Scaling Plan · Truekind · Google Ads · Post-Mother's Day Update

Doubling daily spend — Plan reset after Mother's Day

Updated May 12, 2026. Performance data sourced from CDP (Redash query 2635, revenue_1dc, Apr 28–May 11). The Mother's Day sprint was not executed — no campaigns were created and creative images were never delivered. This version corrects the plan using real CDP data, which reveals significant platform/CDP attribution gaps.

Account 187-171-1997 USA Updated: 2026-05-12 CDP: Apr 28 – May 11 (14d) Source: Redash Q2635 · revenue_1dc

Mother's Day Sprint — Postmortem

Sprint result: 0 of 3 moves executed. No campaigns were created. The Mother's Day window (May 1–14) closed without any incremental campaigns being created. Creative images from Laila were never delivered — that was the sole blocker.

🚫 Demand Gen + PMax MD campaigns · NEVER CREATED

Blocker: Laila did not deliver the 14 creative assets (5 landscape + 5 square + 3 portrait + 1 logo)
Status: No campaigns were created for the Mother's Day sprint
Action: Rewrite brief for evergreen angle — remove MD gift framing entirely (Section 8)

✅ Horizon 1 bid adjustments · PARTIALLY APPLIED

Shopping OVER_INDEX tROAS reduced → now 2.76× CDP ROAS ✅
NB Competitor budget raised → CDP ROAS 1.79× (above 1.5× threshold) ✅
Core_Broad bid push → CDP ROAS 3.13× with 48.2% IS still lost to rank (bids still too low)
NB campaign caps held — CDP reveals BraFit is not performing (0.08×), caps were correct

Live CDP Performance — Last 14 Days CDP · revenue_1dc

Data: Redash query 2635, store truekind.com, Apr 28–May 11. Revenue = revenue_1dc (1-day click attribution). This is the authoritative source for all performance decisions.

Campaign	14d Spend	CDP Revenue	CDP ROAS	Conv (1DC)	CPA	IS / Rank Lost	Decision
SR_US_BR_TK_Products_CPC Brand Search	$3,016	$29,549	9.80×	430	$7.01	94.3% / 5.7%	✅ Do not touch
SR_US_BR_TK_Core_2 Brand Search	$99	$8,696	87.54×	134	$0.74	94.3% / 5.7%	✅ Healthy
SR_US_BR_TK_Coupons Brand Search	$66	$4,351	66.18×	63	$1.04	90% / 10%	✅ Healthy
SR_US_BR_TK_Reviews Brand Search	$692	$2,302	3.32×	34	$20.37	85.7% / 14.3%	✅ Healthy
SR_US_BR_TK_Modifiers_CPC Brand Search	$465	$1,500	3.23×	27	$17.22	87.3% / 12.7%	✅ Healthy
SR_US_BR_TK_Core_Broad Brand Search	$584	$1,830	3.13×	32	$18.26	51.8% / 48.2%	⚠️ Raise bids — IS headroom
SHP_TK_US_BR_OVER_INDEX_PURCHASE Shopping Brand	$4,513	$12,467	2.76×	181	$24.93	78.2% / 21.8%	✅ Scale — IS headroom
SHP_TK_US_BR_ALL_STORE_PURCHASE Shopping Brand	$5,117	$11,668	2.28×	177	$28.91	69.0% / 30.9%	⚠️ Scale — raise budget cap
TK_Performance_Max_US_ALL_STORE PMax	$5,093	$11,670	2.29×	183	$27.83	—	✅ Healthy — hold
SR_US_TK_NB_Competitor NB Search	$1,956	$3,497	1.79×	46	$42.53	49.3% / 50.7%	⚠️ Scale — IS headroom confirms
TK_Performance_Max_NB_US_ALL_STORE PMax NB	$2,018	$1,982	0.98×	31	$65.09	—	⚠️ Below 1.0× — investigate
SR_US_TK_NB_BraFit NB Search	$713	$57	0.08×	1	$713.41	— / ~24%	❌ Critical — 1 CDP conv in 14d
SR_US_TK_NB_SpecialtyBras NB Search	$715	$581	0.81×	7	$102.21	— / ~26%	❌ Bleeding — pause
SR_US_TK_NB_WirelessBras NB Search	$941	$607	0.64×	8	$117.65	— / ~59%	❌ Bleeding — pause
SHP_US_NB_TK_ALL_STORE_PURCHASE Shopping NB	$973	$273	0.28×	6	$162.13	70.2% / 22.5%	❌ Pause immediately

