---
title: Skaalen Q1 OKR — Google Ads Optimization
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-05-skaalen-monthly-marketing-call-127591023.md
tags:
- google-ads
- skaalen
- okr
- seo
- a-b-testing
- audit
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Skaalen Q1 OKR — Google Ads Optimization

## Overview

As part of the Q1 OKR planning session in the [[clients/skaalen/index|Skaalen]] March 2026 monthly marketing call, the team proposed a structured Google Ads optimization objective. The initiative responds to a 40% drop in February ad impressions (to ~4,000) and a persistent over-reliance on branded search terms driving the majority of clicks. Despite the impression dip, a 9% CTR was noted as strong — the goal is to extend that performance into non-branded territory.

This objective sits alongside [[wiki/knowledge/seo/skaalen-q1-okr-non-branded-seo|Skaalen Q1 OKR — Non-Branded SEO]] and [[wiki/knowledge/customer-journey/skaalen-q1-okr-customer-journey-wizard|Skaalen Q1 OKR — Customer Journey Wizard]] as part of the broader Q1 initiative set.

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## Context: February Performance

- **Impressions:** ~4,000 — down 40% month-over-month
- **CTR:** 9% — strong across all campaigns combined
- **Branded campaigns** (e.g., "Skaalen," "Skaalen Retirement," "Skaalen Heights") drive the majority of clicks
- **Competitor campaigns** yield low results despite testing multiple local community names around Stoughton
- **Likely causes for impression drop:** seasonal factors (snowbirds away in February), Valentine's Day holiday reducing search intent, shorter month

Melissa flagged the impression drop as worth investigating year-over-year to determine if this is a recurring seasonal pattern rather than a structural problem.

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## Objective: Optimize Google Ads

**Goal:** Improve the efficiency and reach of Google Ads campaigns by auditing current performance, expanding into non-branded campaigns, and closing content gaps that suppress CTR.

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## Key Results

### 1. Conduct a Full Google Ads Audit
- A comprehensive audit was already in progress at the time of the meeting, with results expected by end of day
- The audit will surface recommendations based on adjustments made in prior months and identify underperforming ad groups
- Particular focus: the competitor campaign group, which consistently underperforms relative to investment

### 2. Implement A/B Testing on Non-Branded Campaigns
- Build new non-branded ad groups targeting terms like "assisted living in Stoughton" and "senior living Wisconsin"
- Test messaging variations emphasizing Skaalen's **continuum of care** and **125-year heritage** as differentiators
- Non-branded campaigns tie directly into the SEO objective — keywords targeted in ads should align with on-page content being refreshed

### 3. Fix High-Impression, Low-CTR Content Gaps
- Use Google Search Console data to identify terms with high impression volume but poor click-through
- Example from February: "memory care community" — high impressions, low clicks — suggesting the landing experience or ad copy isn't converting searchers
- Coordinate with the meta title/description refresh (part of the SEO OKR) to ensure ad destinations match search intent

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## Current Campaign Structure (as of February 2026)

| Ad Group | Performance Notes |
|---|---|
| Branded (Skaalen) | Highest clicks; 366 clicks in Feb; strong CTR |
| Assisted Living | Performing well |
| Senior Living | Performing well |
| Competitor | Low yield; difficult to convert despite local community targeting |

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## Strategic Notes

- **Branded dominance is a double-edged signal.** High branded CTR confirms strong name recognition in the market, but it means ads are largely serving people who already know Skaalen — not capturing new-to-market prospects.
- **Competitor campaigns are a known challenge.** This is consistent with patterns seen across other clients — competitor keyword campaigns rarely deliver the expected yield. Consider whether budget allocated here would perform better in non-branded category terms.
- **Seasonal impression dips may be normal.** Before making structural changes based on the February drop, Melissa committed to pulling year-over-year data to confirm whether February consistently underperforms.

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## Action Items

| Owner | Action |
|---|---|
| Melissa | Deliver Google Ads audit findings to Dawn and Chris |
| Melissa | Investigate February impression drop year-over-year |
| Melissa / Sebastian | Build non-branded campaign ad groups with A/B test variants |
| Melissa | Coordinate content gap fixes with meta refresh (SEO OKR) |

---

## Related

- [[clients/skaalen/index|Skaalen Client Overview]]
- [[wiki/knowledge/seo/skaalen-q1-okr-non-branded-seo|Skaalen Q1 OKR — Non-Branded SEO]]
- [[wiki/knowledge/customer-journey/skaalen-q1-okr-customer-journey-wizard|Skaalen Q1 OKR — Customer Journey Wizard]]
- [[wiki/meetings/2026-03-05-skaalen-monthly-marketing-call|Meeting Notes — Skaalen Monthly Marketing Call, March 2026]]