Client session

Home Promise

Monday, February 23, 2026 at 9:00 PM

Duration (min)

Notes

### Meeting Rescheduling

- Google meeting with their representative moved from Monday to Wednesday 1 PM
- Nick confirmed availability for Wednesday slot

### Campaign Performance Analysis

- Analyzed Google Ads data from November 24 through February 22
- Overall Pennsylvania performance: $40-45 cost per lead (last 14 days)
- Ohio performance: $38 cost per lead (slightly better than PA)
- California identified as major performance drag
  - 14-15% of total leads consistently
  - Very low conversion to closed loans
  - Housing market challenges: $280K doesn't buy viable housing in LA
  - Customers unwilling to relocate to affordable areas (Riverside, etc.)

### Campaign Type Effectiveness

- Search campaigns significantly outperform other types for qualified leads
  - PA Bad Credit Search: 28 qualified applications
  - PA 580 Search: 7 qualified applications
  - Total search qualified: 35 applications
- Performance Max: 44,692 conversions, 20.97 qualified rate
- Demand Gen: Better qualified rate than Performance Max
- Search shows highest quality lead conversion to applications

### Budget Constraints

- Performance Max campaigns limited by budget in both states
- Ohio 580 campaign also budget-limited
- All state-level campaigns hitting budget caps

### Next Steps

- Present campaign performance analysis to Google representative Wednesday
- Likely strategy shift: reduce Performance Max budget, increase Search budget
- Remove California from targeting to improve overall performance metrics
- Google rep to explain demand generation performance vs Performance Max

Action items