Scaling Plan · Truekind · Google Ads
Doubling daily spend without breaking unit economics
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.
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
Google Ads daily budget assigned
$8,192
Unused capacity — real constraint is bid/IS, not budget caps
Critical insight: 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, budgets, and spend — metrics not available in CDP. Total assigned daily budgets ($8.2k/d) are 4× actual spend ($2.1k/d) — the bottleneck is impression share lost to rank on best-ROAS campaigns and budget cap only on the new NB Search 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% | +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 |
| * 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%
Bleeding (CDP confirmed)
~$5.8k/mo spend
PMax NB 1.38× ROAS · NB_Bras ~0.6× → restructure/pause
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.
⚠ Plan correction (May 1 · CDP Tableau data): NB Search campaigns were originally scored using platform ROAS (platform overcounts NB by attributing brand-session conversions). CDP Tableau shows BraFit at 0.59× ROAS CDP, WirelessBras 0.70×, SpecialtyBras 0.89× — all below breakeven. Only Competitor is viable at 2.09× CDP. Horizon 1 NB scale recommendations revised accordingly. Budget freed from NB is redirected to Mother's Day Sprint and Shopping OVER_INDEX.
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. Two moves: a dedicated Demand Gen campaign targeting gift-givers, and a Mother's Day asset group inside PMax NB to capture high-intent gift queries. Both run May 1–14 at elevated budget, 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 | 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. |
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). |
| 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).
4b. 3-Horizon Plan (Evergreen Scaling)
HORIZON 1 · Weeks 1–2 Direct push on proven winners with measurable headroom
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. |
Health KPIs (review Monday WoW — CDP only)
- Shopping OVER_INDEX: IS lost to rank should fall 21% → <12% within 7 days of tROAS change.
- NB Competitor (CDP): ROAS should hold ≥2.0× after budget increase. If drops below 1.5× → freeze budget.
- NB BraFit/Specialty/Wireless: watch CDP ROAS weekly — scale only when both hit >1.5× CDP for 2 consecutive weeks.
- Google blended ROAS (CDP) ≥ 3.0× during week 1 (NB scale removed → less dilution expected).
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: Evaluate restructure post Mother's Day (May 15+)
| 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. |
2.2 — Launch Demand Gen (YouTube + Discover)
| 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. |
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 (Echelonn YouTube rule). Launch second 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).
- Advertorial layer for NB Search: Build an editorial landing page ("How to find your true bra fit") between the ad and product page. Echelonn: reduces friction and improves Smart Bidding signals.
- Customer Match → Similar Audiences: Once lists are live, generate similar audiences as signal in PMax Brand and Demand Gen Prospecting.
- Test Canada (account 9328705246): Only if USA inventory is saturated and Competitor NB is proven at scale. Do not replicate NB Search campaigns until CDP ROAS is confirmed >1.5× in USA first.
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) — pause immediately. CDP ~0.60× ROAS, $100 CPA, 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. Restructure decision on May 15 based on CDP performance.
- Reduce SHP_TK_US_BR_ALL_STORE −30% ($700→$500/d) — drag on Shopping Brand ROAS. Redirect delta to OVER_INDEX.
- NB Search scale freeze: Do not increase budget on BraFit, SpecialtyBras, or WirelessBras until CDP ROAS >1.5× for 2 consecutive weeks. Platform ROAS is unreliable for NB Search attribution.
- Weekly bleeding sweep (NB Search): Any search term with >$50/0 conv in 14 days → negative. TK NB miner runs daily via launchd — confirm it's active.
~$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).
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) | $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. |
| DAILY TOTAL (evergreen) | $2,176/d | $3,325/d | +$1,149/d (+53%) | Add Mother's Day sprint: +$314/d → $3,639/d peak |
Note: NB Search CDP data prevents the +$400/d that was planned for BraFit/Specialty — that headroom reopens as campaigns mature and CDP ROAS improves. Total with Mother's Day peak spend ≈ $3,639/d, reaching ~$4,200/d after Horizon 3 Demand Gen scaling.
