Client session

ATI Construction

Tuesday, March 10, 2026 at 9:00 PM

Duration (min)

Notes

### Google Ads Performance Analysis

- February 2025 vs February 2024 comparison revealed major differences
  - Last year: massive spike in clicks/impressions during February
  - This year: consistent but lower traffic levels
  - Conversions remained relatively flat until late February 2024 spike
- Cost per click significantly higher this year ($4+ vs ~$2 last year)
  - Result of switching to maximize conversions bidding strategy
  - Google prioritizing higher-intent traffic over volume
  - Budget lost to impression share increased due to more selective bidding

### Campaign Strategy Changes Impact

- November 2024: Major tracking and campaign cleanup initiated
  - Consolidated multiple forms into single conversion tracking
  - Implemented CallRail for phone tracking
  - Switched from manual bidding to maximize conversions
- Branded campaign previously included non-brand terms
  - Now cleaned up to focus purely on "ATI Products" searches
  - Explains discrepancies in year-over-year comparisons
- Revenue correlation: February 2024 activity likely drove April's $200k month
  - Lead-to-sale lag typically 2-3 months for large purchases

### SEO Competitive Analysis

- Darren ranking #8 organically for "adjustable stairs"
  - Spot On Safety (former colleague) ranking #1-2 organically
  - ATI showing #1 in paid ads but second page organic
- Landing page optimization opportunities identified
  1. Create dedicated pages for each product line (adjustable stairs, adaptive steps, work platforms)
  2. Improve meta titles to match exact search terms
  3. Remove diluting elements from current combined product page
- Competitor analysis tools discussed: Screaming Frog, Google Ad Transparency

### Lead Generation System Development

- Nick presented Lead Pixel v2 - more scalable version of ATI's current CRM
  - Multi-tenant architecture allowing multiple client accounts
  - Standardized interface with customizable fields per client
  - Admin dashboard for managing all client accounts
- Current ATI system serves as proof of concept for productization
  - Activity tracking feature highlighted as valuable
  - Need to add monthly lead tallies and reporting capabilities
- First customer (Protech Construction) ready for onboarding

### Business Essentials Pricing Structure

- Lead Gen System: $200/month or $2000/year (2 months free)
  - $500 setup fee (can be waived for early customers)
  - Includes website connection, form tracking, Google Ads integration
  - Optional CallRail connection
- Google Ads Management: Tiered pricing based on ad spend
  - Setup fee for months 1-6, then 20% discount after 6 months
  - Multi-platform options: +$200 for second platform, +$300 for three platforms
- Marketing Hub: Separate pricing (Sabra's development)
- One-time fees for landing pages and websites

### Marketing Hub Progress Update

- Sabra demonstrated dashboard with connected platforms display
  - Performance analytics with 7/30/90 day views
  - Social media management interface for multiple platforms
  - AI recommendations feature planned for later development
- Instagram connection partially successful but verification required
  - Meta developer app created with necessary permissions
  - Business account verification needed before full functionality
  - Similar process required for Facebook, LinkedIn, Twitter integration

### Technical Implementation Challenges

- Meta/Facebook integration complexity highlighted
  - Multiple authentication steps and business verification required
  - App review process needed for production use
  - Each client may need individual platform connections
- Supabase database structure established
  1. Connected accounts table
  2. Posts table
  3. Post analytics table
  4. Platform analytics table
- Lovable development platform showing some performance issues

### Next Steps

- Darren: Schedule follow-up meeting with Nick (flexible after 10am his time)
- Sabra: Complete Meta app verification process with Darren's assistance
- Sabra: Test LinkedIn or Twitter connections as alternatives
- Nick: Finalize Lead Pixel v2 for Protech Construction onboarding
- Team: Publish pricing page on Business Essentials website
- Darren: Create separate landing pages for each product line (adjustable stairs, adaptive steps, work platforms)

Action items