Marketing Review — 2025-10-01
Overview
Monthly marketing review for Overhead Door Company of Madison. Meeting covered the status of all active advertising channels, a walkthrough of the Go High Level CRM automation setup, and planning for next steps. Overall tone was positive — Google Ads finally cleared approval and produced immediate results, Meta ads are fully built and ready to launch, and the CRM workflow is confirmed working by the client.
Attendees:
- John Gradel & Jeff Ryan (Overhead Door Madison — client)
- Sebastian Gant (account lead)
- Chris Østergaard (web/landing pages)
- Paul Buniel (account coordinator)
- Melissa Cusumano (Asymmetric)
Next meeting: October 15, 2025
Key Decisions
- Commercial landing page: Build a general commercial landing page modeled closely on the existing residential page. No need for granular per-segment pages yet (commercial property / industrial / safety compliance can all share one page to start).
- Shared landing page for Meta + Google: Acceptable for now to send both Meta and Google PPC traffic to the same commercial landing page. Can split by platform later once volume justifies it.
- Meta ad set restructure: Paul had placed all ad sets under "commercial" — Sebastian to restructure so commercial and residential are properly split into separate ad sets.
- Form hidden fields: Where a landing page is segment-specific (e.g., residential-only), the service type dropdown can be omitted and passed via a hidden field so the GHL automation conditional split routes correctly.
Channel Status
Meta Ads
- All creatives are fully built out: branded ads, remarketing assets, and carousel ads covering residential, commercial, safety/compliance, and industrial warehousing.
- One remaining asset: before/after video (still in progress, not blocking launch).
- Status: Ready to launch pending final landing page URL from Chris and ad set restructure by Sebastian.
Bing Ads
- Continuing to perform well.
- Last 30 days: 29 conversions, ~$700 spend, ~$24/conversion. High CTR and interaction rates.
- No changes needed — let it run.
Google Ads
- After a prolonged approval process, ads finally ran for a brief 2-day window.
- Result: 3 phone calls at $14 each — immediately encouraging.
- Several assets remain disapproved (branded images, logos, video). Generic images were approved and ran.
- Next step: source and submit additional generic images to expand approved asset pool and regain control over what runs.
Additional Channels (Exploratory)
- Sebastian to send John and Jeff a PDF overview of bonus platforms: Reddit, Quora, and Spotify audio ads.
- Spotify noted as more top-of-funnel (impressions/clicks, harder to track direct conversions). Shown via e-bike client example.
- No commitment made — client to review PDF and decide interest.
Go High Level CRM
Chris walked through the live automation workflow:
- Form submitted → thank you email sent + internal notification triggered.
- Conditional split on "service type" field (residential / commercial — mandatory dropdown).
- Opportunity created and added to the appropriate pipeline (Residential or Commercial).
- Tags applied automatically: service type + specific service need (broken spring, lost remote, maintenance, etc.).
Client confirmation: John confirmed he has logged in, moved opportunities, and finds the system manageable.
Known issue to verify: One test contact (Juan Francisco) appeared in both pipelines. Likely explained by submitting two different forms (Meta landing page + emergency services page). Chris to double-check that the Meta landing page form passes the correct hidden field so leads don't get dual-routed unintentionally.
HubSpot — Realtor/Contractor lists: Chris identified ~59 contacts filterable as realtors via email domain segment. Contractor list has ~400 contacts. Sebastian to forward email campaign details (from Gina/AHS) to Chris and create ClickUp tasks for the outreach setup.
Content Marketing
- A batch of new blog posts is coming soon. Client notified to watch for them.
Action Items
| # | Task | Owner | Notes |
|---|---|---|---|
| 1 | Restructure Meta ad sets — split commercial and residential properly | Sebastian Gant | Paul had placed all sets under commercial |
| 2 | Build general commercial landing page (mirror of residential) | Chris Østergaard | Send final URL to Sebastian when ready |
| 3 | Update Meta ad final URLs to point to new commercial landing page | Sebastian Gant | Blocked on item 2 |
| 4 | Create ClickUp tasks for commercial landing page + AHS email campaigns | Sebastian Gant | — |
| 5 | Forward Realtor and Contractor email campaign details to Chris | Sebastian Gant | For HubSpot outreach setup |
| 6 | Review all forms — ensure commercial/residential distinction; add hidden fields where needed | Chris Østergaard | Residential-specific pages can drop dropdown and pass value via hidden field |
| 7 | Send bonus channels PDF (Reddit, Quora, Spotify) to John and Jeff | Sebastian Gant | — |
Notable Transcript Excerpts
On Google Ads early results (Sebastian):
"It did run for just a couple-day period, and we immediately got three phone calls kind of right away at $14 apiece. So that's even encouraging — when we didn't necessarily have control over it, we immediately got some phone calls from it."
On landing page strategy (Sebastian + Chris):
Sebastian: "Does commercial property, industrial and warehousing, and safety compliance — I don't know how granular we want to get with commercial, or if we just want a general commercial one to start with."
Chris: "I think start with a general commercial one."
Sebastian: "Are you able to make that maybe even just kind of almost a copy of the residential?"
Chris: "Yeah, I think I can do that pretty quickly."
On GHL form routing (Chris):
"On residential landing pages, I don't need the dropdown because I know — but I need to pass through the hidden fields so that when it gets to the automation and that conditional split, it doesn't send them both ways."
Related
- [1]
- [2] (next meeting)