Alluring Kitchens

Problem: 90.6% bounce rate, 14.8s avg duration, 9.4% engagement. This page receives $4,167/mo in Meta spend (67% of Meta budget) and 2,244 monthly sessions.

1. Compare with /outdoor-kitchens-adelaide — this organic page has 85.7% engagement and 2m47s duration. Identify what content, layout, and social proof differences exist.
2. Check page load speed — run PageSpeed Insights. If mobile load >3 seconds, this alone explains high bounce.
3. Add above-the-fold content — hero image, clear headline ("Outdoor Kitchens Adelaide"), social proof (reviews), and CTA must be visible without scrolling.
4. Add gallery/portfolio — the /gallery page has 58.9% engagement. Showcasing real projects keeps users on page longer.
5. Test instant form vs landing page — if bounce stays high, test using Meta's native Instant Forms instead of sending traffic to the website.

Problem: 3 YouTube campaigns spent $235 with zero conversions. GA4 confirms Paid Video has 76.9% bounce rate and 22s duration.

1. Pause all 3 YouTube campaigns immediately in Google Ads (Outdoor YT Retargeting, Kitchen YT Retargeting, Kitchen YT Prospecting).
2. Reallocate the $235/mo budget to the Broad Match Test campaign (currently delivering $28.90 CPA) or increase Brand campaign budget.
3. If retesting YouTube later: use video assets that have worked on Meta (Outdoor Kitchen videos), target custom intent audiences (people searching for kitchen renovations), and measure view-through conversions over 30+ days before judging.

Problem: Non-brand keywords at QS 2-4 means Google is charging 50-100% premium on CPCs.

1. Ad Relevance: Create tighter ad groups with dedicated RSAs per keyword theme. "kitchen renovations adelaide" should have an RSA with that exact phrase in Headline 1 (pinned).
2. Landing Page Experience: Create keyword-specific landing page variants or dynamic content sections matching search intent. The /kitchen-renovations-in-adelaide page has 94.7% bounce — it needs a complete rebuild.
3. Expected CTR: Test new RSA headlines focused on unique selling points (free brochure, Adelaide-specific, gallery of work). Use at least 12 headlines and 4 descriptions per RSA.
4. Monitor QS weekly using the Google Ads interface keyword report. Target QS 7+ within 60 days.

Problem: GA4 purchase conversion action is paused, removing conversion value signals from Smart Bidding.

1. Check if this action was paused intentionally — if it was tracking e-commerce purchases on a non-e-commerce site, it may have been paused correctly.
2. If applicable, re-enable in Google Ads > Goals > Conversions > "Alluring Kitchens - GA4 (web) purchase" > change status to Active.
3. If not applicable (no e-commerce), consider adding conversion values to the Lead Submission action ($500-1000 default value based on avg kitchen renovation value).

Problem: IG Reels CPL is $69.82 (2x average). Marketplace CPL is $25.11 (best placement).

1. In Meta Ads Manager, go to ad set level > Placements > switch from Advantage+ to Manual Placements.
2. Exclude Instagram Reels from the Outdoor Kitchen Prospecting campaign (highest spend).
3. Monitor Marketplace performance — it's delivering $25.11 CPL and has room to scale.
4. Keep Facebook Feed as primary ($32.17 CPL, 94 leads, 52% of all leads).

Problem: Best CPL segments (55+ women at $25-27 and LLAs at $21.61) receive disproportionately low budget.

1. Create a dedicated ad set targeting women 55-65+ with Kitchen Cabinet interest. Use creative that resonates with empty nesters (e.g., "Finally renovate the kitchen you've always wanted").
2. Build new LLA audiences from lead form submissions (1%, 2%, 3% LLAs). The current All Website Traffic LLA at $21.61 CPL proves the concept.
3. Reduce 25-34 age bid by applying a -30% bid adjustment or excluding entirely. Current $60.41 CPL is 2.4x the best segment.

Problem: Tablet spent $74 with zero conversions.

1. In Google Ads, go to each campaign > Devices tab > set Tablet bid adjustment to -100%.
2. Apply across all active Search campaigns.

Problem: Video ads deliver 2.3-3.2% CTR and $19.84 CPL vs image ads at 1.1% CTR and $41.67 CPL. Yet images dominate spend.

1. Create 2-3 new video creatives for the Outdoor Kitchen campaign showcasing completed projects and customer testimonials.
2. Shift 30-40% of the Outdoor Kitchen budget ($1,200-1,600) to video ad sets.
3. Test short-form (15s) vs mid-form (30-45s) to find the optimal length for lead gen.

Problem: 200 search terms analyzed, many with spend and zero conversions. 73 keywords had zero impressions in 30 days.

1. Review search terms with $10+ spend and 0 conversions — add irrelevant terms as exact match negatives.
2. Create shared negative keyword lists for common exclusions (DIY, jobs, courses, suppliers, wholesale).
3. Pause or remove the 73 zero-impression keywords — they add clutter and don't serve the account.
4. Set a weekly cadence for search term review (every Monday, 15 minutes).

Problem: With 87.7% bounce rate on Paid Social traffic, the website funnel is losing the vast majority of clicks before they convert.

1. Create a duplicate of the top-performing Outdoor Kitchen Broad campaign using Instant Form instead of Website as the conversion location.
2. Design the Instant Form with: intro paragraph about outdoor kitchens, 3-4 qualifying questions (budget range, timeline, property type), and auto-fill contact details.
3. Add a higher-intent qualifying question (e.g., "When are you looking to start?") to maintain lead quality.
4. Run as A/B test for 2 weeks with 50/50 budget split, then compare CPL and lead quality.