Reviewed during the weekly ad review call on 2025-10-14. The account shows a $156 average cost per conversion across all locations — a strong overall number — but with significant performance disparity between individual location campaigns. The primary lever for improvement is landing page quality at underperforming locations.
Note on client naming: The source meeting refers to this client as "Karosh." The filing path uses "adava-care." Verify canonical client name before publishing.
| Location | Conversion Rate | Notes |
|---|---|---|
| Irish Road | ~5% | Strong performer |
| Nena | ~5% | Strong performer |
| Glendale | Good | Recently received budget reallocation |
| Milwaukee | Good | Recently received budget reallocation |
| Heartland | <1% | Underperforming — landing page issue suspected |
| St. Francis | <1% | Underperforming — landing page described as "ugly" |
| Pewaukee | Minimal activity | Low volume |
Overall average CPA: $156 (considered healthy for this vertical)
The gap between top and bottom performers is stark: Irish Road and Nena convert at ~5%, while Heartland and St. Francis are below 1%. This is not a demand or bidding problem — it points to landing page quality as the primary differentiator.
"The conversion rates are quite a bit lower… for Irish Road, the conversion rate is 5%. In Heartland, it's less than 1%. It says to me that maybe the landing pages need to be improved." — Mark Hope
All campaigns currently send traffic directly to the location pages on the main website. These pages were not built as conversion-focused landing pages and vary significantly in quality. St. Francis in particular was flagged as visually unappealing.
Budget was recently shifted away from Irish Road and Heartland toward Milwaukee and Glendale. Some locations are now at or near capacity.
The client is exploring advertising private-pay versus Medicaid placements. This may require campaign restructuring or new landing pages when it moves forward.