Client session

ATI Construction

Tuesday, February 10, 2026 at 10:00 PM

Duration (min)

Notes

### Google Ads Account Audit Process

- Nick's standard audit approach for new clients
  - Step 1: Set up proper conversion tracking before optimizing campaigns
  - Most agencies miss this foundation - LP had poor tracking setup initially
- Conversion tracking setup for ATI
  - Form submissions: Created specific thank-you pages for each form type
  - Phone calls: Implemented CallRail for dynamic number tracking
  - CRM integration: Capturing click IDs to track qualified leads back to Google Ads
- January results: 41 total conversions (30 form fills + 11 calls), 6 qualified leads sent to bid

### Account Structure & Settings Review

- Google Analytics integration
  - Critical for data flow between platforms
  - Often misconfigured or linked to wrong accounts
- Automated rules and optimizations
  - Recommend turning off Google's auto-apply suggestions
  - Prevents conflicting management between human and AI optimization
- Negative keyword organization
  - Sabra restructured into campaign-specific lists vs. universal blocks
  - Separate tracking for Darren's additions vs. Sabra's for accountability

### Campaign Performance Analysis

- Historical data review using monthly segments
  - February 2025: Best month with 1,700 clicks at $2.32 CPC
  - March 2025: Highest conversion rate, first $200K revenue month
  - Recent months: CPC increased to $86-100 range
- Bidding strategy inconsistencies across campaigns
  - Some set to target CPA ($90-108), others still manual CPC
  - Brand campaign paying too much for own company name searches
  - Competitor campaigns may need different target costs

### Sabra's Daily/Weekly Checklist

- Comprehensive tracking spreadsheet covering daily, weekly, monthly, quarterly tasks
- Nick to review and provide feedback on optimization
- Suggested additions:
  - Campaign bidding strategy monitoring
  - Daily automated reporting setup
  - Individual campaign settings audits

### Darren's Performance Tracking System

- Manual daily logging of 30-day metrics (clicks, impressions)
- Goal: Correlate changes made to performance outcomes
- Nick suggested automated reporting instead of manual tracking
- Historical insight: February changes likely drove April's best revenue month (4-5 week conversion cycle)

### Scaffold Exchange Development Update

- 70/30 partnership confirmed (Darren/Nick)
- Data structure planning for directory
  - Equipment types, services, industries, manufacturers as filterable categories
  - Business quality scoring system (reviews, OSHA violations, certifications)
  - Paid listing features for premium placement
- Revenue model priorities:
  1. Used equipment marketplace promotions (immediate opportunity)
  2. Service provider directory listings (larger market potential)
- Legal considerations around listing companies and scoring systems

### Team Expansion Discussion

- Sabra interested in additional work with Pixelocity
  - Currently earning $43K/year, wants to move to Denver
  - Darren supportive of arrangement that doesn't reduce her ATI time
- Nick open to collaboration on:
  - Marketing dashboard development
  - Scaffold Exchange manual data entry
  - General Google Ads consulting support

### Next Steps

- Nick: Review Sabra's checklist spreadsheet and provide optimization feedback
- Nick: Begin Scaffold Exchange data structure development
- Nick: Consider reaching out to Sabra about additional collaboration
- Darren: Prepare lead gen presentation for potential clients (Johnny/CCG)
- Darren: Finalize consulting service offerings outline
- Logical Position: Address bidding strategy inconsistencies across campaigns

Action items