Bi-weekly marketing sync with Adava Care covering two AI-identified Google Ads optimizations, organic keyword strategy for "nursing home," location page content updates, and status of the Wisconsin Guide deliverable.
Attendees:
- Sebastian Gant, Melissa Cusumano (Asymmetric)
- Kurosh Dejgosha, Kari Krause, and additional Adava Care staff
Approved a script to increase the daily Google Ads budget by $5 on Mondays (9 AM–10 PM), targeting a confirmed 60% higher conversion rate on that day. The $5 increase is a ceiling, not guaranteed spend. Potential monthly cost increase: ~$100 across five active campaigns.
Rationale: Capitalize on peak-converting day without a significant budget commitment. Reversible if no improvement is observed.
Decided not to bid on "nursing home" via paid ads. Instead, Asymmetric will create a blog post contrasting assisted living with nursing homes to capture organic traffic (~2,300 visits/mo potential) without attracting higher-acuity prospects who are misaligned with Adava's services.
Kari's framing: "A blog about why we're not a nursing home" — targeting users who conflate the two terms.
All location pages will be updated to include two new sections:
1. Medicaid information — acknowledges Medicaid options to address a common prospect question
2. No minimum stay policy — highlights a key competitive differentiator (competitors often require 1–2 years of private pay before Medicaid transition)
Adava is sourcing generic signs independently. Customization was cost-prohibitive (thousands of dollars per building). No further action needed from Asymmetric.
| Metric | Value | Benchmark |
|---|---|---|
| Conversion Rate (last 30 days) | 6.9% | >2% = good |
| Cost Per Conversion | <$100 | Strong for industry |
| Click-Through Rate | ~6% | >4% = good |
Campaigns are performing well. Some locations are approaching $50/conversion.
Mark Hope built an AI-assisted tool that cross-references multiple platforms to surface optimizations that would otherwise require deep manual analysis. The Monday budget insight and nursing home keyword opportunity were both surfaced by this tool. Clients may see more suggestions like these going forward.
Kari had previously reviewed and returned edits on the outline. The document now in review is the full first draft — a substantially longer document (~20 pages). Sebastian will resend to avoid confusion.