AHS Marketing Meeting — March 2026

Date: March 2026
Client: ^[1]
Attendees:
- Gina Richardson (AHS — admin)
- Bob Stigsell (AHS — owner)
- Brady (AHS)
- Sebastian Gant (Asymmetric — account lead)
- Karly Oykhman (Asymmetric)
- Avokerie Onorimuo (Asymmetric)

Recording: Fathom

Overview

Monthly marketing review covering April social content, SEO performance milestones, PPC campaign results, and two new initiatives: Spotify audio ads for mold awareness and a co-produced vermiculite removal video with partner Koala Insulation.

Key Decisions

• Social posts revised before scheduling. The asbestos and vermiculite April posts both require copy and image corrections before going live. Earth Day post approved as-is.
• Spotify ads approved for exploration. Sebastian to send Gina a demographics brief, pricing overview, and campaign plan targeting mold awareness during spring thaw.
• Vermiculite removal video greenlit for planning. Concept is a "satisfying process" video (think: rug-cleaning viral content) co-funded with Koala Insulation. Sebastian to draft a collaboration proposal.
• Sarah video case study approved for use. Gina confirmed Sarah signed off. Privacy constraint: no identifying location details (she sells high-value jewelry). "Madison" is acceptable; last name and specific address are not.
• OS (operations system) unblocked. Gina sent DeMarc 8 proposal templates during the meeting. DeMarc to implement and then schedule a field-accuracy review with Gina.

Action Items

Social Media Content Review

Asbestos Post

• Copy: Change "pull up floors" → "take down floors"
• Legal language: Soften "Wisconsin law requires asbestos testing before demolition" → "Asbestos testing should be done before demolition" (enforcement is ambiguous for homeowners doing their own work)
• Image: Replace powder/dust photo with a microscope graphic
• Status: Needs revision → resend to Gina for approval

Vermiculite Post

• Copy: Replace "may contain asbestos fibers" → "In the state of Wisconsin, vermiculite is known to contain asbestos"
• CTA: Change "schedule your vermiculite evaluation" → "schedule your vermiculite estimate"
• Image: Replace current photo (looks like sawdust on plywood) with an accurate vermiculite image; keep the attic framing/composition
• Future content idea: Separate post on unsafe DIY removal, linking to the Wisconsin DHS reporting page (frame around businesses, not neighbors)
• Status: Needs revision → resend to Gina for approval

Earth Day Post

• Approved as-is
• Gina wants the Earth Day image added to the AHS website for broader use

SEO & Website

Organic Performance

• Keyword growth: ~43 → ~115 ranked keywords since the SEO push began — nearly tripled
• New #1 rankings: "vermiculite insulation asbestos," "asbestos in-house"
• Google AI Overview citations: 40+ total, up 17 in the past month — attributed primarily to FAQ additions on service pages
• Sebastian to export the keyword growth graph and citation data and share with Gina for Bob

Website Updates

• Blogs: 3 posts approved by Bob and Brady; going live by end of week
• Service pages: Copy and FAQs added to all pages — likely driver of AI citation growth
• Contractor pages: Copy finalized; design in progress. Will add an "Insulation Contractors" page per Gina's request
• Footer: Current text ("Dane County") excludes service areas like Monroe (~1 hour away). Update to list all counties served: Dane, Columbia, Green, Iowa, and others (Gina to provide full list via chat)

PPC Performance

Period: ~February 22 – late March 2026

Conversion breakdown by campaign:
- Display: 8 calls, 8 emails, 2 Meta chat clicks
- Mold: 1 call from ad, 3 calls from website
- Brand: 1 call from ad, 4 from website, 1 email click, 1 form submit
- PMAX: 1 call from Lead Paint, 1 call + 1 website call from Asbestos campaign

Note: 10+ organic form submissions came in while Gina was on vacation — strong signal of SEO-driven inbound. Lead follow-up lapsed during her absence; she's back and working through them.

New Initiatives

Spotify Ads

• Rationale: Build mold awareness during spring thaw; seasonal uptick expected as homeowners go into attics and find moisture damage
• Format: Audio ads — awareness play, not direct conversion. High impression volume at low cost
• Precedent: Effective for other Asymmetric clients
• Next step: Sebastian sends Gina a demographics brief, pricing overview, and campaign plan
• Potential to repurpose audio from the Sarah video case study (with privacy scrubbing)

Vermiculite Removal Video

• Concept: "Satisfying process" video showing the before/after of vermiculite removal — modeled on viral rug-cleaning content (high watch time, dopamine-driven engagement)
• Partnership: Explore co-funding with Koala Insulation (a national brand with a Madison distributorship). AHS refers vermiculite clients to Koala for insulation; Koala refers insulation clients to AHS for vermiculite removal
• Challenge: AHS workers reluctant to be on camera
• Next step: Sebastian drafts a collaboration and cost-share proposal

Operations System (OS) Update

• Blocker: DeMarc (OS implementer) was waiting on AHS proposal templates to configure the system
• Resolution: Gina sent 8 templates during the meeting; more may follow
• Next step: DeMarc implements templates, then schedules a review with Gina to confirm field accuracy
• Sebastian to follow up with DeMarc on timeline

Notable Transcript Excerpts

Gina: "In the state of Wisconsin, vermiculite has asbestos in it, period. So 'may contain asbestos fibers' is maybe not such a — people from other states don't have to worry about that. But you could say something like, 'In the state of Wisconsin, vermiculite is known to contain asbestos.'"

Gina: "I think if we could show a video of the removal process, it would be very similar to, you know, like, you've seen insulation videos, right, when you walk by them at a home show... And I think the removal is also pretty fascinating to see it happen."

Karly: "The guy who cleans rugs."
Gina: "Exactly. Like the guy washing rugs. That is exactly it, Karly. There's a guy washing rugs and you're like, that rug looks so black. And then it comes out and it's white. And you're like, holy [expletive], how do you do that? And you spent 20 minutes watching him do it."

Sebastian: "All keywords went from about 43 to almost 115. We've almost tripled the amount of keywords we rank for."

Related

• ^[2]
• ^[3] (if exists)