AHS PPC Performance & Optimization

Overview

AHS Google Ads campaigns are performing well above industry benchmarks across click-through and conversion rates. The primary optimization opportunity is not in the campaigns themselves but in lead follow-up processes on the client side — a gap that became visible during Gina's absence in late March 2026.

Related client: ^[1]
Meeting source: ^[2]

Campaign Performance (as of late March 2026)

Click-Through Rate

Benchmark	AHS Campaigns
4–5% (industry average)	Up to 21% across campaigns

High CTRs indicate strong ad relevance and copy quality. Ads are resonating with searchers at the moment of intent.

Conversion Rate

Benchmark	AHS Campaigns
1–2% (industry average)	Up to 15% on select campaigns

Conversion is defined as any meaningful action: form submission, phone call from ad, phone call from website, email click, or Meta chat icon click.

Conversion Breakdown by Campaign (Feb 22 – late March 2026)

Campaign	Conversions
Display	8 calls, 8 emails, 2 Meta chat clicks
Mold	1 call from ad, 3 calls from website
Brand	1 call from ad, 4 calls from website, 1 email click, 1 form submit
PMAX	Calls from ad only
Lead Paint	1 call from ad
Asbestos (secondary)	1 call from ad, 1 call from website

Lead Volume & Attribution

During Gina's absence, 10+ organic form submissions came in that went unworked. This is significant for two reasons:

Attribution: These leads were almost certainly driven by organic search (SEO improvements), not PPC — only one form submission appears attributable to a paid campaign in this period. See ^[3] for the organic context.
Funnel gap: Strong top-of-funnel performance (ads + SEO) is generating leads, but conversion from lead to booked job depends entirely on timely follow-up. When the primary contact is unavailable and no coverage is in place, leads go cold.

"Of course, our conversion rate is kind of sucking at the moment because nobody paid any attention to them while I was gone." — Gina Richardson

Key Observations

What's Working

Ad copy and targeting are highly effective — CTRs 4–5x above benchmark
Conversion rates on landing pages are strong (up to 15x above benchmark)
Multi-channel conversion tracking is in place (calls, forms, email, chat)
Seasonal timing aligns well: spring thaw drives mold and renovation inquiries

Watch Areas

Lead follow-up coverage: No backup process exists when Gina is out. Leads generated during her absence were not followed up. This is a recurring risk.
Volume is lower this period: Noted as a slightly slower time overall, but rates remain strong. Volume should increase as weather warms.

New Initiative: Spotify Ads

Proposed as a brand awareness channel to complement PPC during the spring mold season.

Rationale: High impression volume at low CPM; effective for awareness even without direct form fills
Target service: Mold remediation (seasonal demand spike in spring)
Status: Sebastian to prepare a campaign plan with demographics, pricing, and targeting options for Gina's review

Spotify ads have shown effectiveness for other Asymmetric clients in awareness-focused campaigns. Audio creative could potentially incorporate approved testimonial content (e.g., the Sarah video case study, with identifying details removed).

Recommendations

Establish lead coverage protocol for when Gina is unavailable — even a simple auto-responder with a backup contact would reduce lead decay.
Continue current PPC structure — campaigns are performing well and don't require structural changes at this time.
Evaluate Spotify as a low-cost awareness layer for mold services ahead of peak season.
Monitor PMAX performance — currently generating only direct ad calls; worth reviewing whether landing page or targeting adjustments could improve conversion variety.

^[1]
^[3]
^[4]