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Client session
Home Promise
Monday, February 23, 2026 at 9:00 PM
jgrace@homepromise.com
Granola
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
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