Skaalen Q1 OKR — Google Ads Optimization

Overview

As part of the Q1 OKR planning session in the ^[1] March 2026 monthly marketing call, the team proposed a structured Google Ads optimization objective. The initiative responds to a 40% drop in February ad impressions (to ~4,000) and a persistent over-reliance on branded search terms driving the majority of clicks. Despite the impression dip, a 9% CTR was noted as strong — the goal is to extend that performance into non-branded territory.

This objective sits alongside ^[2] and ^[3] as part of the broader Q1 initiative set.

Context: February Performance

• Impressions: ~4,000 — down 40% month-over-month
• CTR: 9% — strong across all campaigns combined
• Branded campaigns (e.g., "Skaalen," "Skaalen Retirement," "Skaalen Heights") drive the majority of clicks
• Competitor campaigns yield low results despite testing multiple local community names around Stoughton
• Likely causes for impression drop: seasonal factors (snowbirds away in February), Valentine's Day holiday reducing search intent, shorter month

Melissa flagged the impression drop as worth investigating year-over-year to determine if this is a recurring seasonal pattern rather than a structural problem.

Objective: Optimize Google Ads

Goal: Improve the efficiency and reach of Google Ads campaigns by auditing current performance, expanding into non-branded campaigns, and closing content gaps that suppress CTR.

Key Results

1. Conduct a Full Google Ads Audit

• A comprehensive audit was already in progress at the time of the meeting, with results expected by end of day
• The audit will surface recommendations based on adjustments made in prior months and identify underperforming ad groups
• Particular focus: the competitor campaign group, which consistently underperforms relative to investment

2. Implement A/B Testing on Non-Branded Campaigns

• Build new non-branded ad groups targeting terms like "assisted living in Stoughton" and "senior living Wisconsin"
• Test messaging variations emphasizing Skaalen's continuum of care and 125-year heritage as differentiators
• Non-branded campaigns tie directly into the SEO objective — keywords targeted in ads should align with on-page content being refreshed

3. Fix High-Impression, Low-CTR Content Gaps

• Use Google Search Console data to identify terms with high impression volume but poor click-through
• Example from February: "memory care community" — high impressions, low clicks — suggesting the landing experience or ad copy isn't converting searchers
• Coordinate with the meta title/description refresh (part of the SEO OKR) to ensure ad destinations match search intent

Current Campaign Structure (as of February 2026)

Strategic Notes

• Branded dominance is a double-edged signal. High branded CTR confirms strong name recognition in the market, but it means ads are largely serving people who already know Skaalen — not capturing new-to-market prospects.
• Competitor campaigns are a known challenge. This is consistent with patterns seen across other clients — competitor keyword campaigns rarely deliver the expected yield. Consider whether budget allocated here would perform better in non-branded category terms.
• Seasonal impression dips may be normal. Before making structural changes based on the February drop, Melissa committed to pulling year-over-year data to confirm whether February consistently underperforms.

Action Items

Related

• ^[4]
• ^[2]
• ^[3]
• ^[5]