---
title: Performance Review — 2026-03-17
type: article
created: '2026-03-17'
updated: '2026-04-05'
source_docs:
- raw/2026-03-17-weekly-call-w-sebastian-130578452.md
tags:
- aviary
- google-ads
- seo
- email-automation
- high-risk
- action-items
layer: 2
client_source: AviaryAI
industry_context: saas
transferable: false
---

# Performance Review — 2026-03-17

## Overview

Aviary (operating as "Hello") was flagged as a **high-risk client** during the 2026-03-17 weekly sync between Sebastian and Mark. Performance is flat across all three active channels — SEO, Google Ads, and email automation — with multiple active blockers preventing improvement. The client had indicated they would want a review after four months; the team assessed they need to move the needle quickly.

> *"We're going to get freaking fired here shortly if we don't get something going."* — Mark Hope

---

## Status by Channel

### SEO

- Organic traffic is flat at approximately **10–12 clicks/day**; peak was 30 clicks on March 9th.
- Impressions running ~250–300/day with no meaningful growth since December.
- Site is ranking almost exclusively for **branded terms** (company name, founder name); zero visibility for service-related or vertical keywords.
- **Root cause:** The site lacks content. Homepage has minimal copy; no vertical/use-case pages are live yet.
- **Blocker:** New vertical pages have been drafted but are awaiting feedback from Justin (client-side contact). Sebastian to push for approval.
- Blog posts are being written; Sebastian planned to send 2–3 posts for review the same day.

### Google Ads

- Receiving approximately **20 clicks/day** with **zero conversions** recorded.
- Conversion actions (demo booked, lead form submit) are confirmed set up but show as inactive — no one is completing them.
- **Blocker:** The account is blocked from full operation due to a pending **advertiser verification**. Mark has attempted verification ~6 times; rejections cite a document name mismatch ("the name on the document you provide does not match the organizational details you provided"). Deadline noted as April 12th.
- No audit work can proceed until verification clears.
- **Next step:** Mark to re-submit verification with corrected document. Once cleared, Mark will run a full Google Ads audit.

### Email Automation

- Email sends have effectively stalled: 41 sends on March 16th, 5 on March 17th, then nothing.
- **Bug identified:** An automation rule suppresses email sequences once a lead is converted to an opportunity. The client (Aaron) converts nearly all leads to opportunities, which is halting the entire email pipeline.
- A bot-click filter was added (clicks within 15 seconds flagged as bot activity) to clean up open/click metrics — particularly relevant given that financial-sector spam filters auto-open and auto-click emails.
- **Resolution path:** Sebastian to ask Aaron whether email sequences should continue after a lead is converted to an opportunity. If yes, Mark will update the suppression rule.

---

## Key Blockers

| Blocker | Owner | Status |
|---|---|---|
| Vertical page copy — awaiting client feedback | Sebastian → Justin | Pending |
| Advertiser verification — document mismatch | Mark | In progress (6th attempt) |
| Email suppression rule — post-conversion behavior unclear | Sebastian → Aaron | Needs client input |
| Blog posts not yet published | Sebastian | In progress |

---

## Action Items

- [ ] **Sebastian** — Email Justin re: vertical page copy feedback; push for approval
- [ ] **Sebastian** — Send 2–3 Aviary blog posts for review today; boost on LinkedIn/Facebook once live
- [ ] **Sebastian** — Email Aaron re: email suppression after lead-to-opportunity conversion; relay decision to Mark
- [ ] **Mark** — Re-submit advertiser verification with corrected document (fix name mismatch)
- [ ] **Mark** — Audit Aviary Google Ads account once advertiser verification is resolved

---

## Additional Context

- The team discussed boosting blog content via paid social (LinkedIn and Facebook) to drive traffic signals to the site, which may help Google begin to recognize the domain.
- A domain rating (DR) improvement project ($200) was discussed for other clients but not specifically scoped for Aviary in this call.
- Aviary uses a Webflow site; Crawl Scout integration has been problematic. 188 pages are indexed per Search Console, so indexing is not the primary issue.

---

## Related

- [[wiki/clients/current/aviary/_index]]
- [[wiki/clients/current/overhead-door/2026-03-17-performance-review]]
- [[wiki/meetings/2026-03-17-weekly-call-sebastian-mark]]