Scaling Plan · Truekind · Google Ads

Doubling daily spend without breaking unit economics

Plan to double Truekind's daily Google Ads investment — Truekind's best-performing channel today. Strategy 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 CDP data, Echelonn frameworks (60-day eCommerce growth case study) and workspace benchmarks.

Account 187-171-1997 USA Report: 2026-04-30 Window: Last 30d

1. Current Baseline (Last 30 Days)

Total Spend (Google Ads)

$62,367

≈ $2,079 / day · CDP

Revenue (CDP · 1DC)

$227,929

ROAS 3.36×

Conversions (CDP · 1DC)

3,401

CPA $19.96

Source of truth: All revenue, ROAS, CPA and conversion metrics use CDP data (Redash query 2635 · revenue_1dc / conversions_1dc) — the only source of truth for business performance. Platform metrics (Google Ads API) are used only for Impression Share — not available in CDP. The bottleneck for scaling is impression share lost to rank on best-ROAS campaigns and budget cap only on the new NB Search and Competitor campaigns.

2. Headroom Diagnosis — Where Is the Room to Grow?

Campaign	Type	30d Spend	ROAS	CPA	IS	Lost to Budget	Lost to Rank	Diagnosis
ROAS & CPA = CDP (revenue_1dc / conversions_1dc) · IS metrics = Google Ads API (platform-only)
Search Brand (all)	Brand Search	$10,828	9.79×	$6.95	93–95%	0%	5–7%	Capped — do not touch
SR_US_BR_TK_Core_Broad	Brand Search	$1,064	~3.8×*	~$16*	45%	0%	55%	LARGE rank headroom
Shopping Brand (blended)	Brand Shopping	$26,005	2.30×	$28.45	67–79%	0%	21–33%	OVER_INDEX better than ALL_STORE
SHP_TK_US_BR_OVER_INDEX	Brand Shopping	$13,798	~2.5×*	~$24*	79%	0%	21%	Bid up — budget already unused
SHP_TK_US_BR_ALL_STORE	Brand Shopping	$12,465	~1.9×*	~$34*	67%	0%	33%	Drag — redirect to OVER_INDEX
PMax Brand	PMax Brand	$10,957	2.34×	$27.53	10%	7%	88%	Needs better signal/assets, not more budget
Search NB (all)	NB Search	$10,845	1.18×	$58.62	10–43%	0–47%	51–57%	In learning — individual camps vary
SR_US_TK_NB_BraFit	NB Search	$1,481	0.59×	$138	10%	47%	51%	HOLD — CDP bleeding
SR_US_TK_NB_Competitor	NB Search	$3,666	2.09×	$33	43%	0%	57%	Bid + budget — scale it
SR_US_TK_NB_SpecialtyBras	NB Search	$1,530	0.89×	$87	10%	46%	51%	HOLD — below breakeven
SR_US_TK_NB_WirelessBras	NB Search	$1,950	0.70×	$87	10%	18%	78%	HOLD — below breakeven
PMax NB	PMax NB	$3,732	1.38×	$49.10	10%	0%	90%	Close to 1.50× target — add MD asset group
SR_US_TK_NB_Bras (legacy)	NB Search	$2,058	~0.6×*	~$100*	10%	0%	90%	Already paused
* Campaign-level ROAS/CPA estimated from platform ratio applied to CDP segment total. CDP only available at segment level (Search Brand, NB, Shopping Brand, PMax).

Source: CDP (Redash query 2635 · revenue_1dc / conversions_1dc) for revenue, ROAS, CPA and conversions · Google Ads API for Impression Share, spend and budget data · 2026-04-01 → 2026-04-30.

IS Lost to BUDGET (direct $ scale)

~$3,500/mo recoverable

BraFit (47%), SpecialtyBras (46%)

IS Lost to RANK (needs bid/signal)

~$10k/mo potential

Shopping OVER_INDEX 21%, Core_Broad 55%, Competitor 57%

NB Search below breakeven (CDP)

~$5.0k/mo spend

BraFit 0.59× · WirelessBras 0.70× · SpecialtyBras 0.89× → freeze, mine negatives

3. Scaling Target

From → To (CDP basis)

Monthly spend (Google Ads)	$62,367	→	$100,000
Daily spend	$2,079	→	$4,200
Monthly revenue (CDP 1DC)	$227,929	→	$350–380k
Blended ROAS (CDP)	3.36×	→	2.6–2.8×
Blended CPA (CDP)	$19.96	→	$23–27
Conversions (CDP 1DC)	3,401	→	~5,200

All metrics sourced from CDP (Redash 2635). Platform-reported ROAS was 3.09× — CDP 3.36× (+8.5%). Revenue difference: CDP $227.9k vs platform $193.5k (+17.8%).

