---
title: Cordwainer Google Display & Remarketing Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-24-cordwainer-team-workplan-meeting-124876817.md
tags:
- paid-ads
- google-ads
- display
- remarketing
- cordwainer
- retargeting
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Cordwainer Google Display & Remarketing Campaign

## Overview

As part of Cordwainer Memory Care's post-launch paid advertising expansion, Asymmetric is launching a Google Display/Remarketing campaign to complement the existing Google Search and Meta Ads campaigns. This campaign retargets users who have already visited the Cordwainer website or interacted with an ad, keeping the facility top-of-mind during what is typically a long, emotionally driven decision-making process.

This initiative was discussed and approved during the [[clients/cordwainer/meetings/2026-02-24-cordwainer-team-workplan-meeting|post-launch workplan meeting]] and is currently in the design phase.

## Campaign Context

### Existing Campaigns at Launch

| Platform | Type | Notes |
|---|---|---|
| Google Search | Search | Targeting memory care keywords; GCLID fix recently applied |
| Meta Ads | Social | Top-of-funnel visual campaigns; lead form attached |

### Why Display & Remarketing

Website visitors who don't convert on first contact represent warm leads — they've already demonstrated intent. A remarketing campaign allows Asymmetric to serve display ads to these visitors across the Google Display Network, reinforcing Cordwainer's brand and encouraging return visits and tour requests.

Given the nature of memory care decisions (long consideration cycles, multiple family stakeholders), repeated touchpoints are especially valuable.

## Campaign Plan

### Targeting Strategy

- **Remarketing audience:** Users who have visited the Cordwainer website
- **Ad interaction audience:** Users who have previously interacted with a Cordwainer Google ad

### Creative

Display ad creative is currently in design. Assets should reflect Cordwainer's visual identity and emphasize warmth, trust, and the quality of care — consistent with the Meta Ads approach.

> **Note:** Cordwainer has been asked to provide real photos to replace stock imagery. Real photos are preferred by visitors and will strengthen display ad performance. See [[clients/cordwainer/meetings/2026-02-24-cordwainer-team-workplan-meeting|workplan meeting notes]].

### Integration with CallRail

Once [[wiki/knowledge/call-tracking/callrail-implementation|CallRail]] is implemented on the Cordwainer site, display campaign performance will include phone call attribution — capturing visitors who see a display ad and then call directly rather than clicking through.

## Status

| Item | Status |
|---|---|
| Campaign strategy approved | ✅ Confirmed in workplan meeting |
| Display ad creative | 🔄 In design |
| Campaign launch | ⏳ Pending creative completion |
| CallRail integration | ⏳ Pending CallRail implementation |

## Related Campaigns & Channels

- [[wiki/knowledge/paid-social/cordwainer-bing-ads|Cordwainer Bing Ads]] — Launching concurrently; targets similar demographic at lower cost
- [[wiki/knowledge/paid-social/cordwainer-meta-ads|Cordwainer Meta Ads]] — Top-of-funnel complement to this mid-funnel remarketing effort
- [[wiki/knowledge/paid-social/cordwainer-google-search|Cordwainer Google Search Campaign]] — Primary search campaign this display effort supports
- [[wiki/knowledge/call-tracking/callrail-implementation|CallRail Implementation]] — Required for full call attribution across all paid channels

## Action Items

- [ ] Complete display ad creative design (@Asymmetric design team)
- [ ] Launch Google Display/Remarketing campaign (@Sebastian Gant)
- [ ] Integrate campaign with CallRail once implemented (@Sebastian Gant)
- [ ] Provide real photos for ad creative (@Cordwainer — Erica Lathrop / Bodo Liesenfeld)

## Related Meetings

- [[clients/cordwainer/meetings/2026-02-24-cordwainer-team-workplan-meeting|Cordwainer Team Workplan Meeting — SEO, CRM & Paid Ads (2026-02-24)]]