--- title: Google Ads Performance Review type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-14-ad-review-call-93946135.md tags: - google-ads - amazon-ads - ppc - ai-max - performance-review - landing-pages - budget-optimization layer: 2 client_source: BluepointATM industry_context: b2b-services transferable: false --- # Google Ads Performance Review Weekly ad review covering Amazon and Google Ads performance across multiple client accounts. Meeting held 2025-10-14 with Gilbert Barrongo, Melissa Cusumano, Sebastian Gant, and others from the Asymmetric team. ## Amazon / Toodla Farms Performance - **ROAS: 3.92** — approaching target of 4.0 - **Margin: ~40%** — target is 45%; recent days ranging 37–41% - Coupon strategy is working well for slow-moving products; Navy Beans (5 lb) inventory reduced by half since coupons launched in August/September - Old World product line has a bag breakage problem causing refunds (15–18 per product); reviews holding at 4.4 but refunds are a cost drag - Coupon discount tiers to maintain going forward: - >6 months inventory → 10% discount - >12 months inventory → 15% discount - >24 months inventory → higher tier (per existing algorithm) ## Google Ads AI Max — New Feature Rollout Google is recommending **AI Max for Search Campaigns**, promising a 21% performance increase. Key capabilities: - **Search term matching** — expands beyond existing keywords using broad match and keywordless technology - **Asset optimization** — tailors creative to each user in real time - **Final URL expansion** — automatically routes users to the best-performing landing page on the domain - **Locations of interest** — geographic intent targeting (exclusive to AI Max) - **Improved reporting** — headlines and URLs visible in search terms report **Status:** Activated for Axley Law Firm on 2025-10-14 as a pilot. Plan is to roll out across all applicable accounts after team review. **Action:** Melissa to send AI Max article to all account managers. Gilbert to read and implement across accounts. --- ## Client-by-Client Performance ### Axley Law Firm - Strong overall performance; optimization scores in the 50s–60s (should be higher) - Cost per conversion: **$129** for criminal defense — acceptable given legal billing rates - AI Max activated 2025-10-14 - **Action:** Gilbert to schedule call with Sebastian to review optimization recommendations and address low optimization scores ### Teachers of America - Low conversion rates attributed to poor landing pages - Commercial juicer campaign sending traffic to homepage — not effective - Cost per conversion: ~$300 on commercial juicer campaign - **Action:** Prioritize building a dedicated landing page for the commercial juicer campaign ### Toodla Farms (Google Ads) - Generally good performance; most campaigns healthy - **Old World Sales Search** campaign has average CPC of $250 — far too high (target: ≤$1) - No target CPA set on Old World campaign - **Action:** Lower bids on Old World Sales Search; set target CPA to $1 ### Skullen - Overall solid performance; click-through rates and CPCs are healthy - Campaigns feel stagnant — running similar setup for years - Competitor campaign cost per conversion is elevated (~$144 vs. $40 target CPA) - Budget spend ~$500/month — client not complaining - **Actions:** Consider minor bid reductions; review landing pages for freshness; explore strategic refresh options for Melissa's next client conversation ### Karosh - **Average cost per conversion: $156** across all locations — strong overall - Significant disparity between locations: - Irish Road: **5% conversion rate** ✅ - Nena / Glendale: performing well - Heartland: **<1% conversion rate** ⚠️ - St. Francis: **<1% conversion rate** ⚠️ (noted as visually unappealing) - Underperforming locations are sending traffic directly to location pages on the website - **Action:** Melissa to review and improve landing pages for Heartland and St. Francis; consider replacing building exterior photos with warmer imagery ### Advanced Health and Safety - **Optimization scores: 100% across all campaigns** — Sebastian doing excellent work here - All campaigns limited by budget; strong conversion performance - Current total budget: ~$115/day (~$3,500/month) - Client (Gina) is very happy with results - **Recommendation:** Double the budget — performance justifies it unless client is at capacity - **Action:** Sebastian to discuss budget increase with client ### Crazy Lenny's - **Ads stopped running on October 11** due to expired/failed credit card - Account otherwise in good shape (no junk conversion goals, local goals set up correctly) - **Action:** Update credit card on file immediately — Karly to handle ### Loot Point - PMax campaign: 1.7M impressions, ~9,000 clicks - Landing pages recently updated (1–2 weeks ago); traffic trending back up after a dip - Conversion value set to $0 — needs to be changed to **1** for lead gen campaigns - Page view conversions still active — need to be removed - **Action:** Gilbert to follow up with Anup to remove page view conversions and set conversion value to 1 --- ## Conversion Goal Hygiene — Cross-Account Issue Several accounts have low-value or irrelevant conversion goals (page views, DOM ready, page start) that are polluting optimization signals. **Standard:** For lead gen campaigns, conversion value should be set to **1**. Page views and similar micro-events should never be primary conversion goals. **Action:** Anup to audit and fix conversion goals across all affected accounts. Gilbert has sent ClickUp tasks per client. --- ## Action Items Summary | Action | Owner | Account | |---|---|---| | Follow up with Anup — remove page view conversions, set conversion value to 1 | Gilbert | Loot Point + others | | Schedule call with Sebastian — review Axley optimization recommendations | Gilbert | Axley Law Firm | | Send AI Max article to all account managers | Melissa | All accounts | | Lower bids on Old World Sales Search; set target CPA to $1 | Gilbert | Toodla Farms | | Review/improve landing pages for Heartland & St. Francis | Melissa | Karosh | | Read AI Max article; implement across all applicable accounts | Gilbert | All accounts | | Update credit card on Google Ads account | Karly | Crazy Lenny's | | Discuss budget increase with client | Sebastian | Advanced Health and Safety | | Build dedicated landing page for commercial juicer campaign | Melissa | Teachers of America |