Ad Review Call — American Extractions & Bluepoint (2025-09-30)

Overview

Ad performance review covering two clients: American Extractions (Google Ads campaign not running due to account access/permission issues) and Bluepoint (high impressions and clicks but conversion tracking misconfigured, plus landing page CTA improvements needed). Attendees included Mark Hope, Melissa Cusumano, Gilbert, and Ben San Fratello.

American Extractions — Google Ads Issues

Problem Summary

The American Extractions Google Ads campaigns (Stick Packs and ClearMix) have been live for over a week with zero impressions, zero clicks, and zero activity. Root cause is likely that Asymmetric is not listed as a manager or allowed domain on the account, causing all campaign activity to remain in draft mode silently.

Key Findings

• Two campaigns exist under account #9545 (currently under Get Found Madison manager account): Stick Packs and ClearMix
• Campaigns show as enabled with budgets set, but Google is not serving any ads
• The Stick Pack landing page exists at americanextractions.com/stick-pack but is poorly built and needs a full rebuild — not in Go High Level; should be on the main website
• Ads use dynamic keyword insertion (responsive search ads); a simpler static ad was proposed as a diagnostic step
• No CBD/THC content on the Stick Pack page — policy restriction is not the issue
• Team is not listed as managers or users on the account, which likely explains the silent draft behavior

Resolution Path

1. Immediate: Caitlin (client contact) to add Asymmetric as a manager and add asymmetric.pro as an allowed domain on account #9545
2. Fallback: If that doesn't resolve it, create a brand-new account under Asymmetric Marketing manager account #8152 and migrate campaigns there (will require client credit card)
3. Gilbert to create a simple static search ad (no dynamic keyword insertion) as a diagnostic test
4. If no impressions by end of day, open a support case with Google

Landing Page Notes

• Current Stick Pack LP is low quality — needs rebuild
• Carly (former team member) originally built it; Ben to take over rebuild
• Page should live on the main americanextractions.com domain, not Go High Level

Bluepoint — Ad Performance Review

Campaign Metrics (as of review date)

Conversion Tracking Issues

Critical: Page views are currently set as primary conversion actions, causing wildly inflated conversion counts (e.g., 3,000+ "conversions" on PMAX, conversion rates >100%). This is corrupting Google's optimization signals.

Required fixes (assign to Anup via ClickUp, mark urgent with deadline):

• [ ] Remove page views as conversion events (track in GA4 instead)
• [ ] Fix all conversion actions flagged as "needs attention" — these are untagged and not firing
• [ ] Set conversion value to 1 for all lead actions (until actual lead value is known)
• [ ] Ensure phone calls from landing pages are tracked separately from call assets in ads
• [ ] Confirm form submissions (contact forms) are properly tagged and firing
• [ ] Label all phone call conversion actions clearly (call from ad vs. call from landing page)

Note: Gilbert had messaged Anup about this previously but did not create a ClickUp task with a due date. Task was marked done prematurely. Going forward: all Anup assignments must be ClickUp tasks with urgency and deadline set.

Bid Adjustments Needed

• Reverse ATM: Reduce bids by 75%, then work back up
• Traditional ATMs: Target ~$2 CPC (currently $4)
• Cashless ATM: No change needed — performing well
• PMAX: No change needed — monitor after conversion tracking is fixed

Bluepoint — Landing Page Review

Four new landing pages were recently built (by Ben, reviewed by Wade and Melissa). They are live on the main Bluepoint domain and are an improvement over the previous website pages being used as ad destinations.

Issues Identified

• Multiple phone numbers in footer — landing pages should have exactly one tracked phone number (CallRail or dynamic number insertion). Three numbers currently appear in the footer.
• Weak CTAs — "Learn More" and "Send Message" are low-intent CTAs for paid traffic. Users who clicked an ad have demonstrated intent; CTAs should reflect that.
• No explanation of what happens after form submission — the form copy currently says "whether you have a question or just want more information, our team is here to help." This needs to be replaced with a clear next step (e.g., "Someone will call you within 24 hours" or a scheduling link).
• No sticky/persistent header — was intended to be implemented but not confirmed live yet.

Recommended Improvements (Ben to implement)

• [ ] Replace "Learn More" with intent-driven CTAs: "Let's Talk," "Get a Proposal," "Go Cashless" (vary by page/product)
• [ ] Replace "Send Message" with something like "Let's Talk" or "Schedule a Call"
• [ ] Add copy above the form explaining what happens next (callback within 24 hours, scheduling link, etc.)
• [ ] Add a scheduling link near or within the form
• [ ] Implement sticky header with persistent CTA button + single tracked phone number
• [ ] Consolidate to one phone number in footer — should be a CallRail number
• [ ] Investigate CallRail setup for Bluepoint (discuss Wednesday)

URL Updates

Melissa to update landing page destination URLs in all Bluepoint ad campaigns to point to the new pages. This can be done before Ben's improvements are complete — the new pages are already better than the current destinations.

Action Items

Key Decisions

• Page views must not be counted as conversions — this is corrupting optimization across all Bluepoint campaigns
• All Anup assignments must go through ClickUp with urgency level and due date — messages alone are insufficient
• American Extractions campaigns should ultimately live under Asymmetric manager account #8152, not Get Found Madison
• Landing pages should have one tracked phone number only — multiple numbers in footer prevent proper attribution
• CTAs on landing pages should reflect user intent, not generic actions ("Learn More," "Send Message" are insufficient for paid traffic)

Related

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