Client session

ATI Construction

Tuesday, January 20, 2026 at 10:00 PM

Duration (min)

Notes

### Google Ads Account Review & Optimization

- Reviewed ATI's current logical position setup
  - 4 active campaigns running
  - Many ad groups with poor/good ad strength ratings (should be excellent)
  - Structural issues: wrong keywords in wrong ad groups, broad match instead of exact/phrase
- Low-hanging fruit improvements identified:
  1. Fix ad strength ratings (poor → excellent saves money per click)
  2. Unpin ad elements to give Google flexibility
  3. Clean up keyword match types and groupings
  4. Remove/pause irrelevant broad match keywords

### A/B Testing Strategy Discussion

- Two approaches for testing ads:
  - Simple method: Copy existing ad, create version B in same ad group, set rotation to "indefinitely"
  - Experiments feature: More complex setup for bidding strategy changes
- Recommended simple approach for easier comparison and management
- Set up labels to track performance across all campaigns

### Competitor Campaign Issues

- SafeSmart competitors campaign has structural problems
  - Keywords in wrong ad groups
  - Can't use competitor names in ad copy (policy violation)
  - Difficult to achieve excellent ad strength with competitor keywords
- Suggested moving SafeSmart to appropriate competitor/brands campaign
- Different ad copy needed for competitor searches vs. product searches

### Landing Page & Conversion Optimization

- Homepage lacks clear call-to-action for mobile users
- Contact form buried in footer - most visitors won't find it
- Suggested improvements:
  1. Add prominent phone number and CTA buttons above fold
  2. Personalize with Darren's photo/bio (business owner advantage)
  3. Create clear path for both form fills and phone calls
  4. Consider appointment scheduling system
- Thank you page needs work - remove stock photos, add personal touch

### Account Management & Costs

- Current Logical Position management: $600/month
- Minimal changes made since December (per change history)
- Sabra (from Pixelocity) can handle most optimization work
- Nick offered to take over management to save Darren money
  - Would provide better service and Sean's additional support
  - Still use account for training Sabra

### Conversion Tracking Update

- Synced recent conversions to Google Ads (5 new conversions from forms)
- System working properly - will automatically sync daily going forward
- Improved tracking helps Google's algorithm optimize bidding

### Business Development Opportunities

- Discussed Pixelocity's expanding services:
  1. Google/Facebook ads management
  2. CRM and automation systems
  3. Construction industry specialization
- Nick's friend in construction industry potential new client
- Scaffold Exchange project integration with ATI services

### Next Steps

- Sabra to focus on ad strength improvements across all campaigns
- Review and fix keyword grouping issues
- Consider switching from Logical Position to Pixelocity management
- Schedule follow-up to show Sabra webhook/conversion tracking system

Action items