Overview

Mid-campaign check-in with Avant Gardening & Landscaping (Tim Stenzel). Google Ads are live and accumulating data but hitting the daily budget cap. Facebook Ads are fully built but paused due to a missing payment method. Email marketing is drafted and ready to launch pending a CRM export from Tim for audience segmentation.

Attendees:
- Chris Østergaard (Asymmetric Applications Group)
- Melissa Cusumano (Asymmetric Applications Group)
- Tim Stenzel — Avant Gardening & Landscaping (external)

Meeting recording: Fathom

Key Decisions

• Google Ads: Hold current settings and allow the algorithm to continue learning rather than adjusting prematurely.
• Email audience: Use a CRM export of past clients as the initial list (low-hanging fruit who already know the brand), segmented by service type. Unsubscribe compliance is handled automatically through GoHighLevel.
• GoHighLevel access: Tim will be granted login credentials so he can review campaigns and be positioned for a potential post-contract self-managed handoff.
• Contract end options: Either extend the retainer or Asymmetric prepares tutorials and pre-schedules emails to enable Tim to take over independently.

Campaign Status

Google Ads

• Daily budget cap (~$15/day) is being hit, which throttles ad delivery.
• A separate Performance Max campaign running at $1/day shows a 0.63% CTR and 0 conversions.
• Conversion is currently defined as a website contact form submission. Future checkpoints (quote requests, appointment bookings) could be added.
• Strategy: maintain current settings and allow the algorithm to optimize.

Facebook Ads

• Campaigns are fully configured but paused.
• Blocker: No payment method on file in the Facebook Ads account.
• Will go live as soon as Tim adds a card.

Email Marketing

• Evergreen email sequence drafted; first four emails are ready for Tim's review.
• Intended to re-engage past clients and nurture new leads from ads and website pop-ups.
• Audience segmentation fields needed in CSV export:
• Name
• Email
• Service type (e.g., landscaping, maintenance, full build)
• Contact type (past customer vs. lead)
• New leads from Google Ads, Facebook Ads, and website pop-ups will be added to the list automatically going forward.

Action Items

Tim (Avant Gardening)

• [ ] Add a payment method to the Facebook Ads account to activate campaigns.
• [ ] Export a CSV of past clients from the CRM, including service type and customer/lead status, for email list segmentation.
• [ ] Review the four drafted email sequences shared by Chris.

Asymmetric Applications Group

• [ ] Grant Tim access to the GoHighLevel platform.
• [ ] Prepare tutorials and pre-schedule emails to support a potential post-contract handoff.

Notes

• Tim was out of office the prior week and is just getting back up to speed; no urgent issues raised from his side.
• Tim expressed some reluctance to blast the entire CRM, preferring to start with a curated subset of engaged past clients. Chris made the case that even older clients are warm leads who know the brand and can always unsubscribe.
• The 3-month contract end is approaching. Melissa flagged the option to extend into a retainer. Tim responded positively.

Related

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