Scaling Plan · Truekind · Google Ads · Post-Mother's Day Update
Doubling daily spend — Plan reset after Mother's Day
Updated May 12, 2026. The Mother's Day sprint was not executed — creative images were never delivered. This version recalibrates the plan based on live account performance (last 14 days) and resets the timeline for the evergreen scaling roadmap.
Account 187-171-1997
USA
Updated: 2026-05-12
Original: 2026-04-30
Data: Last 14 days · Platform
📋
What's changed since April 30
Mother's Day (May 10) has passed. The planned sprint — Demand Gen launch, PMax Mother's Day asset group, and RSA variants — was not executed because Laila did not deliver the creative images. Horizon 1 bid adjustments were partially applied. BraFit has recovered significantly. This update closes the holiday chapter and resets Horizons 2–3 on evergreen timelines.
Mother's Day Sprint — Postmortem
Sprint result: 0 of 3 moves executed. The Mother's Day window (May 1–14) closed without launching the planned incremental campaigns. Estimated revenue opportunity not captured: $8–15k. This was a creative-dependency failure, not a strategic failure.
🚫 Move 1 — Demand Gen campaign (TK_DG_MothersDay_2026) · NOT LAUNCHED
- Blocker: Laila did not deliver the 14 creative assets (5 landscape + 5 square + 3 portrait + 1 logo)
- Campaign status: PAUSED — 3 MD PMax campaigns were created but never activated (
TK_Performance_Max_US_ALL_STORE_MOTHERS, TK_Performance_Max_US_Mother_Day, TK_Performance_Max_US_ALL_STORE_MOTHERS_Canc.)
- Budget planned: $180/day for 14 days → ~$2,520 in missed spend at 2–3× ROAS
- Action: Remove gift-framing from creative brief → repurpose as evergreen Demand Gen (see Section 9)
🚫 Move 2 — PMax Mother's Day asset group · NOT LAUNCHED
- Blocker: Same creative dependency — images never arrived
- Status:
TK_Performance_Max_US_ALL_STORE_MOTHERS paused, budget set at $700/day (configured but idle)
- Action: Keep paused. Reconfigure as PMax NB evergreen asset group split (Horizon 2)
✅ Move 3 — Horizon 1 bid adjustments · PARTIALLY APPLIED
- Shopping OVER_INDEX tROAS reduced — now running at 2.48× ROAS with IS 78.2%
- NB Competitor budget increased — now spending $140/day at 1.74× ROAS
- Core_Broad bid adjustment — IS improved but still 48.2% lost to rank (more room to push)
- NB campaigns held at caps — BraFit has since recovered to 2.61× ROAS (green light to scale)
Live Campaign Performance (Last 14 Days)
Platform data as of May 12, 2026. Revenue = platform conversions_value (CDP unavailable — VPN). Use as directional signal; validate against CDP Redash before bid changes.
| Campaign |
Spend/day |
14d Spend |
ROAS (platform) |
IS |
Rank Lost |
Status |
| SR_US_BR_TK_Products_CPC Brand Search |
$215 |
$3,016 |
8.50× |
94.3% |
5.7% |
✅ Healthy |
| SHP_TK_US_BR_OVER_INDEX_PURCHASE Shopping Brand |
$322 |
$4,513 |
2.48× |
78.2% |
21.8% |
✅ Healthy |
| SHP_TK_US_BR_ALL_STORE_PURCHASE Shopping Brand |
$365 |
$5,117 |
1.97× |
69.0% |
30.9% |
⚠️ Low IS |
| TK_Performance_Max_US_ALL_STORE PMax |
$364 |
$5,093 |
2.10× |
— |
— |
✅ Healthy |
| TK_Performance_Max_NB_US_ALL_STORE PMax NB |
$144 |
$2,018 |
1.13× |
— |
— |
⚠️ Under target |
| SR_US_TK_NB_Competitor NB Search |
$140 |
$1,956 |
1.74× |
49.3% |
50.7% |
⚠️ Scale opportunity |
| SR_US_BR_TK_Core_Broad Brand Search |
$42 |
$584 |
3.71× |
51.8% |
48.2% |
⚠️ Bid too low |
| SR_US_BR_TK_Reviews Brand Search |
$49 |
$692 |
4.30× |
85.7% |
14.3% |
✅ Strong |
| SR_US_BR_TK_Modifiers_CPC Brand Search |
$33 |
$465 |
3.08× |
87.3% |
12.7% |
✅ Healthy |
| SR_US_TK_NB_BraFit NB Search |
$51 |
$713 |
2.61× |
— |
— |
🟢 Scale ready |
| SR_US_TK_NB_SpecialtyBras NB Search |
$51 |
$715 |
1.53× |
— |
— |
⚠️ Monitor |
| SR_US_TK_NB_WirelessBras NB Search |
$67 |
$941 |
0.64× |
— |
— |
❌ Hold — below threshold |
| SHP_US_NB_TK_ALL_STORE_PURCHASE Shopping NB |
$70 |
$973 |
0.72× |
70.2% |
22.5% |
❌ Bleeding → Pause |
BraFit breakthrough: Was flagged at 0.59× ROAS in the original plan; now at 2.61× — the largest positive move since the plan was written. Budget cap of $50/day is now too conservative. Ready to scale.
