---
title: DavaCare Budget Reallocation — Pewaukee Campaign Pause (2026-01-07)
type: article
created: '2026-01-07'
updated: '2026-04-05'
source_docs:
- raw/2026-01-07-weekly-call-w-gilbert-112453107.md
tags:
- davacare
- google-ads
- campaign-optimization
- budget-reallocation
- bid-strategy
- client-management
layer: 2
client_source: Adava Care
industry_context: healthcare
transferable: false
---

# DavaCare Budget Reallocation — Pewaukee Campaign Pause (2026-01-07)

## Overview

During the [[wiki/meetings/2026-01-07-weekly-call-gilbert-performance-review|January 7 weekly performance review]], Mark and Gilbert identified the Pewaukee campaign as a critical drag on DavaCare's overall account performance. The campaign had spent $586 while delivering only a single conversion, making it the primary cause of declining impressions, rising CPCs, and stagnant results across the account. The decision was made to pause Pewaukee immediately and redistribute its budget to better-performing campaigns.

Account manager Sebastian was to be notified of all changes.

---

## Problem

DavaCare's account-level metrics were trending in the wrong direction:

- **Impressions:** Down
- **Clicks:** Down
- **CPC:** Up
- **Conversions:** Flat
- **Cost:** Flat

Investigation via AI-assisted campaign analysis revealed the root cause: the **Pewaukee campaign** had spent **$586** for only **1 conversion** — nearly as much as the Heartland campaign, which was delivering meaningful results. The account was also losing approximately **50% of impression share due to rank**, indicating quality score and landing page issues as a secondary concern.

---

## Decision: Pause Pewaukee

Pewaukee was paused immediately, with a plan to restructure it later. Its $20/day budget was freed up for reallocation.

> *"Go ahead and pause it. Send a note to Sebastian telling that we paused it."* — Mark Hope

---

## Budget Reallocation

| Campaign | Previous Budget | New Budget | Action |
|---|---|---|---|
| Pewaukee | $20/day | $0 (paused) | Paused — 1 conversion on $586 spend |
| Irish Road | $20/day | $25/day | +$5/day — strong performer |
| Heartland | $20/day | $25/day | +$5/day — strong performer |
| Oak Creek | $0 (paused) | $5/day | Reactivated |
| Nina | $10/day | $5/day | -$5/day — budget source |

**Total daily budget held constant at ~$70/day.**

The strategy follows the principle of cutting spend on poor performers and scaling winners — in this case, Irish Road and Heartland, which were delivering conversions at an acceptable CPA (~$95 account-wide).

---

## Key Decisions

- **Pause Pewaukee** rather than restructure immediately; restructure to follow in a later cycle
- **Reactivate Oak Creek** with a modest $5/day budget to test re-entry
- **Reduce Nina** to $5/day to fund Oak Creek without exceeding total budget
- **Scale Irish Road and Heartland** to $25/day each as the account's proven performers

---

## Action Items

- [x] Pause Pewaukee campaign *(completed in-call)*
- [x] Increase Irish Road to $25/day *(completed in-call)*
- [x] Increase Heartland to $25/day *(completed in-call)*
- [x] Reactivate Oak Creek at $5/day *(completed in-call)*
- [x] Reduce Nina to $5/day *(completed in-call)*
- [ ] Notify Sebastian of all budget changes (@Gilbert Barrongo)
- [ ] Monitor performance for 1–2 weeks before further adjustments
- [ ] Restructure Pewaukee campaign for potential relaunch
- [ ] Schedule sync with Sebastian re: TrackT impression drop and broader account strategy

---

## Secondary Issue: Impression Share Lost to Rank

Beyond the Pewaukee problem, the account is losing ~50% of impression share due to **ad rank**, not budget. This points to low Quality Scores and likely poor landing pages — a pattern also seen in [[wiki/clients/current/scallon/|Scallon]]. Landing page improvements should be flagged to Sebastian as a separate workstream.

---

## Related

- [[wiki/clients/current/adava-care/_index|DavaCare Client Overview]]
- [[wiki/meetings/2026-01-07-weekly-call-gilbert-performance-review|2026-01-07 Weekly Call — Gilbert Performance Review]]
- [[wiki/knowledge/google-ads/budget-reallocation-pause-underperformers|Budget Reallocation: Pausing Underperformers to Scale Winners]]
- [[wiki/knowledge/google-ads/quality-score-landing-page-impact|Quality Score and Landing Page Impact on Ad Rank]]