Proposal

Primary objectives:

• Reduce CAC from $72 to under $45 — a 37% improvement required
• Scale from 200 to 400+ new subscriptions per week within 6 months
• Maintain or improve ROAS from current 1.8x to target 2.5x+
• Launch on 2 new platforms — currently Google only, expanding to Meta and potentially TikTok

What we identified from your brief:

• Your Google Ads account structure is flat — all campaigns targeting broad keywords with no segmentation by intent or funnel stage
• No remarketing campaigns running (missing low-hanging fruit)
• Creative assets are limited — only 3 ad variations running across all campaigns
• Landing pages are not optimized for conversion — generic homepage is the destination for all traffic

Our 3-phase methodology for D2C subscription businesses:

Phase 1: Audit & Restructure (Weeks 1-3) We rebuild your Google Ads account from scratch with proper campaign segmentation: branded, non-branded, competitor, remarketing, and Performance Max. Simultaneously, we audit your landing pages and provide conversion rate optimization recommendations.

Phase 2: Expand & Test (Weeks 4-8) We launch Meta Ads (Facebook + Instagram) with a structured creative testing framework — 3 ad concepts x 3 audiences x 2 formats = 18 test variants. We identify winners within 2 weeks and scale spend toward them.

Phase 3: Scale & Optimize (Weeks 9+) With winning channels and creatives identified, we systematically increase budget while maintaining CAC targets. Weekly optimization cadence ensures no budget is wasted.

Included services:

• Google Ads management (Search, Shopping, Performance Max, Remarketing)
• Meta Ads management (Facebook + Instagram)
• Campaign strategy and account structure
• Ad copywriting (text ads) and creative direction (display/social)
• Landing page recommendations (implementation is client's responsibility)
• Conversion tracking setup and maintenance
• Weekly optimization and bid management
• Bi-weekly performance reports
• Monthly strategy call (45 minutes)

Not included:

• Ad creative production (photography, video) — we provide direction, you produce
• Landing page development — we recommend changes, your team implements
• TikTok Ads (can be added as a separate line item)
• Organic social media management
• SEO services
• Ad spend — paid directly to Google/Meta by the client (never marked up)

Week	Deliverable
1	Complete Google Ads audit + restructuring plan
1	Conversion tracking audit and fix recommendations
2	New Google Ads account structure launched
2	Remarketing campaigns activated
3	Landing page CRO recommendations delivered
4	Meta Ads account setup + first campaigns launched
4-6	Creative testing framework: 18 ad variants in market
6	First performance benchmark report
8	Creative testing complete — winners identified
9+	Scale phase begins — budget increase recommendations
Ongoing	Bi-weekly performance reports
Ongoing	Monthly strategy calls

Our fee structure separates management fees from ad spend for complete transparency.

Management Fee: $3,500/month

This is a flat fee covering all services listed in the Scope of Work. It does not change based on your ad spend level.

Recommended Monthly Ad Spend:

Channel	Month 1-2	Month 3-4	Month 5-6
Google Ads	$8,000	$12,000	$15,000
Meta Ads	$4,000	$8,000	$10,000
Total ad spend	$12,000	$20,000	$25,000

Total monthly investment (management + ad spend):

• Months 1-2: $15,500/month
• Months 3-4: $23,500/month
• Months 5-6: $28,500/month

Minimum commitment: 3 months. PPC requires an optimization period — agencies that promise results in Week 1 are not being honest. After 3 months, the engagement continues month-to-month.

Spark Performance manages paid media for 23 D2C subscription brands. Here's why that matters for GreenLeaf:

• We know subscription economics. CAC, LTV, payback period, and churn rate are the metrics we optimize against — not just clicks and impressions
• $4.2M in annual ad spend managed across Google, Meta, and TikTok
• Average CAC reduction of 31% within the first 90 days for new clients
• No long-term contracts — our results speak for themselves, which is why our average client retention is 14 months

1. Review this proposal with your team
2. Schedule a strategy call — we'll walk through our audit findings and answer questions
3. Sign the agreement and provide ad account access
4. Week 1 kickoff — we begin the audit immediately

GreenLeaf is at the perfect stage to professionalize its paid media. The difference between $72 CAC and $45 CAC at your volume is over $280,000 annually. Let's close that gap.