--- title: Ad Review Call — American Extractions & Bluepoint (2025-09-30) type: article created: '2025-09-30' updated: '2025-09-30' source_docs: - raw/2025-09-30-ad-review-call-90748201.md tags: - meeting - google-ads - bluepoint - american-extractions - conversion-tracking - landing-pages - pmax - call-rail - clickup layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # Ad Review Call — American Extractions & Bluepoint (2025-09-30) ## Overview Ad performance review covering two clients: American Extractions (campaigns not running due to account access/permission issues) and Bluepoint (high impression/click volume but conversion tracking misconfigured). New Bluepoint landing pages were reviewed and flagged for CTA and tracking improvements. Urgent action items assigned across the team. **Attendees:** Mark Hope, Melissa Cusumano, Gilbert, Ben San Fratello --- ## American Extractions — Campaign Not Running ### Root Cause: Account Access / Permission Issues The American Extractions Google Ads account (account #9545) is under the "Get Found Madison" manager account, not Asymmetric's manager account (#8152). The team is not listed as managers or users, which appears to be causing all created campaigns and ads to remain in draft/inactive state — no impressions, no clicks, despite budgets being set. - Two campaigns exist: **Stick Packs** and **ClearMix** - Both show zero impressions and zero clicks - Ads appear in Gilbert's view but not Mark's, suggesting a permissions/visibility issue - The Stick Pack landing page exists at `americanextractions.com/stick-pack` but needs significant improvement; it was built before Carly's departure and is not in Go High Level — it's on the main website ### Key Decisions - **Primary fix:** Have Caitlin (client contact) add Asymmetric as a manager and add `asymmetric.pro` as an allowed domain on the existing account - **Fallback:** If that doesn't resolve it, create a brand-new account under Asymmetric Marketing manager account #8152 (requires client credit card) - The Stick Pack landing page needs to be rebuilt — Mark described it as "unbelievably ugly" and flagged it for Ben/Carly to rework on the main website (not Go High Level) ### Action Items | Owner | Task | Priority | |---|---|---| | Caitlin (client) | Add Asymmetric as manager and allowed domain on account #9545 | Urgent | | Gilbert | If access not resolved, create new account under Asymmetric manager #8152 | Fallback | | Gilbert | Create a simple (non-dynamic keyword insertion) search ad to test impressions | Immediate | | Gilbert | If no impressions by end of day, open a Google support case | Same day | | Ben / Carly | Rebuild Stick Pack landing page on the main website | TBD | | Melissa | Update Stick Pack landing page URL in campaigns once rebuilt | After rebuild | --- ## Bluepoint — Campaign Performance Review ### Campaign Stats (as of call) | Campaign | Impressions | Clicks | CTR | Avg CPC | Spend | Notes | |---|---|---|---|---|---|---| | PMAX | ~1,000,000 | ~6,000 | <1% | $0.09 | ~$500 | Conversion rate showing 62% — inflated by page view misconfiguration | | Cashless ATM | ~7,000 | 654 | 8% | $1.00 | ~$700 | Strong performance | | Traditional ATMs | — | 155 | 10% | $4.00 | — | CPC too high; target $2 | | Reverse ATM | — | — | — | $13.00 | — | CPC unsustainable; reduce bids 75% | ### Conversion Tracking — Critical Issues The conversion tracking setup is fundamentally broken: - **Page views are set as primary conversion actions** — this is why PMAX shows a 62% conversion rate and 3,000+ "conversions." Page views are events, not conversions. - Multiple conversion actions show **"Needs Attention"** status (not tagged / not firing) - Phone call conversions are labeled ambiguously — unclear whether they track calls from ads vs. calls from landing pages - No form fill conversion action confirmed for landing pages - Conversion value is not set — should be **1** for lead generation until actual conversion value is known > "A page view is not a conversion. A page view is an event." — Mark Hope ### Bid Adjustments Needed - **Reverse ATM:** Reduce bids by 75%, then work back up - **Traditional ATMs:** Target ~$2 CPC (currently $4) - **Cashless ATM:** Fine as-is - **PMAX:** Fine as-is (low CPC, high volume — likely low quality but acceptable for now) --- ## Bluepoint — Landing Page Review Four new landing pages were built and shared during the call (live on the Bluepoint website). These replace the previous website pages that were being used as ad destinations. ### Issues Identified 1. **Multiple phone numbers in footer** — landing pages should have exactly one tracked phone number 2. **Weak CTAs** — "Learn More" and "Send Message" are insufficient for bottom-of-funnel ad traffic 3. **No explanation of what happens after form submission** — users don't know if someone will call them, email them, etc. 4. **No scheduling link** near the form 5. **Sticky/persistent header** was intended but not confirmed live at time of review ### Recommendations - Replace "Learn More" with action-oriented CTAs: **"Let's Talk," "Get a Proposal," "Go Cashless,"** etc. — match CTA to the specific product/service - Above every form, add copy explaining what happens next: *"Fill out this form and someone will call you within 24 hours"* or similar - Add a **scheduling link** adjacent to or within the form - Implement a **sticky header** with a persistent CTA button and single tracked phone number that never scrolls away - Replace all footer phone numbers with a single **CallRail** tracked number (CallRail setup for Bluepoint to be discussed — possibly Wednesday) ### Action Items | Owner | Task | Priority | |---|---|---| | Melissa | Update landing page URLs in all Bluepoint ad campaigns | Immediate (within 2 days) | | Ben | Update CTAs across all four landing pages (replace "Learn More," "Send Message") | Immediate | | Ben | Add post-form-submission explanation copy to all forms | Immediate | | Ben | Add scheduling link near contact forms | Near-term | | Ben | Implement sticky header with persistent CTA + single phone number | Near-term | | Ben / team | Discuss CallRail setup for Bluepoint (flagged for Wednesday call) | Wednesday | --- ## Conversion Tracking — Action Items | Owner | Task | Priority | |---|---|---| | Gilbert | Create ClickUp task for Anup — fix all "Needs Attention" conversion actions | **Urgent, with deadline** | | Anup | Remove page views as primary conversion events (move to events only) | Urgent | | Anup | Fix all conversion actions marked "Needs Attention" | Urgent | | Anup | Set conversion value = 1 on all lead gen conversion actions | Urgent | | Anup | Ensure phone call tracking covers both calls from ads AND calls from landing pages | Urgent | | Anup | Confirm form fill conversion action is properly tagged on new landing pages | Urgent | > **Process note:** Gilbert was sending Anup messages via chat rather than creating ClickUp tasks with deadlines. Mark directed that all tracking/optimization work must go through ClickUp with assigned owners, urgency flags, and due dates. Sending a message is not sufficient. --- ## Process / Ops Notes - Gilbert maintains a Google Sheet tracking all client ad accounts and last optimization dates — confirmed it exists and is being updated - Monthly performance tracking docs for Bluepoint and Choirstone have not been created yet (both are new clients); Gilbert to create now that September has ended - **La Natura:** Mark and Gilbert to review La Natura campaign together the following morning (same time slot) --- ## Related - [[wiki/clients/current/bluepoint/_index]] - [[wiki/clients/current/american-extractions/_index]] - [[wiki/knowledge/ads/conversion-tracking-best-practices]] - [[wiki/knowledge/ads/landing-page-optimization]]