Google Ads Performance Review

Weekly ad review covering Amazon and Google Ads performance across multiple client accounts. Meeting held 2025-10-14 with Gilbert Barrongo, Melissa Cusumano, Sebastian Gant, and others from the Asymmetric team.

Amazon / Toodla Farms Performance

• ROAS: 3.92 — approaching target of 4.0
• Margin: ~40% — target is 45%; recent days ranging 37–41%
• Coupon strategy is working well for slow-moving products; Navy Beans (5 lb) inventory reduced by half since coupons launched in August/September
• Old World product line has a bag breakage problem causing refunds (15–18 per product); reviews holding at 4.4 but refunds are a cost drag
• Coupon discount tiers to maintain going forward:

• 6 months inventory → 10% discount

• 12 months inventory → 15% discount

• 24 months inventory → higher tier (per existing algorithm)

Google Ads AI Max — New Feature Rollout

Google is recommending AI Max for Search Campaigns, promising a 21% performance increase. Key capabilities:

• Search term matching — expands beyond existing keywords using broad match and keywordless technology
• Asset optimization — tailors creative to each user in real time
• Final URL expansion — automatically routes users to the best-performing landing page on the domain
• Locations of interest — geographic intent targeting (exclusive to AI Max)
• Improved reporting — headlines and URLs visible in search terms report

Status: Activated for Axley Law Firm on 2025-10-14 as a pilot. Plan is to roll out across all applicable accounts after team review.

Action: Melissa to send AI Max article to all account managers. Gilbert to read and implement across accounts.

Client-by-Client Performance

Axley Law Firm

• Strong overall performance; optimization scores in the 50s–60s (should be higher)
• Cost per conversion: $129 for criminal defense — acceptable given legal billing rates
• AI Max activated 2025-10-14
• Action: Gilbert to schedule call with Sebastian to review optimization recommendations and address low optimization scores

Teachers of America

• Low conversion rates attributed to poor landing pages
• Commercial juicer campaign sending traffic to homepage — not effective
• Cost per conversion: ~$300 on commercial juicer campaign
• Action: Prioritize building a dedicated landing page for the commercial juicer campaign

Toodla Farms (Google Ads)

• Generally good performance; most campaigns healthy
• Old World Sales Search campaign has average CPC of $250 — far too high (target: ≤$1)
• No target CPA set on Old World campaign
• Action: Lower bids on Old World Sales Search; set target CPA to $1

Skullen

• Overall solid performance; click-through rates and CPCs are healthy
• Campaigns feel stagnant — running similar setup for years
• Competitor campaign cost per conversion is elevated (~$144 vs. $40 target CPA)
• Budget spend ~$500/month — client not complaining
• Actions: Consider minor bid reductions; review landing pages for freshness; explore strategic refresh options for Melissa's next client conversation

Karosh

• Average cost per conversion: $156 across all locations — strong overall
• Significant disparity between locations:
• Irish Road: 5% conversion rate ✅
• Nena / Glendale: performing well
• Heartland: <1% conversion rate ⚠️
• St. Francis: <1% conversion rate ⚠️ (noted as visually unappealing)
• Underperforming locations are sending traffic directly to location pages on the website
• Action: Melissa to review and improve landing pages for Heartland and St. Francis; consider replacing building exterior photos with warmer imagery

Advanced Health and Safety

• Optimization scores: 100% across all campaigns — Sebastian doing excellent work here
• All campaigns limited by budget; strong conversion performance
• Current total budget: ~$115/day (~$3,500/month)
• Client (Gina) is very happy with results
• Recommendation: Double the budget — performance justifies it unless client is at capacity
• Action: Sebastian to discuss budget increase with client

Crazy Lenny's

• Ads stopped running on October 11 due to expired/failed credit card
• Account otherwise in good shape (no junk conversion goals, local goals set up correctly)
• Action: Update credit card on file immediately — Karly to handle

Loot Point

• PMax campaign: 1.7M impressions, ~9,000 clicks
• Landing pages recently updated (1–2 weeks ago); traffic trending back up after a dip
• Conversion value set to $0 — needs to be changed to 1 for lead gen campaigns
• Page view conversions still active — need to be removed
• Action: Gilbert to follow up with Anup to remove page view conversions and set conversion value to 1

Conversion Goal Hygiene — Cross-Account Issue

Several accounts have low-value or irrelevant conversion goals (page views, DOM ready, page start) that are polluting optimization signals.

Standard: For lead gen campaigns, conversion value should be set to 1. Page views and similar micro-events should never be primary conversion goals.

Action: Anup to audit and fix conversion goals across all affected accounts. Gilbert has sent ClickUp tasks per client.

Action Items Summary