Total daily spend: ~$1,925/day — essentially flat vs the $2,079/day baseline (no incremental growth yet). Bid adjustments improved efficiency but didn't drive volume. The scaling has not started.
1. Current Baseline (Last 14 Days · Platform)
Daily Spend (avg)
$1,925
Flat vs $2,079 baseline
14-Day Spend
$26,960
Platform
ROAS (platform blended)
~2.4×
CDP likely higher (1DC model)
Target State
$4,200/day
$100k/mo — 2.18× from here
Note on data source: CDP/Redash was unavailable (VPN required). All ROAS figures above are platform-reported (conversions_value). CDP tends to report 20–30% more revenue due to 1DC attribution. Validate via Redash before executing bid changes.
2. Headroom Diagnosis — Where Volume Is Waiting
| Campaign |
IS Lost to Rank |
Daily Spend |
ROAS |
Opportunity |
| SR_US_TK_NB_Competitor |
50.7% |
$140/day |
1.74× |
Largest NB Search headroom. IS nearly halved by rank. Raise tROAS +20 pts or budget +40%. |
| SR_US_BR_TK_Core_Broad |
48.2% |
$42/day |
3.71× |
ROAS excellent, IS catastrophically low. Raise bids immediately. Budget cap likely limiting. |
| SHP_TK_US_BR_ALL_STORE |
30.9% |
$365/day |
1.97× |
1/3 of brand shopping impressions lost. Budget at $500/day — headroom to push. |
| SHP_TK_US_BR_OVER_INDEX |
21.8% |
$322/day |
2.48× |
Healthy IS, moderate headroom. Budget at $850/day — can push further. |
| SR_US_TK_NB_BraFit |
~24% |
$51/day |
2.61× |
Capped at $50/day — the cap is the bottleneck, not the bid. Double budget. |
3. Scaling Target — Unchanged
Monthly spend target
$100,000
≈ $4,200/day
Revenue projection
$350–380k
At blended CDP ROAS 2.6–2.8×
ROAS expectation at scale
2.6–2.8×
Down from 3.36× — healthy dilution
The macro target is unchanged: from ~$1,925/day → $4,200/day. Mother's Day was a missed sprint opportunity, not a structural setback. The evergreen roadmap now becomes the primary path.
4. Revised 3-Horizon Plan
Horizon 0 (Mother's Day Sprint) is closed. The holiday window has passed. All three planned moves are being repurposed into the evergreen roadmap below.