Model Assumptions

Expected ROAS dilution: ~18–22% (from 3.36× CDP to ~2.6–2.8×). NB and Demand Gen campaigns run at lower ROAS than Brand — expected as we grow acquisition share.
Demand-capture/demand-gen target split: 75% / 25% (today 100% demand capture — auction saturation risk at 2× spend).
Brand IS target: ≥95% (today Search Brand capped, Coupons 90%).
NB IS target: 70–80% (today 10–43% — that's where the real upside is).
Bleeding rule: any item >$50/0 conv in 30 days = immediate pause. CDP is the judge, not platform.

4a. Mother's Day Sprint — May 1–14 10 days · Act now

Mother's Day (USA) = May 11. This is a high-intent gift occasion — people who don't normally shop intimates are actively looking for a gift. Three moves for the sprint: (1) a dedicated Demand Gen campaign (image-based) targeting gift-givers, (2) a Mother's Day asset group inside PMax NB to capture high-intent gift queries, and (3) Mother's Day-specific RSA copy uploaded to all active Search campaigns (Brand + NB Competitor). All three run May 1–14, then evaluate post-holiday.

Move 1 — TK_DG_MothersDay_2026 (New Demand Gen Campaign)

Campaign name	`TK_DG_MothersDay_2026`
Duration	May 1 → May 14 (launch today; run 3 days past Mother's Day for last-minute + post-holiday buyers)
Budget	$180/d — aggressive for the 10-day window. No time for gradual ramp.
Bidding	Maximize Conversions (no tROAS target) — too short a window for Smart Bidding to learn. Switch to tROAS 200% if ≥15 conv by May 6.
Ad formats	Image ads only (Discover feed + Gmail + YouTube In-feed image placements). YouTube video creatives are out of scope — managed by a separate analyst. Separate ad groups for prospecting vs remarketing.
Audiences	• Custom intent: "mother's day gift ideas", "gift for mom", "mother's day bra", "comfortable bra gift", "best bra for women" • In-market: Mother's Day Gifts, Women's Clothing, Lingerie & Intimates • Remarketing: site visitors last 60d + ATC abandoners (Optimized Targeting OFF for remarketing group)
Creative brief	Angle: "The gift she actually wants." • Lifestyle imagery: woman wearing Truekind bra, comfortable and confident. Soft pinks, blush, white backgrounds. • Gift framing: gift-wrapped bra, gift card visual, "For Mom" tag. • Headline: "The Mother's Day gift that fits perfectly." • Image specs detailed in the Creative Specs section below.
Landing page	Mother's Day collection or gift guide page (add "Free shipping by May 10" urgency banner if available).
Conversion goal	Purchases (primary). View-through 1d, click-through 7d (shorter than evergreen to avoid Mother's Day halo inflating future attribution).
Post May 14	Pause. Evaluate ROAS CDP after 7 days lag. If >2.0× → keep assets for evergreen DG (Horizon 2.2). If <1.5× → pause creative, analyze top-performing ad group before shelving.

Move 2 — Mother's Day Asset Group in TK_Performance_Max_NB_US_ALL_STORE

Do NOT restructure or pause the PMax NB campaign during Mother's Day. Instead, add a dedicated asset group and increase budget for the sprint window. Restructure evaluation moves to post May 14.

Asset group name	`Mothers Day Gift` — add to existing `TK_Performance_Max_NB_US_ALL_STORE`
Headlines (15)	Gift Her the Perfect Fit · The Mother's Day Gift She'll Love · Bras She'll Actually Wear · Give Mom Ultimate Comfort · The Gift That Fits Perfectly · Surprise Mom This May 11 · True Comfort. True Fit. Gift It. · Mother's Day Deals on Bras · Shop Mother's Day Gifts Now · Free Shipping by Mother's Day · Her Favorite Bra at a Great Price · Thoughtful Gifts for Every Mom · Bras Designed for Real Women · Find Her Perfect Bra Today · The Gift She's Been Wanting
Descriptions (4)	Give Mom the gift of all-day comfort with Truekind's wireless bras. Free shipping available. · Truekind bras are designed for real women — the thoughtful Mother's Day gift she'll actually use every day. · Skip the guesswork. Our fit quiz helps you find her perfect size. Arrives before Mother's Day. · Surprise her with the bra she never buys for herself. Shop Truekind today — comfort guaranteed.
Images	Gift-wrapping lifestyle shots, flat-lay with ribbon, before/after comfort story, mom+daughter imagery. Minimum 5 images (3:4, 1:1, and 1.91:1 crops). Full specs in Creative Specs section.
Video	Optional — Google will auto-generate from images if not provided. YouTube video creatives are out of scope (managed by separate analyst).
Audience signal	Mother's Day shoppers (in-market) · Gift buyers (custom segment) · Women 35–65 interest overlay · Customer Match: Lapsed buyers list
Final URL	Mother's Day landing page / gift collection (same as Demand Gen)
Budget increase	Campaign: $216/d → $350/d for May 1–14. Revert to $216 on May 15 (or adjusted based on post-holiday evaluation).
Post May 14	Evaluate CDP ROAS for the new asset group. If performing better than evergreen → keep. Then proceed with feed-only restructure evaluation from Horizon 2.1.

