Internal team meeting (Mark, Gilbert, Sebastian, Karly) to audit Aviary's Google Ads account and implement immediate fixes. The account had spent ~$800 with zero recorded conversions. The session resulted in live campaign changes, a budget reallocation, and a set of follow-up action items.
Attendees: Mark Hope, Gilbert Barrongo, Sebastian Gant, Karly Oykhman
The existing Discovery campaign was attracting consumer traffic (e.g., "voice AI generator," "Uber Duck AI") rather than the target B2B audience (banks, credit unions, insurance companies). Analysis showed zero B2B search terms in the campaign — 200 consumer queries, 231 ambiguous, and $169 wasted in the last 90 days. Decision: pause immediately.
A dedicated Brand campaign was launched to capture high-intent searches for "Aviary."
- Budget: $3/day
- Keywords: Exact and phrase match on brand terms; one RSA with brand name pinned
- Negatives: Brand terms added as negatives to all other campaigns to prevent overlap
A new Display Remarketing campaign was created to re-engage the 680 existing website visitors.
- Budget: $5/day
- Audience: All website visitors, excluding purchasers
- Frequency cap: Max 4 impressions/user/day
- Bidding: Maximize Clicks (until conversion data is available)
Active daily spend after changes: ~$35/day (~$1,050/month), fitting within the client's stated $1,000/month experimental budget. The paused Discovery campaign freed up room for the two new campaigns.
Two primary conversions are configured (Submit Lead Form, Demo Booked), but neither has ever recorded a conversion. The team cannot rule out a tracking failure. Sebastian will run manual tests before any bidding strategy changes are made.
The team agreed that LinkedIn is the right channel to reach specific B2B roles (bank/credit union decision-makers). Karly will draft a proposal targeting ~$600/month ($20/day).
| Owner | Task |
|---|---|
| Sebastian | Test conversion tracking: book 3 meetings + submit 3 forms (at least 1 via ad click); notify Aaron; verify data appears in Google Ads and GA |
| Sebastian | Request Blessing's driver's license (front + back) for Google Ads advertiser verification |
| Sebastian | Email Aviary re: landing pages; update all ad destination URLs once landing pages are live |
| Sebastian | Request logo files from Figma/Notion board; send to design team; upload approved assets to Google Ads |
| Sebastian | Source 5–6 iStock images (AI/modern + banker/phone themes) for display ads; upload to Google Ads |
| Sebastian | Fix disapproved site link pointing to /about (dead page); resubmit for approval |
| Gilbert | Create shared Google Sheet to track ad budgets and key changes across all clients |
| Karly | Draft LinkedIn Ads proposal for Aviary; recommend ~$600/month budget |
Three likely contributors, in order of impact:
A secondary factor: optimization scores below 80 cause Google to throttle ad delivery. Adding site links and structured snippets should improve scores over time.
/about was disapproved (destination not working). Needs to be fixed and resubmitted.These items were discussed but intentionally deferred until current campaigns are stable and conversion tracking is confirmed:
Mark: "It really comes down to the fact we need to make sure that those two conversions are actually working. What we really probably should do is, Sebastian, just go in and create a couple of meetings and fill out a couple of forms… and then we should come back and see if those are hitting."
Mark: "All ads point to the homepage. This is terrible practice. We need to get landing pages. Jump up and down and scream and yell until we get landing pages, Sebastian, because we're just wasting everybody's money."
Mark: "We spent $169 on consumer or irrelevant brand terms… zero B2B terms."
Mark: "If you're sending somebody to a page that's not conversion-oriented, sometimes people go to the page and just say, there's nothing to do here."
Karly: "LinkedIn — it's an expensive outlet, but we can get specifically the people that they want."
Mark (on budget): "If they say your Google Ads budget is $1,000, we can go back to them and say, hey, we want another $600 for LinkedIn. These guys have money, and they just want to be sure we're using it effectively."