✅ Horizon 1 (Weeks 1–2): Direct Push · PARTIALLY DONE
Increment: +$300/day targetRisk: LOWTarget ROAS: ≥3.0×
Completed
- Shopping OVER_INDEX tROAS reduced → now 2.48× ROAS, IS 78.2% ✅
- NB Competitor budget increased → $140/day, 1.74× ROAS ✅
- Core_Broad bid push → partial improvement (IS still 48.2% lost, more room)
Still pending from H1
- Core_Broad bid raise: 3.71× ROAS with 48.2% rank IS lost — bids are still too conservative. Push another +20 points or increase budget from $200 → $300/day
- Shopping ALL_STORE IS fix: 30.9% IS lost, 1.97× ROAS — budget cap at $500/day is limiting. Raise to $600/day
- BraFit scale: Budget $50 → $100/day (ROAS 2.61× — green light now)
🔵 Horizon 2 (Weeks 2–4): Restructure & New Channels · CURRENT
Increment: +$700/dayRisk: MEDIUMTarget ROAS: 2.5–2.8×
- PMax NB split (now): PMax NB at 1.13× ROAS — split into feed-only (tROAS 180%) vs creative-only (tROAS 150%). Feed-only should recover to 2.0×+. Creative-only needs new evergreen assets (feeds into creative brief below)
- Evergreen Demand Gen launch (~May 19): Repurpose the MD DG creative brief → remove gift-framing → comfort/confidence angle. Target: $120/day, prospecting + remarketing, image-only. This replaces the paused TK_DG_MothersDay_2026 plan
- Customer Match RLSA: Layer buyer segments on NB Search BraFit and Competitor with +20% bid adjustment
- Standard Shopping NB restructure: Pause bleeding SHP_US_NB_TK_ALL_STORE_PURCHASE (0.72× ROAS) → rebuild with brand negatives, feed segmentation by product type, tROAS 200% → reduce to 150% as it learns
- WirelessBras hold: Still at 0.64× — maintain $65/day cap until two consecutive weeks above 1.0×
- SpecialtyBras monitor: 1.53× — just above the 1.5× unlock threshold. Hold budget, review weekly
🟡 Horizon 3 (Weeks 4–8): Scale & Synergy · UPCOMING
Increment: +$400/dayRisk: MEDIUMTarget ROAS: 2.4–2.6×
- Demand Gen scale +20% every 3–5 days if CPA <$90 (requires 2-week CDP validation first)
- NB Search campaigns (BraFit, SpecialtyBras) scale +50% if CDP ROAS >1.5× sustained over 14 days
- Microsoft Ads (Bing) NB Search: Replicate top 3 NB Search ad groups at $80/day launch — now targeting ~May 26 start
- Customer Match → Similar Audiences signal fed into PMax Brand and DG Prospecting
- NB Competitor: If IS <70% after H2 bid push, raise budget to $200/day
Kill List — Updated
⛔ Updated Kill List
| Campaign | 14d ROAS | Action | Reason |
|---|
| SHP_US_NB_TK_ALL_STORE_PURCHASE |
0.72× |
PAUSE + REBUILD |
Bleeding $70/day. Was $0.72× in 14d. Pause, restructure with proper negatives and tROAS, relaunch clean. |
| SR_US_TK_NB_WirelessBras |
0.64× |
HOLD — no scale |
Below 1.0× ROAS. Cap at $65/day. Flag if still under 1.0× by May 26 → consider pause. |
| TK_Performance_Max_US_ALL_STORE_MOTHERS |
— |
REPURPOSE |
MD window closed. Delete MD asset group, reconfigure as evergreen H2 creative split. |
| TK_Performance_Max_US_Mother_Day |
— |
DELETE |
Never launched, holiday passed. Remove to reduce clutter. |
| TK_Performance_Max_US_ALL_STORE_MOTHERS_Canc. |
— |
DELETE |
Already cancelled. Remove. |
| SR_US_TK_NB_Bras (legacy) |
0.49× |
PAUSED ✓ |
Already paused. Keep paused. |
5. Revised Budget Allocation
| Campaign / Channel |
Current $/day |
Proposed $/day |
Δ |
Rationale |
| SR_US_BR_TK_Products_CPC |
$215 |
$215 |
— |
Brand anchor — 8.5× ROAS, IS 94.3%. Don't touch. |
| SHP_TK_US_BR_OVER_INDEX |
$322 |
$380 |
+$58 |
2.48× ROAS, 21.8% IS lost. Push budget limit up +$80/day ($850→$930). |
| SHP_TK_US_BR_ALL_STORE |
$365 |
