Cordwainer PPC Strategy

Summary of paid search and social campaign decisions, budget allocations, and optimization work as of the March 10, 2026 marketing sync. See also: ^[1] and the full meeting notes at ^[2].

Campaign Overview

Google Search Ads

Status

Campaigns are ramping up. Impressions and clicks showed a notable spike in the period leading up to the March 10 meeting, consistent with the expected 2–3 week ramp-up window that had been communicated to the client.

Optimizations Applied

• Negative keywords: Search term reports reviewed; irrelevant queries excluded.
• Structured snippets: Added to surface additional facility details in ad copy.
• Image extensions: Client-provided photos added to campaigns.

Planned Work

• Dedicated landing page: A conversion-focused landing page is in design. Traffic is currently directed to the homepage as an interim measure. Once built, all paid traffic will route to this page to improve conversion rates.
• CallRail integration: Full setup pending; will provide call attribution currently missing from Google's reporting.

Bing Ads

Rationale

Bing reaches an older demographic that aligns well with memory care decision-makers (adult children of seniors, spouses). Cost-per-click runs approximately 15–20% of Google spend, making it an efficient complement.

Setup

• Campaigns copied directly from Google Search campaigns.
• Budgets set at ~20% of Google equivalents ($6/day per campaign, $12/day total).
• Campaigns are paused pending Tamilyn Liesenfeld adding a payment method to the account.

Access

Sebastian Gant to send Tamilyn a super-admin invite to the Bing Ads account. She will add the payment method and can view campaign performance directly.

Meta Lead-Gen Campaign — Pause Decision

Performance

• 11 total form submissions received.
• 0 quality leads: leads were either unresponsive to follow-up or explicitly stated they were not seeking memory care.
• Phone number verification was required at submission, so numbers are presumed valid — the issue is lead intent, not data quality.

Decision

Pause the Meta lead-gen campaign. Budget to be reallocated to Google and Bing.

Rationale

At 0-for-11, even a reduced budget is unlikely to produce meaningful results. The client (Tamilyn) agreed that continued spend without qualified leads is not justified. If a future review of the 11 submissions surfaces any memory-care-specific inquiries that Erica Lathrop can confirm as responsive, the decision may be revisited with a lower budget.

Process Note

Tamilyn will review the 11 submissions and forward any that indicate memory care intent to Erica before the campaign is fully paused. Sebastian Gant to execute the pause.

Google Display / Remarketing

Purpose

Re-engage users who have previously visited the Cordwainer website by serving display ads across Google's network (news sites, blogs, etc.).

Fixes Required (Pre-Launch)

• "Norwell" typo: Misspelled in at least one ad creative — correct to "Norwell" (double-L).
• Export artifact lines: The final ad variant has visible lines from the export process; must be cleaned up before going live.

Format

Multiple ad dimensions are in use to allow Google to place ads in different positions across the display network.

Budget Reallocation Summary

With Meta paused, the freed spend ($20/day) is expected to shift toward Google and Bing. The client expressed some concern about the $60/day Google budget and noted Bing may ultimately be a better allocation if Google search results don't improve. The team agreed to give Google more time to ramp before making further adjustments, and noted that CallRail data will provide better attribution to support that evaluation.

Open Action Items

• [ ] Sebastian: Pause Meta lead-gen campaign once Tamilyn confirms lead review.
• [ ] Sebastian: Send Tamilyn the Bing Ads super-admin invite.
• [ ] Tamilyn: Add payment method to Bing Ads account to activate campaigns.
• [ ] Tamilyn: Review 11 Meta form submissions; forward memory-care leads to Erica Lathrop.
• [ ] Sebastian: Fix "Norwell" typo and remove export lines from Google Display ad creatives.
• [ ] Sebastian/Design: Complete conversion-focused landing page design and send for client review.