---
title: Weekly Call w/ Gilbert — 2025-11-19
type: article
created: '2025-11-19'
updated: '2026-04-05'
source_docs:
- raw/2025-11-19-weekly-call-w-gilbert-102857710.md
tags:
- meeting
- amazon-ads
- google-ads
- doodla-farms
- old-world-popcorn
- reynolds-transfer
- ahs
- capital-bank
- roas
- margin
- conversion-tracking
layer: 2
client_source: Doudlah Farms
industry_context: food-beverage
transferable: false
---

# Weekly Call w/ Gilbert — 2025-11-19

## Overview

Weekly sync between Mark Hope and Gilbert Barrongo covering Doodla Farms Amazon performance, Old World Popcorn pricing strategy, a margin improvement plan via bid reductions, and several critical Google Ads account issues.

**Attendees:** Gilbert Barrongo (gilbert.barrongo@asymmetric.pro), Mark Hope (mark.hope@asymmetric.pro)

---

## Key Decisions

| Decision | Detail |
|---|---|
| Doodla Farms bid reduction | Reduce all Amazon ad bids by **2.5%** (not 5%) and monitor ROAS for one week before reassessing |
| Old World Popcorn price | Hold at **$29.99** — dropping below ~$20 would be unprofitable; not competitive but no viable alternative |
| Capital Bank | **No action** — client is canceling next month; YouTube campaign inefficiency is irrelevant |
| Asymmetric Marketing PPC | Campaign created but **not yet activated**; Mark not ready to launch |

---

## Doodla Farms Performance

**Revenue:** November projected at **$132k** ($79k through Nov 18), up from $114k in October — **+14% MoM growth**.

**Top-selling SKUs:**
1. Yellow Cornmeal
2. White Popcorn
3. 5 lb Black Beans
4. Yellow Popcorn
5. 25 lb Black Beans

**Inventory:** New shipment in progress to prevent stockouts on top sellers.

**Ads:** Most campaigns performing well. Pink beans campaigns intentionally deprioritized due to low gross margin.

---

## Old World Popcorn

**November projection:** ~$5,800 (down from $8,000 in October).

**Root cause — pricing uncompetitiveness:**

| Seller | Price/oz |
|---|---|
| Old World Popcorn | $0.31 |
| Amish | $0.19 |
| Anthony's | $0.18–$0.21 |

At $29.99 for 96 oz, Old World is priced significantly above the market. Dropping to $19.99 (~$0.21/oz) would match competitors but is not profitable.

**Damaged bag issue:** A new production run will use different packaging to address the damaged-bag problem that has affected reviews.

**Decision:** Hold price at $29.99 and monitor. No coupon currently active (insufficient review count).

---

## Margin Improvement Plan

**Current state:** ~36% gross margin
**Target:** 40% within 1–2 weeks

**Strategy:** Reduce average ROAS from ~3.37 to ~3.0 by lowering Amazon ad bids.

**Discussion:**
- Mark suggested a **5% bid reduction** to reach the target faster (10% reduction would mathematically move ROAS from 3.37 → 3.0)
- Gilbert pushed back, citing Amazon's sensitivity to large bid changes
- **Agreed: 2.5% reduction** across all campaigns, observe for one week, then reassess

> "I think 2.5 is, let's take 2.5 first and then observe within a week." — Gilbert

---

## Google Ads Issues

### Advanced Health & Safety (AHS) — 🔴 Critical

- **Issue:** Conversion tracking is broken — counting page views as conversions
- **Impact:** Reporting thousands of conversions vs. the real ~17–18 leads
- **Owner:** Gilbert to follow up with Anup to audit and fix all conversion actions
- **Context:** Sebastian (also on the account) flagged this in a separate meeting the day prior

### Reynolds Transfer — 🔴 Critical

- **Campaign:** "Madison Dane County Home"
- **Issue:** Over **$1,500 spent** with zero reported conversions
- **Concern:** Phone calls are likely the intended conversion type — tracking may be misconfigured
- **Owner:** Mark to investigate campaign goals and conversion setup, then advise Gilbert on budget/next steps

### Capital Bank — ⚪ No Action

- YouTube campaigns showing high cost, low conversions
- Client canceling next month — no remediation needed

### Asymmetric Marketing PPC — 🟡 Pending

- Campaign created by Mark but not yet active (error present)
- Mark not ready to launch; flagged as urgent in ClickUp but launch is intentionally deferred

---

## Action Items

- [ ] **Gilbert** — Reduce Doodla Farms Amazon ad bids by 2.5% across all campaigns immediately after call; monitor ROAS; reassess in ~1 week
- [ ] **Gilbert** — Follow up with Anup to fix AHS conversion tracking (remove page view conversions, ensure only real leads are counted)
- [ ] **Mark** — Investigate Reynolds Transfer "Madison Dane County Home" campaign — verify conversion goals (phone calls), assess whether $1,500+ spend is producing real results, advise Gilbert on budget

---

## Related

- [[clients/current/doudlah-farms/_index]]
- [[clients/current/old-world-popcorn/_index]]
- [[clients/current/reynolds-transfer/_index]]
- [[clients/current/ahs/_index]]
- [[clients/current/capital-bank/_index]]