Mother's Day Sprint total budget

$530/d

$180 DG + $134 PMax NB increment · 10 days = ~$5,300

Expected lift hypothesis

+$8–15k

Gift-intent AOV typically 20–30% above baseline. Short but high-intensity window.

Break-even ROAS needed

1.5–2.0×

On CDP 1DC basis. Evaluate after May 18 (7-day data lag).

Move 3 — Mother's Day RSA copies for all active Search campaigns

Upload Mother's Day-specific RSA variants to every active Search campaign (Brand + NB Competitor) so all Search traffic during the sprint gets the gift-intent message. Pause these RSAs on May 15 and revert to evergreen ad rotation.

Campaigns affected	SR_US_BR_TK_Core_2 · SR_US_BR_TK_Coupons · SR_US_BR_TK_Modifiers · SR_US_BR_TK_Reviews · SR_US_BR_TK_Core_Broad · SR_US_BR_TK_Products_CPC · SR_US_TK_NB_Competitor
Headlines pool (15)	Shop Mother's Day Bras · Mother's Day Gift for Mom · The Bra Mom Will Love · Free Shipping by May 10 · Mother's Day Sale at Truekind · Comfort She'll Actually Wear · The Perfect Mother's Day Gift · Wireless Bras for Mom · Truekind Mother's Day Deals · Find Her Size — Free Quiz · True Comfort. True Fit. · Surprise Mom This May 11 · Bras Designed for Real Women · Gift the Comfort She Deserves · Order by May 8 — Arrives in Time
Descriptions pool (4)	Give Mom the gift of all-day comfort. Free shipping by May 10. Truekind wireless bras. · The Mother's Day gift she'll actually use every day. Shop Truekind for the perfect fit. · Skip the guesswork — our free fit quiz finds her perfect size. Arrives before Mother's Day. · The bra she never buys for herself. Surprise her with Truekind this Mother's Day.
Brand-only headlines	Add 3 brand-locked headlines to Brand RSAs only (Pinning position 1): "Truekind Mother's Day Sale" · "Truekind Bras for Mother's Day" · "Truekind — Mother's Day Gifts"
Sitelinks	2 Mother's Day-specific sitelinks per campaign: "Mother's Day Gift Guide" / "Free Shipping by May 10" — point to MD landing page.
Rotation	Set ad rotation to "Optimize" (default). New RSAs will compete with evergreen — winners surface naturally during high-intent gift period.
Post May 14	Pause Mother's Day RSAs and Mother's Day sitelinks. Keep evergreen ad rotation untouched.

4b. 3-Horizon Plan (Evergreen Scaling)

HORIZON 1 · Weeks 1–2 Direct push on proven winners with measurable headroom

Estimated increment: +$300/day · Risk: LOW · Expected ROAS: ≥3.0×

Golden rule applied: Budget increases only on campaigns already utilizing >85% of their current budget. For campaigns with budget headroom, the lever is bid / tROAS — raising budget on an under-spending campaign won't unlock more impressions until ad rank catches up.

Campaign	Action	Budget	Spend (30d/d)	Util.	Rationale
SR_US_TK_NB_BraFit	HOLD	$50/d	$49/d	98%	CDP 0.59× — below breakeven. Do not scale until CDP >1.5×.
SR_US_TK_NB_SpecialtyBras	HOLD	$50/d	$51/d	102%	CDP 0.89×. Close to breakeven — watch 2 weeks.
SR_US_TK_NB_WirelessBras	HOLD	$65/d	$65/d	100%	CDP 0.70×. Below breakeven. Do not scale.
SR_US_TK_NB_Competitor	tROAS −20pts · budget +25%	$160/d	$122/d	76%	CDP 2.09×. tROAS first to capture 57% IS lost to rank; budget bump only after util >90%.
SHP_TK_US_BR_OVER_INDEX	tROAS 220% → 180% (no budget change)	$850/d	$460/d	54%	Budget already has headroom — current constraint is rank, not cap. Lower tROAS to capture 21% IS lost to rank.
SHP_TK_US_BR_ALL_STORE	−30% budget cap (signal cut)	$700/d	$415/d	59%	Reducing cap doesn't reduce delivery (under-utilized) — signals reallocation toward OVER_INDEX. ROAS drag.
SR_US_BR_TK_Core_Broad	tROAS −20pts (no budget change)	$200/d	$35/d	18%	55% IS lost to rank but only 18% budget util — pure rank/bid issue. Budget already covers 5×+ current spend.
SR_US_BR_TK_Reviews	tROAS −15pts (no budget change)	$1,000/d	~$120/d	~12%	19% IS lost to rank. Budget abundant — bid is the only meaningful lever.
SR_US_TK_NB_Bras (legacy)	Already paused	—	—	—	Paused on Day 1 (CDP ~0.6× ROAS).

