--- title: PPC Marketing Meeting — 2025-10-22 type: article created: '2025-10-22' updated: '2026-04-05' source_docs: - raw/2025-10-22-overhead-door-marketing-meeting-95966240.md tags: - client/overhead-door-madison - ppc - google-ads - meta-ads - bing-ads - spotify-ads - crm - budget - creative - landing-pages layer: 2 client_source: Overhead Door Company of Madison industry_context: b2b-services transferable: false --- # PPC Marketing Meeting — 2025-10-22 ## Overview Monthly PPC review with OHD Madison (Jeff Ryan, John Gradel) and Asymmetric team (Sebastian Gant, Melissa Cusumano, Chris Ostergaard, Paul Buniel). Primary focus: reviewing Google Display ad testing results, setting live budgets for Meta and Google Display, previewing Spotify as a future channel, and reinforcing CRM hygiene for attribution. **Next meeting:** November 5, 2025 --- ## Key Decisions | Decision | Detail | |---|---| | **Google Display — proceed with residential** | Ads for new door sales and replacement were approved; repair-themed ads were all disapproved. Build out remaining ad sizes and launch. | | **Google Display — test "service" for repair** | Replace "repair" (and "24/7," "fast") with "service" to attempt approval of repair-category ads. | | **Meta budget approved** | ~$600/mo ($19/day): residential $16/day (3 ad sets × $3 + remarketing $5), commercial $3/day. | | **Google Display budget approved** | ~$600/mo ($20/day): residential $15/day, commercial $5/day. | | **Spotify deferred to 2026** | Consensus to master current PPC channels before adding a new one. | | **Commercial landing page phone number** | Both numbers on the new commercial landing page are wrong — fix immediately. | --- ## Google Ads Breakthrough Google has historically blocked all display ads for OHD Madison. Testing this cycle produced a clear split: - **Approved:** Residential lifestyle/door ads (with or without logo, including simplified logo variant). Initial CPC ~$0.40. - **Disapproved:** All repair-themed ads regardless of logo presence. Likely triggers: the word "repair," "24/7," and "fast." **Path forward:** 1. Build all required sizes for the approved residential ad (currently only half-page size exists). 2. Test "service" as a substitute for "repair" in a new ad variant. 3. Assume commercial display (non-repair) will likely be approvable once built — repair remains the blocker, not the commercial category itself. > *"The fact that we can get anything to run — again, it's a huge step."* — Sebastian Gant --- ## Budget Summary ### Meta (~$600/mo) | Ad Set | Daily Budget | |---|---| | Residential (3 ad sets × $3) | $9/day | | Remarketing | $5/day | | Commercial | $3/day | | **Total** | **~$19/day** | Heavy residential weighting reflects OHD Madison's stated priority. Commercial property decision-makers are less likely to convert from social ads than residential homeowners browsing at home. ### Google Display (~$600/mo) | Campaign | Daily Budget | |---|---| | Residential | $15/day | | Commercial | $5/day | | **Total** | **~$20/day** | --- ## Creative & Landing Pages - **Before & After video:** 20-second vertical video for Meta is complete but missing audio. Sebastian to add a background track and launch. - **Commercial landing page:** Live, but both phone numbers are incorrect. Sebastian to fix same day and confirm correct numbers with John and Jeff. - **Google Display sizes:** Only the half-page size exists for the approved residential ad. All standard sizes (leaderboard, skyscraper, etc.) need to be built before full launch. --- ## Spotify — Future Channel Overview Sebastian presented Spotify as a potential brand-awareness channel for 2026. Deferred by consensus. **Key facts shared:** - ~700M monthly active users globally; ~460M (~2/3) on the ad-supported free tier. - ~40% of users are 35+, overlapping with the homeowner/decision-maker target demographic (~50% of free-tier users in range). - **Targeting options:** Content category, lifestyle moment (e.g., commute, workout), music genre/artist. - **Ad formats:** - *Audio ads (preferred):* 15–30 sec audio + clickable companion image (replaces album art). First 3–5 seconds are critical for attention. - *Video ads (less preferred):* Interrupts active browsing; likely to generate negative sentiment. - **Minimum spend:** $250 lifetime (fixed campaign) or $15/day (ongoing). **Decision:** Revisit in 2026 once Google Display, Meta, and Bing are fully optimized. --- ## CRM & Attribution Active CRM use is required to make budget decisions data-driven. New leads from all channels auto-populate the "New Leads" column when a landing page form is submitted or a tracked call comes in. The source field is updated automatically. **OHD Madison's responsibility:** Update opportunity values and move leads through pipeline stages. Without this, Asymmetric cannot determine which channels are generating quality leads and revenue — making budget reallocation guesswork. > *"Adding the values and moving these along is going to give us better data into, okay, which channels are working?"* — Sebastian Gant --- ## Payment / Ad Account Issue Bing and Meta spend had flatlined due to a low credit card limit on OHD Madison's new card. Issue is now resolved. Sebastian to email Jeff and John the last four digits of the card currently on file in each ad account to confirm the correct card is being used going forward. --- ## Action Items - [ ] **Sebastian** — Fix incorrect phone numbers on commercial landing page; confirm correct numbers with John and Jeff - [ ] **Sebastian** — Add audio to before/after video; launch on Meta - [ ] **Sebastian** — Email Jeff + John last 4 digits of cards on file; update payment methods in all ad accounts - [ ] **Sebastian** — Build all required Google Display sizes for approved residential ads; launch - [ ] **Sebastian** — Test Google Display with "service" instead of "repair"; launch if approved - [ ] **Sebastian** — Set Meta budgets (residential $3/day × 3 ad sets, remarketing $5/day, commercial $3/day); launch - [ ] **Sebastian** — Set Google Display budgets (residential $15/day, commercial $5/day); launch - [ ] **OHD Madison** — Actively update lead stages and opportunity values in CRM as new leads populate --- ## Attendees | Name | Role | |---|---| | Sebastian Gant | Asymmetric — Account Lead | | Melissa Cusumano | Asymmetric | | Chris Ostergaard | Asymmetric | | Paul Buniel | Asymmetric | | Jeff Ryan | OHD Madison (external) | | John Gradel | OHD Madison (external) | --- ## Related - [[wiki/clients/current/overhead-door/_index]] - Source: [Fathom recording](https://fathom.video/share/YXR-fNM2PjeF_ay7493dBZ9yzygkTFks)