--- title: Marketing Call — 2025-11-19 type: article created: '2025-11-19' updated: '2026-04-05' source_docs: - raw/2025-11-19-adava-care-marketing-call-102792480.md tags: - meeting - client - adava-care - marketing - ppc - seo - meta-ads - gohighlevel - monday-com - ahrefs - content-strategy - asymmetric layer: 2 client_source: Adava Care industry_context: healthcare transferable: false --- # Marketing Call — 2025-11-19 Monthly marketing review with [[wiki/clients/current/adava-care/index|Adava Care]]. Attendees from Asymmetric: Melissa Cusumano, Sebastian Gant, Mark Hope (scheduled for next call). Attendees from Adava Care: Kurosh Dejgosha, Kari Krause, and several community staff. ## Overview Four main topics: finalizing photo retouching, PPC performance and ROI tracking, a new Meta awareness campaign proposal, and an SEO domain rating breakthrough. The meeting surfaced a recurring concern from Kurosh — PPC spend feels like a "black box" — and produced a concrete plan to address it via a GoHighLevel → Monday.com integration. --- ## Key Decisions | Decision | Detail | |---|---| | GHL → Monday integration | Connect GoHighLevel to Monday.com to track leads through the sales funnel and calculate true Cost Per Qualified Lead (CPQL) | | Launch Meta awareness campaigns | Two low-budget ($2–5/day) campaigns: one broad demographic, one lookalike audience built from a customer list | | General Meta landing page | Single page listing all locations rather than per-location pages, to simplify campaign management | | Increase blogging cadence | Ramp from 2 posts/month to 4–5 posts/month for the next 2–3 months to capitalize on DR jump | | Keep GHL tracking numbers on site | Community direct numbers will not be used for marketing; 262-prefix GHL forwarding numbers stay on the website | | Website update sweep | Photos, pricing, and "private pay" messaging will all go live together after photo approval | --- ## Action Items | Owner | Task | Due | |---|---|---| | Melissa | Send photo revision notes to retoucher (remove leaves, clean interior wall strip) | EOD 2025-11-19 | | Melissa | Schedule December 3rd strategy call with Mark | — | | Kurosh | Grant Asymmetric access to Monday.com (spare seat confirmed available) | ASAP | | Asymmetric Team | Connect GoHighLevel to Monday.com | After Monday access granted | | Sebastian | Build two Meta awareness campaigns (broad + lookalike) | — | | Sebastian | Create general Meta landing page listing all Adava Care locations | — | | Sebastian | Increase blogging to 4–5 posts/month; expand content calendar | — | | Asymmetric Team | Pull customer list from Monday.com for Meta lookalike audience | After Monday access granted | --- ## PPC Performance & ROI Tracking **Last 30 days vs. prior 30 days:** | Metric | Prior Period | Last 30 Days | |---|---|---| | Conversions | 17 | 20 | | Cost/Conversion | ~$150 | ~$139 | | Location coverage | Partial | At least one per location | **Core problem:** Kurosh flagged that raw conversion counts don't reveal lead quality. A prior magazine ad generated calls that were almost entirely from other marketing companies — the same risk exists with PPC. He wants to know the true cost per *qualified* lead, not just per form fill or call. **Solution:** Integrate GoHighLevel (which captures all call recordings and form submissions with campaign attribution) into Monday.com (where Adava Care tracks their sales pipeline). This will allow Asymmetric to follow a lead from ad click through to qualified opportunity and calculate CPQL. **"No-Fee" ad test:** Ads with messaging like "no extra cost," "transparent pricing," and "honest pricing" have been live for ~2 weeks. Early CTR is ~6% vs. ~2% for standard ads, but the sample is too small for a conclusive comparison. Will continue monitoring. --- ## SEO & Content Strategy **Major milestone:** Domain Rating (DR) jumped from **2 → 39**. Sebastian noted this is an exponential scale — the jump is far more significant than the raw number difference implies. DR is a key signal Google uses when ranking pages. **Site health score:** 100 (Ahrefs). Both metrics together provide a strong foundation for content to rank. **Immediate action:** Push blogging from 2 posts/month to 4–5 posts/month for the next 2–3 months while the DR boost is fresh. New blog topics are generated via competitive gap analysis in Ahrefs — identifying keywords where competitors rank but Adava Care does not. --- ## New Meta Awareness Campaigns **Rationale for adding Meta:** - Google Search ads are text-only and auction-based (~$4–5/click) - Meta allows visual/graphic ads at ~$0.30/click - Target demographic (families researching senior living) is still active on Facebook/Instagram - Interest-based targeting (e.g., "senior living") is available on Meta but not Google Search **Campaign structure:** - **Campaign 1 — Broad awareness:** Demographic + interest targeting (age, location, senior living interests) - **Campaign 2 — Lookalike audience:** Upload customer list from Monday.com; Meta targets users with similar profiles **Budget:** $2–5/day per campaign to start. **Landing page:** A new general page listing all Adava Care locations (not location-specific), purpose-built for Meta traffic. This avoids the complexity of running separate per-location campaigns. --- ## Photo Retouching & Website Updates **Status:** All retouching is complete. Melissa will send revision notes to the retoucher by EOD. **Requested revisions:** - Remove leaves from exterior shots (Magnolia location flagged specifically) - Clean up a visible strip/border on an interior wall (likely wheelchair bumper marks) **Website update plan:** Once photos are approved, Asymmetric will do a single coordinated update covering: 1. New retouched photos 2. Pricing information 3. "Private pay" messaging for Nina, Irish Road, Pewaukee, and Heartland locations **Phone number clarification:** Kari had flagged that website phone numbers didn't match community direct lines. Resolved — the 262-prefix numbers are GHL forwarding numbers intentionally used for ad tracking. Community direct numbers are not published on the marketing site. No changes needed. --- ## Other Notes - **Print collateral:** Folders and inserts were confirmed as "beautiful" by Kari — that project wrapped successfully. - **Signage:** Kurosh believes all signs are up across locations. Melissa is still waiting on final artwork files from the signage vendor (Ian) for Asymmetric's records. - **MozLocal:** Minor updates made; Melissa reviewing within the next day or two. - **Microsoft Clarity:** Confirmed active on the site. Can be used to review session recordings of users who clicked ads and reached landing pages. - **Next call:** December 3rd — strategy call with Mark Hope joining. Will include a year-in-review look at performance and direction for 2026. --- ## Related - [[wiki/clients/current/adava-care/index|Adava Care Client Index]]