Spend column = 30-day actual / 30 = avg daily spend (CDP). Utilization = avg daily spend ÷ campaign daily budget cap.

Health KPIs (review Monday WoW — CDP only)

Shopping OVER_INDEX: IS lost to rank should fall 21% → <12% within 7 days of tROAS change. Daily spend should rise from $460 toward the $850 cap as bid takes effect.
NB Competitor (CDP): ROAS should hold ≥2.0× after tROAS reduction. If drops below 1.5× → freeze.
Core_Broad: daily spend should climb from $35 toward $80–120 as bid takes effect. Reassess budget at >85% util.
NB BraFit/Specialty/Wireless: scale only when CDP >1.5× for 2 consecutive weeks.
Google blended ROAS (CDP) ≥ 3.0× during week 1.

HORIZON 2 · Weeks 2–4 Restructure bleeding + open new channels

Estimated increment: +$700/day · Risk: MEDIUM · Expected ROAS: 2.5–2.8×

2.1 — PMax NB split: feed-only campaign + creative-only campaign (post Mother's Day, May 15+)

Echelonn principle: separate inventory types into different PMax campaigns to allow independent tROAS tuning and clearer attribution. Decision triggered after Mother's Day evaluation — do not restructure during the holiday sprint.

Status through May 14	Keep running with Mother's Day asset group active (see Section 4a). Do not split during the sprint — learning phase interruption would cost the window.
Evaluation (May 15)	Pull CDP ROAS for Mother's Day asset group vs evergreen asset group. Review which inventory type drove the conversions (feed vs creative).
Split structure	(A) New: TK_PMax_NB_FeedOnly — product feed only, brand exclusions, no audience signals. tROAS 180%. (B) Existing TK_Performance_Max_NB_US_ALL_STORE — remove the product feed; keep images + texts + audience signals only. Mother's Day asset group becomes the seed for evergreen creative-driven asset group. tROAS 150%.
Why split	Today's PMax NB blends Shopping + creative inventory under one tROAS — neither can be tuned correctly. Splitting allows: (a) feed-only to chase qualified product searches at higher tROAS; (b) creative-only to drive Discovery/YouTube prospecting at lower tROAS without pulling shopping efficiency down.
Brand exclusions	Apply on both campaigns. Echelonn case study: brand exclusions alone = +5% new customer acquisition, −7% CAC, up to +31% ROAS. PMax without exclusions cannibalizes Brand Search budget.
Budget	Feed-only: $150/d launch (Manual ECPC equivalent: tROAS 180%). Creative-only: keep $216/d evergreen (post-MD). Total post-split: $366/d.
Fallback	If Mother's Day data shows the existing PMax NB at >1.5× CDP without restructure → defer split, keep current campaign and gradually add Standard Shopping NB volume (Section 2.4).

2.2 — Launch Demand Gen (image-only)

Why NOW	Truekind today is 100% demand-capture. Echelonn optimal split: 70-80/20-30. Without demand-gen, doubling spend 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)
Ad formats	Image ads only — Discover feed, Gmail, YouTube In-feed image placements. YouTube video creatives are out of scope (managed by separate analyst). If Truekind opens a YouTube content channel later, video DG can be revisited.
Creatives	Minimum 12 image assets at launch (4 landscape 1.91:1, 4 square 1:1, 4 portrait 4:5). Mix: lifestyle on-body, gift framing, before/after fit story, UGC testimonials. 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.

2.3 — Customer Match + RLSA on NB Search (underutilized 1P asset)

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.

