Marketing Review — 2026-02-11

Client: ^[1]
Meeting type: Marketing progress review
Attendees: Sebastian Gant, Ben San Fratello (Asymmetric); Jeff Ryan, John Gradel (Overhead Door Madison)
Recording: Fathom

Overview

Biweekly marketing check-in covering PPC performance, in-progress website and SEO updates, the newly launched blog calendar, and Google Business Profile maintenance. Several items were in-flight at time of meeting with EOW delivery targets.

Key Decisions

• Keep new Microsoft Ads installation ad running. The replacement ad dramatically outperformed the paused ad and will continue receiving full spend.
• Homepage copy is the next SEO priority after the 24/7 emergency page ships. Sebastian will draft and send for client review.
• Blog cadence locked at 2 posts/month through December 2026. Process unchanged — Sebastian emails drafts to Jeff and John for approval before publishing.

Action Items

• [ ] Update residential CTA form: add Emergency vs. Standard toggle and "New Door" option — @Sebastian Gant
• [ ] Email February blog drafts to John and Jeff for review — @Ben San Fratello
• [ ] Refresh Google Business Profile — @Sebastian Gant
• [ ] Draft SEO-optimized homepage copy; send to John and Jeff for review — @Sebastian Gant
• [ ] Confirm 24/7 emergency page, 12 location pages, and homepage footer are live EOW — @Sebastian Gant

PPC Performance

Microsoft Ads — Garage Door Installation Campaign

A new installation ad was introduced after the previous ad was paused for poor performance. With more budget shifted to it, the new ad has held strong metrics.

Takeaway: The new ad is performing well above benchmarks and will continue running. The repair campaign ad may be reviewed in a future cycle, but no changes needed now.

Website Updates & SEO

Residential CTA Form

John relayed feedback from two customers:
1. No way to indicate emergency vs. standard service request.
2. No option for new door installation (only repair options present).

Sebastian will audit the residential form and add both options to the relevant dropdown(s). He will notify John and Jeff once updated.

24/7 Emergency Page

• New SEO-optimized copy (incorporating John's suggestions) is complete and sent to the developer (Zach).
• Target launch: EOW (week of 2026-02-11).
• Expected to improve rankings for "garage door repair" and "emergency garage door repair."

Homepage Footer

• Footer address correction and map embed are bundled with the 24/7 page dev ticket.
• Target launch: EOW, same deployment as the emergency page.

Location Pages

• 12 new location pages are in development with a separate developer.
• Target launch: EOW.
• Sebastian will email Jeff and John with a summary once both site changes are live.

Homepage Copy (Next Up)

• Identified as the next major SEO project after the 24/7 page launches.
• Sebastian will draft new SEO-optimized homepage copy and send to John and Jeff for review.

SEO: Blog Calendar

Ben presented a content calendar built out through December 2026 at a pace of 2 posts per month.

• Goal: Improve organic search presence by targeting informational and non-service-specific keywords (complementing existing service page SEO).
• Process: Sebastian emails draft docs to John and Jeff → client approves → Sebastian marks approved and publishes, adding the live link to the shared calendar.
• Visibility: A shared calendar document is available; link dropped in meeting chat. Client can check status at any time.
• Context: Prior blog posts on fire door topics showed measurable ranking improvement in Ahrefs; this calendar formalizes and accelerates that effort.

February posts are the immediate next deliverable for client review.

Google Reviews & GBP

• Asymmetric can assist with review outreach strategy if needed — Jeff and John should reach out if they want support.
• Responding to existing reviews is recommended practice.
• Google Business Profile refresh is queued as a near-term task for Sebastian.

Next Meeting

Rescheduled from 2026-02-25 (Jeff traveling) to Monday, 2026-03-04 at 11:00 AM.

Related

• ^[2]