Source: Redash query 2635 · store=truekind.com · Apr 28–May 11 · revenue_1dc (1-day click attribution). IS and Rank Lost from Google Ads API.

Critical Alerts — CDP vs Platform Gaps

BraFit (CDP 0.08× ROAS) — massive attribution discrepancy. Platform reported 2.61× ROAS (51 conversions). CDP shows 0.08× ROAS with only 1 conversion in 14 days. This is a view-through / cross-device attribution inflation in the Google Ads platform. Do NOT scale BraFit. Investigate conversion tracking setup before any decision.

Shopping NB (CDP 0.28×, CPA $162) — pause immediately. Spending ~$70/day with almost no real conversions per CDP. Platform was showing 0.72× which seemed borderline — CDP confirms it's far worse. Action: pause now, do not rebuild until landing page and feed segmentation are reviewed.

PMax NB at CDP 0.98× — below break-even. $2,018 spend / 31 conversions / $1,982 revenue. Nearly at break-even but below 1.0×. Decision: do not increase budget. Proceed with PMax NB split to isolate feed-only vs creative-only performance before any budget changes.

Competitor Search confirmed at CDP 1.79× — scale signal is real. Above the 1.5× threshold. With 50.7% IS lost to rank, this is the clearest scaling opportunity in the NB portfolio. Budget raise from $160→$200/day is supported.

1. Current Baseline — CDP

Google Total Spend (14d)

~$27,000

≈ $1,925/day — flat vs baseline

Google CDP Revenue (14d)

$89,351

Blended CDP ROAS 3.31×

Google CDP ROAS

3.31×

Above original 3.36× baseline

Target

$4,200/day

$100k/mo · projected CDP ROAS 2.6–2.8×

Blended CDP ROAS (3.31×) is healthy — essentially at baseline. But it masks a clear split: brand campaigns (Search + Shopping) are very efficient at 3–10×, while NB channels are actively bleeding. Scaling requires fixing the bleeding before adding volume.

2. Headroom Diagnosis — CDP + IS Combined

Campaign	CDP ROAS	IS Lost to Rank	Budget Util	Scaling verdict
SR_US_BR_TK_Core_Broad	3.13×	48.2%	~21% ($42 of $200 cap)	Best immediate opportunity. ROAS confirmed by CDP, bids are clearly too low. Raise bids, not just budget — it's under-spending the cap.
SHP_TK_US_BR_OVER_INDEX	2.76×	21.8%	~38% ($322 of $850 cap)	CDP ROAS healthy, IS headroom available. Raise budget cap $850→$950/day.
SHP_TK_US_BR_ALL_STORE	2.28×	30.9%	~73% ($365 of $500 cap)	CDP positive, budget cap limiting. Raise cap $500→$600/day.
SR_US_TK_NB_Competitor	1.79×	50.7%	~88% ($140 of $160 cap)	CDP above threshold, IS halved by rank. Raise cap $160→$200/day.
TK_Performance_Max_US_ALL_STORE	2.29×	—	Budget utilizing well	Healthy. Hold until PMax NB split resolves. Can raise later.

3. Scaling Target — Unchanged

Monthly spend target

$100,000

≈ $4,200/day

Revenue projection (CDP)

$350–380k

At blended CDP ROAS 2.6–2.8×

Current ROAS ceiling

3.31×

Will dilute to 2.6–2.8× at scale — expected

4. Revised 3-Horizon Plan

Horizon 0 (Mother's Day Sprint) is closed. No campaigns were created. Holiday window has passed. All planned moves repurposed into evergreen roadmap.

