New Dawn Google Ads Reactivation

Overview

During the October 23, 2025 realignment call, the team identified that the New Dawn Google Ads account had been automatically canceled — likely due to inactivity — and reactivated it live during the meeting. The account is now active. Next steps focus on drafting ad copy and building dedicated landing pages to support campaign performance.

Account Status

The New Dawn Google Ads account was found in a canceled state prior to the call. The cancellation appeared to be automatic (Google deactivating a dormant account) rather than intentional. Katie Geiser reactivated the account during the call with a button press from her owner-level access. Sebastian confirmed the account showed as active shortly after.

"I noticed that Google Ads had been canceled... I don't think it would be too hard to get it up and going again." — Sebastian Gant

Current status: Active. No campaigns are running yet; the team is in the ad copy drafting phase.

Ad Copy Drafting

With the account reactivated, the next step is drafting ad copy and campaign assets. This work is gated on the New Dawn website rebuild — specifically, the team needs at least one finalized specialty page template before campaigns can be structured meaningfully. See ^[1] for website rebuild status.

Ad copy will be aligned to the keyword research already completed and mapped to the site's specialty structure (e.g., Anxiety Therapy, Trauma, Couples Therapy).

Dedicated Landing Page Strategy

Rather than sending Google Ads traffic directly to pages on the main website, the team discussed building dedicated landing pages for each campaign. This is the recommended approach for two reasons:

1. Conversion Focus

Dedicated landing pages remove navigation distractions and give visitors a single action to take (call or form submission). This is particularly relevant for therapy, where the team acknowledged some nuance — users may want to browse specialties before converting — so linking the logo back to the main site may be appropriate.

2. Quality Score Improvement

Google Ads uses a Quality Score to determine how effectively an account can bid in keyword auctions. A higher Quality Score lowers effective cost-per-click and improves ad placement. One of the key Quality Score factors is landing page experience: the landing page must contain the keywords being bid on.

"You might have a really good anxiety therapy page on the website, but it might not have the keywords we're using on Google Ads... it might make more sense to have a dedicated page for that campaign." — Sebastian Gant

Landing pages will be built independently from the main WordPress site, allowing keyword alignment to be controlled precisely per campaign.

Recommended Image Naming Convention

As assets are prepared for landing pages and the main site, images should follow SEO-friendly naming conventions rather than being uploaded with default stock photo filenames. The general pattern is:

company_keyword_descriptor.jpg

Example: new-dawn-therapy_anxiety-therapy_hero.jpg

Google does not read image content directly — it reads filenames and alt text. Proper naming contributes to overall page SEO signals.

Action Items

Related

• ^[1]
• ^[2]
• ^[3]
• ^[4]