Our playbook, your growth

Every channel. Every ad. One team.

A fractional AI CMO for consumer brands. We plan and buy media on every channel you sell through, make the ads in house with AI, build the pages they land on, and report it all back as one set of numbers tied to purchases.

The playbook.Five services. One budget. One seat.

One engagement covers all five across the agreed channels. You keep the ad accounts and the media dollars on your own card. We take a seat and run the work.

In short

The work of a head of marketing and the agencies under them, from one team. Purchases decide where the money goes, not which agency is defending its own channel.

What it costs

Paid Social and SearchMeta, Google and TikTok accounts set up or rebuilt, tracking checked end to end, campaigns watched every day. Budget moves toward the ads and channels that return it, and scales in steps of 10 to 20% while the target holds.
Ads Made Every WeekUGC style video with AI presenters and real people, animation, statics and product page images, made on our own AI pipeline. People write the angles from your reviews and your winners, direct every ad and review it before it runs. New ideas each week, plus fresh versions of whatever is already earning.
Marketplaces and Retail MediaAmazon listings, A+ pages, storefront and sponsored ads. Instacart, Target Roundel, Walmart Connect and Kroger for the shelves you have already won, so store sales get the same attention as the site.
Site, Landing Pages and EmailA landing page per angle once spend justifies it, bundles and offers built to lift order value, and Klaviyo flows and campaigns as the customer list grows.
Planning and ReportingOne budget across every channel, tied to your margin and inventory. A live workbook, a written check-in every two weeks that leads with asks, and a monthly deck walked through on a call.

Before any money moves.Baseline first. Then a bid.

Onboarding covers these five areas. We document what is available, resolve access and billing, and agree targets and budgets before media changes begin.

Margin and order valueYour product costs, gross margin, average order and repeat rate, if you have one yet. Targets come from these, so they come first.
Account accessA seat on each ad account, store and email tool in the agreed scope. If an account does not exist yet we set it up in your name. The accounts stay yours.
Tracking checkedPixel, conversions and attribution tested with real events before any budget moves, so every channel reports purchases the same way.
Billing on your cardMedia dollars sit on your card at every platform. We never hold them and we never mark them up.
A signed targets docThe return each channel has to hold, a starting budget by channel, and how and when it scales. Signed by both of us before any money moves.

The cadence.Growth is a schedule, not a campaign.

Most of performance marketing is not clever. It is new ads every week, showing up on the accounts every day, and writing down what changed. This is the schedule, and it is in the contract.

Every daySpend, purchases and every new ad checked on each connected account. Losers paused, early leaders fed more budget, missing or delayed data flagged.
Every weekNew ads shipped. Budget moved between channels toward what returns. Search terms harvested, bleeders paused, anything notable saved for the check-in.
Every two weeksA written check-in. Asks first, then spend and return by channel, then what we changed and what happened. Written by the person who did the work.
Every monthA deck and a call: what worked, what we cut, which ads to make more of, and where the next dollar goes. Walked through live, never sent cold.
Every quarterThe channel mix replanned against launches, inventory and seasonal peaks.
Every yearNext year's plan. A budget by channel, tied to what you can make and ship, with scenarios to argue over.

Performance and data analysis.Three things you can hold.

Spend and purchases from every channel we run, synthesized into three documents. Numbers come from the ledger, with source coverage and freshness made clear. People write the asks. A check-in with an empty asks section does not go out.

The workbook

A shared sheet you can open at 2am.

One workbook, live, shared with you from the first week. The tabs:

Budget per channel per month, with launches and peaks flagged
Spend and revenue actuals with ROAS and MER
One tab per channel: spend, purchases, revenue and CPA, with data gaps identified
Every ad we ran, with its spend and return
Targets with margin, order value and repeat assumptions
Next year’s plan

Yours to keep, like every file we make.

The check-in

Every two weeks, asks first.

Three to six pages, written by the person who did the work. In this order:

Asks, FYIs, and recommendations at the top, because that is the agenda
Month to date pacing, one line per channel
Highlights and learnings, in plain sentences
Per channel, what we changed and what it did, with the ads and numbers to prove it

Every change pairs with its outcome.

The deck

Monthly. Show your board.

Generated from the ledger, narrated by a person, walked through on a call. The sections:

Overview: spend, revenue and MER across every channel
Per channel: KPI tiles with month over month deltas
The ads that won, the ones we cut, and why
New versus returning customers
Order value, bundles and offers
Where the next dollar goes

Never sent cold.

The numbers we report.What we watch, and what it means.

Eight numbers, defined the way we use them. Each one is only useful next to the others, which is why the deck shows them together.

ROASAttributed revenue divided by ad spend, per channel, campaign or ad. We state the attribution window every time, because the same ad reads differently at one day and seven.
MERTotal revenue divided by total ad spend across every channel, for the same period. The number that tells you whether the whole machine is paying, whatever each platform claims.
Breakeven ROASOne divided by gross margin. At 50% margin, that is 2.0 before our fee and other costs. Below it, the first order loses money.
Target ROASThe return a channel has to hold to keep its budget. Set from margin, order value and repeat rate, agreed in writing, and moved only by agreement.
CPASpend divided by purchases. Read next to order value, because a higher CPA on a bigger basket can be the better trade.
AOVAverage order value. Bundles and offers that lift it are often the cheapest way to make paid social work.
Hook rate and holdHow many people watch past the first seconds, and how many stay. The early read on whether a new ad deserves budget.
New customer shareThe part of purchases from people who had not bought before. Paid media should mostly be buying these, not your regulars.

The channels we run.A plan for everywhere you sell.

Meta, Google, YouTube and TikTok for demand. Amazon, Instacart, Target Roundel, Walmart Connect and Kroger for the shelves. Your site, landing pages and Klaviyo for converting and keeping what we buy. We agree the scope on the first call.

We do not need every channel on day one. Most brands start with two or three, and add the next once the first ones hold their target.

See the channels on the homepage

Ads made in house, with AI.The ad is most of the targeting now.

On Meta and TikTok the ad decides who sees it, so the brand that tests the most good ideas wins. Most brands get a handful of new ads a month from a creative shop, and agencies that only manage the money send you off to find more.

We make them in house on our own AI pipeline: UGC style video, animation, statics, product page and retail media images. People write and direct; AI makes it fast enough to test weekly. It is in the fee.

What we do not do.We say this as readily as what we will.

Brokerage and pitching retailers for you. Fulfilment, product development and PR. Holding your media dollars, or marking them up.

For the rest, there are good people who do these, and we will introduce you.

Let’s build together

Thirty minutes. Three things we would fix first, whether or not you hire us.

Before the call, we read your live ads, your site and your listings. We bring three things to fix and say which need account access to verify.

let’s grow ↗or write to nick@legrocerie.com