Your Niche
Prepared for
Sarab Sehra
Band of Boys + The Girl Club
Paid Media Audit · AW26 Strategic Proposal

A clear plan
for the
season ahead.

A genuine look at the last 90 days of Band of Boys + The Girl Club paid media. What's working, what's costing you money, and how we'd protect the AW26 sell-through window without rebuilding the bits that are already producing.

$17.4K 90-Day Spend
4.95x Google ROAS
$1,500+ Recoverable
1 Big Opportunity
Scroll to begin
01 — Executive Summary

The truth about your account.

You've been driving with the
handbrake on.

Across the last 90 days your accounts produced $42,300 in Google revenue from $8,500 in spend, plus 366 Meta purchases at $23 each. That's a stronger position than the "sales feel slow" story suggests, especially given the messy handover when you bought the business.

Here's what we found. There's about $1,500 of recoverable spend sitting in your account, your tracking is partially misconfigured, and the prospecting that was bringing in new customers in January and February got switched off right before the season you most need it on.

You've been doing the right things. The setup underneath hasn't been keeping up. We don't want to rebuild what you've built. We want to take the handbrake off, plug the leaks, and switch back on what was already working.

Total Spend (90d)
$17.4K
Meta + Google combined
✦
Google Revenue (90d)
$42.3K
From $8.5K in spend
✦
Google Blended ROAS
4.95x
Genuinely strong for your AOV
✦
Meta Purchases (90d)
366
At $23.40 cost per purchase
✦

"Strategy was wrong. Should have been targeting return customers." We saw it in the numbers too. The Christmas and EOS season went after cold audiences when the gold was already in your customer list. That kind of miss is fixable, and it's the sort of thing we look for first.

02 — Foundations

What we'd protect, not touch.

Before we change a thing, here's what we'd leave alone. These four are producing real revenue, at healthy returns. You don't need a rebuild here. You need someone to protect what's working and tighten what isn't.

★ Top Performer
5.17x
PMax: Non-Brand

$20,935 in revenue from $4,051 spend. The single biggest driver in your account, doing 198 orders across the audit window. It's genuinely doing the heavy lifting on Google. We'd keep it running and tighten the creative rotation behind it.

✦
★ High Efficiency
10.38x
Search — Brand NZ

$7,916 in revenue from $763 spend. Catching people who are already searching for you by name, and converting them cheaply. 71 sales across the audit window. This is the easiest revenue your business will ever earn.

✦
★ Quiet Winner
15.03x
Clever Social Shopping

$3,995 in revenue from $266 spend on the Low Priority campaign. Genuinely outstanding numbers. Likely a tighter, more focused product set. Worth understanding what's making this one sing and applying it elsewhere.

✦
★ Volume Engine
5.88x
Meta — Retargeting BAU

248 purchases at $19 each, and the High Intent 30-60D ad set is doing most of the lifting. The product catalogue ads behind it are returning $6.55 for every $1 spent. This is the cornerstone of your Meta account.

✦

Full Google Account Snapshot

Campaign Type Spend Orders Revenue ROAS
PMax: Non-BrandPerformance Max$4,051.52198$20,934.615.17x
Search — Generic NZSearch$2,455.5157$5,687.652.32x
Search — Brand NZSearch$762.6371$7,916.3310.38x
PMAX — BrandPerformance Max$538.0919$1,493.212.78x
Clever Social Shopping (Low)Shopping$265.8041$3,994.5115.03x
PILOT — The Girl Club Search NZSearch (Paused)$221.940$0.00—
Clever Social Shopping (High)Shopping$213.7912$1,364.406.38x
PILOT — Shopping High Priority BOBShopping$41.685$907.6021.78x
03 — Where It's Leaking

Five fixable leaks. All recoverable.

These are the specific spots where budget is going out without coming back. None are catastrophic. None require a rebuild. They're the kind of small leaks that quietly compound every month they're left alone.

01
90-day waste
$1,131
Search Generic NZ — 77% Wasted

Of $1,478 spent on this campaign, $1,131 went to searches that produced no sales at all. Things like "boys pjs" ($82), "boys clothes" ($43), "kids pyjamas" ($39). These are people browsing, not buying. The campaign needs the search terms cleaned up.

Our Fix
Strip out the searches that aren't converting. Restructure the campaign around the small handful of search terms that ARE converting (which produced over $5,000 in revenue). Tighten the targeting so you're only paying for buying-intent traffic.
02
Optimisation Block
CRITICAL
Conversion Tracking Misconfigured

"Add to Basket" and "Begin Checkout" are both flagged as "Misconfigured" in your account. The Purchase event is firing properly, which means your revenue numbers are accurate. But because the cart and checkout signals aren't working, Google can't use them to find more buyers like the ones you're already converting.

