Ben San Fratello and Mark Hope conducted a comprehensive audit of [1]'s digital marketing performance. The session covered Google Ads campaign analysis, organic SEO health, GA4 conversion tracking gaps, and AI-assisted strategy generation via Claude. The outcome was a clear action plan: pause losing campaigns, consolidate budget into the one profitable campaign, and pivot SEO focus toward Reynolds' high-value specialty services.
Attendees: Ben San Fratello, Mark Hope
Client contact: Natalie (Reynolds)
Client goal: Grow revenue
Current spend: ~$3,300/month ($110/day across 3 campaigns)
| Campaign | Status | Result |
|---|---|---|
| Wisconsin Home Moving | ✅ Profitable | 19 conversions, good CPA, 8.6% CTR |
| Madison Home Moving (Dane County) | ❌ Bleeding | 43 clicks, ~$2,810 avg. cost, $28 CPC |
| Display ads for Wisconsin | ❌ Ineffective | Negligible results |
Root causes identified:
- 35 campaigns accumulated over years, most paused/removed — no clear structure
- Two of three active campaigns limited by budget
- Optimization scores low (one at 70%)
- Broad match keywords with tight geotargeting (flagged by Claude)
- No PMAX or tCPA targets set on underperforming campaigns
Recommended new structure:
| Campaign | Purpose | Budget |
|---|---|---|
| Brand Defense | Bid on "Reynolds" to prevent competitor conquest | $10/day |
| Residential Moving | Target local residential leads (Madison/Dane County) | $75/day |
| Heavy Equipment Specialty | High-value machinery move leads | TBD |
tCPA target applied to Wisconsin Home Moving: $83 (Google's recommendation, accepted).
Strengths:
- Ranks #1 organically for "moving and storage Madison"
- Ranks #2 in local map pack for core moving terms
- Strong brand recognition — most organic clicks are branded queries
Weaknesses:
| Issue | Detail |
|---|---|
| Domain Rank | 15 (low; target: 30+) |
| Referring domains | Trending down |
| Keyword gaps | "Piano moving" → #3 organic, not in map pack; "Heavy equipment movers" → #5 |
| Landing page quality | Thin content, poor formatting, no clear value proposition |
| CTR on high-impression keywords | "Moving companies in Madison" → 1,600 impressions, 2 clicks (0.001% CTR) |
Claude's diagnosis: "Massive missed opportunity on high-intent local keywords. Content isn't ranking for commercial intent. Thin local SEO footprint."
Recommended SEO content strategy:
- Create 1,500+ word pages for heavy haul and piano moving service pages
- Implement local schema markup
- Build internal links from homepage to each service pillar
- Use natural location mentions (Madison, Dane County) throughout — not keyword stuffing
- Add reviews and trust signals to service pages
Problems identified:
- All form submissions fire as a generic registration form submit event in GA4 — impossible to distinguish lead source by service
- "Request more information" button on the machinery moves page is not tracked at all
- Video on machinery moves page has no tracking
- GA4 average session time: <1 minute (low engagement signal)
- Bing is generating 69 sessions/month — worth monitoring
Required fixes:
- Rename GA4 events to reflect specific forms (e.g., heavy_equipment_quote_form, residential_quote_form)
- Add conversion tracking to the machinery moves "Request more information" button
- Add video engagement tracking
- Verify call extensions and call tracking numbers are firing correctly
"Give Claude a bunch of data and say, what do you think? And it immediately sees things." — Mark Hope
Reynolds Transfer & Storage is a multi-generational moving company based in Madison, WI. This was Ben's first deep-dive session with the account after a ~6-month gap in active engagement. Natalie (client contact) is described as reserved but receptive; her stated 2026 goal is revenue growth. Reynolds recently switched their CRM to Zoho — a future integration opportunity to close the ROI reporting loop.
The account has been running for 3–4 years with Asymmetric. The audit revealed significant accumulated technical debt in the Google Ads account (35 historical campaigns) and a digital presence that does not reflect Reynolds' actual specialty capabilities.