Client session

Scott Labs (Ella/Jared/Nick)

Tuesday, March 31, 2026 at 8:00 PM

Duration (min)

Notes

### Google Ads Performance Analysis

- Scott Labs splitting business entity - turned off cork/screw cap closure campaigns (~$1k spend)
- Ad violations for unexplained language/punctuation in microbial asset group
  - Removed problematic descriptions
  - Added new real product photos
- Performance decline over past year
  - Cost per conversion: $27 baseline, recent months much higher
  - March performance particularly poor vs October highs

### Brand Campaign Issues

- Brand search volume drastically down since November 2025
  - October: 1,400 clicks, $300 conversion value
  - March: minimal activity, $40 conversion value
- Root cause: PMax campaigns started capturing brand searches in November
  - Then blocked brand from PMax but didn't restore to brand campaign
  - Lost "low hanging fruit" conversions affecting overall Google Ads learning
- Historical brand performance extremely strong
  - Last year: $1.4M sales from $2,500 spend (550x return)

### Campaign Optimizations Made

- Changed brand campaign bidding strategy to Target ROAS (50,000% target)
- Increased brand budget, disabled search partners
- Enabled smart bidding exploration and AI overviews
- Discussed removing brand blocking from PMax to restore conversion signals
- Identified need to clear recurring Google optimization recommendations

### Future Marketing Considerations

- LinkedIn advertising most promising for B2B audience
- Privacy policy now allows Meta pixel implementation
- Explored visitor identification tools (RB2B, Snitcher) for IP-based lead generation
- Looker reporting sessions paused for months - should resume quarterly reviews

Action items