Sprint 2Scale What's Working·Week 1 of 4·April 1 – 30
This Week's Focus
Week 1 of 4 — Sprint Kickoff
Clean up and prepare. Static image ads bridge the creative gap while your new production team gets in place. Brandon audits the catering page, shares ad examples, and investigates campaign consolidation. You design 2-3 static ads from existing Instagram content. No new campaigns this week — setting up for scaling.
Big 3 Check-In
April 1 – 30
Sprint 2Scale What's Working·Week 1 of 4
CPS Acquisition (30d)
$6.46*
Preliminary. Target: <$5.50
Store Visits/mo
875*
Target: 1,100+. Mar data settling.
Franchise Qual Rate
10%
1/10 Mar. Target: 15%+
Catering Leads
0
Target: 5+. Page audit first.
March data still settling (attribution lag). Real picture emerges mid-April.
1. Google Ads Phase 2 — Evaluate + Scale
In Progress
Source: Growth Lever Canvas #1, #4, #5Consolidation analysis + deep dives this week
Milestones
Booster Juice budget +$10 (done on call — 3x ROAS, <10% IS)
H1 unpinning confirmed done by Nasr
Knock Offs: reviewing 30-90 day data together to decide rework vs reallocate
Broad match: Nasr says already switched to phrase — verifying
Campaign consolidation investigation
Matcha / Trompe L'oeil deep dive
Fresh STAB pull when attribution settles (mid-April)
This Week
Consolidation analysis, Matcha/Trompe deep dive, broad match verification.
2. Catering Campaign Launch
In Progress
Source: Growth Lever Canvas #2 (ICE 7.7)Page audit this week, targeting strategy TBD
Milestones
Catering page audit for cold traffic readiness
Brandon delivers report or voice note with changes needed
Minimum viable page version (not a complete redo)
Traffic source decision (Google vs Meta — search volume analysis)
Campaign live
This Week
Brandon audits page, provides specific changes list.
3. Franchise Funnel Content
Delayed (Partial)
Source: Growth Lever Canvas #3 (ICE 7.3)Three-source creative strategy — video is supplement, not primary
Creative Strategy (Updated)
High-production video is too slow and expensive to be the primary vehicle. Three creative sources:
Static image ads — weekly cadence, low production cost, pull from Instagram
Video — occasional supplement when new production team is ready (4-6 weeks)
Page Content
FAQ, process timeline, founder story are TEXT — can go on page anytime
Franchise page content additions (Week 3-4)
This Week
Nasr designs 2-3 static ads from Instagram content. Brandon shares swipe file.
Your Action Items — Nasr
Creative & Verification
#
Task
Priority
Done Looks Like
1
Design 2-3 static image ads for franchise Meta — Pull from existing Instagram content + swipe file examples Brandon will share.
High
2-3 designs ready from Instagram content + swipe file examples.
2
Let franchise video ads continue running — CPL tracking. Don't change Meta. Static ads supplement, don't replace.
Monitor
CPL tracking. Don't change Meta.
On The Call Together
Tuesday — do these live
Review Knock Offs campaign data (30-90 days) — decide together: pause, rework targeting, or reallocate budget. Brandon brings the data, Nasr makes the call.
Verify broad match → phrase switch on General Campaign — Nasr says it's done. Walk through the keyword list together to confirm.
Ask Nasr: how did Max and Romeo discover the franchise? — Organic vs paid attribution. Helps calibrate franchise pipeline spend.
Brandon's Tasks
Research & Audit
#
Task
Timeline
B1
Share static image ad swipe file with Nasr — Examples for franchise ad creative direction.
By Wednesday
B2
Audit catering page for cold traffic readiness — Report or voice note with specific changes needed.
By Friday
B3
Matcha and Trompe L'oeil deep dive — Messaging + market research on underperforming campaigns.
Monitor network settings and broad match drift — Ongoing verification that match types stay clean.
Ongoing
Do Not Do This Week
No new campaigns this week. Catering needs page work first.
No budget changes except Booster Juice (already done).
No franchise page content yet. Static ads are the creative priority.
Don't panic about March numbers. Attribution still settling.
Looking Ahead
Week 2 — April 8-14
Attribution settles. Phase 1 evaluation with real data. General Campaign scaling decision. Catering targeting strategy. Franchise page content work begins (text additions — FAQ, timeline, story).
Open Questions
Strategic decisions to think through
When do we open franchise targeting to GTA? Ottawa's franchise-relevant audience is small (low thousands). Creative fatigue is structural at this size. GTA adds 6M+ population. Does expansion need to wait for the Toronto store, or can we start building pipeline now?
Should we test repurposing organic content as franchise ads? Your Instagram already has audience-validated content. Adding a franchise CTA or end card could turn top posts into ads at zero production cost. Worth an experiment?
What's the right Booster Juice response? They're scaling in Ottawa. Do we lean into competitor campaigns harder, differentiate on experience, or ignore and focus on our own growth?