Sessions

Client session1 hr

Rockoly - Google Ads Audit

Monday, June 1, 2026 at 9:00 PM

Duration (min)

Notes

### Current Performance Decline

- Dramatic conversion drop from 2025 to 2026
  - May 2025: 221 leads vs May 2026: 80 leads (nearly 3x decrease)
  - Virtual campaign conversions: 54 → 28 (50% drop)
  - Cost per conversion increased: $96 → $131 (36% increase)
- Total spend comparison: $5,200 vs $3,800 (not hitting daily budget limits)
- Status showing “limited by search volume” - similar pattern seen across other clients

### AI Impact & Market Changes

- AI search behavior affecting organic traffic across clients
- Economic uncertainty with Trump administration impacting small business spending
- Quality of leads may be filtering out “tire kickers” but volume significantly down
- Misha doesn’t feel demand is actually 3x lower despite metrics

### Google Ads Account Issues Identified

- Analytics completely broken since end of 2025 (site hack/server changes)
  - No traffic data being captured for months
  - Could be significantly impacting Google’s optimization algorithms
- Brand terms mixed into broad campaigns
  - “Rockoly” searches driving results but inflating campaign performance
  - Need separate brand campaign with lower CPC targets

### Technical Fixes Implemented

- Connected Google Analytics 4 via Tag Manager
  - Real-time tracking now working
  - Set up proper thank you page event tracking
- Cleaned up conversion goals
  - Removed inactive/junk conversions
  - Kept only “Request Quote” as primary conversion
  - Made phone call conversions secondary (poor quality leads)

### Campaign Structure Recommendations

- Separate brand campaign creation
  - Lower budget, tighter targeting for “Rockoly” terms
  - Should cost significantly less than $4/click currently paying
- Broad match keyword review needed
  - Check search terms for each broad keyword
  - Add negatives for irrelevant traffic
  - Consider moving to exact/phrase match for better control

### Advanced Tracking Setup

- Implement GCLID capture on Jotform
  - Hidden field to capture click IDs
  - Enable offline conversion tracking for qualified leads
  - Send back higher-quality conversions to improve Google’s learning
- Current flow: Jotform → Zoho CRM → Slack alerts → 60-second callback

### Additional Opportunities Discussed

- Bing Ads consideration for budget diversification
- B2B identification tools (RB2B) for enterprise visitor tracking
- Competitor keyword targeting campaigns
- Exit-intent popup (GetSiteControl) already implemented

### Next Steps

- **Misha**: Review broad match search terms and add negatives
- **Misha**: Research GCLID capture setup in Jotform
- **Misha**: Monitor Analytics data collection over next few days
- **Nick**: Follow-up meeting scheduled Monday 12 PM EST (3 PM Nick’s time)
- **Payment**: Monthly QuickBooks invoicing preferred, Upwork project for review purposes

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Chat with meeting transcript: [https://notes.granola.ai/t/989e7124-f192-4df7-ae66-45bbe54c95c5](https://notes.granola.ai/t/989e7124-f192-4df7-ae66-45bbe54c95c5)

Action items