The client requested to double the Google Ads budget — their best-performing channel today. This plan combines pushing campaigns with proven headroom, opening new channels (Demand Gen / Customer Match) and a kill list of bleeding spend. Built on last 30 days of live data + Echelonn frameworks (60-day eCommerce growth case study) and workspace benchmarks.
| Campaign | Type | 30d Spend | ROAS | CPA | IS | Lost to Budget | Lost to Rank | Diagnosis |
|---|---|---|---|---|---|---|---|---|
| SR_US_BR_TK_Core_2 | Brand Search | $358 | 60.92× | $1.08 | 95% | 0% | 5% | Capped — do not touch |
| SR_US_BR_TK_Coupons | Brand Search | $157 | 38.87× | $1.27 | 90% | 0% | 10% | Capped — do not touch |
| SR_US_BR_TK_Products_CPC | Brand Search | $6,901 | 7.90× | $8.19 | 93% | 0% | 7% | Capped |
| SR_US_BR_TK_Reviews | Brand Search | $1,481 | 4.40× | $10.18 | 81% | 0% | 19% | Small rank headroom |
| SR_US_BR_TK_Core_Broad | Brand Search | $1,064 | 3.80× | $16.32 | 45% | 0% | 55% | LARGE rank headroom |
| SHP_TK_US_BR_OVER_INDEX | Brand Shopping | $13,798 | 2.24× | $26.83 | 79% | 0% | 21% | +21% IS if we raise bid |
| SHP_TK_US_BR_ALL_STORE | Brand Shopping | $12,465 | 1.77× | $32.58 | 67% | 0% | 33% | Drag — redirect to OVER_INDEX |
| TK_Performance_Max_US_ALL_STORE | PMax Brand | $10,985 | 2.04× | $29.51 | 10% | 7% | 88% | Needs better signal/assets, not more budget |
| SR_US_TK_NB_BraFit | NB Search | $1,481 | 2.73× | $14.38 | 10% | 47% | 51% | ★ STAR — double budget |
| SR_US_TK_NB_SpecialtyBras | NB Search | $1,530 | 1.45× | $30.02 | 10% | 46% | 51% | Clear budget headroom |
| SR_US_TK_NB_WirelessBras | NB Search | $1,950 | 0.90× | $35.61 | 10% | 18% | 78% | Wait for maturity (week 6) |
| SR_US_TK_NB_Competitor | NB Search | $3,666 | 2.37× | $27.49 | 43% | 0% | 57% | Bid + budget — scale it |
| TK_Performance_Max_NB_US_ALL_STORE | PMax NB | $3,675 | 1.13× | $56.66 | 10% | 0% | 90% | RESTRUCTURE — feed-only + brand exclusions |
| SR_US_TK_NB_Bras | NB Search (legacy) | $2,058 | 0.60× | $99.69 | 10% | 0% | 90% | PAUSE — redundant with NB restructure |
| Monthly spend | $62,500 | → | $125,000 |
| Daily spend | $2,084 | → | $4,200 |
| Monthly revenue | $193k | → | $310–340k |
| Blended ROAS | 3.09× | → | 2.5–2.7× |
| Blended CPA | $19 | → | $22–25 |
| Conversions | 3,257 | → | ~5,000 |
Estimated increment: +$1,000/day · Risk: LOW · Expected ROAS: ≥3.0×
| Campaign | Action | Current Budget | New | Rationale |
|---|---|---|---|---|
| SR_US_TK_NB_BraFit | +140% budget + bid | $50/d | $120/d | 2.73× ROAS, $14 CPA, 47% IS lost to budget. Best NB performer. |
| SR_US_TK_NB_SpecialtyBras | +120% budget | $50/d | $110/d | 1.45× ROAS, 46% IS lost to budget. Improving WoW trend. |
| SR_US_TK_NB_Competitor | +90% budget + tROAS −20pts | $160/d | $300/d | 2.37× ROAS, $27 CPA, 57% lost to rank. Mature signal. |
| SHP_TK_US_BR_OVER_INDEX | tROAS 220% → 180% + budget +40% | $850/d | $1,200/d | 21% IS lost to rank. Lowering tROAS recovers bid on already-validated SKUs. |
| SHP_TK_US_BR_ALL_STORE | −30% budget (redirect) | $700/d | $500/d | 1.77× ROAS, drag vs OVER_INDEX. Move delta to OVER_INDEX. |
| SR_US_BR_TK_Core_Broad | +100% budget + bid | $200/d | $400/d | 3.80× ROAS, 55% lost to rank, untapped brand search volume. |
| SR_US_BR_TK_Reviews | +30% bid | $1,000/d | $1,000/d | 4.40× ROAS, 19% lost to rank. Bid-only — budget already covers. |
| SR_US_TK_NB_Bras | PAUSE | $100/d | $0 | 0.60× ROAS, $100 CPA. Redundant with NB restructure. |
Estimated increment: +$700/day · Risk: MEDIUM · Expected ROAS: 2.5–2.8×
| Action | Pause TK_Performance_Max_NB_US_ALL_STORE in its current state |
| Replacement | Create TK_PMax_NB_FeedOnly: single asset group with product feed only (no Search themes, no additional audience signals). Apply brand exclusions in settings + uncheck "allow shopping ads on excluded brand searches". |
| Why | PMax NB has been below 1.0× ROAS for 3 of the last 7 weeks. Echelonn case study: brand exclusions = +5% new customer acquisition, −7% CAC, up to +31% ROAS. Feed-only prevents over-distribution to Display/YouTube which is what kills the ROAS. |
| Launch budget | $150/d (70% of current during learning phase) |
| tROAS | 180%, scale to 220% after 30 conversions |
