Cross-channel performance analysis, risk assessment, and strategy for retaining Nomad the Label and expanding into Meta Ads management.
Tamlyn (internal Meta Ads person) has left. Donal is looking for one agency to run everything.
If Donal consolidates to a new full-service agency, we lose all of this.
| Channel | 90-Day Spend | 90-Day Revenue | ROAS | Status |
|---|---|---|---|---|
| Google Ads AU | $265,550 | $1,084,265 | 4.08x | Strong |
| Google Ads USA | $132,313 | $631,424 | 4.77x | Strong |
| Microsoft Ads (AU+US) | Small | Early stage | N/A | Tracking just fixed |
Performance across AU, USA, NZ, CAN, and UK markets
ROAS dropped from 5.35x to 4.08x (partly seasonal, prior period had BFCM). Still above the 3x blended target.
| Metric | Prior 90 Days | Last 90 Days | Change |
|---|---|---|---|
| Spend | $258,038 | $265,550 | +2.9% |
| Revenue | $1,381,558 | $1,084,265 | -21.5% |
| ROAS | 5.35x | 4.08x | -23.7% |
| Conversions | 4,782 | 3,690 | -22.8% |
| CPA | $53.96 | $71.97 | +33.4% |
| Market | Campaigns | Spend | Revenue | ROAS | Status |
|---|---|---|---|---|---|
| Australia | 9 | $123,831 | $619,492 | 5.00x | Excellent |
| Canada | 5 | $31,344 | $129,139 | 4.12x | Strong |
| New Zealand | 5 | $27,999 | $81,405 | 2.91x | Below target |
| UK | 9 | $9,038 | $2,144 | 0.24x | Bleeding money |
9 campaigns, $9,038 spent, only $2,144 revenue. 0.24x ROAS. Must be paused or restructured before the March 1 UK launch.
Weekly ROAS dipped to 320-373% in mid-January before recovering to 487-508%. Seasonal, but needs monitoring.
Spend nearly doubled while ROAS held steady. The US market is the growth engine.
| Metric | Prior 90 Days | Last 90 Days | Change |
|---|---|---|---|
| Spend | $74,241 | $132,313 | +78.2% |
| Revenue | $372,418 | $631,424 | +69.6% |
| ROAS | 5.02x | 4.77x | -4.9% |
| Conversions | 1,534 | 2,661 | +73.5% |
| CPA | $48.40 | $49.73 | Stable |
| Campaign | Type | Spend | Revenue | ROAS |
|---|---|---|---|---|
| PMAX - All Products [Excl. Pants] | PMax | $93,236 | $377,708 | 4.05x |
| PMAX - Pants | PMax | $31,182 | $133,129 | 4.27x |
| Brand Search | Search | $2,109 | $101,774 | 48.25x |
| PMAX - New Range [Products] | PMax | $4,511 | $12,834 | 2.84x |
What Tamlyn was running: $522K spend, 5,510 purchases, 3.35x ROAS over 90 days
This is not a rebuild. It's an optimisation opportunity. The structure is solid with clear quick wins.
| Campaign | Spend | % of Total | Purchases | CPA | ROAS |
|---|---|---|---|---|---|
| Adv+ CBO Campaign | $308,723 | 59% | 3,386 | $91.18 | 3.45x |
| Core Products | $111,079 | 21% | 1,131 | $98.21 | 3.24x |
| Adv+ Catalog | $59,981 | 11% | 591 | $101.49 | 3.28x |
| New Collections Mix | $25,151 | 5% | 247 | $101.82 | 3.05x |
| BFCM Sale 2025 | $12,836 | 2% | 96 | $133.70 | 2.58x |
| Promotional Offers 2026 | $4,150 | 1% | 59 | $70.34 | 4.24x |
| Segment | Spend | % of Total | Purchases | CPA |
|---|---|---|---|---|
| Female 65+ | $198,034 | 38% | 2,390 | $82.86 |
| Female 55-64 | $174,232 | 33% | 1,933 | $90.14 |
| Female 45-54 | $106,822 | 20% | 963 | $110.93 |
| Female 35-44 | $36,669 | 7% | 313 | $117.15 |
| All Male | $14,644 | 3% | 82 | $178.59 |
Core buyer: Women 55+ (71% of spend, 78% of purchases, best CPAs). Facebook Feed is the strongest placement at $83.71 CPA.
