BR & Restoration-Logistics
matchedTue, Dec 2, 2025, 9:00 AM • —
AI Meeting Analysis
AI GENERATEDClient Sentiment
[~]MIXEDThere is clear concern/frustration about PPC lead quality and conversion reporting accuracy (high effective CPA and only 2 valuable conversions), but optimism and validation around SEO improvements, site health gains, and a concrete plan to improve reviews, tracking, and targeting.
Meeting Quality
Relationship Status
stableExecutive Summary
The team reviewed performance across PPC, SEO, and local reputation, identifying a major gap between reported PPC conversions and actual valuable leads (effective CPA closer to ~$1,200). SEO health and traffic are trending up (Site Checker 27→74; +3% traffic), and the group aligned on prioritizing high-revenue insurance/emergency jobs while improving review generation and tracking accuracy across multiple locations.
Key Topics Discussed
Decisions Made
- ✓Prioritize lead quality and insurance-driven emergency jobs over self-pay leads when evaluating marketing performance and optimizing campaigns.
- ✓Implement biweekly check-ins to keep PPC and SEO performance aligned and enable faster iteration based on call quality feedback.
- ✓Proceed with cleanup/standardization of analytics and conversion tracking (including evaluating removal of outdated Google Analytics accounts) to improve reporting accuracy.
- ✓Continue and expand the review acquisition program, with a focus on simplifying multi-location review flows (e.g., redirects/tap cards) to increase authentic Google reviews.
Follow-up Items
- →Client to continue providing prompt call quality feedback so PPC targeting and optimization can be tied to actual valuable conversions.
- →BrandRap to expand review acquisition using tap cards and other mechanisms to increase Google Business Profile (GMB) reviews across locations.
- →BrandRap to check with Kudos product team on redirect capabilities for review URLs to simplify multi-location review management.
- →BrandRap to evaluate and potentially delete/retire outdated Google Analytics accounts/properties to reduce confusion and ensure accurate reporting.
- →BrandRap to investigate Google Ads conversion emails and clarify data sources to reconcile reported conversions vs. actual call quality outcomes.
- →BrandRap to continue optimizing PPC spend and keyword targeting, emphasizing high-value seasonal/emergency terms (e.g., frozen/burst pipes).
- →BrandRap to refine negative keyword lists and tighten ad targeting to mitigate poor lead quality based on client feedback.
- →Team to monitor GMB call volumes and call quality trends (especially Denver and Boulder) and adjust SEO/PPC focus accordingly.
- →BrandRap to support a streamlined review strategy using redirect URLs that route users to the correct GMB profile for each location.
- →BrandRap to continue technical SEO and manual content optimization to improve rankings for valuable keywords and AI-driven search visibility.
- →BrandRap to continue manual content audits and keyword-focused updates across 1400+ pages to strengthen organic performance.
- →BrandRap to maintain and iterate on site CTA and engagement improvements that are contributing to reduced bounce rates and stronger ranking signals.
- →Team to collaborate on review management and identify website conversion-path improvements to increase lead-to-job conversion.
Open Questions
- ?What is the definitive source of truth for conversions (Google Ads, call tracking, GA), and how will 'valuable conversions' be formally defined and reported going forward?
- ?Which specific conversion actions are being counted in the 9 reported PPC conversions, and why do they not align with only 2 valuable outcomes?
- ?How should review routing be handled across four GMB profiles (rules by geography, service area, or dispatch location), and can Kudos support the required redirect logic?
- ?Which Google Analytics accounts/properties are active/needed vs. outdated, and what is the migration/retirement plan to avoid data loss?
- ?What response-time/process changes (operational, not just marketing) are needed to better convert urgent emergency calls into booked insurance jobs?
AI Recommendations
- ★The meeting surfaced the core performance issue (conversion quality vs. reported volume), aligned on business priorities (insurance/emergency), and produced a robust set of actionable next steps across PPC, SEO, reviews, and analytics. Effectiveness is slightly reduced by unresolved attribution/tracking questions that must be clarified to measure progress reliably.
Analysis generated: Dec 15, 2025, 7:43 PM
Action Items
Continue providing prompt call quality feedback to improve PPC conversion targeting
Expand review acquisition program using tap cards and other mechanisms to increase GMB reviews
Collaborate on review management and identify opportunities to improve conversion pathways on the website
Investigate Google Ads conversion emails and clarify data sources to reconcile discrepancies with actual call quality
Continue optimizing PPC spend and keyword targeting, focusing on high-value seasonal keywords like frozen/burst pipes and other emergency restoration terms
Check with Kudos product team on redirect capabilities for review URLs to simplify multi-location campaign management
Evaluate and possibly delete outdated Google Analytics accounts to ensure accurate tracking and reporting
Support streamlined online review strategies with redirect URLs linking to appropriate GMB profiles for review collection efficiency
Monitor GMB call volumes and quality trends, especially in Denver and Boulder markets, and adjust SEO and PPC efforts accordingly
Continue manual content audits and keyword-focused updates across 1400+ pages to strengthen SEO and organic rankings
Maintain improvements on site CTAs and user engagement metrics that have contributed to reduced bounce rates and better ranking signals
Mitigate poor lead quality from PPC calls by refining negative keyword lists and ad targeting based on client feedback
Assist in manual content optimization and technical SEO improvements to boost rankings for valuable keywords and enhance AI-driven search visibility