2.4 — Standard Shopping NB (separate from Brand)

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

HORIZON 3 · Weeks 4–8 Scale new channels + cross-channel synergy

Estimated increment: +$400/day · Risk: MEDIUM · Expected ROAS: 2.4–2.6×

Demand Gen scaling: If CPA < $90 sustained for 14 days, scale +20% every 3-5 days. Launch second image creative iteration.
NB Search CDP week-6 review (≈May 26): Pull CDP ROAS for BraFit, SpecialtyBras, WirelessBras. If any reach >1.5× CDP for 2 consecutive weeks → scale budget +50%. Daily search term mining stays active (launchd running).
Customer Match → Similar Audiences: Once lists are live, generate similar audiences as signal in PMax Brand and Demand Gen Prospecting.
PMax NB split monitoring: 14-day learning phase post-split. Both campaigns held at launch budget; tROAS adjustments locked until ≥30 conversions per campaign.

Creative Roadmap (Echelonn audit framework — Neglected Creative Signals)

Quarterly RSA refresh on Brand: rotate headlines with fresh stats (LTV, reviews count, bestseller badges).
Shopping title audit: Echelonn rule — keyword-first (not brand-first). Verify first 40 characters in DataFeedWatch feed (shop ID 144744).
Custom Labels feed update (Echelonn: every 2-3 weeks): performance tier, margin, seasonal fit.

KILL LIST · Execute Day 1

SR_US_TK_NB_Bras (legacy) — Already paused. CDP ~0.60× ROAS, redundant with March NB restructure.
TK_Performance_Max_NB_US_ALL_STORE — do NOT pause during Mother's Day. Add Mother's Day asset group + increase budget to $350/d until May 14. Split decision on May 15 (see Section 4b · Horizon 2.1).
SHP_TK_US_BR_ALL_STORE — drop budget cap −30% ($700→$500/d). Drag on Shopping Brand ROAS; reduction signals reallocation toward OVER_INDEX.
NB Search scale freeze: Do not increase budget on BraFit, SpecialtyBras, or WirelessBras until CDP ROAS >1.5× for 2 consecutive weeks.
Weekly bleeding sweep (NB Search): Any search term with >$50/0 conv in 14 days → negative. TK NB miner runs daily via launchd.

Bras already paused. ALL_STORE budget reduction redirects spend signal toward OVER_INDEX and Mother's Day Sprint.

5. Budget Allocation

5a. Mother's Day Sprint (May 1–14 only)

Campaign	Today	May 1–14	Δ	Notes
TK_DG_MothersDay_2026 NEW	—	$180/d	+$180	Max Conv, gift-intent targeting. Pause May 15.
TK_Performance_Max_NB_US_ALL_STORE	$216/d	$350/d	+$134	Mother's Day asset group active. Revert May 15.
Sprint increment	—	—	+$314/d	~$3,140 total over 10 days

5b. Evergreen Scaling Target ($4,500/Day)

Block	Today	Target (post-May 14)	Δ	Logic
Brand Search (Google)	~$280/d	~$450/d	+$170	Bid moves on Core_Broad & Reviews drive utilization toward existing budget caps. Core_2/Coupons/Products_CPC untouched (IS ceiling).
Brand Shopping (Google)	~$875/d	~$1,150/d	+$275	tROAS 220→180 on OVER_INDEX recovers 21% IS lost to rank — utilizes existing $850/d cap. ALL_STORE cap reduced (signal-only).
PMax Brand	$365/d	$450/d	+$85	+25% once Customer Match signal is live.
NB Search — Competitor only	$122/d	$200/d	+$78	CDP 2.09× ROAS — only viable NB Search. tROAS −20pts first, raise budget if util >90%.
NB Search — BraFit/Specialty/Wireless	$165/d	$165/d	$0	Hold at current. CDP below breakeven. Scale only when CDP >1.5× for 2 weeks.
PMax NB Feed-Only NEW	—	$150/d	+$150	Post May 15 split: feed only, brand exclusions, tROAS 180%.
PMax NB Creative-Only (current campaign, no feed)	$216/d	$220/d	+$4	Existing campaign converts to creative-only post-split (May 15+). tROAS 150%.
Standard Shopping NB NEW	—	$180/d	+$180	Priority HIGH + brand negatives. NB Shopping volume without brand cannibalization.
Demand Gen — Evergreen NEW	—	$220/d	+$220	TK_DG_Prospecting + TK_DG_Remarketing (image-only, launched Week 3, scale Week 5+).
NB legacy (Bras)	$0	$0	—	Already paused.
DAILY TOTAL (evergreen)	~$2,025/d	~$3,185/d	+$1,160/d (+57%)	Add Mother's Day sprint: +$314/d → ~$3,500/d peak

Today's daily figures = avg actual CDP spend over last 30 days (not budget caps). Targets reflect bid-driven utilization gains + new channel launches. The ~$4,200/d ceiling unlocks in Horizon 3 (June+) as Demand Gen scales and NB Search CDP ROAS validates incremental investment.