Our Fix
Get GA4 and Google Ads talking to each other properly. Set the cart and checkout events up as tracking signals (not bid targets). Make sure the Purchase event is passing dollar values correctly. Under an hour of work, immediately makes everything optimise better.
03
Performance Gap
2.78x
PMAX Brand Below Efficiency

PMAX Brand is sitting at 2.78x return, while Search Brand is doing 10.38x on the same kind of traffic. The two campaigns are competing for the same audience and one is winning hands down. Likely causes: not enough budget behind PMax for it to settle, or the creative needs a refresh.

Our Fix
Look at the creative running inside it, give it a refresh, and consider whether the cleanest fix is consolidating all brand traffic into the Search Brand campaign and letting PMax focus only on non-brand.
04
Spend with no return
$222
PILOT Girl Club Search — Wasted

It's paused now, but $222 was spent producing zero sales before it got switched off. Only 177 impressions across that whole spend, meaning the campaign never had enough data to find its feet. Money spent without a clean test.

Our Fix
Decide whether The Girl Club genuinely needs its own dedicated Search campaign, or whether it should sit alongside Band of Boys inside the existing PMax structure. If we do relaunch it, we give it the budget and time it needs to actually settle and produce.
05
90-day waste
~$165
Competitor Bidding Inconsistent

Mixed picture. Working well: "minti" searches produced $1,199 revenue on $170 spend. Burning money: "kmart" $29 with no sales, "cheeky chickadee" $19 with no sales. The strategy needs cleaning up. Not turning off, just being more deliberate about which competitor names you bid against.

Our Fix
Keep the competitor terms that are converting. Exclude the ones that aren't. Then build a deliberate strategy around it instead of letting it run on its own.
04 — The Big Opportunity

Your prospecting was working. Then it stopped.

This is the most important finding in the whole audit. Not a leak. A missed opportunity. And it sits right next to the cashflow pressure you talked us through in our meeting.

★ Was Producing

Aro Sales Prospecting
was hitting 3.92x ROAS.

Between 21 January and 17 February, this campaign brought in 96 sales on $3,154 spend. The Other NZ Cities ad set hit 9.30x return on the dynamic creative. Your Catalogue Prospecting campaign, also paused, was running at a similar 3.93x.

This was your new-customer engine, and it was running.

★ Then Switched Off

Now you're only
retargeting people
who already know you.

Right now your only sales-driving Meta activity is retargeting people who already know the brand. You can't move a full winter range with that alone. There aren't enough returning customers to absorb a whole season's stock.

The reason sales feel slow isn't that Meta's not working. It's that the bit that brings new customers in got switched off, right before the season you most need it on.

The AW26 launch was set up to show off,
not to sell.

Your AW26 Launch ran from 28 March to 1 April with $250 in spend, set up to drive reach rather than purchases. It ended up in front of 121,000 people, but the campaign was never trying to make sales. So it didn't.

Why this matters: AW26 is your most important seasonal launch of the year. Putting that budget behind a "let's get seen" campaign, when you needed direct sales, meant the launch couldn't deliver against the pressure you've described to us.

The good news is, this is a structural fix, not a creative one. Same budget, set up properly, with an audience that's been warmed up first, would give you a completely different outcome.

05 — The First 30 Days

What we'd do in what order.

If you brought us in tomorrow, here's exactly what week one through week four looks like. The highest-impact moves first. No rebuild for the sake of it.

01
Week 1

Stop the Leaks

Fix the cart and checkout tracking. Clean up the search terms eating budget on Search Generic NZ. Add a brand exclusion to PMax so it stops competing with your cheaper Brand campaign. None of this changes strategy. It just closes the holes.

02
Week 1–2

Reactivate Prospecting

Relaunch new-customer campaigns on Meta, using what we learned from Aro Sales Prospecting (which was working). Build audiences from your existing purchasers and people who behave like them. AW26 hero products lead the creative. We do this in a focused way, not spreading budget across too many ad sets, which is what left the previous setup stuck.

03
Week 2–3

Restructure the Underperformers

Rebuild Search Generic NZ around the 13 terms that are actually producing sales. Either get PMAX Brand performing or fold its budget into Search Brand. Confirm GA4 and Google Ads are talking to each other properly so every dollar gets credited where it should.

04
Week 3–4

Scale What's Working

PMax Non-Brand and Clever Social Shopping both have room to grow. Once everything has settled and the new prospecting is producing, we lift budget on the top performers by 20%, hold for 7 days, see what happens, then scale again. Methodical, not guesswork.

