Landing page: /lp/kinkeeper/
CTA: Cal.com intro call booking + intake form (Care Ops Start Kit) for non-ready visitors
Conversion event: intro_call_booked (Plausible), Lead (Meta Pixel if loaded), InitiateCheckout on Cal.com modal open, intake_form_submit on form completion
Campaign type: Google Search — brand keyword capture
KinKeeper, a consumer family health organizer ($30/yr), is discontinuing effective May 1, 2026. Their ~6,000 users are being told to export data before shutdown. A subset of those users — families managing complex, multi-provider care for aging parents — overlap with Averyn's ICP.
This is not a large audience. "kinkeeper" averages 590 monthly searches (Google Keyword Planner, Jan 2026) and is declining. But the intent is specific, the window is time-limited, and even 1-2 Vault conversions from this traffic would make the campaign profitable given minimal ad spend.
The page does NOT position Averyn as a KinKeeper replacement. It leads with a discovery moment — "What if someone just handled all of it for you?" — before explaining that Averyn is a full-service team, not another app. The pitch: your export is a head start, but Averyn adds originals from providers, proxy access, a plain-English summary, and ongoing human follow-through. Different product, different price, different value. The app is included free. Offer expires May 31, 2026.
Demographics: 40-65, adult children, employed Psychographics: Already organized enough to have used a health organizer app; now losing their tool and evaluating next steps. Some are looking for another cheap app. The ones who convert to Averyn are the ones who were already frustrated that KinKeeper couldn't do the actual work. Funnel position: Solution-aware (they know tools exist), evaluating alternatives Conversion path: Brand search → LP → intro call or intake form → Record Vault ($999) → ongoing plan
KinKeeper also served: young children, pets, special needs, chronic self-management, college transitions. These segments do not overlap with Averyn's offering. The LP does not address them, and negative keywords should exclude them.
Keywords:
Landing page: /lp/kinkeeper/
Match type: Exact
Budget: $10-25/day (volume will be low; budget is a ceiling, not a spend target)
Bidding: Maximize conversions (if volume allows) or maximize clicks initially to gather data
Keywords:
Landing page: /lp/kinkeeper/
Match type: Phrase
Budget: $5-10/day
The pet/child/school negatives are important: KinKeeper served those segments, Averyn does not.
Google generally does not restrict bidding on competitor brand terms as keywords. Using "KinKeeper" in ad text is riskier if Kith + Kin files a trademark complaint, but reseller/informational exceptions often apply. Start with the trademark in ad text (clearer CTR); be prepared to swap to trademark-free variants if restricted.
Headlines (30 char max):
Descriptions (90 char max):
Headlines (30 char max):
Descriptions (90 char max):
Sitelinks:
/record-vault//plans-and-pricing//how-it-works//start//lp/kinkeeper/#start-formCallouts:
Structured snippets (Types):
| Metric | Conservative estimate |
|---|---|
| Monthly searches ("kinkeeper" cluster) | ~590 (declining) |
| Estimated CTR | 8-15% (brand terms, low competition) |
| Monthly clicks | 45-90 |
| Avg CPC | $0.50-1.50 (low competition) |
| Monthly spend | $25-135 |
| Intro call / form conversion rate | 3-8% of clicks |
| Monthly intro calls + form leads | 1-7 |
| Vault close rate from intro call | 25-40% |
| Monthly Vault conversions | 0-3 |
| Revenue per Vault | $999 (before 25% discount = $749) |
Even one Vault conversion per month makes the campaign highly profitable. The campaign is worth running at minimal spend as a low-effort, high-intent capture play.
No Canva creative needed — this is search-only (text ads). If display/remarketing is added later: