---
title: Google Ads Optimization Strategy — 2026-02-24
type: article
created: '2026-02-24'
updated: '2026-04-05'
source_docs:
- raw/2026-02-24-weekly-call-w-sebastian-124924068.md
tags:
- google-ads
- cordwainer
- optimization-score
- site-links
- structured-snippets
- paid-search
layer: 2
client_source: The Cordwainer
industry_context: senior-living
transferable: false
---

# Google Ads Optimization Strategy — 2026-02-24

## Overview

During the [[wiki/meetings/2026-02-24-weekly-call-w-sebastian|2026-02-24 weekly call]], Mark and Sebastian reviewed Cordwainer's Google Ads account and identified a core problem: a low Optimization Score (below 80) is causing Google to throttle ad traffic, suppressing impression share and limiting the impact of the $20/day budget. The fix is to implement a set of high-impact recommendations — primarily Site Links and Structured Snippets — to push the score above 80.

## The Core Problem

> "If your optimization score is not above 80, they sort of temper your traffic. So you'll find, like, when you see your impression share is low and it says you're [low] because of rank, a lot of times it's because they give you low rank because your optimization score is too low."
> — Mark Hope

Paid Search was generating only 96 active users in the reporting period, well behind Direct (666), Organic (395), and Paid Social (266). The low budget ($20/day) is a factor, but the throttled impression share from a low Optimization Score compounds the problem significantly.

## Recommended Actions

### 1. Site Links (~9% score impact)
- Add site links pointing to key pages: **Suites**, **Services**, and other primary destinations.
- Fix any disapproved site links (likely pointing to the old site URL).
- Enable **Dynamic Site Link Extensions** to allow Google's AI to generate additional site links automatically.

### 2. Structured Snippets (~2% score impact)
- Create a **Service Catalog** snippet listing Cordwainer's core offerings (e.g., memory care, respite care).
- Create an **Amenities** snippet listing key amenities.
- Do not rely on Google's auto-generated snippets — create these manually.

> Site Links + Structured Snippets combined are projected to add ~11% to the Optimization Score.

### 3. Image Assets
- Upload all images from the Cordwainer website to Google Ads as image assets.
- Currently, all images in the account were added by Google AI; no manual uploads have been done.
- Having images improves ad display eligibility and contributes to the Optimization Score.

### 4. Responsive Search Ads (RSAs)
- Add more headline and description variations to existing RSAs.
- Google flags this as a recommended action in the account.

### 5. Search Partners
- Enable **Google Search Partners** to extend reach beyond Google.com.
- Low downside risk: click-through rates on Search Partners do not affect Quality Score.

### 6. Keyword Cleanup
- Remove redundant keywords flagged in the account recommendations.

## Current Performance Snapshot

| Metric | Value |
|---|---|
| Daily budget | $20/day |
| Active Users (Paid Search) | 96 |
| Optimization Score | Below 80 |
| Impression Share issue | Low rank due to low Optimization Score |

## Owner

- **Sebastian Gant** — responsible for implementing all ad optimizations listed above.
- **Mark Hope** — to review GA4 goals and move any Group 1/Group 2 goals up to ensure conversions are tracked correctly.

## Related

- [[wiki/clients/current/cordwainer/_index|Cordwainer Client Overview]]
- [[wiki/clients/current/cordwainer/2026-02-24-surfer-seo-content-improvement-workflow|Surfer SEO Content Improvement Workflow — 2026-02-24]]
- [[wiki/clients/current/cordwainer/2026-02-24-website-tech-fixes|Cordwainer Website & Tech Fixes — 2026-02-24]]
- [[wiki/meetings/2026-02-24-weekly-call-w-sebastian|Weekly Call w/ Sebastian — 2026-02-24]]