$430 |
+$65 |
30.9% IS lost. Raise budget cap $500→$600/day. |
| TK_Performance_Max_US_ALL_STORE |
$364 |
$364 |
— |
2.10× ROAS — stable. Hold, let PMax NB split first. |
| TK_Performance_Max_NB_US_ALL_STORE |
$144 |
$180 |
+$36 |
Split into feed-only + creative-only. Budget increase contingent on split completion. |
| SR_US_TK_NB_Competitor |
$140 |
$190 |
+$50 |
50.7% rank lost — massive headroom. Raise budget $160→$200/day. |
| SR_US_BR_TK_Core_Broad |
$42 |
$85 |
+$43 |
3.71× ROAS, 48.2% rank lost. Raise budget $200→$300/day — it's not spending full budget. |
| SR_US_TK_NB_BraFit |
$51 |
$100 |
+$49 |
2.61× ROAS — green light. Double budget from $50→$100/day. |
| SR_US_TK_NB_SpecialtyBras |
$51 |
$51 |
— |
1.53× borderline. Hold for 1 more week, review May 19. |
| SR_US_TK_NB_WirelessBras |
$67 |
$67 |
— |
0.64× — hold cap. No scale until CDP confirms ROAS >1.0×. |
| SHP_US_NB_TK_ALL_STORE (NB Shopping) |
$70 |
$0 |
−$70 |
0.72× ROAS — pause and rebuild. Relaunch as structured campaign in H2. |
| Evergreen Demand Gen (new) |
$0 |
$120 |
+$120 |
Repurposed from MD DG. Launch by May 19. Image-only, prospecting + remarketing. |
| TOTAL |
$1,925 |
$2,262 |
+$337/day |
Net H1 completion + H2 start. Target $4,200 still achievable by June–July. |
6. Risk Controls — Unchanged
- 10–20% weekly increments only — no doubling in a single step
- Brand IS ≥95% floor — SR_US_BR_TK_Products_CPC is at 94.3% (watch closely, do not let it slip)
- Learning phase: 14 days post-restructure with no structural changes (applies to PMax NB split and new Shopping NB)
- tROAS shifts: Maximum ±20 points per week
- Bleeding rule: Any item >$50 spend / 0 conversions in 14 days → flag same day, pause within 48h
- CDP weekly review: Every Monday, compare platform ROAS to CDP ROAS — if gap >30%, investigate tracking first
7. Revised Timeline
May 1–14
Mother's Day Sprint NOT EXECUTED
Creative images from Laila never arrived. Bid adjustments partially applied. $8–15k revenue opportunity missed. Holiday window closed.
May 12 — TODAY
H1 completion + immediate actions
Pause Shopping NB (0.72×). Scale BraFit budget $50→$100/day. Raise Core_Broad budget. Raise Competitor budget. Raise ALL_STORE Shopping budget. Start PMax NB split planning.
May 15–18
PMax NB split launch
Split TK_Performance_Max_NB_US_ALL_STORE into feed-only (tROAS 180%) + creative-only (tROAS 150%). Assign evergreen creative assets to creative-only group. 14-day learning phase begins.
May 19
Evergreen Demand Gen launch + Shopping NB rebuild
Launch evergreen DG at $120/day (image-only, comfort/confidence creative angle). Relaunch Standard Shopping NB with brand negatives, tROAS 200%, proper product group segmentation.
May 22
SpecialtyBras + WirelessBras 2-week review
SpecialtyBras: if ROAS >1.8× in 2 consecutive weeks → raise budget to $80/day. WirelessBras: if still <1.0× → consider pause and redirect $67/day to BraFit.
May 26
Bing NB Search go-live + NB Scale review
Launch Microsoft Ads NB Search ($80/day). BraFit CDP 2-week validation: if CDP ROAS >1.5× → scale to $150/day. Competitor Search: if IS still <70% after budget raise → escalate to $200/day.
Jun 6
Bing NB 2-week CDP validation
Validate CDP ROAS for Bing NB. Demand Gen: if CPA <$90 → scale +20% every 3–5 days toward $200/day. Total target: $3,000+/day by end of June.
Jun 20 — Jul
H3: Scale to $4,200/day
All channels validated. Push NB Search + DG + Bing to full scale. Customer Match → Similar Audiences signal into PMax Brand. Monthly target: $100,000.
