● Performance Strategy — Q4 2026

$100,000/Month Performance Strategy: Product-Specific Conversion Funnels

A scalable system designed to convert demand into revenue using data-driven testing, targeted acquisition, and efficient budget allocation.

Target ROAS
3.0x
Return on ad spend
Avg. Order Value
$118
Per transaction
Target CPA
$39–$60
Cost per acquisition
Target CPC
$1.50–$3
Based on CVR assumptions

This strategy is focused entirely on conversion—not awareness—leveraging product-specific funnels, AI-generated creatives, and continuous testing to maximize return on ad spend.

Conversion Architecture

End-to-End Funnel Design

Every dollar spent is mapped to a specific stage in the purchase journey.

🎯
Ad Creative
Problem-aware messaging
Product-specific
📄
Landing Page
Optimised for conversion
Minimal friction
🛒
Add to Cart
Intent captured
Retargeting triggered
✅
Purchase
Revenue attributed
LTV tracking begins

This system is designed to move users from problem awareness to purchase with minimal friction, using product-specific messaging and optimised landing experiences.

Product Funnels

Two Products. Two Audiences. One System.

Each product runs its own independent funnel with tailored creative, messaging, and audience targeting.

Sculpt+ Leggings
"Smart clothing that's got your back"
Female Funnel
Focus
Back pain · Posture · Performance
Audience
Women 25–45
Budget
$60,000 / mo
Budget Share
60% of total
Ad Creatives — Active
Ad v1 · 1 of 2
▶
Ad v2 · 2 of 2
▶
Lead with back pain and posture support as primary hooks
Target active women experiencing discomfort during workouts
Emphasise the smart fabric technology and visible difference
4–6 creative variations tested simultaneously per audience
Power Tee
Performance + support
Male Funnel
Focus
Posture · Strength · Alignment
Audience
Men 25–50
Budget
$40,000 / mo
Budget Share
40% of total
Ad Creatives — Active
Ad v1 · 1 of 2
▶
Ad v2 · 2 of 2
▶
Lead with performance and postural alignment as primary hooks
Target gym-active men focused on strength and injury prevention
Lean into the athletic fit and functional compression benefits
4–6 creative variations tested simultaneously per audience
Product-Level Budget

Split by Product Performance Potential

Allocation reflects product validation and expected conversion velocity.

Sculpt+ Leggings
$60,000
60% of total budget
Power Tee
$40,000
40% of total budget

Budget is allocated based on product validation and expected performance, allowing for efficient scaling at the product level. Split can be adjusted as performance data accumulates.

Budget Allocation

$100,000/Month — How It's Deployed

Budget is structured across three functional roles, not platforms.

Total Monthly Budget
$100,000
Allocated across testing, scaling, and retargeting
Target Monthly Revenue
$300,000+
At 3.0x ROAS
Testing
$25,000 25%
Scaling
$60,000 60%
Retargeting
$15,000 15%
Testing — $25K
Identify winning creatives and audience segments before scaling spend.
Scaling — $60K
Majority budget flows to validated top performers to maximise revenue.
Retargeting — $15K
Capture high-intent users who visited or added to cart but didn't convert.
Testing & Optimisation

A Three-Phase System for Efficiency

Every campaign follows the same structured framework—test, evaluate, scale.

1
Testing Phase
  • 4–6 creatives per product launched simultaneously
  • Multiple audience segments tested in parallel
  • Early signals evaluated: CTR, CPC, thumb-stop rate
  • Budget distributed evenly until data accumulates
2
Evaluation Phase
  • CPA monitored against target range ($40–60)
  • Winning creative + audience combinations identified
  • Underperformers flagged for removal
  • Conversion rate and AOV tracked per funnel
3
Scaling Phase
  • Budget reallocated to top-performing ad sets
  • Underperformers cut quickly—no idle spend
  • New creative iterations launched from winning angles
  • Scaling budget increased proportionally to ROAS
Core Decision Rule

Ads are evaluated based on performance data, not time. Typically 20–30 conversions or 1–2x target CPA spend is enough to make decisions. No creative is kept running on sentiment alone.

Platform Strategy

Meta + Google — Demand Creation & Capture

Two platforms, two roles. Neither operates in isolation.

📘
Meta — Facebook & Instagram
Demand creation & cold traffic conversion

Generates demand through visual storytelling and interest-based targeting

Strong performance for cold audiences who match the product's core customer profile

Video-first creative format aligns with product demonstration needs

Lookalike audiences and broad targeting used alongside interest segments

🔍
Google Ads
Demand capture & high-intent search

Captures users actively searching for posture, back pain, and performance apparel solutions

Higher intent traffic typically yields stronger conversion rates than social

Shopping campaigns aligned to product SKUs for direct purchase intent

Branded search campaigns protect organic traffic and capture direct demand

Retargeting

Close the Loop on High-Intent Traffic

$15K/month dedicated to recapturing users who showed intent but didn't convert.

👁
Site Visitors
Users who visited a product page but did not add to cart. Served product-specific follow-up creative.
🛒
Cart Abandoners
Highest-intent segment. Added to cart but did not complete purchase. Served urgency and proof messaging.
⚡
Higher Conversion Rate
Retargeted audiences convert at significantly higher rates, maximising efficiency of every dollar spent.

Retargeting maximises the efficiency of the full spend by ensuring cold traffic investment is fully extracted. Every user who showed intent gets a second chance to convert.

Email Strategy

Email A/B Testing Strategy

Two messaging approaches tested head-to-head to identify which drives stronger engagement and conversion.

⚠ Problem-Focused
Pain-Aware Messaging
▶
Click to view full email
✦ Solution-Focused
Performance-Driven Messaging
▶
Click to view full email
Expected Open Rate
~65%
Warm retargeting audience
Expected Click-Through Rate
2.5%+
Based on prior campaign benchmarks

Projected performance based on prior campaign benchmarks

Overview

This A/B test evaluates whether users respond more effectively to problem-aware messaging (pain-focused) versus solution-driven messaging (outcome-focused), allowing for optimisation of engagement and conversion.

Email Deployment

These emails are deployed as part of a retargeting system targeting users who have either entered their email during checkout (abandoned cart), or submitted their email through on-site capture mechanisms such as promotional pop-ups.

For users without captured emails, paid retargeting channels (Meta and Google) would be used to re-engage them.

⚠ Problem-Focused

Highlights the negative consequences of chronic back and spinal pain by addressing common behavioural causes such as posture, inactivity, and daily strain.

Creates urgency and awareness, positioning the Sculpt+ Leggings as the solution to restore alignment, reduce discomfort, and improve quality of life.

Additional product placements are included below the email body to increase product awareness and encourage deeper engagement.

✦ Solution-Focused

Takes an educational and performance-driven approach, introducing smart clothing and muscle memory technology as a proactive solution.

Focuses on how the Power Tee enhances posture, stability, and physical performance through innovative fabric technology.

Incorporates product bundling logic — highlighting complementary products (socks, leggings, support wear) to reinforce a full-body approach to posture and alignment.

Weekly Execution

Ongoing Optimisation Cadence

Performance is reviewed and actioned on a weekly cycle—not monthly.

Every Week
Review Performance
Audit CPA, ROAS, CTR, and CPC across all active campaigns and products.
Every Week
Reallocate Budget
Move spend toward winners, cut underperformers, never let idle budget dilute ROAS.
Ongoing
Launch New Creative
Continuously introduce fresh creative variations to prevent audience fatigue.
Ongoing
Optimise Landing Pages
Test and iterate on landing page elements to improve conversion rates at the bottom of the funnel.