Ad Review Call — 2026-04-05

Overview

Pre-call review of Adavacare's Google Ads account ahead of Melissa's client call the following day. The account is generally performing well and the client is happy, but the team identified a gap in understanding around a specific conversion type ("Local Actions") and flagged ongoing work to clean up conversion goal health across accounts.

Attendees: Melissa Cusumano, Gilbert Barrongo, Mark Hope (and others on broader call)
Source call: Fathom recording

Campaign Performance

• Review period: Last 30 days (Sept 7 – Oct 6)
• No recent conversions recorded in the past 50 days for the primary conversion goal; one campaign flagged as inactive
• 5 "Get Directions" conversions recorded — considered a strong intent signal for a location-based business
• 24 "Local Actions / Other Engagements" conversions recorded

Local Actions — Clarification

The team was initially uncertain what "Local Actions" meant. Mark researched during the call and confirmed these include:

• Viewing business reviews
• Looking up business hours
• Viewing photos
• Bookmarking a location

"Those are all things that show intent. So those are valuable conversions." — Mark Hope

This is relevant for Adavacare given their multi-location model.

Budget & Spend Adjustments

• Two locations are now on a waiting list; spend was redistributed from those locations to the remaining two active ones
• No net increase in total spend — budget was reallocated, not expanded

Conversion Goal Health

• Gilbert has been auditing conversion actions across accounts and sending ClickUp tasks to the team (flagged to Sean/NOPE) for any goals marked "inactive" or "needs attention"
• The Adavacare account setup was originally done by Egan; the current team is working to fully understand and own the configuration
• Mark noted that Google Analytics should be reviewed alongside Google Ads, as GA provides deeper event-level granularity (e.g., distinguishing what "local actions" actually are)

Key Decisions

Action Items

• [ ] Mark / Gilbert — Send note to NOPE asking for clarification on "Local Actions, Other Engagements" conversion type in Google Ads
• [ ] Gilbert — Ensure all conversion goal ClickUp tasks are sent and tracked for Adavacare account
• [ ] Anup — Complete conversion goal audit and optimization for all assigned accounts (including Adavacare)

Client Status

• Client is happy with overall marketing efforts
• Account is "purring along" per Melissa — no urgent issues
• Melissa will review spend allocation and conversion data directly with the client on the call

Related

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