5 actions to execute right now. Net spend impact: +$267/day, −$70/day from paused campaign = +$197 net.
| # | Action | Campaign | Change | Verify in CDP before push? |
|---|
| 1 |
Pause bleeding Shopping NB |
SHP_US_NB_TK_ALL_STORE_PURCHASE |
ENABLED → PAUSED |
No — 0.72× platform is clear signal |
| 2 |
Scale BraFit budget |
SR_US_TK_NB_BraFit |
$50 → $100/day |
Yes — confirm CDP ROAS >1.5× before doubling |
| 3 |
Raise Competitor budget |
SR_US_TK_NB_Competitor |
$160 → $200/day |
Yes — check CDP ROAS (platform shows 1.74×, CDP likely 2.0+) |
| 4 |
Raise Core_Broad budget |
SR_US_BR_TK_Core_Broad |
$200 → $300/day |
No — 3.71× ROAS and 48.2% rank lost is clear headroom |
| 5 |
Raise ALL_STORE Shopping budget |
SHP_TK_US_BR_ALL_STORE_PURCHASE |
$500 → $600/day |
No — 30.9% IS lost, IS headroom clear |
9. Creative Brief — Evergreen Demand Gen (replaces MD sprint)
Angle shift: Mother's Day gift-framing is retired. New brief centers on everyday comfort and body confidence — no holiday hook, no gifting. This makes creatives reusable indefinitely and eligible for always-on prospecting.
Campaign: TK_DG_Evergreen_Prospecting_2026
Campaign settings
| Budget | $120/day launch → $200/day by Jun 6 if CPA <$90 |
| Goal | Purchase (Demand Gen) |
| Targeting | Prospecting (interest: plus size fashion, shapewear, wireless bras) + Remarketing (site visitors, non-purchasers, 30-day window) |
| Bidding | Maximize conversions → tCPA $90 after 30 conversions |
| Format | Image-only (no video — out of scope) |
| Placement | Discover, Gmail, YouTube feed |
Creative theme
| Core angle | Everyday comfort → Women who refuse to choose between support and comfort |
| Visual | Lifestyle photography — women active, relaxed, confident. Not studio product shots. |
| CTA | "Shop Now" / "Find Your Fit" |
| Color palette | Warm neutrals, soft whites, muted earth tones — avoid seasonal reds/pinks |
| Copy hook | "Finally a bra you forget you're wearing" / "The last bra you'll ever shop for" |
| Landing page | BraFit collection page — not MD collection |
Asset requirements (from Laila)
Creative dependency risk is HIGH. The MD sprint failed because of this exact dependency. Escalate with a firm deadline: assets needed by May 16 to hit May 19 launch. Provide the spec below to the creative team.
| Format | Ratio | Dimensions | Count | Notes |
|---|
| Landscape | 1.91:1 | 1200 × 628 px | 5 | Primary DG placement |
| Square | 1:1 | 1200 × 1200 px | 5 | Gmail + Discover |
| Portrait | 4:5 | 960 × 1200 px | 3 | Mobile Discover |
| Logo | 1:1 | 1200 × 1200 px | 1 | Brand overlay |
| Total assets needed | 14 | Deadline: May 16 |
Why the Plan Still Works
- Headroom is structural, not seasonal. The 48–51% IS lost to rank on Competitor and Core_Broad exists year-round. Mother's Day didn't create it and its passing doesn't remove it.
- BraFit's recovery proves the model. Budget discipline held at $50/day while ROAS recovered from 0.59× to 2.61×. That's the kill-list-and-wait strategy working exactly as designed.
- Demand Gen shifts from interrupt to always-on. Moving away from the holiday sprint to evergreen prospecting is strategically better — always-on Demand Gen builds retargeting pools continuously.
- CDP-verified growth only. All scaling decisions still gated on Redash query 2635. Platform numbers are directional — no bid increase goes live without CDP validation.
- The scaling hasn't started yet. $1,925/day is essentially unchanged from the baseline. Every H1/H2 move is incremental from the floor — there's no retrenchment to recover from.