---
title: Google Ads Performance & Landing Page Optimization
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-14-ad-review-call-93946135.md
tags:
- google-ads
- landing-pages
- conversion-optimization
- ppc
- karosh
layer: 2
client_source: Adava Care
industry_context: healthcare
transferable: false
---

# Google Ads Performance & Landing Page Optimization

## Overview

Reviewed during the weekly ad review call on 2025-10-14. The account shows a $156 average cost per conversion across all locations — a strong overall number — but with significant performance disparity between individual location campaigns. The primary lever for improvement is landing page quality at underperforming locations.

> **Note on client naming:** The source meeting refers to this client as "Karosh." The filing path uses "adava-care." Verify canonical client name before publishing.

---

## Performance Summary

| Location | Conversion Rate | Notes |
|---|---|---|
| Irish Road | ~5% | Strong performer |
| Nena | ~5% | Strong performer |
| Glendale | Good | Recently received budget reallocation |
| Milwaukee | Good | Recently received budget reallocation |
| Heartland | <1% | Underperforming — landing page issue suspected |
| St. Francis | <1% | Underperforming — landing page described as "ugly" |
| Pewaukee | Minimal activity | Low volume |

**Overall average CPA:** $156 (considered healthy for this vertical)

---

## Key Findings

### Location-Level Disparity
The gap between top and bottom performers is stark: Irish Road and Nena convert at ~5%, while Heartland and St. Francis are below 1%. This is not a demand or bidding problem — it points to landing page quality as the primary differentiator.

> *"The conversion rates are quite a bit lower… for Irish Road, the conversion rate is 5%. In Heartland, it's less than 1%. It says to me that maybe the landing pages need to be improved."* — Mark Hope

### Landing Pages Going to Location Pages
All campaigns currently send traffic directly to the location pages on the main website. These pages were not built as conversion-focused landing pages and vary significantly in quality. St. Francis in particular was flagged as visually unappealing.

### Budget Reallocation
Budget was recently shifted away from Irish Road and Heartland toward Milwaukee and Glendale. Some locations are now at or near capacity.

### Strategic Shift Under Consideration
The client is exploring advertising private-pay versus Medicaid placements. This may require campaign restructuring or new landing pages when it moves forward.

---

## Action Items

- [ ] **Melissa Cusumano** — Review and improve landing pages for Heartland and St. Francis locations. Focus on improving conversion rates (currently <1%). Consider replacing exterior building photos with imagery of people/residents. Reference Irish Road page as a benchmark.
- [ ] Confirm whether Pewaukee location has sufficient demand to justify continued spend or budget reallocation.
- [ ] When private-pay vs. Medicaid advertising strategy is finalized, assess whether new campaigns or landing pages are needed.

---

## Related Notes

- This account was reviewed as part of a broader multi-client ad review: see [[wiki/meetings/2025-10-14-ad-review-google-ads-amazon-performance]]
- Landing page quality issues were also flagged for [[wiki/clients/current/teachers-of-america]] (commercial juicer campaign) in the same session
- For context on the agency's broader landing page improvement initiative, see Melissa's work on Loot Point landing pages referenced in the same call