05
Ongoing

Rhythm and Reporting

Weekly optimisation pass, monthly report showing what produced, what didn't, and what we did about it. ROAS, revenue, the lot, but in plain English, not a wall of metrics you have to decode.

06 — Ad Spend Recommendation

What we'd recommend spending.

You're currently running approximately $190/day combined. That's right at the agency-standard minimum viable level. Here's where we'd take it for the AW26 push.

★ Recommended for AW26 Window

$240–280/day
combined.

A measured 25–45% lift from where you are now. The extra funds three things: switching prospecting back on for Meta (the missing new-customer piece), giving PMax Non-Brand more room to grow on Google (which is already producing), and making sure Search Brand doesn't run out of budget on the days demand spikes.

This isn't "spend more for the sake of spending more." Based on the 5x average return your account is already producing, another $50–90/day translates to roughly $275–500/day in extra revenue if that efficiency holds, which it should, once the leaks are plugged. We review weekly and only scale if the numbers say to.

Meta — Recommended
$120–140/day
$60/day prospecting
$60/day retargeting
$20/day catalogue
Google — Recommended
$120–140/day
$70/day PMax · $20/day Search Brand
$30/day Shopping
$20/day Search Generic
07 — How We'd Work Together

Two ways in. No lock-ins. Pick your speed.

Both packages cover Meta and Google ads management end to end. Both are month to month. Ad spend stays in your name. Pick the one that fits where you are right now. You can always upgrade. Other services like UGC management, Klaviyo email and organic social are available as add-ons when you're ready.

Tier 01

Essentials

$1,250 / month
Month-to-month · No setup fee

A reliable hand on the wheel. Campaigns optimised, leaks plugged, performance protected. The package for ongoing maintenance once AW26 is moving.

  • Meta and Google ads management across all active campaigns
  • Fortnightly optimisation: bid adjustments, audience tweaks, search term reviews, negative keyword maintenance
  • Monthly performance report: ROAS, revenue attribution, what changed and why
  • Conversion tracking maintenance: pixel and conversion action health checks
  • One strategy review call per month (30 mins)
  • Email response within 24 hours on weekdays
Recommended for AW26
Tier 02

Growth

$1,750 / month
Month-to-month · No setup fee

Built for the AW26 timeline and the Summer 27 launch ahead. Closer attention, more proactive work, faster feedback loop. The package most clients in your situation choose.

  • Everything in Essentials, plus:
  • Weekly optimisation instead of fortnightly. Faster scaling of winners
  • Creative briefing for your team: we tell your designer exactly what hooks, formats and aspect ratios Meta needs to perform
  • Proactive scaling strategy: budget pacing, when to push, when to hold
  • Monthly strategy call (60 mins) plus ad-hoc check-ins as needed
  • A/B testing framework on creative and audiences
  • WhatsApp access for quick questions during the week

Add-Ons / When You're Ready

Available as monthly add-ons or project-based work. Most clients start with ads management and layer these in once the foundation is firing.

★ Add-On
UGC Engine

End-to-end customer content pipeline. Capture, rights management, repurpose into ads. From $650/month.

★ Add-On
Klaviyo Email

Welcome series, abandoned cart, post-purchase, monthly campaigns. Typically 20–30% of ecom revenue. From $850/month.

★ Add-On
Organic Social

Content calendar, post creation, scheduling, community management for Instagram and Facebook. From $1,100/month.

↳ Next Steps

If this works for you, here's what's next.

  1. You confirm the package and start date. We send a simple service agreement. No surprises, no fine print. Month to month rolling. Sign and we move.
  2. We onboard properly. Full access handover, kickoff call to align on AW26 priorities, hero products, target ROAS and any non-negotiables. We document everything.
  3. Week 1. Leaks get fixed. Conversion tracking, negative keywords, brand exclusion. The "stop the bleeding" work happens before any new campaigns launch.
  4. Week 2. Prospecting comes back online. New Meta cold campaigns built on what worked in Aro Sales Prospecting, with AW26 hero products leading creative.
  5. Week 3 onwards. Optimise and scale. Weekly check-ins, weekly performance reviews, monthly strategy calls. We don't go quiet. You'll always know where things stand.

The AW26 window is closing every day.

★

You've already proven your account can produce.

Our job is to plug what's leaking, switch back on what's been turned off, and make sure AW26 doesn't slip away. The earlier we start, the more of the season we have to work with.

✦   Built for Band of Boys + The Girl Club. Not for anyone else.   ✦