Client session

Scott Labs (Ella/Jared/Nick)

Tuesday, April 28, 2026 at 8:00 PM

Duration (min)

Notes

### Scott Labs Google Ads — Campaign Updates

- Budget cuts on brand campaigns: reduced from $120 -> $75; recommendation to step back up to ~$105 to avoid triggering learning phase
  - Gradual step-downs preferred (<=20% at a time)
- P-Max performance review:
  - Yeast and nutrients campaigns both exceeding ROAS targets — healthy
  - Microbial control underperforming (niche/narrow category, low-value products ~$25)
  - Decision: pause microbial control, reallocate budget to yeast (~$80) and nutrients (~$80)
- Brand excluded from P-Max campaigns — purchases still coming through, which is a good sign

### Scott Premium Closures (SVC) — New Account Setup

- New entity (cork, packaging, closures) — separate from Scott Labs, separate ads account
- Campaigns migrated but not yet active; sitelinks still pointing to Scott Labs URLs — need updating
- GA4 linked; Google Tag Manager configured; contact form conversion tracking set up via tag + thank you page redirect
- Conversion action created in Google Ads; bidding set to Maximize Conversions (no value, since leads not purchases)
  - If traffic is slow to start, consider switching to Maximize Clicks for 1-2 weeks first
- Dun & Bradstreet advertiser verification completed last week — legal name (Scott Premium Closures) matches, so no mismatch issues
- Search campaign images: not yet activated — account needs to hit a spend threshold before image assets unlock
- No audiences imported yet — needs to be set up
- Tracking enhancement idea for SVC: add form fields to capture "have you done business with us before?" and product of interest
  - Would allow segmentation in analytics beyond just "form submitted"
  - Options: conditional logic in Gravity Forms -> separate thank you pages -> separate conversions; or pass field values as tag parameters
  - Domain-based matching (vs. email) flagged as more reliable for repeat-customer identification
  - Ella to put on Asana to revisit next week

### Next Steps

- Jared

- Update SVC sitelinks to point to correct URLs
  - Set up audiences in SVC ads account
  - Schedule follow-up meeting with Ella to finalize ad copy for SVC (later this week)
  - Think through form structure / conditional logic for SVC lead tracking

- Ella

- Raise Scott Labs brand campaign budgets from $75 -> ~$105 this week, then step down again the following week
  - Pause microbial control P-Max; increase yeast and nutrients budgets to ~$80 each
  - Text Nick to schedule Meta ads meeting (this week or next)
    - Blocker: two conflicting Meta Business Suite accounts due to old marketing person — needs to be resolved first
  - Circle back with Jared on SVC tracking improvements; put meeting on calendar

Action items