Summary of paid search and social campaign decisions, budget allocations, and optimization work as of the March 10, 2026 marketing sync. See also: [1] and the full meeting notes at [2].
| Platform | Campaign Type | Daily Budget | Status |
|---|---|---|---|
| Google Ads | Search (x2) | $30/day each ($60/day total) | Active, ramping |
| Google Ads | Display / Remarketing | TBD | In setup |
| Bing Ads | Search (x2, copied from Google) | $6/day each ($12/day total) | Paused — awaiting payment |
| Meta | Lead-gen | $10/day each (x2) | Paused |
Campaigns are ramping up. Impressions and clicks showed a notable spike in the period leading up to the March 10 meeting, consistent with the expected 2–3 week ramp-up window that had been communicated to the client.
Bing reaches an older demographic that aligns well with memory care decision-makers (adult children of seniors, spouses). Cost-per-click runs approximately 15–20% of Google spend, making it an efficient complement.
Sebastian Gant to send Tamilyn a super-admin invite to the Bing Ads account. She will add the payment method and can view campaign performance directly.
Pause the Meta lead-gen campaign. Budget to be reallocated to Google and Bing.
At 0-for-11, even a reduced budget is unlikely to produce meaningful results. The client (Tamilyn) agreed that continued spend without qualified leads is not justified. If a future review of the 11 submissions surfaces any memory-care-specific inquiries that Erica Lathrop can confirm as responsive, the decision may be revisited with a lower budget.
Tamilyn will review the 11 submissions and forward any that indicate memory care intent to Erica before the campaign is fully paused. Sebastian Gant to execute the pause.
Re-engage users who have previously visited the Cordwainer website by serving display ads across Google's network (news sites, blogs, etc.).
Multiple ad dimensions are in use to allow Google to place ads in different positions across the display network.
With Meta paused, the freed spend ($20/day) is expected to shift toward Google and Bing. The client expressed some concern about the $60/day Google budget and noted Bing may ultimately be a better allocation if Google search results don't improve. The team agreed to give Google more time to ramp before making further adjustments, and noted that CallRail data will provide better attribution to support that evaluation.