---
title: Ad Review Call — 2026-04-05
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-07-ad-review-call-92342075.md
tags:
- meeting
- advertising
- google-ads
- adavacare
- conversion-tracking
- client-review
layer: 2
client_source: Adava Care
industry_context: healthcare
transferable: false
---

# Ad Review Call — 2026-04-05

## Overview

Pre-call review of Adavacare's Google Ads account ahead of Melissa's client call the following day. The account is generally performing well and the client is happy, but the team identified a gap in understanding around a specific conversion type ("Local Actions") and flagged ongoing work to clean up conversion goal health across accounts.

**Attendees:** Melissa Cusumano, Gilbert Barrongo, Mark Hope (and others on broader call)
**Source call:** [Fathom recording](https://fathom.video/calls/432743872)

---

## Campaign Performance

- **Review period:** Last 30 days (Sept 7 – Oct 6)
- No recent conversions recorded in the past 50 days for the primary conversion goal; one campaign flagged as inactive
- **5 "Get Directions"** conversions recorded — considered a strong intent signal for a location-based business
- **24 "Local Actions / Other Engagements"** conversions recorded

### Local Actions — Clarification

The team was initially uncertain what "Local Actions" meant. Mark researched during the call and confirmed these include:

- Viewing business reviews
- Looking up business hours
- Viewing photos
- Bookmarking a location

> "Those are all things that show intent. So those are valuable conversions." — Mark Hope

This is relevant for Adavacare given their multi-location model.

---

## Budget & Spend Adjustments

- Two locations are now on a waiting list; spend was redistributed from those locations to the remaining two active ones
- No net increase in total spend — budget was reallocated, not expanded

---

## Conversion Goal Health

- Gilbert has been auditing conversion actions across accounts and sending ClickUp tasks to the team (flagged to Sean/NOPE) for any goals marked "inactive" or "needs attention"
- The Adavacare account setup was originally done by Egan; the current team is working to fully understand and own the configuration
- Mark noted that Google Analytics should be reviewed alongside Google Ads, as GA provides deeper event-level granularity (e.g., distinguishing what "local actions" actually are)

---

## Key Decisions

| Decision | Owner |
|---|---|
| Investigate "Local Actions / Other Engagements" conversion type with NOPE before client call | Mark Hope / Gilbert |
| Continue redistributing budget away from waitlisted locations | Melissa |

---

## Action Items

- [ ] **Mark / Gilbert** — Send note to NOPE asking for clarification on "Local Actions, Other Engagements" conversion type in Google Ads
- [ ] **Gilbert** — Ensure all conversion goal ClickUp tasks are sent and tracked for Adavacare account
- [ ] **Anup** — Complete conversion goal audit and optimization for all assigned accounts (including Adavacare)

---

## Client Status

- Client is happy with overall marketing efforts
- Account is "purring along" per Melissa — no urgent issues
- Melissa will review spend allocation and conversion data directly with the client on the call

---

## Related

- [[wiki/clients/current/adava-care/_index]]
- [[wiki/knowledge/google-ads/local-actions-conversions]]
- [[wiki/clients/current/adava-care/google-analytics-audit]]