Cordwainer Google Display & Remarketing Campaign

Overview

As part of Cordwainer Memory Care's post-launch paid advertising expansion, Asymmetric is launching a Google Display/Remarketing campaign to complement the existing Google Search and Meta Ads campaigns. This campaign retargets users who have already visited the Cordwainer website or interacted with an ad, keeping the facility top-of-mind during what is typically a long, emotionally driven decision-making process.

This initiative was discussed and approved during the ^[1] and is currently in the design phase.

Campaign Context

Existing Campaigns at Launch

Platform	Type	Notes
Google Search	Search	Targeting memory care keywords; GCLID fix recently applied
Meta Ads	Social	Top-of-funnel visual campaigns; lead form attached

Why Display & Remarketing

Website visitors who don't convert on first contact represent warm leads — they've already demonstrated intent. A remarketing campaign allows Asymmetric to serve display ads to these visitors across the Google Display Network, reinforcing Cordwainer's brand and encouraging return visits and tour requests.

Given the nature of memory care decisions (long consideration cycles, multiple family stakeholders), repeated touchpoints are especially valuable.

Campaign Plan

Targeting Strategy

Remarketing audience: Users who have visited the Cordwainer website
Ad interaction audience: Users who have previously interacted with a Cordwainer Google ad

Creative

Display ad creative is currently in design. Assets should reflect Cordwainer's visual identity and emphasize warmth, trust, and the quality of care — consistent with the Meta Ads approach.

Note: Cordwainer has been asked to provide real photos to replace stock imagery. Real photos are preferred by visitors and will strengthen display ad performance. See ^[2].

Integration with CallRail

Once ^[3] is implemented on the Cordwainer site, display campaign performance will include phone call attribution — capturing visitors who see a display ad and then call directly rather than clicking through.

Status

Item	Status
Campaign strategy approved	✅ Confirmed in workplan meeting
Display ad creative	🔄 In design
Campaign launch	⏳ Pending creative completion
CallRail integration	⏳ Pending CallRail implementation

^[4] — Launching concurrently; targets similar demographic at lower cost
^[5] — Top-of-funnel complement to this mid-funnel remarketing effort
^[6] — Primary search campaign this display effort supports
^[7] — Required for full call attribution across all paid channels

Action Items

[ ] Complete display ad creative design (@Asymmetric design team)
[ ] Launch Google Display/Remarketing campaign (@Sebastian Gant)
[ ] Integrate campaign with CallRail once implemented (@Sebastian Gant)
[ ] Provide real photos for ad creative (@Cordwainer — Erica Lathrop / Bodo Liesenfeld)

^[8]