Marketing Review — 2026-01-29

Monthly marketing review with Jeff Ryan and John Gradel. Primary focus: Bing ad performance recovery, SEO copy overhaul kickoff, GBP optimization strategy to outrank competitor "Madison Overhead," and a critical website fix surfaced during the call.

Attendees:
- Jeff Ryan (Overhead Door Madison)
- John Gradel (Overhead Door Madison)
- Sebastian Gant (Asymmetric)
- Ben San Fratello (Asymmetric) — joining as new account support, observer role

Overview

Four topics covered: PPC performance on Bing, SEO content overhaul process, competitive strategy against Madison Overhead via GBP, and an urgent website fix to display the company address. The meeting also served as an introduction for Ben San Fratello, who is onboarding to the account.

Key Decisions

• Pause old Bing "Installation" ad and route all spend to the new brand-first version, which achieved 11% CTR vs. 2–3% on the prior ad.
• Proceed with full website copy rewrite using keyword-research-driven drafts; client reviews copy in a shared Google Doc before publishing.
• Prioritize GBP optimization (images, Q&A, review responses) as the primary lever to outrank Madison Overhead in local pack results.
• Add company address and map embed to website footer — flagged as urgent after a customer navigated to the wrong business.

Topics

PPC — Bing Ad Refresh

The "Installation" campaign's CTR had declined from ~3% to 2% over two months. The prior ad copy (set up by a previous team member) was generic — no brand name, no location.

A new ad was written with a brand-first structure: "Overhead Door Madison" leading, followed by location and quality signals. Results on limited spend (~$70):

The repair campaign continues to perform well at 4–5% CTR (up to 12% at times). No changes planned there.

Decision: Pause old ad, consolidate spend on new version, monitor to confirm CTR holds.

"We say nothing about Overhead Door. We say nothing about Madison... let's put brand first, location second." — Sebastian Gant

SEO — Website Copy Overhaul

A page-by-page copy rewrite is underway, driven by keyword volume data rather than intuition. The process:

1. Keyword research — identify 3–4 primary keywords per page by search volume
2. Draft new copy — expand content, add FAQs and new sections, optimize for primary terms
3. Client review — shared Google Doc in comment/suggestion mode; client approves before publishing

Example: 24/7 Service Page

Despite the page being about service, "spring repair" has significantly higher volume — so it becomes the primary target keyword. The first draft for this page is complete and ready for client review.

Additional planned sections for the 24/7 page: signs you need repair, links to location pages (once built), expanded FAQ.

Also in progress:
- Location pages (second developer pulled in; expected complete by next meeting)
- 2026 blog topic calendar (to be sent once mapped out)

Competitive Strategy — Outranking Madison Overhead

Madison Overhead currently ranks above Overhead Door Madison in both Google Maps local pack and organic results. The plan is a multi-pronged GBP optimization effort:

1. Reviews
- Increase review volume (QR code postcards, post-service email, technician training are options)
- Respond to every review — positive and negative — to signal activity to Google
- Response to negative reviews: acknowledge, offer to make it right

2. Branding via GBP Images
Lean into the Overhead Door franchise brand as a trust differentiator vs. an independent competitor.
- Image 1: Company logo
- Image 2: Crew photo
- Image 3: Building with van out front
- Additional: garage door project photos

Sebastian will request assets from Jeff if needed.

3. Q&A Section
Add 3–4 common questions and answers to the GBP listing. Asymmetric will draft and add these.

4. GBP Posts (lower priority)
Seasonal promotions or completed project updates. Deprioritized until the website copy project is further along.

"Our differentiator is leaning into the branding of the parent company — the trustworthiness, the history of the Overhead Door franchise." — Sebastian Gant

Website Fix — Address Visibility

Jeff flagged during the call that a customer recently Googled the address, ended up at Madison Overhead by mistake, and bought doors there — a direct lost sale.

Root cause: The company address is not displayed on the website.

Fix: Add full address and a Google Maps embed to the website footer. Sebastian confirmed this is standard practice and will be implemented promptly.

Action Items

Next Meeting

Scheduled for February 11, 2026 (two weeks out).

Related

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