Marketing Review — 2026-01-14
Overview
Monthly marketing review with John Gradel and Jeff Ryan (Overhead Door Madison). Sebastian walked through SEO keyword gains from recent blog content, presented the Verona location page template for approval, reviewed Meta and Bing ad performance, and flagged a two-week gap in website form submissions as an urgent diagnostic item.
Attendees:
- Sebastian Gant — Asymmetric (account lead)
- John Gradel — Overhead Door Madison
- Jeff Ryan — Overhead Door Madison
Next meeting: 2026-01-28, 12–1 PM
Key Decisions
- Location page template approved. Verona design will be used as the template for all Dane County service area pages. Navigation will live under a new "Service Areas" sub-menu within "About" — not a top-level nav item — to avoid implying multiple physical offices.
- Location pages launch without main site nav. Pages will function as focused landing pages (call or get a quote), with the option to add full navigation later if engagement data warrants it.
- Service/Repair page copy will be rewritten. New copy + FAQ section to target "garage door repair Madison" organically and capture AI search results (ChatGPT, Google AI Overview).
- Review generation strategy deferred to client. Jeff and John will decide between a discount incentive ($10–$20 off repair/installation) or a QR code thank-you card. Sebastian will design the card if they go that route.
SEO Update
Keyword Growth
- Recent blogs (published ~November) are generating results: +33 net new keywords ranking since last meeting.
- Notable gain: #1 for "garage door fire rated entry door" — directly attributable to a specific blog post.
- "Garage Door Repair Madison" moved from #7 → #6, but the target is #1–2. Copy rewrite is the primary lever.
AI Search Visibility
- Appearing 8 times on ChatGPT and 4 times in Google's AI Overview (above sponsored results).
- FAQ sections on key pages are the mechanism for capturing these placements. The planned Service/Repair page rewrite will include a dedicated FAQ.
Algorithm Notes
- A Google core update in September caused a broad keyword dip across all accounts — not client-specific.
Competitive Gap
- "Madison Overhead Door" is dominating paid search results for repair-related queries. Google Ads remains blocked for this client, so organic ranking is the primary path to top-of-page visibility.
Location Pages
Strategy
Target suburb-level searches (e.g., "garage door repair Verona," "garage door installation Sun Prairie") by building dedicated pages for each Dane County service area.
Page Elements (per template)
- Town name woven throughout copy and headers
- Town-specific Google reviews pulled in
- Embedded map of the service area
- Zip code(s) listed explicitly (signals local relevance to Google)
- Lead form
- Process icons (schedule → choose → install → enjoy)
Navigation
- Sub-menu under About → Service Areas
- No top-level "Locations" tab (avoids implying multiple offices)
- Pages launch without main site header to keep focus on call/quote CTA
Next Steps
- Finalize copy on Verona page (fix placeholder text — "architects" reference, etc.)
- Publish Verona as live template
- Replicate for remaining Dane County towns with localized copy
PPC Performance
Meta (Facebook / Instagram)
| Ad | Format | Cost Per Landing Page View |
|---|---|---|
| Before & After garage door video | Video | $0.18 ✅ Best performer |
| Garage door options carousel | Carousel | $0.26 |
| Safety & compliance | Static image | ~$0.50 |
- Meta's algorithm is auto-prioritizing the top two ads, driving higher reach and impressions to them organically.
- A few direct leads have come in via Meta. Primary objective remains awareness/top-of-funnel.
- Commercial/industrial campaigns (safety compliance, warehousing) underperforming — expected given smaller audience size.
Bing Ads
| Campaign | CTR (Recent) | CTR (Sept–Oct) | Status |
|---|---|---|---|
| Garage Door Repair | ~12% | — | ✅ Strong |
| Garage Door Installation | ~1–1.7% | ~4–5% | ⚠️ Needs attention |
- Installation campaign CTR dropped significantly in Q4. Benchmark for a healthy search ad CTR is 4–5%+.
- Action: Revamp ad copy and targeting for the installation campaign; monitor CTR recovery.
- Repair campaign remains healthy — no changes planned.
Website Form Submissions — Urgent
Jeff flagged that form submissions have been essentially zero for approximately two weeks.
Possible causes:
1. Seasonal slowdown (January is historically slow for garage door services)
2. Technical issue with form delivery or submission pipeline
Action: Sebastian will submit test forms and verify end-to-end delivery to John/Jeff. If a technical issue is found, it will be diagnosed and resolved before next meeting.
Action Items
| Item | Owner | Status |
|---|---|---|
| Draft new copy + FAQ for Service/Repair page; send to John/Jeff for review; re-index after approval | Sebastian | 🔲 Open |
| Test all website contact forms; send test submissions to John/Jeff to confirm delivery | Sebastian | 🔲 Open |
| Build Verona location page (update copy, fix placeholders); publish live | Sebastian | 🔲 Open |
| Replicate location page for remaining Dane County service areas with localized copy, reviews, maps, zip codes | Sebastian | 🔲 Open |
| Revamp Bing Ads installation campaign: update copy and targeting; monitor CTR | Sebastian | 🔲 Open |
| Decide on review generation strategy: $10–$20 discount vs. QR code thank-you card | John / Jeff | 🔲 Open |
| Design QR code postcard (if client chooses that route) | Sebastian | 🔲 Pending client decision |
Related
- [1]
- [2] (if exists)