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 ($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. | +$240 | $3,110 |
| 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. | +$300 | $3,800 |
| Jun 16+ | Fine-tuning. Customer Match → similar audiences in PMax Brand + DG. ~$4,100/d target. | +$300 | ~$4,100 |
8. Why This Plan Works
1. Structure before volume
Echelonn fundamental: "Scale works best as a consequence of structure." That's why we kill the bleeding and restructure PMax NB 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 (client / lead).
- Day 1 kill list execution (pause NB_Bras, pause PMax NB) → log Notion changelog.
- Day 1 Horizon 1.1 execution (BraFit/SpecialtyBras/OVER_INDEX/Core_Broad).
- Day 2 Customer Match list export from Shopify (script: Shopify → SHA-256 hashed emails).
- Day 3-5 build PMax NB feed-only (with brand exclusions).
- Day 5-7 Demand Gen creative brief → 6 assets (3 vertical Shorts + 3 in-stream 16:9).
- Monday (May 5) first post-change WoW review → fine-tune adjustments.
Creative Specs — Separate Deliverable
Creative Brief · Truekind · Mother's Day 2026
Image & Video Specs — Demand Gen + PMax
Technical requirements and creative direction for TK_DG_MothersDay_2026 (new Demand Gen campaign) and the Mothers Day Gift asset group inside TK_Performance_Max_NB_US_ALL_STORE. Share this section with the creative team.
Flight: May 1 – 14
Mother's Day: May 11
Account 187-171-1997
Demand Gen — TK_DG_MothersDay_2026
Demand Gen supports videos + images + carousels in the same campaign. Placements: YouTube In-feed, YouTube Shorts, Discover, Gmail. Minimum: 1 video or 1 image per campaign. Recommended: upload all formats to maximize placement coverage.
Video Specs
YouTube Shorts — Vertical
| Ratio | 9:16 |
| Resolution | 1080 × 1920 px |
| Duration | 10 – 60 sec (15 sec ideal) |
| Format | MP4 / MOV |
| File size | Max 1 GB |
| Codec | H.264, AAC audio |
| Safe zone | Keep text/logo out of bottom 35% (UI overlay) |
Hook in first 3 sec. Show product on body immediately — no logo-first intros. Captions recommended (80% watch muted).
In-Stream / In-Feed — Horizontal
| Ratio | 16:9 |
| Resolution | 1920 × 1080 px |
| Duration | 15 – 30 sec (skippable after 5 sec) |
| Format | MP4 / MOV |
| File size | Max 1 GB |
| Codec | H.264, AAC audio |
| CTA overlay | Appears from second 5 — lead with strong hook before |
Must earn first 5 sec before skip. Start with emotional moment — mom unwrapping, woman smiling in bra. Save offer/price for sec 6+.
Square — Multi-placement
| Ratio | 1:1 |
| Resolution | 1080 × 1080 px |
| Duration | 10 – 30 sec |
| Format | MP4 / MOV |
| File size | Max 1 GB |
| Codec | H.264, AAC audio |
| Note | Discover + Gmail placements; crops 9:16 to square automatically |
Repurpose Shorts content center-cropped. Product should be centered in frame from the start.
Image Specs
Landscape 1.91:1 Required
| 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
| 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
| 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 ✓)
Creative Direction — Demand Gen
Shorts hook formula: [Emotional moment 0–2s] → [Product visible 2–5s] → [Benefit/offer 5–10s] → [CTA 10–15s]. Do NOT start with a logo screen — Google penalizes low retention on Shorts.
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
| 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
| 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
| 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 Specs — PMax
PMax only accepts YouTube-hosted videos (paste YouTube URL — no direct file upload). Upload videos to the Truekind YouTube channel first, then link in Google Ads.
If no video is uploaded, Google will auto-generate one from your images. Auto-generated videos are typically low quality. Upload at least the Shorts vertical video to control the creative.
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.
Creative Direction — PMax Asset Group
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 — 9:16 Shorts | 0 (optional) | 1–2 | To create |
| Video — 16:9 Horizontal | 0 (optional) | 1 | To create or repurpose |
| Short Headlines (30c) | 3 | 15 | 15 written above |
| Long Headlines (90c) | 1 | 5 | 5 written above |
| Descriptions (90c) | 1 | 4 | 4 written above |