---
title: AHS PPC Performance & Optimization
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-24-ahs-marketing-meeting-132457509.md
tags:
- ppc
- google-ads
- ahs
- conversion-rate
- performance
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS PPC Performance & Optimization

## Overview

AHS Google Ads campaigns are performing well above industry benchmarks across click-through and conversion rates. The primary optimization opportunity is not in the campaigns themselves but in lead follow-up processes on the client side — a gap that became visible during Gina's absence in late March 2026.

**Related client:** [[wiki/clients/ahs/_index]]
**Meeting source:** [[wiki/clients/ahs/meetings/2026-03-ahs-marketing-meeting]]

---

## Campaign Performance (as of late March 2026)

### Click-Through Rate

| Benchmark | AHS Campaigns |
|-----------|--------------|
| 4–5% (industry average) | Up to **21%** across campaigns |

High CTRs indicate strong ad relevance and copy quality. Ads are resonating with searchers at the moment of intent.

### Conversion Rate

| Benchmark | AHS Campaigns |
|-----------|--------------|
| 1–2% (industry average) | Up to **15%** on select campaigns |

Conversion is defined as any meaningful action: form submission, phone call from ad, phone call from website, email click, or Meta chat icon click.

### Conversion Breakdown by Campaign (Feb 22 – late March 2026)

| Campaign | Conversions |
|----------|-------------|
| Display | 8 calls, 8 emails, 2 Meta chat clicks |
| Mold | 1 call from ad, 3 calls from website |
| Brand | 1 call from ad, 4 calls from website, 1 email click, 1 form submit |
| PMAX | Calls from ad only |
| Lead Paint | 1 call from ad |
| Asbestos (secondary) | 1 call from ad, 1 call from website |

---

## Lead Volume & Attribution

During Gina's absence, **10+ organic form submissions** came in that went unworked. This is significant for two reasons:

1. **Attribution:** These leads were almost certainly driven by organic search (SEO improvements), not PPC — only one form submission appears attributable to a paid campaign in this period. See [[wiki/knowledge/seo/ahs-seo-growth]] for the organic context.
2. **Funnel gap:** Strong top-of-funnel performance (ads + SEO) is generating leads, but conversion from lead to booked job depends entirely on timely follow-up. When the primary contact is unavailable and no coverage is in place, leads go cold.

> *"Of course, our conversion rate is kind of sucking at the moment because nobody paid any attention to them while I was gone."* — Gina Richardson

---

## Key Observations

### What's Working
- Ad copy and targeting are highly effective — CTRs 4–5x above benchmark
- Conversion rates on landing pages are strong (up to 15x above benchmark)
- Multi-channel conversion tracking is in place (calls, forms, email, chat)
- Seasonal timing aligns well: spring thaw drives mold and renovation inquiries

### Watch Areas
- **Lead follow-up coverage:** No backup process exists when Gina is out. Leads generated during her absence were not followed up. This is a recurring risk.
- **Volume is lower this period:** Noted as a slightly slower time overall, but rates remain strong. Volume should increase as weather warms.

---

## New Initiative: Spotify Ads

Proposed as a brand awareness channel to complement PPC during the spring mold season.

- **Rationale:** High impression volume at low CPM; effective for awareness even without direct form fills
- **Target service:** Mold remediation (seasonal demand spike in spring)
- **Status:** Sebastian to prepare a campaign plan with demographics, pricing, and targeting options for Gina's review

Spotify ads have shown effectiveness for other Asymmetric clients in awareness-focused campaigns. Audio creative could potentially incorporate approved testimonial content (e.g., the Sarah video case study, with identifying details removed).

---

## Recommendations

1. **Establish lead coverage protocol** for when Gina is unavailable — even a simple auto-responder with a backup contact would reduce lead decay.
2. **Continue current PPC structure** — campaigns are performing well and don't require structural changes at this time.
3. **Evaluate Spotify** as a low-cost awareness layer for mold services ahead of peak season.
4. **Monitor PMAX performance** — currently generating only direct ad calls; worth reviewing whether landing page or targeting adjustments could improve conversion variety.

---

## Related Articles

- [[wiki/clients/ahs/_index]]
- [[wiki/knowledge/seo/ahs-seo-growth]]
- [[wiki/knowledge/google-ads/spotify-ads-awareness-campaigns]]