Sprint 2Scale What's Working·Week 2 of 4·April 1 – 30
This Week's Focus
Week 2 of 4 — Review + Decide
Phase 1 results confirmed. Decisions made. March data settled strong: non-brand CPS down to $5.38, blended ROAS 10.7x, store visits exceeded target at 1,257. Knock Offs and Matcha staying at low budget for awareness. Toronto opening early May changes everything. This week: research catering cold traffic approach, build campaign consolidation plan, strengthen franchise ad messaging.
Big 3 Check-In
April 1 – 30
Sprint 2Scale What's Working·Week 2 of 4
CPS Acquisition (30d)
$5.38
Target: <$5.50. Close but not locked in.
Store Visits/mo
1,257
Target: 1,100+. Exceeded.
Franchise Qual Rate
10%
1/10 Mar. Target: 15%+
Catering Leads
0
Target: 5+. No campaign yet.
March data settled. Numbers reflect 30+ day attribution window. April data still preliminary.
1. Google Ads Phase 2 — Evaluate + Scale
In Progress
Source: Growth Lever Canvas #1, #4, #5March data settled. Phase 1 impact clear.
Milestones
Booster Juice budget +$10
H1 unpinning confirmed
Broad match mostly resolved (9 remain, low risk)
Knock Offs: keep at $2/day for awareness (Nasr's call)
Matcha: keep at low budget for category awareness (Nasr's call)
Campaign consolidation plan (reduce from 13 campaigns)
Toronto Google Ads campaign setup (mid-to-late May)
Fresh STAB pull (mid-April)
This Week
Campaign consolidation plan. Prep Toronto campaign structure for May launch.
2. Catering Campaign Launch
In Progress
Source: Growth Lever Canvas #2 (ICE 7.7)Menu-cart model confirmed. Research + wireframe this week.
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 posted 3-4 static graphics. Brandon provides messaging/copy direction to strengthen them. Monitor franchise Meta CPL.
Your Action Items — Nasr
Content & Creative
#
Task
Priority
Done Looks Like
1
Populate Shopify catering collection with menu items + pricing — The "Create My Order" button currently goes to an empty page. Add your catering menu items with prices so the ordering flow works.
High
Catering collection has products with pricing. Cart flow works end-to-end.
2
Gather 5-10 photos from past catering events — Phone photos are fine. Setup shots, guests interacting, food close-ups. Needed for the page rebuild.
High
5-10 photos sent over. Real events, real setups.
3
Franchise static ads posted — 3-4 graphic designs already uploaded. Brandon will review messaging and provide copy direction.
Done
Uploaded to franchise funnel.
On The Call Together
Tuesday — do these live
Apr 7 call complete. Decisions captured below.
March data reviewed. CPS improvements confirmed across the board. Non-brand CPS $5.38, store visits 1,257, ROAS 10.7x. Nasr: "Sounds good."
Knock Offs: KEEP at $2/day. Nasr values competitor awareness at minimal spend. Decision final.
Matcha: KEEP at low budget. Same rationale. Category awareness play, not efficiency.
Catering: menu-cart model confirmed. NOT packages. Customers pick items, place orders like Uber Eats. $300 service fee waived above $1,500. No pre-order consultations. Brandon to evaluate flow and provide wireframe.
Toronto: opening early May. Franchise geo expansion mid-to-late May. Separate Google Ads campaign for Toronto.
Catering page wireframe + content requirements — Evaluate Nasr's existing cart/menu ordering flow. Research if menu-cart approach works for cold traffic. Deliver wireframe with what the page needs.
By Friday
B2
Campaign consolidation plan — Reduce from 13 campaigns. Present recommendation for cleaner structure that's easier for Nasr to manage.
By Friday
B3
Franchise static ad messaging direction — Review Nasr's 3-4 new graphics. Provide copy/messaging ideas to strengthen and diversify them.
By Friday
B4
Prep Toronto Google Ads campaign structure — Separate campaign, geo targeting, keyword list. Ready for mid-to-late May launch.
By end of month
B5
Monitor franchise Meta CPL + prepare mid-April STAB pull
Ongoing
Do Not Do This Week
No new campaigns this week. Catering needs page content + populated collection first.
Don't touch Knock Offs or Matcha budgets. Decisions made. They stay at current low spend.
Catering page gets content (Nasr populates collection + adds photos). Campaign consolidation implemented. Franchise page text additions start (FAQ, timeline, story). Mid-April STAB data pull with fully settled Phase 1 data. Toronto campaign prep continues.
Open Questions
Strategic decisions to think through
GTA franchise targeting: answered. Mid-to-late May after Toronto store opens. Separate Google Ads campaign. Meta geo expansion same timeline.
Should we test repurposing organic Instagram content as franchise ads? Add franchise CTA/end card to top-performing posts. Zero production cost, audience-validated content.
How many campaigns should the consolidated account have? Currently 13. What's the right structure that balances Nasr's control needs with algorithmic efficiency?