6. Risk Controls & Checkpoints

Safety Rules (Non-Negotiable)

10–20% weekly increments, never double in a single step (Echelonn: immediate doubling spikes CPA).
Brand IS ≥ 95% — if it drops, investigate first, don't pause.
Bleeding rule: >$50/0 conv 30d = immediate pause.
Learning phase: after any major change (PMax NB restructure, Demand Gen launch) → 14 days with no structural modifications.
Max tROAS shifts of ±20pts per week on any Smart Bidding campaign.

Health Metrics — Weekly Review (Monday WoW)

Google blended ROAS ≥ 2.5× green · 2.0–2.5× yellow · <2.0× red
NB CPA ≤ $50 (original NB restructure target)
Brand IS ≥ 95% (Core_2, Coupons, Products_CPC)
Demand Gen view rate ≥ 8% Shorts / 20% in-stream
CDP revenue match with platform ≥ 90% (flag if below — tracking issue)

7. Execution Timeline

When	Primary Action	Δ Spend	Spend/Day
May 1–2	🌸 Mother's Day Sprint launch: TK_DG_MothersDay_2026 image-only ($180/d) · PMax NB budget $216→$350/d + MD asset group live · MD RSAs uploaded to Brand + Competitor Search.	+$314	~$2,400
May 1–3	Horizon 1 bid moves: OVER_INDEX tROAS 220→180. Core_Broad tROAS −20pts. Reviews tROAS −15pts. Competitor tROAS −20pts. ALL_STORE budget cap −30%. Customer Match lists uploaded.	+$240	~$2,640
May 5–7	Bid moves take effect. If Competitor utilization >90% → raise budget +25%. If Core_Broad util >80% → review.	+$80	~$2,720
May 11	🌸 Mother's Day. Monitor DG + PMax NB performance in platform (CDP data available May 18+).	—	~$2,720
May 14–15	🌸 End Mother's Day Sprint: pause TK_DG_MothersDay_2026, pause MD RSAs, revert PMax NB to $216/d. Evaluate CDP results May 18.	−$314	~$2,406
May 15–18	PMax NB split decision: launch TK_PMax_NB_FeedOnly + remove feed from existing campaign (creative-only). RLSA layers on NB Search.	+$150	~$2,556
May 19	Evergreen Demand Gen launch image-only (TK_DG_Prospecting + TK_DG_Remarketing $120/d). Standard Shopping NB $180/d.	+$300	~$2,856
May 26	NB Search CDP week-6 review. Scale BraFit/Specialty only if CDP >1.5× for 2 weeks. Demand Gen scale +20% if CPA <$90.	+$200	~$3,056
Jun 2–16	Demand Gen scaling +20% every 3-5 days. Image creative refresh. PMax NB split monitoring (post 14-day learning).	+$300	~$3,356
Jun 16+	Fine-tuning. Customer Match → similar audiences in PMax Brand + DG. ~$4,200/d target.	+$800	~$4,200

8. Why This Plan Works

1. Structure before volume

Echelonn fundamental: "Scale works best as a consequence of structure." Bid moves before budget moves; PMax NB split after Mother's Day; kill bleeding before adding spend.

2. CDP-verified headroom only

Growth comes from IS loss that is measurable (Shopping OVER_INDEX, Brand Core_Broad, Competitor NB) and from channels CDP has confirmed work. NB Search scale is frozen until CDP agrees — no guessing.

3. Demand-capture/gen diversification

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).

Important reminder: ROAS will drop from 3.36× (CDP) to ~2.6–2.8× — that's the math of scaling, not a plan failure. Always judge success by absolute revenue, absolute conversions, and blended ROAS from CDP (Redash query 2635 · revenue_1dc) — never from platform-reported metrics, which undercount by ~18% vs CDP.

9. Immediate Next Steps

Stakeholder plan approval.
Day 1 — Mother's Day Sprint launch: TK_DG_MothersDay_2026 (image-only) live, PMax NB Mother's Day asset group added, MD RSAs uploaded to Brand + Competitor search campaigns.
Day 1 — Horizon 1 bid moves: OVER_INDEX tROAS 220→180, ALL_STORE budget −30%, Core_Broad tROAS −20pts, Reviews tROAS −15pts, Competitor tROAS −20pts.
Day 1 — Notion changelog entries for all platform changes.
Day 2-3 — Customer Match list export from Shopify (SHA-256 hashed emails).
Day 3-5 — Standard Shopping NB campaign build (priority HIGH + brand negatives).
Day 5-7 — Image asset delivery from creative team (Demand Gen + PMax MD asset group).
Monday May 5 — first post-change WoW review → fine-tune.
May 15 — post Mother's Day evaluation: PMax NB split decision (feed-only + creative-only).

