A full-funnel paid media strategy for OPINE - Meta Ads from day one, Google Ads as the next layer. Built around a single outcome: converting women who've never heard of you into customers who can't imagine showering without your product.
01 / Where You Are Right Now
You launched a month ago, spent $2-3K on Meta, got 10 sales. That's not a product problem - it's a funnel problem. $99 pre-order price, 10 conversions on $2,500 spend — that's a 0.4x ROAS. The product is strong enough to convert. The targeting, structure, and creative weren't built to scale it.
You have 400 units to move. That's a clear, achievable goal with the right strategy. We'll tell you exactly which audiences to prioritise, what CPA benchmarks to expect, and when it's time to push harder.
Your creative team is an asset we'll use properly. We don't duplicate their work - we brief them with data. Every week we tell them exactly what hooks are winning, what formats to produce next, and what angles to kill. Your creative strategist does the output; we provide the targeting intelligence they need.
You're positioning OPINE as skincare, not hardware. That's the right instinct - and we know exactly which audiences on Meta respond to that angle. Skincare-aware women, beauty routine buyers, chlorine sensitivity audiences. We've run this before on a comparable product and hit 3.5x ROAS.
02 / Channel Strategy
OPINE solves a problem most women don't know they have. Meta's visual format is the right channel to create that realisation. Google becomes the second layer once people start searching after seeing you.
The right channel for a product that solves a problem your audience doesn't yet have a search term for. Visual-first, interrupt-driven, ideal for skincare-positioned DTC products at $100-200 AOV.
Once Meta creates awareness, searches follow. High-intent queries from people who've just learned filtered shower heads exist - or who've been searching for a solution to dry skin and hair loss for months.
02b / The Purchase Funnel
Most women don't connect their breakouts and brittle hair to their shower water. The creative's job is to make that connection instantly - then show OPINE as the obvious solution. We never lead with "filtered shower head." We lead with the skin problem.
Anyone who watched 50%+ of the awareness video or visited the product page already understands the problem. The retargeting message shifts to proof: real reviews, before/after results, the SnapReplace mechanism. We reduce friction - 60-day returns, free shipping front and centre.
We never lead with a discount for a $139 product - it undermines the premium positioning. Cart abandonment retargeting uses time-based urgency (limited stock), social proof, and the 60-day return guarantee. The goal: remove the last remaining objection without cheapening the brand.
03 / Deliverables
From day-one research through to live campaigns, weekly data calls, and clear decisions every week on what to cut and what to scale.
04 / Add-Ons
The base package covers everything to go from zero to consistent paid sales. The add-ons below expand the system once you have data and want to accelerate.
Google Shopping + Search Ads
High-intent search traffic from people actively searching "filtered shower head," "shower for dry skin," and related terms. Priced separately per channel - added when Meta unit economics are confirmed.
AI UGC Video Ads
AI-generated UGC-style video for Meta - faster than creator partnerships, effective for skincare DTC demos and testimonial formats. $50 per video produced. Can supplement your existing creative output immediately.
SEO + GEO (AI Search Visibility)
Ongoing content optimisation to rank on Google and appear in ChatGPT, Claude, and Gemini answers for "best filtered shower head" and "shower head for skin" queries. Long-term organic growth alongside paid.
Press Release + AI Search Placement
Press release distributed to 300+ outlets, structured for AI indexing. A fintech SaaS client went from zero Gemini visibility to #1 in two days using this playbook. OPINE could own the "best filtered shower head" answer in ChatGPT.
05 / What to Expect
Week 1
Audience research across skincare, hair care, and wellness segments. Pixel audit to verify all events fire correctly. Campaign architecture built from scratch: prospecting, warm retargeting, cart abandonment - separated, not mixed. Existing ad account reviewed and any salvageable data extracted.
Week 2
Creative briefs delivered to your team with specific hook formats for week one. Three campaign angles go live: problem awareness ("your shower is undoing your skincare"), product proof (SnapReplace + filter science), and social validation (UGC reviews). Spend starts deliberately lean.
Month 01
Weekly data review: which audiences produce purchases at what CPA, which creative angles have the best CTR-to-purchase ratio. We cut anything above a $50 CPA threshold without conversion signals in the first 14 days. Retargeting activates as the pixel builds its audience. First consistent sales by week three.
Month 02+
Proven audiences and creatives - ad spend scales toward the 400-unit target. CPA and ROAS are the north star. Budget reallocated weekly, Google Ads evaluated as the second channel once Meta unit economics are clear and stable.
06 / Investment
Flat management fee per channel, no hidden setup fees. Given your current budget range, we recommend starting with Meta only - confirm cost-per-purchase first, then expand to Google when the numbers justify it.
One Network - Recommended Start
per month - first month introductory rate
Two Networks - Meta + Google
per month - effectively $1,000 per network
07 / Our Work
Women-targeted wellness product, $100+ AOV, US DTC market. We've done this before.
Women's wellness product, $100+ AOV, US DTC. Same market. Same buyer. Same channels.
Women's period care brand selling a $100+ wellness product to a female US audience. Brand came to us with spend running but no clear structure - prospecting and retargeting mixed, creative not segmented by funnel stage, Google untested. We rebuilt the full-funnel architecture across both Meta and Google, separated audiences properly, and built angle-specific creative briefs. Same approach we're bringing to OPINE.
Women's wellness product, US market, $100+ AOV. The closest direct parallel to what we're building for OPINE.
Wellness product in a similar category - shower filters. Google from zero, full funnel rebuild.
Shower filtration product sold DTC, positioned around safe water for families. When they came to us, they were over-reliant on Meta data that didn't transfer to Google, had no retargeting or brand protection campaigns, and had tracking gaps limiting their optimisation. We rebuilt the Google funnel from scratch - optimised shopping feed, retargeting activation, clean conversion data. Same structural issues we see in the OPINE account from the pre-order phase.
Shower filter category, eCommerce DTC. Structural rebuild - same approach we're applying to OPINE.
Ready to turn 400 units into sold out
The product is strong, the positioning is right, and the market is there. The missing piece is a properly built, data-driven campaign that scales what works. Let's build it.
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@svetagreenOney Studio / Performance Marketing — Proposal for OPINE