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 |
|---|---|---|---|---|---|---|---|---|
| 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% | +21% IS if we raise bid |
| 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% | RESTRUCTURE — feed-only + brand exclusions |
| SR_US_TK_NB_Bras (legacy) | NB Search | $2,058 | ~0.6×* | ~$100* | 10% | 0% | 90% | PAUSE — redundant with NB restructure |
| Bing Search Brand | Bing Search | $2,482 | 5.91× | $11.99 | — | — | — | Severely under-budgeted — scale now |
| Bing Shopping Brand | Bing Shopping | $3,043 | 1.29× | $49.09 | — | — | — | Weak — monitor before scaling |
| * 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). | ||||||||
| Monthly spend (Google + Bing) | $67,892 | → | $135,000 |
| Daily spend | $2,263 | → | $4,500 |
| 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 |
| 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 | YouTube Shorts (vertical) + In-stream skippable + Discover feed. Separate ad groups per format for creative control. |
| 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." • Shorts (6–15s): Quick reveal — gift box opens to reveal Truekind bra, text overlay "She's been hinting..." CTA: Shop Now. • In-stream (30s): Daughter/son surprising mom. Problem → solution: "She never buys one for herself." Comfort + fit story. • Discover: Lifestyle flat-lay of gift-wrapped bra. Headline: "The Mother's Day gift that fits perfectly." |
| 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. |
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). |
| 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. |
Estimated increment: +$650/day · Risk: LOW · Expected ROAS: ≥3.0× · NB Search scale removed — CDP data confirms below breakeven
| Campaign | Action | Current Budget | New | Rationale |
|---|---|---|---|---|
| SR_US_TK_NB_BraFit | HOLD — monitor CDP | $50/d | $50/d | CDP: 0.59× ROAS. Platform was misleading (NB brand-session attribution). Do not scale until CDP ROAS >1.5×. |
| SR_US_TK_NB_SpecialtyBras | HOLD — monitor CDP | $50/d | $50/d | CDP: 0.89× ROAS. Close to breakeven — watch next 2 weeks before any budget move. |
| SR_US_TK_NB_WirelessBras | HOLD — monitor CDP | $65/d | $65/d | CDP: 0.70× ROAS. Below breakeven. Do not scale. |
| SR_US_TK_NB_Competitor | +90% budget + tROAS −20pts | $160/d | $300/d | CDP: 2.09× ROAS — the only NB Search campaign that works. 57% IS lost to rank. |
| SHP_TK_US_BR_OVER_INDEX | tROAS 220% → 180% + budget +40% | $850/d | $1,200/d | CDP: 2.30× blended Shopping Brand. 21% IS lost to rank — recoverable with lower tROAS. |
| SHP_TK_US_BR_ALL_STORE | −30% budget (redirect to OVER_INDEX) | $700/d | $500/d | Drag on Shopping Brand blended ROAS. OVER_INDEX outperforms consistently. |
| SR_US_BR_TK_Core_Broad | +100% budget + bid | $200/d | $400/d | CDP Search Brand segment: 9.79× ROAS. Core_Broad has 55% IS lost to rank — pure headroom. |
| SR_US_BR_TK_Reviews | +30% bid only | $1,000/d | $1,000/d | 19% IS lost to rank, 4.40× CDP-implied ROAS. Budget covers — only need bid increase. |
| SR_US_TK_NB_Bras (legacy) | PAUSE | $100/d | $0 | CDP: ~0.6× ROAS. Legacy campaign, redundant with March NB restructure. |
Estimated increment: +$700/day · Risk: MEDIUM · Expected ROAS: 2.5–2.8×
| Status through May 14 | Keep running with Mother's Day asset group active (see Section 4a). Do not restructure during the holiday sprint — learning phase interruption would cost the window. |
| Evaluation (May 15) | Review CDP ROAS of Mother's Day asset group vs evergreen asset group. If Mother's Day AG performed >2.0× CDP → the campaign structure can work with the right creative signal. If evergreen remains <1.5× → proceed with feed-only restructure. |
| Restructure path (if needed) | 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 brand exclusions matter | Echelonn case study: brand exclusions alone = +5% new customer acquisition, −7% CAC, up to +31% ROAS. PMax without exclusions cannibalizes Brand Search budget. |
| Post-restructure budget | $220/d (current $216 + slight increase post Mother's Day). tROAS 180%, scale to 220% after 30 conv. |
| 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×
~$3.2k/mo freed from NB_Bras pause + ALL_STORE reduction → reallocated to Mother's Day Sprint ($5.3k one-time) and Shopping OVER_INDEX (evergreen).
