Marketing Review — 2026-04-01
Monthly marketing sync with Jeff Ryan and John Gradel (Overhead Door Madison) and Sebastian Gant (Asymmetric). Focus on unblocking GBP verification, fixing Google Ads conversion tracking, and reviewing paid channel performance.
Attendees: Jeff Ryan, John Gradel (client), Sebastian Gant (Asymmetric)
Recording: Fathom
Overview
The call covered five main areas: a GBP verification blocker preventing images and posts from going live, a Google Ads conversion tracking discrepancy (5 vs. 24 conversions), strong Meta Ads performance across all formats, Bing optimization progress, and upcoming blog drafts to support local SEO pages.
Key Decisions
| Decision | Detail |
|---|---|
| GBP verification — retry | Jeff will record a new 1–2 min verification video. Previous attempt was denied, likely due to upload issues over poor cell reception. Will use Wi-Fi this time. |
| Google Ads conversion tracking — fix in progress | Form fills and click-to-calls were excluded from the "Conversions" column. A script is running to correct this. True conversion count is closer to 24, not 5. |
| Meta Ads — maintain multi-pronged strategy | All ad types (testimonials, carousels, video) performing similarly at CPC < $0.40. No reallocation needed at this time. |
| Bing — wider targeting | Expanded keywords and added more ads to increase reach within current budget. Optimization score now at 85%. |
| Yahoo Ads — future consideration | Yahoo organic traffic is ~50% of Google volume. Paid Yahoo ads flagged as a future option, especially as the season warms up. |
Action Items
- [ ] Jeff — Record 1–2 min GBP verification video (exterior → surroundings → building sign → staff-only areas). Upload via GBP app on Wi-Fi. Email Sebastian when done.
- [ ] Sebastian — Monitor GBP for verification status after Jeff uploads video.
- [ ] Sebastian — Send local-page blog drafts to Jeff & John for review within a few days.
- [ ] Jeff/John — Review blog drafts; approve for publishing.
- [ ] Sebastian — Report back on outcome of rescheduled Google rep call (resolving account limitations).
Topic Notes
Google Business Profile (GBP) Verification
GBP is currently unverified, which is blocking:
- New images from going live (stuck in "processing")
- Posts from being published
Sebastian added missing profile details (service areas, features, services) and drafted a post schedule (bi-weekly service highlights, seasonal tips, completed project callouts). These are ready to go once verification clears.
Video requirements per Google:
- Continuous recording, 1–2 minutes
- Start outside — show street signs and neighboring businesses to confirm address
- Show building signage
- Move inside to staff-only areas (trucks, office, shop)
Jeff and John have been added as Owners on the GBP profile so Jeff can upload the video directly from his phone via the GBP app.
Jeff noted the previous attempt may have failed due to poor cell reception causing an incomplete upload. Plan is to record on a clear day and upload over Wi-Fi.
Google Ads — Conversion Tracking Fix
A discrepancy was found in the Google Ads dashboard:
| Column | Count (last 2 weeks) |
|---|---|
| Conversions | 5 |
| All Conversions | 24 |
Root cause: Form fills and click-to-call actions were not being counted in the primary "Conversions" column. Only calls from ads were included. A script is now running to correct the conversion action settings.
Local actions (directions, website visits) were intentionally excluded from the primary conversions column — these indicate interest but not purchase intent.
The Google rep call (to address broader account limitations) was rescheduled after a missed 2 AM callback. Expected to occur this week.
Meta Ads Performance
All active ad formats are performing at parity:
| Format | CPC |
|---|---|
| Testimonials | < $0.40 |
| Carousels | < $0.40 |
| Video | < $0.40 |
| Homeowner creative | < $0.40 |
Decision: Keep all formats running. No budget reallocation needed. Will continue monitoring for any format that degrades or becomes more expensive.
Bing Ads
- Optimization score raised to 85%
- Expanded keyword targeting and added additional ads to widen top-of-funnel reach
- High interaction rate and impression share maintained
- Platform continues to recommend increased budget (standard ask; no action taken)
Organic & Content Strategy
Blog drafts targeting local location pages are in progress and will be sent to Jeff and John for review within a few days. Once approved, posts will be published on the site and internally linked to the local pages added to the homepage — supporting organic ranking for those pages.
Yahoo — Future Opportunity
Google Analytics shows Yahoo organic traffic at roughly 50% of Google organic volume. The site is not currently running Yahoo paid ads. Sebastian flagged Yahoo Ads as a potential future channel, particularly as the spring/summer season picks up demand.
Related
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