---
title: Capitol Bank Checking Campaign Performance
type: article
created: '2025-10-08'
updated: '2025-10-08'
source_docs:
- raw/2025-10-08-capitol-bank-marketing-meeting-92810481.md
tags:
- google-ads
- ppc
- capitol-bank
- checking
- conversions
- campaign-performance
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Capitol Bank Checking Campaign Performance

## Overview

Capitol Bank's checking account Google Ads campaign is the top-performing campaign in their current PPC portfolio. As of the October 2025 review, it recorded **7 conversions in 30 days** at an average cost per click of **$1.96** — consistent with the $1–$2 CPC range observed across all active campaigns.

This campaign predates the newer campaigns (YouTube, CDs, mortgage, business banking) and has had more time to accumulate conversion data, which is a key factor in its relative strength.

**Client:** [[wiki/clients/capitol-bank/index]]
**Meeting source:** [[wiki/meetings/2025-10-08-capitol-bank-ppc-seo-review]]

---

## Performance Metrics

| Metric | Value |
|---|---|
| Conversions (30 days) | 7 |
| Avg. Cost Per Click | $1.96 |
| Primary conversion type | Calls from ads (6 of 7) |
| Secondary conversion type | Contact form submission (1 of 7) |
| Campaign objective | Maximize clicks → transition to maximize conversions |

### Conversion Types Tracked

Google Ads is configured to track multiple conversion actions for Capitol Bank:

- **Call from ad** — click-to-call directly from the ad unit (primary driver; 6 of 7 conversions for checking)
- **Contact form submission** — form completed on the website
- **Click-to-email** — potentially tracked as well (to be confirmed)

---

## Context Within the Campaign Portfolio

The checking campaign is the most mature of Capitol Bank's active campaigns. The newer campaigns — CDs, mortgage, business banking, and YouTube — are still in an early data-gathering phase with the bidding strategy set to **maximize clicks** before transitioning to conversion optimization.

A general benchmark used by Asymmetric: **expect roughly 1 conversion per 100 clicks**. The checking campaign's 7 conversions reflects this pattern playing out over time.

The business banking campaign showed a notably high **27% click-through rate** despite low absolute click volume, suggesting strong ad relevance but limited search volume in that segment.

---

## Impression Share & Budget Considerations

Search impression share for campaigns like CDs is currently below 10%, meaning Capitol Bank is capturing a small fraction of available impressions. This is primarily a budget constraint rather than a quality issue. As budgets increase or are reallocated, impression share is a useful lever to monitor.

Sebastian committed to exporting a campaign performance report (August 1 – October 1) for Ben to use in internal budget discussions.

---

## Optimization Opportunities

### Landing Pages (Priority: High)
The CD campaign keywords have quality scores of **2/10**, which significantly increases the effective cost per bid in Google's ad auction. A score of 5 is average; anything above reduces cost-per-click. The checking campaign does not appear to have the same quality score problem, but dedicated landing pages are planned for all campaigns eventually.

**Immediate action:** Build a CD-specific landing page first (lowest quality score, already scanned by Google). Checking and other campaigns to follow.

See: [[wiki/knowledge/google-ads/landing-pages-and-quality-scores]]

### Display Campaigns
Pre-existing display ad creatives were found in Asymmetric's asset folder. Reactivating simple display campaigns could broaden reach across channels without significant new creative investment.

---

## Key Contacts

- **Ben Kjorlie** (ben.kjorlie@capitol.bank) — primary client contact, budget decisions
- **Ami Myrland** (ami.myrland@capitol.bank) — attendee
- **Sebastian Gant** (sebastian.gant@asymmetric.pro) — account lead
- **Paul Buniel** (paul.buniel@asymmetric.pro) — attendee

---

## Action Items from October 2025 Review

- [ ] **Sebastian** — Export Google Ads report (Aug 1 – Oct 1) and send to Ben for budget discussions
- [ ] **Sebastian** — Draft CD campaign landing page and send to Ben for review
- [ ] **Ben** — Review CD landing page draft when received
- [ ] **Sebastian** — Initiate $250 one-time domain rating improvement service (SEO)
- [ ] **Ben** — Send new lifestyle images to Sebastian's design team

---

## Related

- [[wiki/clients/capitol-bank/index]]
- [[wiki/knowledge/google-ads/landing-pages-and-quality-scores]]
- [[wiki/knowledge/seo/domain-rating-and-backlinks]]
- [[wiki/meetings/2025-10-08-capitol-bank-ppc-seo-review]]