AHS Marketing Meeting — 2025-10-14
Overview
Monthly marketing check-in with [1] covering PPC campaign performance following a recent budget increase, planning for an upcoming video testimonial shoot, troubleshooting zero sign-ups from training email blasts, and a request to restore the Facebook Messenger chat widget on the AHS website.
Attendees:
- Asymmetric: Sebastian Gant, Karly Oykhman, Mark Hope, Avokerie Onorimuo, Paul Buniel
- AHS: Gina Richardson, Bob Stigsell, Brady (brady@madisonasbestos.com)
Recording: Fathom transcript
Key Decisions
- Video shoot confirmed for October 29 with videographer Dan at a negotiated fee of $2,000 (down from ~$3,000); Asymmetric will handle post-production internally and deliver the edited testimonial plus short clips from raw footage.
- Email blast metrics to be pulled from Chris to diagnose why the school training blast generated zero sign-ups despite historically producing 30–40 registrations.
- Facebook Messenger chat widget to be investigated for re-implementation on the AHS website; it was present on the old site and provided value for users who couldn't call during business hours.
- Mass texting to be explored as an alternative or supplemental outreach channel for training registrations.
Topics
Business Overview & Lead Quality
Gina noted that while inbound call volume has increased, crews are not as busy as expected — indicating a lead quality issue rather than a lead volume issue. The focus going forward is on improving the quality and conversion rate of incoming leads, not just quantity.
"I feel like I'm super busy, but the guys are not super busy… conversion rate maybe is not as high as I'd like to see it." — Gina Richardson
PPC Campaign Performance
Google Ads — Asbestos Campaign
Budget was increased to $20/day (from $10/day) on October 1. A new lead campaign was also launched at $5/day, partially funded by reallocating from the asbestos campaign. Mold campaign remains at $10/day.
14-day metrics (post-budget increase):
| Metric | Value |
|---|---|
| Impressions | 171 |
| Clicks | 9 |
| CTR | 5% |
| Conversions | 1 |
| Conversion Rate | 11% |
| Impression Share | 43% (up from ~30%) |
Impression share of 43% is the highest among tracked competitors. Sebastian noted that further budget increases would directly lift impression share, but the addressable search volume in the Madison area is inherently limited.
Bing Ads
Running as a supplemental channel, mirroring the Google campaigns at $1.50/day effective spend. First tracked conversion (click-to-call) was recorded. Spend is minimal and the channel is treated as low-cost incremental coverage.
Video Testimonial Project
- Videographer Dan confirmed for October 29 shoot.
- Format: testimonial-style with subject speaking directly to camera (no audible interviewer), intercut with B-roll from the job site.
- Dan will develop interview questions based on the customer review Sarah previously posted.
- Sarah (the testimonial subject) is nervous — Sebastian will obtain Dan's question list in advance and share it with Gina to pass along to Sarah.
- Asymmetric will handle editing internally; AHS will receive the final cut plus raw footage for future use.
- Next meeting (October 28) is the day before the shoot — final logistics to be confirmed then.
Training Email Blasts
Zero sign-ups were recorded across the email blasts sent for upcoming training sessions, including the school training which historically generates 30–40 registrations. Only 4 total sign-ups exist, 2 of which Gina sourced personally and 2 of which were repeat attendees.
Upcoming training dates:
- November 19 — Madison
- December 11–12 — Wisconsin Dells (two-day)
Gina flagged that the school training email list may need to be scrubbed or replaced. Sebastian will pull bounce rate, open rate, and other metrics from Chris to diagnose the issue.
"Something's not clicking… that list either needs to be scrubbed or, I don't know." — Gina Richardson
Website Chat Widget
The AHS old website had a Facebook Messenger chat widget (bottom-right corner "Chat with us" button) that routed messages to the AHS Facebook Messenger inbox. This feature was not carried over to the current website. Gina noted it was used by people who couldn't call during business hours and generated occasional leads.
Sebastian will investigate what is needed to reimplement this feature on the current site.
Action Items
- [ ] Get Dan's question list and send to Sarah before the Oct 29 shoot — @Sebastian Gant
- [ ] Pull email blast metrics (bounce rate, open rate, etc.) from Chris and send to Gina — @Sebastian Gant
- [ ] Investigate re-adding Facebook Messenger chat widget to AHS website — @Sebastian Gant
- [ ] Research school training email list issue; identify alternative or scrubbed list — @Sebastian Gant
- [ ] Explore mass texting platforms (e.g., Text180) for training registration outreach — @Sebastian Gant
- [ ] Prepare prototype of training registration page for client review — @Sebastian Gant
- [ ] Finalize November social media content for review at Oct 28 meeting — @Sebastian Gant
Next Meeting
October 28, 2025 — Review November social content, confirm final video shoot logistics (shoot is October 29).