✅ Horizon 1: Stop the bleeding first (IMMEDIATE — before scaling anything)

Net savings: +$70–135/day → redirectable to healthy campaigns

CDP confirmed 3 bleeding campaigns that must be stopped before any volume increase. Pausing them frees budget that can be reinvested more efficiently.

Pause Shopping NB (SHP_US_NB_TK_ALL_STORE_PURCHASE): CDP 0.28× ROAS, $162 CPA → pause immediately. $70/day freed
Pause WirelessBras (SR_US_TK_NB_WirelessBras): CDP 0.64× ROAS, $118 CPA → pause. $67/day freed
Pause SpecialtyBras (SR_US_TK_NB_SpecialtyBras): CDP 0.81× ROAS, $102 CPA → pause. $51/day freed
Hold BraFit (SR_US_TK_NB_BraFit): CDP 0.08× ROAS, 1 conversion in 14 days. Do NOT scale. Investigate conversion tracking discrepancy (platform shows 51 conv; CDP shows 1). Could be view-through inflation or tagging issue.

Parallel: Scale proven headroom

Core_Broad bid raise: CDP 3.13× ROAS + 48.2% IS rank lost. Campaign is spending only $42/day of a $200 cap — bids are too low. Raise tROAS or Manual CPC +20%
Shopping OVER_INDEX budget cap: CDP 2.76× ROAS, IS 21.8% rank lost → raise cap $850→$950/day
Shopping ALL_STORE budget cap: CDP 2.28× ROAS, IS 30.9% rank lost → raise cap $500→$600/day
Competitor budget cap: CDP 1.79× ROAS, 50.7% IS rank lost → raise cap $160→$200/day

🔵 Horizon 2 (May 15–26): Restructure & New Channels

Increment: +$500–700/dayRisk: MEDIUM

PMax NB split (~May 15): CDP shows PMax NB at 0.98× blended. Split into feed-only (tROAS 180%) vs creative-only (tROAS 150%). Feed-only should improve — product feed is strong. 14-day learning phase after split. Validate by CDP per group.
Evergreen Demand Gen (~May 19): Repurpose MD brief → comfort/confidence angle. $120/day launch. Image-only. Contingent on creative assets from Laila by May 16.
Shopping NB rebuild (after pause): Pause the bleeding campaign first. Rebuild with brand negatives, product type segmentation, and tROAS 200% starting point. Relaunch only after feed audit.
BraFit tracking audit: Before any budget change, investigate why platform reports 51 conversions and CDP reports 1. Check if conversion action includes view-through or cross-device windows that inflate platform. Fix tagging if needed.
Customer Match RLSA: Layer buyer segments on Competitor Search with +20% bid adjustment after CDP validation.

🟡 Horizon 3 (Jun+): Scale to $4,200/day

Increment: +$1,500/dayRisk: MEDIUM

Demand Gen scale +20% every 3–5 days if CDP CPA <$90 (requires 14-day validation)
PMax NB feed-only: if CDP ROAS >2.0× after split → raise budget
Bing NB Search launch (~May 26): replicate NB Competitor + BraFit (if tracking fixed) at $80/day
NB Competitor: if IS <70% after $200 cap → raise to $250/day
Customer Match → Similar Audiences signal into PMax Brand and Demand Gen Prospecting

Kill List — CDP Confirmed

⛔ Campaigns to pause based on CDP data

Campaign	CDP ROAS	CPA	Action
SHP_US_NB_TK_ALL_STORE_PURCHASE	0.28×	$162.13	PAUSE IMMEDIATELY — CDP confirms catastrophic bleeding. Rebuild from scratch with brand negatives + feed segmentation.
SR_US_TK_NB_WirelessBras	0.64×	$117.65	PAUSE — CDP confirms below-threshold ROAS. 8 conversions / $941 spend. Hold until product/landing page issue is investigated.
SR_US_TK_NB_SpecialtyBras	0.81×	$102.21	PAUSE — CDP 0.81×, 7 conversions in 14 days. Was borderline on platform (1.53×) — CDP confirms it's bleeding.
SR_US_TK_NB_BraFit	0.08×	$713.41	HOLD AT CAP — investigate first — 1 CDP conversion vs 51 platform conversions. Do not scale OR pause before diagnosing the attribution discrepancy. Likely a conversion tracking issue.
SR_US_TK_NB_Bras (legacy)	—	—	PAUSED ✓ — already paused, keep paused.

