About This Document
This is a summary of everything delivered and everything that moved during Sprint 1 (Feb 24 to Mar 31). It covers what we set out to do, what actually shipped, what the numbers show so far, and what we learned along the way.
How to read this: Start with the objective, scan the deliverables, then look at the data in "What Moved." The insights section distills the biggest takeaways. Sprint 2 preview at the bottom.
Maximize ROI on existing spend before adding anything new. Three projects: (1) audit and optimize all 12 Google Ads campaigns, (2) fix who's applying for the franchise, (3) figure out why the franchise page isn't converting. No new campaigns, no new channels — fix and optimize what's already running.
Strategy & Foundation
1
Customer Avatar Profiles — Consumer, Franchise, Catering
2
Core Message Canvases — Consumer, Franchise
3
Ottawa Market Intelligence Report
Google Ads
4
STAB Analysis — 4 pillar reports + 2 supplemental
5
Action Plan Companion Docs — 4 + supplemental
Franchise
6
Creative Framework — 5 filming concepts
7
Funnel Brief — 6 prioritized landing page gaps
Infrastructure
8
Growth Scorecards — Consumer, Franchise, Catering
9
Private Dashboard — all reports at reports.netmoremarketing.net/juicedudez
10
Weekly Action Plans — Weeks 3 + 4
Google Ads (Consumer)
| Metric |
Sprint Start (Feb) |
Current (Mar 29d*) |
Direction |
| Spend |
$2,596/mo |
$2,354/mo |
↓ slightly |
| Store Visits |
1,251/mo |
875* (settling) |
↓ attribution lag |
| CPS Blended |
$2.07 |
$2.69* |
↑ preliminary |
| CPS Acquisition |
$4.87 |
$6.46* |
↑ preliminary |
| ROAS Blended |
10.12x |
7.81x* |
↓ preliminary |
| Revenue |
$26,281/mo |
$18,383* |
↓ preliminary |
Data caveat: March numbers are preliminary. Store visits use Google's offline attribution model with 7-14 day lag — clicks from the last two weeks haven't fully attributed yet. Based on Jan/Feb patterns, March store visits will likely settle to 1,000–1,100 once attribution completes. The real test of Phase 1 changes will be April data when everything is settled.
What was implemented
- Negative keywords tripled — 88 → 292 ad-group-level, 0 → 6 campaign-level
- Display Network disabled on all campaigns (was leaking budget to banner ads)
- Franchise sitelink removed from consumer campaigns
- Conversion goals confirmed — store visits is the campaign-level goal (verified in UI)
What still needs to happen
- Unpin "Juice Dudez Ottawa" from Headline 1 on all non-brand ads (5-minute fix, biggest QS lever)
- Pause Knock Offs campaign — $57/month, zero conversions, flagged 26 days ago
- Switch broad match keywords back to phrase match — 146 keywords drifted
Franchise
| Metric |
Sprint Start (Jan) |
Current (Mar) |
Direction |
| Meta Spend |
$548/mo |
$500/mo |
Stable |
| Applications |
17/mo |
10/mo (29d) |
↓ volume |
| Qualified Rate |
5.9% (1/17) |
10% (1/10) |
↑ improving |
| Paid CPL |
~$60 |
$58 (W3 trend) |
Stable |
| Qualified Applicants (Q1) |
1 (Max Su) |
2 (new in Mar) |
↑ |
| CPL Trend (Feb peak) |
$139 |
$58 |
↓↓ strong recovery |
What changed
- Canada eligibility gate implemented — filters 27% international applicants
- 2 new video ads launched — CPL dropped from $139 to $58
- Creative framework delivered — 5 filming concepts accepted
- Funnel brief delivered — 6 landing page gaps identified
- Nasr upgrading creative production team
Insight 1
"Your Google Ads are performing well DESPITE some structural issues, not because everything is dialed in."
Headline pinning, broad match drift, and a dead campaign are all still dragging performance. The fact that numbers are holding shows the underlying business strength. Fixing these items should unlock meaningful improvement.
Insight 2
"Fresh franchise creative is the #1 lever for your pipeline."
Every time new ads launched, CPL dropped. Every time creative went stale, CPL spiked. The pattern is clear and predictable. Your decision to upgrade your creative team is the right move.
Insight 3
"The franchise page is built for leads, not buyers."
Serious franchise buyers need 3+ hours of content across 16+ website visits. Your page offers less than 20 minutes. The funnel brief maps exactly what's missing and in what order.
Insight 4
"Your scorecards now give you a week-over-week view of the entire business."
For the first time, you can see awareness through advocacy across all three business lines in one place. The data tells you WHERE to focus, not just whether things are "good" or "bad."
1. Google Ads Phase 2
Evaluate Phase 1 impact with settled data. Scale General Campaign. Unpin headlines. Fix broad match.
2. Franchise Funnel Implementation
Start adding content to the landing page — FAQ, process timeline, founder story.
3. Catering Campaign Launch
You asked about this. We'll audit the page, define targeting, and get it running.
Sprint 2 plan will be shared before the first April meeting.