Weekly Action Plan — Juice Dudez

Weekly Action Plan

Juice Dudez

This Week's Focus

Week 3 of 5

Stabilize and implement. The STAB analysis reports and 4 companion action plans are delivered. This is Nasr's implementation week — work through the action docs starting with the conversion config fix (B), then negatives (T). Brandon builds the three scorecards, delivers the creative filming framework, and investigates the Desserts ROAS collapse. No new campaigns, no budget changes — let the data stabilize.

Big 3 Check-In

March 4 – 31

Sprint 1 Maximize ROI on Existing Spend · Week 3 of 4

Blended CPS (30d)

$2.56

Target: $2.50

Acquisition CPS (30d)

$6.01

Excl. Brand — true acquisition cost

Store Visits/mo

975

Target: 1,050+

Franchise CPA

~$1,000

Target: <$750

Data: 30-day window from Mar 13 pull. Store visits are modeled (Google offline attribution) — 30d minimum for reliable CPS. Brand CPS: $0.52 (findability, not acquisition). Franchise qualified rate (3.8%) unchanged — Canada gate too recent to measure.

1. Google Ads STAB Optimization

In Progress

KPIs: CPS, Store Visits Phase 1 monitoring through end of March

Hypothesis

If we conduct a thorough STAB audit across all 12 Google Ads campaigns and implement the specific optimizations identified, we expect blended CPS to improve from $2.83 toward $2.50 and total store visits to increase — because we'll be improving targeting precision, ad relevance, and budget allocation.

Milestones

STAB v5.1 analysis delivered (4 pillar reports)

4 companion action plan docs delivered

Nasr implements Phase 1 (conversion config, negatives, cleanup)

2-week stabilization → Phase 2 evaluation

This Week

Nasr works through action plans. Brandon investigates Desserts 7d ROAS collapse (3.34x → 0.57x). No budget changes until data stabilizes.

2. Franchise Ad Quality — Fix Who's Coming In

In Progress

KPIs: Qualified Rate, CPA Canada gate done. Messaging direction: end of March

Hypothesis

If we add a Canada eligibility gate and shift Meta ad messaging from "$0 franchise fee" to selectivity and earn-in philosophy, we expect the qualified applicant rate to increase from 3.8% to 10%+ — because we'll stop attracting price-motivated international applicants and start attracting philosophy-driven operators.

Milestones

Canada eligibility gate implemented

2 new video ads launched (Mar 16) — CPL trending down

Creative framework / filming guide delivered (Brandon)

Messaging direction document (2-3 concept angles)

This Week

Let new ads run 3+ days. Brandon delivers creative framework so Nasr knows what to film next. CPL trend is positive — fresh creative is working.

3. Franchise Conversion — Fix What They Land On

Not Started

KPIs: Qualified Rate, CPA Recommendations brief: end of March

Hypothesis

If we add meaningful content to the franchise landing page, build social proof, and redesign the application form as a two-step process — we expect form completion rate to increase from 0.5% to 1-1.5% and qualified applicant quality to improve.

Milestones

Landing page gaps analysis

Form optimization recommendation (two-step concept)

Post-submission nurture concept

This Week

Deprioritized behind Projects 1-2. Brandon delivers recommendations brief by end of March. Nasr decides implementation timeline.

Your Action Items — Nasr

Google Ads + Meta

#	Task	Priority	Done Looks Like
1	Verify conversion config — Check if store visits is "included in conversions." If OFF, turn ON. This is the #1 change in the account. Reference: B Action Plan, Action 1	Critical	Store visits shows in Conversions column for all campaigns.
2	Create shared negative keyword list — Copy 200 negatives from the paused campaign into a shared list. Apply to all 12 active campaigns. Reference: T Action Plan, Action 1	High	"Master Negatives" list created and applied to all 12 campaigns.
3	Add campaign-specific negatives — General: "booster juice", "boba", "juice tea", "health shake". Desserts: "cookie", "birthday", "wedding", "Crumbl", "D Spot", "Sugar Marmalade". Convert existing exact match negatives to phrase match. Reference: T Action Plan, Action 2	High	New negatives added. Desserts existing negatives converted to phrase match.
4	Pause Knock Offs campaign — $57/month, zero conversions, zero store visits. Flagged March 3. Reference: S Action Plan, Action 1	High	Campaign paused. $57/month saved.
5	Remove franchise sitelink from consumer campaigns — "Become A Franchise Owner" is showing on all 12 consumer campaigns. Wrong audience. Reference: A Action Plan, Action 2	Medium	Sitelink removed or restricted to franchise campaigns only.
6	Let new franchise Meta ads run — 2 new video ads launched March 16. Give them at least 3 days before checking. CPL is trending down — let the algorithm work.	Monitor	Don't touch Meta for at least 3 days. Check Thursday earliest.

Brandon's Tasks

Strategy & Infrastructure

#	Task	Timeline
B1	Build 3 scorecards — Consumer (Google Ads), Franchise (Meta + GHL), Catering (Meta + manual). CVJ-stage organized. Google Sheets in shared Drive folder.	By Friday
B2	Deliver creative framework — Filming guide for Nasr's franchise ads. What angles to film, what format, what stories. Nasr is running out of ideas for content.	By Friday
B3	Investigate Desserts ROAS collapse — 30d ROAS: 3.34x. 7d ROAS: 0.57x. Pull search terms, check for new waste queries, compare CPC trends.	Before Tuesday
B4	Monitor Phase 1 implementation — Check if Nasr has started on the action plan items. Be available for questions via WhatsApp.	Ongoing

Do Not Do This Week

No budget changes. The conversion config fix needs 7+ days to stabilize. No budget decisions until clean data.
No new campaigns. Optimize existing before adding anything.
No structural campaign changes. Phase 2 experiments wait until Phase 1 data comes in.
Don't check new Meta ads until Thursday. The algorithm needs 3 days minimum with new creative.

Looking Ahead

Week 4 — March 25-31

Week 4 (March 25-31): Review Phase 1 impact on Tuesday call. If conversion config fix is confirmed and negatives deployed, evaluate: General Campaign budget increase test, Matcha campaign decision (keep or pause after 2 weeks with negatives), first scorecard fill. Brandon delivers franchise funnel recommendations brief (Big 3 Project 3). Discuss Meta creative cadence — target launching 1 new ad every 1-2 weeks.