Creative Specs — Separate Deliverable

Creative Brief · Truekind · Mother's Day 2026

Image Specs — Demand Gen + PMax Asset Group

Technical requirements and creative direction for TK_DG_MothersDay_2026 (new Demand Gen campaign, image-only) and the Mothers Day Gift asset group inside TK_Performance_Max_NB_US_ALL_STORE. Share this section with the creative team. YouTube video creatives are out of scope for this plan — managed by a separate analyst.

Flight: May 1 – 14 Mother's Day: May 11 Account 187-171-1997

Demand Gen — TK_DG_MothersDay_2026

Demand Gen serves image ads across Discover feed, Gmail and YouTube In-feed image placements. YouTube video creatives are out of scope for this campaign — managed by a separate analyst. Recommended: upload all 3 image ratios to maximize placement coverage. If Truekind opens a YouTube content channel later, video DG can be added.

Image Specs

Landscape 1.91:1 Required

1.91:1

Ratio	1.91:1
Recommended	1200 × 628 px
Minimum	600 × 314 px
Format	JPEG / PNG (no GIF)
File size	Max 5 MB
Text overlay	Max 20% of image area

Square 1:1 Required

1:1

Ratio	1:1
Recommended	1200 × 1200 px
Minimum	300 × 300 px
Format	JPEG / PNG
File size	Max 5 MB
Text overlay	Max 20% of image area

Portrait 4:5 Recommended

4:5

Ratio	4:5
Recommended	960 × 1200 px
Minimum	480 × 600 px
Format	JPEG / PNG
File size	Max 5 MB
Text overlay	Max 20% of image area

Text Assets — Demand Gen

Headlines 40 chars Max 5

The Mother's Day Gift She'll Love (34)
Give Her the Gift of Perfect Fit (33)
Bras She'll Actually Wear (26)
Surprise Mom This May 11 (25)
Free Shipping by Mother's Day (30)

Descriptions 90 chars Max 5

Give Mom the gift of all-day comfort with Truekind's wireless bras. Free shipping available. (91 → trim to 90)
Truekind bras are designed for real women — the thoughtful Mother's Day gift she'll actually use. (97 → trim)
Skip the guesswork. Our fit quiz helps find her perfect size. Arrives before Mother's Day. (91 → trim)
Surprise her with the bra she never buys herself. Shop Truekind — comfort guaranteed. (87 ✓)

Business Name

Truekind

Max 25 chars · must match brand name

Call to Action

Shop Now

Also valid: "Buy Now", "Get Offer", "Learn More"

Final URL

Mother's Day LP

Gift collection or fit quiz page. Add "Free shipping by May 10" banner if possible.

Creative Direction — Demand Gen

Color Palette

Warm pinks, soft whites, champagne/blush tones. Avoid black-heavy backgrounds — use light or neutral sets that feel warm and gifty.

Tone & Framing

Celebratory and warm. Gift-giving moment — the giver (daughter / partner) as hero, mom as the recipient. "She deserves it" not "buy this product."

Visual Priority

Product on body first (not flat-lay). Show woman smiling and comfortable. Lifestyle context: morning routine, confident posture. No heavy retouching — real bodies.

Image hook formula: Lead the eye to the woman smiling and comfortable. Gift packaging or "For Mom" tag in supporting frame. Keep text overlay under 20% of image area. Headline lives in the ad text — don't repeat it on the image.

PMax NB — "Mothers Day Gift" Asset Group

Add to existing campaign TK_Performance_Max_NB_US_ALL_STORE. Do NOT create a new PMax campaign — add as a new asset group to preserve campaign learning. Budget increase goes at campaign level ($350/d for the sprint period).

Image Specs

Landscape 1.91:1 Min 1 required

1.91:1

Recommended	1200 × 628 px
Minimum	600 × 314 px
Format	JPEG / PNG
File size	Max 5 MB
Max per group	20 images

Square 1:1 Min 1 required

1:1

Recommended	1200 × 1200 px
Minimum	300 × 300 px
Format	JPEG / PNG
File size	Max 5 MB
Max per group	20 images

Portrait 4:5 Strongly recommended

4:5

Recommended	960 × 1200 px
Minimum	480 × 600 px
Format	JPEG / PNG
File size	Max 5 MB
Note	Unlocks Responsive Display Network placements

Logo — Square 1:1 Required

Recommended	1200 × 1200 px
Minimum	128 × 128 px
Format	PNG (transparent background preferred)
File size	Max 5 MB
Note	Use existing Truekind logo — no need to create new

Logo — Landscape 4:1 Recommended

Recommended	1200 × 300 px
Minimum	512 × 128 px
Format	PNG (transparent background)
File size	Max 5 MB
Note	Used in display banners and responsive ads

Video — Out of Scope

YouTube video creatives are out of scope for this asset group — managed by a separate analyst. PMax will auto-generate a video from the uploaded images if no video is provided. Auto-generated videos are typically low quality but acceptable for the 10-day Mother's Day window. If Truekind opens a YouTube content channel, video assets can be added later.

