Client session

New Narratives

Thursday, February 26, 2026 at 7:00 PM

Duration (min)

Notes

### Google Ads Account Setup & Optimization

- Ad strength currently "Average" - needs improvement to "Good" or "Excellent"
  - Affects ad pricing and priority vs competitors
  - Higher strength = better positioning and potentially lower costs
- Required improvements:
  - Beef up descriptions (currently too short, can use up to 90 characters)
  - Add site links (contact page, booking page, up to 4 total)
  - Include callouts (insurance accepted, free consultation)
  - Add keyword insertion headlines for better matching
  - Include location insertion for geographic targeting

### Campaign Structure & Targeting

- Current setup: Single campaign with general therapist keywords
- Location targeting refined to Chicago area only
  - Changed from broad "interested in Chicago" to "physically located in Chicago"
  - Can narrow further to specific zip codes or neighborhoods
- Budget strategy recommendations:
  - Consider tiered approach: higher budget for ideal zip codes, lower for experimental areas
  - Current $10/day budget may be too small for meaningful data collection
  - Larger initial budget accelerates learning and optimization

### Keyword Management & Search Terms

- Health policy limitations will persist but shouldn't significantly impact performance
  - Google restricts certain health-related terms to prevent discrimination
  - Can request exceptions but warnings likely permanent
- Critical ongoing maintenance:
  1. Review search terms weekly via Insights & Reports
  2. Add negative keywords to block irrelevant traffic (e.g., "physical therapy")
  3. Use phrase match (quotes around keywords) vs broad match
- Previous issues: ads showing for unrelated searches like physical therapy in Alaska

### Website & Content Strategy

- Add headshot and team photos to ads for better connection
- Create video content for website - builds trust for therapy services
- Develop article content for SEO:
  - Write about different therapy specialties and situations
  - Use AI (ChatGPT) to generate initial drafts, then personalize
  - More pages = more opportunities for organic traffic
  - AI search results increasingly pull from website content

### Performance Tracking & Next Steps

- Conversion tracking set up for form submissions on thank you page
- Monitor optimization score weekly - dismiss irrelevant recommendations
- Be cautious of Google's automated suggestions via email
- Consider additional conversion events (video views) if form submissions are low
- Plan to review search terms and add negative keywords regularly

### Action Items

- Ashley: Complete ad improvements (descriptions, site links, callouts)
- Ashley: Add headshots to ad images
- Ashley: Create website video content
- Nick: Send navigation tutorial video after call
- Ashley: Email Nick when ready for next review session (flexible timing based on performance)

Action items