| Period | Spend | Purchases | CPA |
|---|---|---|---|
| First 30 days of period | $107,766 | 933 | $115.51 |
| Last 30 days of period | $228,976 | 2,533 | $90.40 |
| Spend increased 112.5% while CPA improved 21.7% | Strong scaling signal | ||
These issues represent $5-8K/month in wasted or inefficient spend. Fixing them on day one demonstrates immediate value.
Campaign set to ACTIVE but no longer delivering (zero spend in last 7 days). Should be properly paused/archived. $12,836 spent at $133.70 CPA during the 90-day period.
Main Adv+ CBO at 4.0 frequency. Core Products at 3.73. Both at or above fatigue thresholds. Needs fresh audiences and creative rotation.
Notes From The Sea: $281.91 CPA (3x average). Athena UGC: $537 spent, zero purchases. Brigitte Suitcase: $310.76 CPA. All should be paused.
$14,644 spent on male audiences at $178.59 CPA (2x the female CPA). Should be excluded or significantly reduced in Advantage+ targeting.
Best ROAS in the account at 4.24x and lowest CPA at $70.34, yet only $4,150 in spend. This winner should be scaled significantly.
$36,913 spent at $117.93 CPA with declining CTR. 4th highest-spend ad but clearly past its peak. Needs creative refresh.
Total Nomad ecosystem: $920K in ad spend, $3.46M in revenue over 90 days
| Channel | 90-Day Spend | 90-Day Revenue | ROAS | % of Total Spend |
|---|---|---|---|---|
| Meta Ads | $521,919 | $1,749,021 | 3.35x | 57% |
| Google Ads AU | $265,550 | $1,084,265 | 4.08x | 29% |
| Google Ads USA | $132,313 | $631,424 | 4.77x | 14% |
| Total | $919,782 | $3,464,710 | 3.77x | 100% |
Meta accounts for 57% of total ad spend and 50% of total revenue. Whoever manages Meta has the larger relationship by spend volume. If a new agency takes Meta and pitches "we already run the bigger channel, why not consolidate Google with us too?", that's a direct threat to our position.
How to keep Nomad and grow the relationship
Don't wait for Donal to shop around. Get ahead of this with a proactive call this week.
Frame it: "I heard Tamlyn has moved on. We reviewed your Meta Ads account and found some quick wins we could implement immediately. Can we chat about us taking this on?"
Combined rate for Google + Meta + Microsoft that gives Donal a reason to consolidate with us rather than the other way around. See pricing options below.
Feb 5 call: "$10K call done, NOTHING about ads, pure biz." The relationship goes beyond campaign management.
4-5x ROAS on Google Ads. Brand search at 32x. USA account scaled 78% while holding efficiency.
Custom dashboards, automated product feeds, Microsoft Ads tracking overhaul, 2026 forecasting dashboard. Hard to replicate.
UK launching March 1. US scaling into spring/summer. Projecting $2M month in March. Transition risk is high.
Three options for adding Meta Ads to the existing engagement.
Matches current Google Ads fee structure. Scales with their growth.
Flat fee for Meta management, on top of existing Google Ads agreement. Predictable for both sides.
Consolidation discount: 2% across Google + Meta + Microsoft (down from 2.5%). Gives Donal a reason to bring everything under one roof.
The Meta account is well-structured. This is not a rebuild, it's an optimisation and maintenance job. Low-touch: 3-5 hours/month after onboarding.
This is a retain + expand opportunity, not just a defence. Nomad is spending ~$300K/month across channels and growing. If we take on Meta, our fee from this client alone could be $15-20K/month. If we don't act fast, we risk losing everything when a full-service agency pitches him.
Call Donal before he starts shopping.