| Why NOW | TK today is 100% demand-capture. Echelonn optimal split: 70-80/20-30. Without demand-gen, doubling will saturate auctions and inflate CPC. Also: 68% of Demand Gen conversions come from users NOT seen on Search in the prior 30 days = real incremental volume. |
| Structure | 2 separate campaigns (Echelonn rule): • TK_DG_Prospecting — cold audiences: in-market + custom segments (competitor searches) • TK_DG_Remarketing — 30/60/90d visitors + ATC abandoners (Optimized Targeting OFF) |
| Creatives | Minimum 6 at launch: 2 founder pattern-interrupt (Shorts), 2 UGC testimonials, 2 problem/solution with before-after bra fit. Refresh every 2-3 weeks. |
| Launch budget | $80/d Prospecting + $40/d Remarketing = $120/d. Scale +20% every 3-5 days if CPA < 1.5× target ($90). |
| Conversion goal | Purchases as primary (not ATC). View-through window 1 day, click-through 30. |
| Asset | Truekind has 1.2M customers in Shopify. Upload hashed list to Google Ads (Customer Match). |
| Segmentation | 3 lists: Buyers 0-30d, Buyers 31-180d, Lapsed 181-365d. |
| Application | (a) RLSA on NB Search in Observation mode → bid +20% on match (Echelonn: NB becomes far more efficient with a buyer audience overlay). (b) Lapsed list as audience signal in PMax Brand and Demand Gen Remarketing. (c) Exclude Buyers 0-30d from NB Search (avoid paying for early reactivation). |
| Budget | No additional budget — this is a signal layer on existing campaigns. |
| Why | Echelonn priority system: all Shopping today is Brand-focused. To scale acquisition we need a Shopping NB campaign with brand negatives (high priority) that serves non-brand queries. |
| Structure | Standard Shopping, priority HIGH, brand terms in shared negative list. Manual ECPC for 30 days, then tROAS 130% if ≥30 conversions. |
| Budget | $180/d launch |
Estimated increment: +$400/day · Risk: MEDIUM · Expected ROAS: 2.4–2.6×
~$5.7k/mo freed → reallocated to Horizon 1 (new NB Search) and Horizon 2 (Demand Gen).
| Block | Today | Target | Δ | Logic |
|---|---|---|---|---|
| Brand Search (Google) | $370/d | $520/d | +$150 | Core_Broad +$200/d, Reviews bid up. Core_2/Coupons untouched (95% IS). |
| Brand Shopping (Google) | $870/d | $1,250/d | +$380 | OVER_INDEX +$350, ALL_STORE −$200. Recapture 21% IS lost to rank. |
| PMax Brand | $365/d | $450/d | +$85 | +25% only once signal improves with Customer Match feed. |
| NB Search restructure (3 camps) | $165/d | $380/d | +$215 | BraFit + SpecialtyBras + WirelessBras (latter waits for week 6). |
| NB Competitor | $120/d | $300/d | +$180 | 57% lost to rank, mature signal. |
| PMax NB (restructured) | $120/d | $220/d | +$100 | Feed-only + brand exclusions. Slow ramp. |
| Standard Shopping NB NEW | — | $200/d | +$200 | Priority HIGH, brand negatives applied. |
| Demand Gen YouTube NEW | — | $220/d | +$220 | Prospecting + Remarketing. |
| NB legacy / bleeding | $70/d | $0 | −$70 | Pause Bras (kill list). |
| Bing TK (Modifiers + Shopping) | ~$130/d | ~$280/d | +$150 | Modifiers 11.79× ROAS, severely under-budgeted. |
| DAILY TOTAL | $2,210/d | $4,200/d | +$1,990/d (+90%) | ≈ 2× spend target |
| Week | Primary Action | Δ Spend | Cumul. Spend/Day |
|---|---|---|---|
| W1 (May 5) | Kill list + Horizon 1.1 (BraFit, SpecialtyBras, OVER_INDEX bid). Customer Match lists uploaded. | +$500 | $2,580 |
| W2 (May 12) | Horizon 1.2 (Competitor +budget, Brand Core_Broad, Bing Modifiers). PMax NB restructure deploy. | +$700 | $3,280 |
| W3 (May 19) | Demand Gen launch (Prospecting + Remarketing). RLSA layers on NB Search. | +$300 | $3,580 |
| W4 (May 26) | Standard Shopping NB launch. NB Search week-6 review (raise tROAS if on target). | +$300 | $3,880 |
| W5–6 | Demand Gen scaling +20% every 3-5 days if healthy. Creative refresh round 1. | +$200 | $4,080 |
| W7–8 | Advertorial layer NB. Fine-tuning. $4,200/d target reached. | +$120 | $4,200 |
Echelonn fundamental: "Scale works best as a consequence of structure." That's why we kill the bleeding and restructure PMax NB before adding spend.
60% of the growth comes from IS loss that is measurable today (lost to budget on new NB, lost to rank on Shopping OVER_INDEX). We're not betting — we're unlocking.
Doubling 100% in demand-capture on the same inventory saturates auctions and inflates CPC. Demand Gen opens new demand (68% of DG conversions are first-touch).