| 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 |
| Block | Today | Target (post-May 14) | Δ | Logic |
|---|---|---|---|---|
| Brand Search (Google) | $370/d | $520/d | +$150 | Core_Broad +$200/d. Core_2/Coupons/Products_CPC untouched (at IS ceiling). |
| Brand Shopping (Google) | $870/d | $1,250/d | +$380 | OVER_INDEX +$350 (tROAS 220%→180%), ALL_STORE −$200. Recapture 21% IS lost to rank. |
| PMax Brand | $365/d | $450/d | +$85 | +25% once Customer Match signal is live. |
| NB Search — Competitor only | $120/d | $300/d | +$180 | CDP 2.09× ROAS — the only viable NB Search campaign. 57% lost to rank. |
| 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 (post Mother's Day) | $216/d | $220/d | +$4 | Evaluate restructure May 15. Budget stays flat unless restructure improves CDP ROAS. |
| Standard Shopping NB NEW | — | $200/d | +$200 | Priority HIGH + brand negatives. Builds NB Shopping volume without brand cannibalization. |
| Demand Gen — Evergreen NEW | — | $220/d | +$220 | TK_DG_Prospecting + TK_DG_Remarketing (launched Week 3, scale Week 5+). |
| NB legacy (Bras) | $70/d | $0 | −$70 | Paused Day 1. |
| Bing TK (Modifiers + Shopping) | ~$130/d | ~$280/d | +$150 | Modifiers 5.91× CDP ROAS / $11.99 CPA. Severely under-budgeted. |
| DAILY TOTAL (evergreen) | $2,306/d | $3,605/d | +$1,299/d (+56%) | Add Mother's Day sprint: +$314/d → $3,919/d peak |
| When | Primary Action | Δ Spend | Spend/Day |
|---|---|---|---|
| May 1–2 | 🌸 Mother's Day Sprint launch: TK_DG_MothersDay_2026 ($180/d) + PMax NB budget $216→$350/d + Mother's Day asset group live. | +$314 | $2,620 |
| May 1–3 | Kill list: pause NB_Bras. OVER_INDEX tROAS 220%→180%. ALL_STORE −$200/d. Customer Match lists uploaded to Google Ads. | +$250 | $2,870 |
| May 5–7 | Competitor NB budget $160→$300/d. Brand Core_Broad $200→$400/d + bid increase. Bing Modifiers +200% budget. | +$390 | $3,260 |
| May 11 | 🌸 Mother's Day. Monitor DG + PMax NB performance in platform (CDP data available May 18+). | — | ~$3,260 |
| May 14–15 | 🌸 End Mother's Day Sprint: pause TK_DG_MothersDay_2026, revert PMax NB to $216/d. Evaluate CDP results May 18. | −$314 | $2,946 |
| May 15–18 | PMax NB decision: restructure to feed-only or keep based on Mother's Day asset group CDP data. RLSA layers on NB Search. | ± | ~$3,000 |
| May 19 | Evergreen Demand Gen launch (TK_DG_Prospecting + TK_DG_Remarketing $120/d). Standard Shopping NB $180/d. | +$300 | $3,300 |
| 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 | $3,500 |
| Jun 2–16 | Demand Gen scaling +20% every 3-5 days. Creative refresh. Advertorial LP for NB. Bing PMax test. | +$300 | $3,800 |
| Jun 16+ | Fine-tuning. Customer Match → similar audiences in PMax Brand + DG. ~$4,100/d target. | +$300 | ~$4,100 |
Echelonn fundamental: "Scale works best as a consequence of structure." That's why we kill the bleeding and restructure PMax NB before adding spend.
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.
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).