Text Assets — PMax Asset Group

Short Headlines 30 chars 15 slots · Min 3

Gift Her the Perfect Fit (25)
The Mother's Day Gift She'll Love (33→trim)
Bras She'll Actually Wear (26)
Give Mom Ultimate Comfort (26)
The Gift That Fits Perfectly (30)
Surprise Mom This May 11 (25)
True Comfort. Gift It. (22)
Mother's Day Deals on Bras (27)
Shop Mother's Day Gifts Now (28)
Free Shipping by Mother's Day (30)
Her Favorite Bra at a Great Price (34→trim)
Thoughtful Gifts for Every Mom (31→trim)
Bras Designed for Real Women (30)
Find Her Perfect Bra Today (27)
The Gift She's Been Wanting (28)

Long Headlines 90 chars 5 slots · Min 1

Give Mom the gift of all-day comfort — wireless bras designed for real women. Free shipping.
Truekind bras: the Mother's Day gift she'll use every day. True comfort, true fit, delivered fast.
The bra she never buys herself. Shop Truekind this Mother's Day — she'll love the fit. Ship by May 10.
Skip the guesswork — Truekind's fit quiz finds her size. The perfect Mother's Day gift, guaranteed.
Wireless, comfortable, made for all-day wear. Gift her Truekind this Mother's Day.

Descriptions 90 chars 5 slots · Min 1

Give Mom comfort she'll actually feel. Truekind wireless bras — designed for real women, made to last.
Thoughtful, practical, and something she'll wear every day. Shop Truekind Mother's Day gifts now.
Free shipping on orders in time for May 11. Find her perfect fit with our free size quiz.
She deserves a bra that actually fits. Truekind's wireless designs are the gift that keeps giving.

Business Name

Truekind

Max 25 chars

Final URL

Mother's Day LP

Same URL as Demand Gen. Add UTM: utm_content=pmax_md_ag

Audience Signals

Mother's Day Shoppers (in-market) · Gift buyers (custom) · Women 35–65 · Customer Match: Lapsed buyers

Creative Direction — PMax Asset Group

Image Priority Order

1. Gift wrapping / packaging context
2. Woman smiling, wearing product
3. Flat-lay product on pink/blush background
4. Gift card / "For Mom" tag visual

✓ Warm color palette (blush, pink, white)
✓ Show product clearly in all 3 ratios
✓ Minimal text (max 20% of image)
✓ Varied compositions per ratio
✓ Real diverse body types

Don't

✗ Same image cropped to all ratios (lazy)
✗ Heavy text overlays
✗ Dark backgrounds (off-tone for occasion)
✗ Logos as images (use logo field)
✗ Blurry or low-res assets

Asset Count Checklist

Asset Type	Min Required	Recommended	Status
Image — Landscape 1.91:1	1	5–10	To create
Image — Square 1:1	1	5–10	To create
Image — Portrait 4:5	0 (optional)	3–5	To create
Logo — Square 1:1	1	1	Use existing
Logo — Landscape 4:1	0 (optional)	1	Use existing
Video	0	—	Out of scope (separate analyst)
Short Headlines (30c)	3	15	15 written above
Long Headlines (90c)	1	5	5 written above
Descriptions (90c)	1	4	4 written above

Frameworks applied: Echelonn (account structure, PMax brand exclusions, Demand Gen split, scaling rules, audit framework, YouTube architecture) · Workspace core-ppc-reasoning (profitability hierarchy, statistical thresholds, Bleeding Rule).

Business metrics (revenue, ROAS, CPA, conversions): CDP · Redash query 2635 · revenue_1dc / conversions_1dc · 2026-04-01 → 2026-04-30 · /tmp/tk_cdp_30d.json

Impression share, spend, budgets: Google Ads API · campaign_view · LAST_30_DAYS · Account 187-171-1997 · /tmp/tk_campaigns_30d.json

Recent reports referenced: WoW 2026-04-26, WoW 2026-04-19, NB Search restructure spec 2026-03-31.