BR & Restoration-Logistics

matched

Tue, Nov 18, 2025, 9:00 AM • —

Client

Restoration Logistics

Website

Restoration

Participants

0 attendees

Action Items

6 pending

AI Meeting Analysis

AI GENERATED

Client Sentiment

[~]MIXED

The client expressed frustration with PPC efficiency and unclear ROI as well as inconsistent SEO measurement tools, but remained engaged and aligned on next steps, requesting clearer reporting and broader collaboration rather than signaling loss of confidence.

Meeting Quality

EFFECTIVENESS78%

GOOD

Relationship Status

stable

Executive Summary

The meeting centered on diagnosing underperformance in PPC (high cost per conversion and unclear lead quality/ROI) and aligning conversion tracking with business outcomes. The team also reviewed SEO progress (improved visibility but insufficient conversions) and agreed to improve reporting clarity and content quality, with a detailed follow-up planned within two weeks.

Key Topics Discussed

PPC underperformance and high cost per conversionOffline conversion tracking using engagement scoresLead quality, ROI visibility, and conversion definition alignmentSEO performance: visibility gains vs. conversion shortfallContent optimization: improving strong pages and revising low-value contentReporting clarity, tool inconsistency, and metric standardizationOperational issues impacting performance (Cloudflare outage)Competitive SEO/backlink strategy explorationCross-team collaboration and stakeholder input

Decisions Made

✓Shift/continue PPC optimization using offline conversion tracking based on engagement scores to accelerate learning toward ~30 conversions.
✓Maintain current PPC performance tracking tools in the short term until clearer/alternative metrics are defined and shared.
✓Prioritize improving high-performing SEO pages while revising or pruning low-value content to raise overall site quality.
✓Commit to improving reporting clarity and delivering a more detailed performance/action summary within two weeks.
✓Bring broader team perspectives into future discussions to better align marketing metrics with business goals.

Follow-up Items

→Investigate and report findings on the Cloudflare outage around 5am PST (impact, duration, and any tracking/site implications).
→Research and provide an update on the recent drop in PPC campaign success (auction changes, tracking changes, budget shifts, creative/landing page issues, geo/device mix, lead quality signals).
→Continue curating and optimizing existing content pages based on search performance and engagement metrics (focus on pages already showing traction).
→Explore and report on a competitor backlink disruption/competitive link strategy to improve SEO rankings.
→Send a follow-up email summarizing current actions, plans, and near-term expectations discussed in the meeting (within two weeks).
→Continue tracking PPC performance with existing tools until alternative metrics and reporting definitions are provided.

Open Questions

?What is the true quality and downstream value of PPC conversions (sales-qualified rate, booked jobs, revenue per lead) versus reported conversions?
?How exactly are engagement scores defined, weighted, and validated as a proxy for lead quality in offline conversion tracking?
?What is the target CPA/CPL and acceptable ROI threshold for PPC given Restoration Logistics’ unit economics?
?Which SEO KPIs will be treated as primary success metrics (calls, form fills, booked jobs, revenue) versus secondary metrics (visibility, rankings, traffic)?
?To what extent did the Cloudflare outage affect site availability, tracking accuracy, or conversion attribution?
?Which reporting format and cadence will best support decision-making (weekly snapshot vs. biweekly/monthly deep dive, channel-level vs. campaign/page-level)?

AI Recommendations

★The meeting clearly identified core performance issues and produced concrete next steps (tracking approach, investigations, content focus, reporting improvements). Effectiveness was limited by unresolved definitions of lead quality/ROI and incomplete agreement on the exact metrics that will govern optimization decisions.

Analysis generated: Dec 15, 2025, 7:45 PM

Action Items

Continue curating and optimizing existing content pages based on search performance and engagement metrics

🎤 Sam Dastmalchi

pending

Explore competitor backlink disruption strategy to improve SEO rankings and report results

🎤 Sam Dastmalchi

pending

Send a follow-up email summarizing current actions and plans discussed in this meeting

🎤 Sam Dastmalchi

pending

Investigate Cloudflare outage on 5am PST and report findings

🎤 Sam Dastmalchi

pending

Research reasons for recent drop in PPC campaign success and provide update

🎤 Sam Dastmalchi

pending

Continue tracking PPC performance with existing tools until alternative metrics are provided

🎤 Michael Griggs

pending