Capitol Bank Checking Campaign Performance

Overview

Capitol Bank's checking account Google Ads campaign is the top-performing campaign in their current PPC portfolio. As of the October 2025 review, it recorded 7 conversions in 30 days at an average cost per click of $1.96 — consistent with the $1–$2 CPC range observed across all active campaigns.

This campaign predates the newer campaigns (YouTube, CDs, mortgage, business banking) and has had more time to accumulate conversion data, which is a key factor in its relative strength.

Client: ^[1]
Meeting source: ^[2]

Performance Metrics

Metric	Value
Conversions (30 days)	7
Avg. Cost Per Click	$1.96
Primary conversion type	Calls from ads (6 of 7)
Secondary conversion type	Contact form submission (1 of 7)
Campaign objective	Maximize clicks → transition to maximize conversions

Conversion Types Tracked

Google Ads is configured to track multiple conversion actions for Capitol Bank:

Call from ad — click-to-call directly from the ad unit (primary driver; 6 of 7 conversions for checking)
Contact form submission — form completed on the website
Click-to-email — potentially tracked as well (to be confirmed)

Context Within the Campaign Portfolio

The checking campaign is the most mature of Capitol Bank's active campaigns. The newer campaigns — CDs, mortgage, business banking, and YouTube — are still in an early data-gathering phase with the bidding strategy set to maximize clicks before transitioning to conversion optimization.

A general benchmark used by Asymmetric: expect roughly 1 conversion per 100 clicks. The checking campaign's 7 conversions reflects this pattern playing out over time.

The business banking campaign showed a notably high 27% click-through rate despite low absolute click volume, suggesting strong ad relevance but limited search volume in that segment.

Search impression share for campaigns like CDs is currently below 10%, meaning Capitol Bank is capturing a small fraction of available impressions. This is primarily a budget constraint rather than a quality issue. As budgets increase or are reallocated, impression share is a useful lever to monitor.

Sebastian committed to exporting a campaign performance report (August 1 – October 1) for Ben to use in internal budget discussions.

Optimization Opportunities

Landing Pages (Priority: High)

The CD campaign keywords have quality scores of 2/10, which significantly increases the effective cost per bid in Google's ad auction. A score of 5 is average; anything above reduces cost-per-click. The checking campaign does not appear to have the same quality score problem, but dedicated landing pages are planned for all campaigns eventually.

Immediate action: Build a CD-specific landing page first (lowest quality score, already scanned by Google). Checking and other campaigns to follow.

See: ^[3]

Display Campaigns

Pre-existing display ad creatives were found in Asymmetric's asset folder. Reactivating simple display campaigns could broaden reach across channels without significant new creative investment.

Key Contacts

Ben Kjorlie (ben.kjorlie@capitol.bank) — primary client contact, budget decisions
Ami Myrland (ami.myrland@capitol.bank) — attendee
Sebastian Gant (sebastian.gant@asymmetric.pro) — account lead
Paul Buniel (paul.buniel@asymmetric.pro) — attendee

Action Items from October 2025 Review

[ ] Sebastian — Export Google Ads report (Aug 1 – Oct 1) and send to Ben for budget discussions
[ ] Sebastian — Draft CD campaign landing page and send to Ben for review
[ ] Ben — Review CD landing page draft when received
[ ] Sebastian — Initiate $250 one-time domain rating improvement service (SEO)
[ ] Ben — Send new lifestyle images to Sebastian's design team

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