---
title: Marketing Review — 2026-02-11
type: article
created: '2026-02-11'
updated: '2026-04-05'
source_docs:
- raw/2026-02-11-overhead-door-marketing-meeting-121631637.md
tags:
- meeting
- client
- overhead-door-madison
- ppc
- microsoft-ads
- seo
- blog
- website
- google-business-profile
- asymmetric
layer: 2
client_source: Overhead Door Company of Madison
industry_context: b2b-services
transferable: false
---

# Marketing Review — 2026-02-11

**Client:** [[wiki/clients/current/overhead-door/_index|Overhead Door Madison]]
**Meeting type:** Marketing progress review
**Attendees:** Sebastian Gant, Ben San Fratello (Asymmetric); Jeff Ryan, John Gradel (Overhead Door Madison)
**Recording:** [Fathom](https://fathom.video/calls/562820364)

---

## Overview

Biweekly marketing check-in covering PPC performance, in-progress website and SEO updates, the newly launched blog calendar, and Google Business Profile maintenance. Several items were in-flight at time of meeting with EOW delivery targets.

---

## Key Decisions

- **Keep new Microsoft Ads installation ad running.** The replacement ad dramatically outperformed the paused ad and will continue receiving full spend.
- **Homepage copy is the next SEO priority** after the 24/7 emergency page ships. Sebastian will draft and send for client review.
- **Blog cadence locked at 2 posts/month through December 2026.** Process unchanged — Sebastian emails drafts to Jeff and John for approval before publishing.

---

## Action Items

- [ ] Update residential CTA form: add Emergency vs. Standard toggle and "New Door" option — **@Sebastian Gant**
- [ ] Email February blog drafts to John and Jeff for review — **@Ben San Fratello**
- [ ] Refresh Google Business Profile — **@Sebastian Gant**
- [ ] Draft SEO-optimized homepage copy; send to John and Jeff for review — **@Sebastian Gant**
- [ ] Confirm 24/7 emergency page, 12 location pages, and homepage footer are live EOW — **@Sebastian Gant**

---

## PPC Performance

### Microsoft Ads — Garage Door Installation Campaign

A new installation ad was introduced after the previous ad was paused for poor performance. With more budget shifted to it, the new ad has held strong metrics.

| Metric | Old Ad | New Ad |
|---|---|---|
| Click-Through Rate (CTR) | < 1% | ~12% |
| Top-of-Page Impression Rate | ~2–3% | 81% |
| Absolute Top Impression Rate | — | 63% |

**Takeaway:** The new ad is performing well above benchmarks and will continue running. The repair campaign ad may be reviewed in a future cycle, but no changes needed now.

---

## Website Updates & SEO

### Residential CTA Form
John relayed feedback from two customers:
1. No way to indicate **emergency vs. standard** service request.
2. No option for **new door installation** (only repair options present).

Sebastian will audit the residential form and add both options to the relevant dropdown(s). He will notify John and Jeff once updated.

### 24/7 Emergency Page
- New SEO-optimized copy (incorporating John's suggestions) is complete and sent to the developer (Zach).
- **Target launch: EOW (week of 2026-02-11).**
- Expected to improve rankings for "garage door repair" and "emergency garage door repair."

### Homepage Footer
- Footer address correction and map embed are bundled with the 24/7 page dev ticket.
- **Target launch: EOW**, same deployment as the emergency page.

### Location Pages
- 12 new location pages are in development with a separate developer.
- **Target launch: EOW.**
- Sebastian will email Jeff and John with a summary once both site changes are live.

### Homepage Copy (Next Up)
- Identified as the next major SEO project after the 24/7 page launches.
- Sebastian will draft new SEO-optimized homepage copy and send to John and Jeff for review.

---

## SEO: Blog Calendar

Ben presented a content calendar built out through December 2026 at a pace of **2 posts per month**.

- **Goal:** Improve organic search presence by targeting informational and non-service-specific keywords (complementing existing service page SEO).
- **Process:** Sebastian emails draft docs to John and Jeff → client approves → Sebastian marks approved and publishes, adding the live link to the shared calendar.
- **Visibility:** A shared calendar document is available; link dropped in meeting chat. Client can check status at any time.
- **Context:** Prior blog posts on fire door topics showed measurable ranking improvement in Ahrefs; this calendar formalizes and accelerates that effort.

February posts are the immediate next deliverable for client review.

---

## Google Reviews & GBP

- Asymmetric can assist with **review outreach strategy** if needed — Jeff and John should reach out if they want support.
- Responding to existing reviews is recommended practice.
- **Google Business Profile refresh** is queued as a near-term task for Sebastian.

---

## Next Meeting

Rescheduled from 2026-02-25 (Jeff traveling) to **Monday, 2026-03-04 at 11:00 AM**.

---

## Related

- [[wiki/clients/current/overhead-door/_index|Overhead Door Madison — Client Index]]