Overview
Short check-in call with Tamilyn and Bodo Liesenfeld (Cordwainer) to review performance of two active Meta ads for their memory care facility. The call was cut short by audio issues and continued by phone. Two distinct problems emerged: the Room Ad attracts unqualified leads, and the Property Ad attracts no leads at all.
Attendees:
- Tamilyn Liesenfeld — client (Liesenfeld International)
- Bodo Liesenfeld — client (Liesenfeld International)
- Sebastian Gant — Asymmetric (account lead)
Ad Performance Summary
Room Ad
- Status: Active, generating leads
- Problem: Leads are unqualified — respondents are seeking apartments, not memory care placement
- Attempted fix: Tamilyn added a screening question to the lead form explicitly stating the facility is memory care only
- Result: Ineffective — unqualified leads continued the following day
- Context: Sebastian noted that lead-form ad formats commonly attract off-target respondents; this is a known limitation of the format
Property Ad
- Status: Active, generating zero leads
- Recent changes: Tamilyn updated the ad's description and images to tell more of a story and improve narrative appeal (self-taught; she flagged uncertainty about whether changes were done correctly)
- Next step: Sebastian to review the updated ad to diagnose the zero-lead performance
Key Decisions
- Lead form filtering alone is insufficient to screen out unqualified respondents for the Room Ad; alternative approaches need to be explored
- Sebastian will audit the Property Ad changes before recommending next steps
Action Items
| Owner | Action | Status |
|---|---|---|
| Sebastian | Review updated Property Ad; diagnose zero-lead performance | Pending |
| Tamilyn | Called Sebastian directly to continue discussion (phone number shared in chat) | Done (same day) |
Notes
- The transcript is largely unusable — Sebastian's audio was degraded for most of the call, with his side captured only as repeated "Thank you" artifacts. Substantive content comes from the final few minutes before the call was abandoned in favor of a phone call.
- Tamilyn is managing ad updates herself with limited Meta Ads experience; she flagged uncertainty about whether her changes were implemented correctly. Sebastian confirmed the lead form setup looked correct.
Related
- [1]