity
The gap between top and bottom performers is stark: Irish Road and Nena convert at ~5%, while Heartland and St. Francis are below 1%. This is not a demand or bidding problem — it points to landing page quality as the primary differentiator.
"The conversion rates are quite a bit lower… for Irish Road, the conversion rate is 5%. In Heartland, it's less than 1%. It says to me that maybe the landing pages need to be improved." — Mark Hope
Landing Pages Going to Location Pages
All campaigns currently send traffic directly to the location pages on the main website. These pages were not built as conversion-focused landing pages and vary significantly in quality. St. Francis in particular was flagged as visually unappealing.
Budget Reallocation
Budget was recently shifted away from Irish Road and Heartland toward Milwaukee and Glendale. Some locations are now at or near capacity.
Strategic Shift Under Consideration
The client is exploring advertising private-pay versus Medicaid placements. This may require campaign restructuring or new landing pages when it moves forward.
Action Items
- [ ] Melissa Cusumano — Review and improve landing pages for Heartland and St. Francis locations. Focus on improving conversion rates (currently <1%). Consider replacing exterior building photos with imagery of people/residents. Reference Irish Road page as a benchmark.
- [ ] Confirm whether Pewaukee location has sufficient demand to justify continued spend or budget reallocation.
- [ ] When private-pay vs. Medicaid advertising strategy is finalized, assess whether new campaigns or landing pages are needed.
Related Notes
- This account was reviewed as part of a broader multi-client ad review: see [1]
- Landing page quality issues were also flagged for [2] (commercial juicer campaign) in the same session
- For context on the agency's broader landing page improvement initiative, see Melissa's work on Loot Point landing pages referenced in the same call