--- title: Marketing Review & 2026 Strategy — Dec 2025 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-12-17-overhead-door-marketing-meeting-109462421.md tags: - client:overhead-door-madison - seo - ppc - bing-ads - meta-ads - google-ads - content-marketing - location-pages - ai-citations - strategy - 2026-planning - asymmetric layer: 2 client_source: Overhead Door Company of Madison industry_context: b2b-services transferable: false --- # Marketing Review & 2026 Strategy — Dec 2025 **Meeting date:** December 17, 2025 **Next meeting:** January 7, 2026 **Attendees (Asymmetric):** Sebastian Gant, Melissa Cusumano, Chris Ostergaard, Paul Buniel **Attendees (Client):** Jeff Ryan, John Gradel --- ## Overview Quarterly marketing review covering Q4 performance and 2026 strategic direction. The headline outcome: SEO is confirmed as the primary focus for 2026 following a significant organic ranking win. PPC channels are maintained at current spend for awareness. New initiatives (Reddit ads, professional video) are deferred to keep resources concentrated on organic growth. --- ## Key Decisions | Decision | Rationale | |---|---| | **SEO is the 2026 primary focus** | Recent on-page and content changes produced measurable ranking gains; current lead volume is sufficient — capacity, not leads, is the constraint | | **PPC maintained at current levels** | Bing and Meta are performing efficiently; no expansion until Google Ads verification is resolved | | **10 Dane County location pages approved** | Jeff and John confirmed the municipality list; pages will be built on staging for review before going live | | **Reddit ads deferred** | Not needed while capacity is near full; revisit when organic growth creates headroom | | **Professional video testimonial deferred** | Same rationale; concept is approved in principle for a future quarter | | **Next meeting rescheduled** | Dec 31 falls on a holiday; moved to Jan 7, 2026 | --- ## SEO Performance ### Recent Wins - **"garage doors Madison"** — jumped from unranked to **#2 organic** following on-page copy and image optimization on the homepage. High-difficulty keyword; estimated ~$7 CPC if paid. - **"fire rated doors" cluster** — achieved **#1 organic** for multiple related queries ("fire rating for garage door," "do garage doors need to be fire rated?") via new blog content. - **AI citations** — now appearing in Google AI Overviews, Perplexity, and QuotePilot; **5 citations from ChatGPT** across 7 pages. - **+24 new keywords** ranked in the trailing 30 days. - **Site traffic** trending up through Q4, with a visible spike correlating with blog launches and Meta/display ad activation. ### Open Issues - **Engine Boost rating service** — activated ~30 days prior to meeting; not yet live. Asymmetric following up with the provider to resolve the delay. - **Google Ads verification** — unresolved issue limiting campaign capability. Asymmetric investigating a potential workaround. ### 2026 SEO Plan - Continue publishing blog content to support lower-ranking keywords (e.g., house doors, opener programming queries currently ranking 40–50+). - Build out FAQ sections on product pages (not yet live at time of meeting). - Build and launch **10 Dane County location pages** (see below). - Migrate PPC landing pages to the main site to consolidate traffic signals and support SEO. --- ## Location Pages Approved municipality list for Dane County (10 pages): > Jeff confirmed the list covers the main service area. Janesville was noted as a lower-priority market but included given proximity to Madison and occasional service there. Pages will be built on the **staging site** first. Jeff and John will review before anything goes live. A dedicated review meeting will be scheduled once the staging build is complete. --- ## PPC Performance | Channel | Performance (last 30 days) | Role | |---|---|---| | **Bing Ads** | 15 conversions @ ~$28 CPA | Lead generation | | **Meta Ads** | High traffic @ ~$0.40/click | Brand awareness | | **Google Ads** | Limited — verification issue pending | Expansion on hold | **Landing page migration:** All PPC landing pages moving to the main website. This consolidates traffic data under the primary domain, contributing to SEO signals rather than isolated landing page metrics. --- ## Capacity Context Jeff noted service appointments are currently only **1–2 days out** — a marked improvement from historical backlogs. The team can handle current lead volume without strain. This directly informed the decision to prioritize long-term SEO over short-term PPC expansion: the business doesn't need more leads immediately, making organic investment the higher-leverage move. > *"Being busy is way better than not… it's a way better problem to have."* — Jeff Ryan --- ## Deferred Initiatives ### Reddit Ads - Concept: target relevant subreddits (e.g., garage door ideas, home improvement) with a $500 promotional spend. - Reddit is currently running a $500 match promotion. - **Status:** Deferred to a future quarter. Revisit when capacity allows for more aggressive lead generation. ### Professional Video Testimonial - Concept: film a customer testimonial interview (budget local videographer), produce a ~3-minute case study video, then clip into shorter assets for Meta Reels and social. - Asymmetric has executed this format successfully with another Madison client (asbestos remediation). - **Status:** Deferred. Concept approved in principle; no timeline set. --- ## Action Items - [ ] **Overhead Door** — Review and comment on 3 blog posts sent Dec 4 (same process as first batch) - [ ] **Sebastian Gant** — Build 10 Dane County location pages on staging site; schedule review meeting with Jeff & John - [ ] **Sebastian Gant** — Follow up with Engine Boost provider to resolve activation delay (~30 days outstanding) - [ ] **Sebastian Gant** — Investigate Google Ads verification workaround - [ ] **Sebastian Gant** — Confirm retainer/contract continuation terms with Mark; update Jeff & John - [ ] **Sebastian Gant** — Reschedule next meeting to January 7, 2026 --- ## Related - [[wiki/clients/current/overhead-door/_index]] - [[wiki/knowledge/seo/location-pages-local-seo]] - [[wiki/knowledge/seo/ai-citations-search-visibility]] - [[wiki/knowledge/ppc/bing-ads-performance]]