5. Revised Budget Allocation

Campaign	Current $/day	Proposed $/day	Δ/day	Rationale (CDP-based)
SR_US_BR_TK_Products_CPC	$215	$215	—	CDP 9.80× ROAS, IS 94.3%. Brand anchor — don't touch.
SHP_TK_US_BR_OVER_INDEX (cap)	$850 cap	$950 cap	+$100	CDP 2.76× ROAS, 21.8% IS rank lost. Raise cap.
SHP_TK_US_BR_ALL_STORE (cap)	$500 cap	$600 cap	+$100	CDP 2.28× ROAS, 30.9% IS rank lost. Raise cap.
TK_Performance_Max_US_ALL_STORE	$364	$364	—	CDP 2.29× ROAS. Stable — hold while PMax NB split runs.
SR_US_BR_TK_Core_Broad (bids)	$42 actual	Raise bids +20%	+~$60	CDP 3.13×, 48.2% IS rank lost, only spending 21% of cap. It's a bid problem, not budget.
SR_US_TK_NB_Competitor (cap)	$160 cap	$200 cap	+$40	CDP 1.79× ROAS (above 1.5× gate), 50.7% IS rank lost. Scale confirmed.
TK_Performance_Max_NB (split)	$144	Hold during split	—	CDP 0.98× blended. Split into feed-only/creative-only first, then re-evaluate by CDP.
SR_US_TK_NB_BraFit	$51	Hold at cap	—	CDP 0.08× ROAS. Investigate tracking discrepancy. Do not scale or pause yet.
SHP_US_NB_TK_ALL_STORE (NB Shopping)	$70	$0 (PAUSE)	−$70	CDP 0.28× ROAS, CPA $162. Pause now. Rebuild later.
SR_US_TK_NB_WirelessBras	$67	$0 (PAUSE)	−$67	CDP 0.64× ROAS, CPA $118. Pause now.
SR_US_TK_NB_SpecialtyBras	$51	$0 (PAUSE)	−$51	CDP 0.81× ROAS, CPA $102. Pause now.
Evergreen Demand Gen (new)	$0	$120	+$120	New channel. Contingent on creative assets by May 16.
NET IMPACT	~$1,925/day	~$2,050/day	+~$125	Pause savings (−$188) redirected to scale (>+$300). Net positive with less waste.

6. Revised Timeline

May 1–14

Mother's Day Sprint NOT EXECUTED

No campaigns created. Creative images never delivered. Holiday window closed. Horizon 1 bids partially applied.

May 12 — TODAY

Stop bleeding + scale headroom

Pause Shopping NB (0.28×), WirelessBras (0.64×), SpecialtyBras (0.81×). Raise Core_Broad bids +20%. Raise OVER_INDEX cap to $950. Raise ALL_STORE cap to $600. Raise Competitor cap to $200. Investigate BraFit conversion tracking gap (CDP 0.08× vs platform 2.61×).

May 15–16

PMax NB split + creative deadline

Split TK_Performance_Max_NB into feed-only (tROAS 180%) + creative-only (tROAS 150%). Creative assets from Laila deadline — hard gate for May 19 DG launch. If missed again, use existing TK product photography with copy overlay.

May 19

Evergreen DG launch + Shopping NB rebuild

Launch DG evergreen at $120/day. If Shopping NB rebuild is ready: relaunch with brand negatives, product type segmentation, tROAS 200%. Review BraFit tracking investigation results.

