Capitol Bank's checking account Google Ads campaign is the top-performing campaign in their current PPC portfolio. As of the October 2025 review, it recorded 7 conversions in 30 days at an average cost per click of $1.96 — consistent with the $1–$2 CPC range observed across all active campaigns.
This campaign predates the newer campaigns (YouTube, CDs, mortgage, business banking) and has had more time to accumulate conversion data, which is a key factor in its relative strength.
Client: [1]
Meeting source: [2]
| Metric | Value |
|---|---|
| Conversions (30 days) | 7 |
| Avg. Cost Per Click | $1.96 |
| Primary conversion type | Calls from ads (6 of 7) |
| Secondary conversion type | Contact form submission (1 of 7) |
| Campaign objective | Maximize clicks → transition to maximize conversions |
Google Ads is configured to track multiple conversion actions for Capitol Bank:
The checking campaign is the most mature of Capitol Bank's active campaigns. The newer campaigns — CDs, mortgage, business banking, and YouTube — are still in an early data-gathering phase with the bidding strategy set to maximize clicks before transitioning to conversion optimization.
A general benchmark used by Asymmetric: expect roughly 1 conversion per 100 clicks. The checking campaign's 7 conversions reflects this pattern playing out over time.
The business banking campaign showed a notably high 27% click-through rate despite low absolute click volume, suggesting strong ad relevance but limited search volume in that segment.
Search impression share for campaigns like CDs is currently below 10%, meaning Capitol Bank is capturing a small fraction of available impressions. This is primarily a budget constraint rather than a quality issue. As budgets increase or are reallocated, impression share is a useful lever to monitor.
Sebastian committed to exporting a campaign performance report (August 1 – October 1) for Ben to use in internal budget discussions.
The CD campaign keywords have quality scores of 2/10, which significantly increases the effective cost per bid in Google's ad auction. A score of 5 is average; anything above reduces cost-per-click. The checking campaign does not appear to have the same quality score problem, but dedicated landing pages are planned for all campaigns eventually.
Immediate action: Build a CD-specific landing page first (lowest quality score, already scanned by Google). Checking and other campaigns to follow.
See: [3]
Pre-existing display ad creatives were found in Asymmetric's asset folder. Reactivating simple display campaigns could broaden reach across channels without significant new creative investment.