Client session

Zinnia / Nick - Google Ads

Monday, April 13, 2026 at 5:30 PM

Duration (min)

Notes

### Campaign Performance Review

- Spent $200+ since launch, mostly from "psychiatrist San Diego" keyword
- Paused campaign yesterday due to strategic pivot
- Search terms analysis revealed off-target clicks:
  - "Psychiatrist La Jolla"
  - "Sinus psychiatrist"
  - $6 spent on irrelevant name search
- Need to add negative keywords to block irrelevant terms:
  - "adolescent", "child", "Christian" as phrase matches
  - Use negative keyword list for future campaign efficiency

### Strategic Business Pivot

- Original Google Ads approach targeting general psychiatry won't work long-term
  - Most searchers want fee-for-service, not Zinnia's specialized program
  - Better suited for social media/Meta ads for brand awareness
- Pivoting to perinatal psychiatry focus:
  - More time-sensitive audience (postpartum mothers)
  - Need disability extensions, faster decision-making
  - Clearer keyword targeting: "postpartum depression", "postpartum anxiety", "postpartum psychiatrist"
  - Higher intent match for Google Ads

### New Landing Page Strategy

- Created perinatal-focused landing page for assessment funnel
- Key improvements needed:
  1. Add personal photo/video at hero section
    - Consider photo with kids vs professional headshot
    - Test both versions with A/B testing
  2. Include 30-60 second video explaining approach
    - Host on YouTube for easier tracking
    - Explain assessment process and unique value
  3. Highlight urgency/availability advantage
    - "No long wait lists" messaging
    - Emphasize quick appointment availability

### Landing Page Optimization

- Pricing transparency required:
  - Assessment pricing upfront (includes labs)
  - Fee-for-service options in FAQ section
  - Avoid surprises that waste consultation time
- Add social proof elements:
  - Referral partner testimonials (since client testimonials difficult in mental health)
  - Consider Vocal Video tool for video testimonials
- Lead magnet consideration:
  - Mini-assessment tool before consultation
  - Must ensure HIPAA compliance
  - Explore Lovable tool for interactive widget
  - PDF alternative for interim solution

### Technical Setup

- Site links strategy: Use page anchors for different landing page sections
- Video tracking setup needed for engagement metrics
- Mobile optimization required (currently broken)
- Add logo and branding elements for credibility
- Google Ads optimization score maintenance

### Next Steps

- Zinnia: Fix mobile landing page formatting (today)
- Zinnia: Create hero section video (30-60 seconds)
- Zinnia: Add personal photo and urgency messaging
- Zinnia: Set up new perinatal psychiatry campaign
- Zinnia: Implement site links using page anchors
- Zinnia: Research Vocal Video and Lovable tools
- Both: Follow-up meeting scheduled May 4, 11 AM
- Zinnia: Maintain $20/day budget, ignore Google's increase recommendations

Action items