May 26

Bing NB + CDP 2-week review

Launch Microsoft Ads NB Search at $80/day. Pull CDP for all H1 changes: Core_Broad bid raise, OVER_INDEX/ALL_STORE cap raises. If Core_Broad CDP ROAS still >3.0× after bid raise: raise again. PMax NB split: first CDP read by asset group type.

Jun 6

Full CDP validation cycle

Bing NB 2-week CDP validation. DG: if CDP CPA <$90 → scale +20%. PMax NB: adjust tROAS per group based on CDP. NB Competitor: if IS still <70% → raise to $250/day if CDP confirms >1.5×.

Jun–Jul

H3: Scale to $4,200/day

All channels CDP-validated. Push NB Search + DG + Bing to full scale. Customer Match → Similar Audiences into PMax Brand. Monthly target: $100,000.

7. Next Steps — In Order of Priority

#	Action	Campaign	Why now
1	Pause Shopping NB	SHP_US_NB_TK_ALL_STORE_PURCHASE	CDP 0.28× ROAS, $162 CPA. Confirmed waste. No gate needed.
2	Pause WirelessBras	SR_US_TK_NB_WirelessBras	CDP 0.64× ROAS, $118 CPA. Confirmed waste.
3	Pause SpecialtyBras	SR_US_TK_NB_SpecialtyBras	CDP 0.81× ROAS, $102 CPA. Confirmed waste.
4	Raise Core_Broad bids +20%	SR_US_BR_TK_Core_Broad	CDP 3.13× ROAS + 48.2% IS rank lost. Spending $42 of $200 cap — it's a bid problem.
5	Raise OVER_INDEX budget cap $850→$950	SHP_TK_US_BR_OVER_INDEX_PURCHASE	CDP 2.76× ROAS, IS headroom available.
6	Raise ALL_STORE budget cap $500→$600	SHP_TK_US_BR_ALL_STORE_PURCHASE	CDP 2.28× ROAS, 30.9% IS rank lost, cap limiting.
7	Raise Competitor cap $160→$200	SR_US_TK_NB_Competitor	CDP 1.79× ROAS (above 1.5× gate), 50.7% IS rank lost.
8	Investigate BraFit conversion tracking	SR_US_TK_NB_BraFit	CDP 1 conv vs platform 51 convs in 14 days. Must understand before any budget decision.
9	Escalate creative deadline to Laila	Evergreen DG + PMax creative	Assets needed by May 16 for May 19 launch. Hard deadline.
10	PMax NB split execution	TK_Performance_Max_NB_US_ALL_STORE	CDP 0.98× blended — split needed to isolate feed vs creative performance.

8. Creative Brief — Evergreen Demand Gen

Creative dependency risk is HIGH — this is what killed the MD sprint. Firm deadline: assets needed by May 16. If not received by May 16: use existing TK product photography with text overlay (in-house fallback) to hit May 19 launch.

Campaign: TK_DG_Evergreen_Prospecting_2026 — $120/day launch

Campaign settings

Targeting	Prospecting (interest: plus size fashion, wireless bras, shapewear) + Remarketing (site visitors, non-purchasers, 30d window)
Bidding	Maximize conversions → tCPA $90 after 30 CDP-verified conversions
Format	Image-only (no video)
Landing page	BraFit collection — not MD collection

Creative theme

Angle	Everyday comfort and body confidence — no holiday hook, no gifting
Visual	Lifestyle photography — women active, relaxed, confident. Not studio shots.
CTA	"Shop Now" / "Find Your Fit"
Copy hook	"Finally a bra you forget you're wearing"
Palette	Warm neutrals, soft whites — no seasonal reds/pinks

Asset spec for Laila — Deadline May 16

Format	Ratio	Dimensions	Count
Landscape	1.91:1	1200 × 628 px	5
Square	1:1	1200 × 1200 px	5
Portrait	4:5	960 × 1200 px	3
Logo	1:1	1200 × 1200 px	1
Total			14 assets