Monthly marketing review with [1]. Attendees from Asymmetric: Melissa Cusumano, Sebastian Gant, Mark Hope (scheduled for next call). Attendees from Adava Care: Kurosh Dejgosha, Kari Krause, and several community staff.
Four main topics: finalizing photo retouching, PPC performance and ROI tracking, a new Meta awareness campaign proposal, and an SEO domain rating breakthrough. The meeting surfaced a recurring concern from Kurosh — PPC spend feels like a "black box" — and produced a concrete plan to address it via a GoHighLevel → Monday.com integration.
| Decision | Detail |
|---|---|
| GHL → Monday integration | Connect GoHighLevel to Monday.com to track leads through the sales funnel and calculate true Cost Per Qualified Lead (CPQL) |
| Launch Meta awareness campaigns | Two low-budget ($2–5/day) campaigns: one broad demographic, one lookalike audience built from a customer list |
| General Meta landing page | Single page listing all locations rather than per-location pages, to simplify campaign management |
| Increase blogging cadence | Ramp from 2 posts/month to 4–5 posts/month for the next 2–3 months to capitalize on DR jump |
| Keep GHL tracking numbers on site | Community direct numbers will not be used for marketing; 262-prefix GHL forwarding numbers stay on the website |
| Website update sweep | Photos, pricing, and "private pay" messaging will all go live together after photo approval |
| Owner | Task | Due |
|---|---|---|
| Melissa | Send photo revision notes to retoucher (remove leaves, clean interior wall strip) | EOD 2025-11-19 |
| Melissa | Schedule December 3rd strategy call with Mark | — |
| Kurosh | Grant Asymmetric access to Monday.com (spare seat confirmed available) | ASAP |
| Asymmetric Team | Connect GoHighLevel to Monday.com | After Monday access granted |
| Sebastian | Build two Meta awareness campaigns (broad + lookalike) | — |
| Sebastian | Create general Meta landing page listing all Adava Care locations | — |
| Sebastian | Increase blogging to 4–5 posts/month; expand content calendar | — |
| Asymmetric Team | Pull customer list from Monday.com for Meta lookalike audience | After Monday access granted |
Last 30 days vs. prior 30 days:
| Metric | Prior Period | Last 30 Days |
|---|---|---|
| Conversions | 17 | 20 |
| Cost/Conversion | ~$150 | ~$139 |
| Location coverage | Partial | At least one per location |
Core problem: Kurosh flagged that raw conversion counts don't reveal lead quality. A prior magazine ad generated calls that were almost entirely from other marketing companies — the same risk exists with PPC. He wants to know the true cost per qualified lead, not just per form fill or call.
Solution: Integrate GoHighLevel (which captures all call recordings and form submissions with campaign attribution) into Monday.com (where Adava Care tracks their sales pipeline). This will allow Asymmetric to follow a lead from ad click through to qualified opportunity and calculate CPQL.
"No-Fee" ad test: Ads with messaging like "no extra cost," "transparent pricing," and "honest pricing" have been live for ~2 weeks. Early CTR is ~6% vs. ~2% for standard ads, but the sample is too small for a conclusive comparison. Will continue monitoring.
Major milestone: Domain Rating (DR) jumped from 2 → 39. Sebastian noted this is an exponential scale — the jump is far more significant than the raw number difference implies. DR is a key signal Google uses when ranking pages.
Site health score: 100 (Ahrefs). Both metrics together provide a strong foundation for content to rank.
Immediate action: Push blogging from 2 posts/month to 4–5 posts/month for the next 2–3 months while the DR boost is fresh. New blog topics are generated via competitive gap analysis in Ahrefs — identifying keywords where competitors rank but Adava Care does not.
Rationale for adding Meta:
- Google Search ads are text-only and auction-based (~$4–5/click)
- Meta allows visual/graphic ads at ~$0.30/click
- Target demographic (families researching senior living) is still active on Facebook/Instagram
- Interest-based targeting (e.g., "senior living") is available on Meta but not Google Search
Campaign structure:
- Campaign 1 — Broad awareness: Demographic + interest targeting (age, location, senior living interests)
- Campaign 2 — Lookalike audience: Upload customer list from Monday.com; Meta targets users with similar profiles
Budget: $2–5/day per campaign to start.
Landing page: A new general page listing all Adava Care locations (not location-specific), purpose-built for Meta traffic. This avoids the complexity of running separate per-location campaigns.
Status: All retouching is complete. Melissa will send revision notes to the retoucher by EOD.
Requested revisions:
- Remove leaves from exterior shots (Magnolia location flagged specifically)
- Clean up a visible strip/border on an interior wall (likely wheelchair bumper marks)
Website update plan: Once photos are approved, Asymmetric will do a single coordinated update covering:
1. New retouched photos
2. Pricing information
3. "Private pay" messaging for Nina, Irish Road, Pewaukee, and Heartland locations
Phone number clarification: Kari had flagged that website phone numbers didn't match community direct lines. Resolved — the 262-prefix numbers are GHL forwarding numbers intentionally used for ad tracking. Community direct numbers are not published on the marketing site. No changes needed.