prepared exclusively for beginning boutique

your ads are profitable. they're just not growing the business, yet.

Both accounts are performing above the industry baseline. They are also structurally capped: measurement is inconsistent, proven winners are starved of budget, and 13% of Google spend is going to products that never convert. This 90-day plan is the first step to measured, sustainable growth, with expert guidance and hands-on delivery from day one.

see the 90-day plan book in with james
  • $16Kof recoverable Google spend identified in the last 90 days
  • 31%impression share lost to budget on a campaign already beating target
  • $34proven partnership ad CPA, sitting on roughly $200 a week

the honest read

where you're at

3.44×

incremental ROAS baseline, where incremental attribution is already running. A genuinely solid starting point. The catch: attribution settings are mixed across the account, so the rest of the numbers cannot be read at face value.

~$16K

of Google spend in the last 90 days went to roughly 5,500 products with zero conversions. That is about 13% of total account spend competing against your proven sellers.

  • 4.73×DPA ROAS for the month, but the catalogue is locked to retargeting audiences onlystrength
  • $34partnership ad CPA, one of the most efficient in the account, funded at only ~$200 a weekstrength
  • ~4.2×monthly ad frequency in the US (1.1M reach, 4.6M impressions), well above the 2-3× ceilingleak
  • 31%of eligible impression share lost by the Growth Levers campaign, purely due to budget capsleak

Add to that: Google customer match lists last refreshed in 2022-23, and Meta audiences where purchasers are not cleanly excluded from acquisition. The engine is good. The plumbing is leaking.

the destination

where we want to take you

meta

measure what's real, then buy real customers

Everything on Meta starts with trusting the number on the screen. Once measurement is standardised, every dollar gets pointed at genuinely new customers and the account's one proven bargain finally gets fed.

  • implement Standardise incremental attribution as the measurement foundation across every campaign, switch on Meta's Customer Lifecycle feature, and move partnership ads into their own campaign with a real budget behind the proven $34 CPA.
  • outcome Reported performance you can act on, acquisition spend that reaches genuinely new customers rather than recapturing existing demand, and a scaled partnership engine that gets cheaper as more collabs are activated.
  • kpi New customer share above 60% of conversions · incremental ROAS above 4.5× · partnership CPA under $40 at scale

google

plug the leak, uncap the winners

The Google account is closer to ready than most. The moves here are surgical: stop the waste, give budget back to campaigns already beating target, and rebuild the foundations Google's algorithm actually feeds on.

  • implement Isolate the ~5,500 never-converting products into a controlled campaign, lift budgets on budget-limited winners starting with Growth Levers, then fix the rank foundations: fresh Klaviyo lists monthly, segmented PMax asset groups, feed titles rebuilt for the top 100 SKUs.
  • outcome The $16K leak redirected to proven revenue drivers, lost impression share recovered without disturbing what already works, and targeting signals built on this year's customers instead of 2022's.
  • kpi Wasted product spend under 3% · lost impression share under 10% · blended MER above 4.0×

how we keep score

the three numbers that matter

Screenshots of ROAS mean nothing if the bank account isn't growing. Every decision in this plan rolls up to three numbers.

how we get there

the 90-day plan

Foundations first, structure second, scale third. Each phase creates the conditions for the next one to work harder.

days 1-30

foundation & quick wins

  • Day 1: disable Google AI automated assets (seller ratings excepted)
  • Standardise incremental attribution across Meta campaigns
  • Activate Meta's Customer Lifecycle feature
  • Upload fresh Klaviyo customer lists to Google Ads, set monthly cadence
  • Rebuild Meta audience architecture with clean, non-overlapping segments
  • Move partnership ads into a dedicated campaign and lift the budget
  • Open up DPA audiences beyond retargeting
  • Begin 15-20% budget lifts on budget-limited Google winners

days 31-60

restructure & test

  • Restructure Meta campaigns by product category: formal, festival, swim, everyday
  • Launch dedicated cold top-of-funnel campaigns on Meta
  • Segment PMax asset groups by audience type
  • Test feed-only PMax asset groups for Shopping-only delivery
  • Isolate the ~5,500 non-converting products into a controlled campaign
  • Implement state-level location targeting and analysis
  • Add bid cap and cost cap campaigns on Meta

days 61-90

scale & optimise

  • Scale winning Meta category campaigns on 30-day data
  • Launch the creative diversification program: UGC, talking-to-camera, statics
  • Optimise titles and descriptions for the top 100 Google feed SKUs
  • Test a dedicated brand Search campaign
  • Stand up blended MER and GP Contribution reporting
  • Scale partnership ad budget on 60-day performance data
  • Set the KPI targets for the next quarter's review

next step

let's kick things off

Book a call with James to walk through the findings, agree the phase one priorities and organise onboarding. The leaks are identified, the plan is sequenced, and we're ready to start on day one.

30 minutes, no obligation. You keep the insights either way.

book in with james

appendix: the full working