GRADUATED MONEY
/ PROPOSAL
Built to take Kemp Beauty from zero to stage.
A focused Meta-only engagement for a brand-new lash brand with a real product, a real story, and a niche no major lash brand owns yet.
What's in. What's out.
Clarity up front. You need to know exactly what you're paying for, and what's still your team's lane. No ambiguity, no scope creep, no surprise asks.
What's included In Scope
- Full Meta ads management. Facebook + Instagram across Feed, Reels, Stories, Explore.Account structure, campaign builds, audience research, daily monitoring.
- Ad spend strategy + pacing. Daily budget control, pacing against the $3K target, scaling decisions based on data not gut.
- Creative briefing + direction. I write the briefs that tell your team exactly what to shoot. Hook angles, formats, lengths, the why behind every ask.Your team produces the variations off the brief. I direct strategy and the testing matrix.
- Ad copy across the funnel. Hooks, primary text, headlines, descriptions, variations per angle. Written in Kemp's voice, tested against itself.
- Audience + interest testing. Cold prospecting, lookalikes, retargeting layers, exclusion rules, broad targeting tests.
- Zero-party quiz funnel. Creative lead gen campaign + custom quiz that captures preferences, lifestyle, lash experience, then routes to a personalized bundle solution.Your team builds the quiz and nurture flows. I direct the strategy, drive the traffic, and integrate with the ad campaigns.
- Pixel + Conversions API health. Event coverage, deduplication, EMQ scoring, broken pixel triage when it comes up.
- Custom reporting page. One link, updated weekly, with the breakdown, metrics, optimizations, changes, and an embedded video walkthrough.
- Personal text message group chat. Direct line through the week. You don't get my Sunday but you get a human, not a portal.
- Strategic advisory on offer + creative. When I see something costing us conversions, I tell you. Part of the work.
What's not included Out of Scope
- Email + SMS execution. No flow builds, broadcasts, or list management.I'll flag what your retention team should run. I'm not building it.
- Website / Shopify development. No theme edits, no CRO implementation, no product page rewrites.I'll send a punch list of fixes if they're hurting Meta performance. Your team executes.
- Content production. No filming, editing, or UGC creator sourcing.I provide briefs and direction. Production is on your side.
- Influencer or affiliate management. Not running creator seeding programs or affiliate platforms.
- Other ad platforms. No Google, TikTok, YouTube, Pinterest, or Amazon by default. Meta-only.Available as add-on: $1,500 one-time setup + separate flat retainer per platform, same bonus model layered on top.
- Customer service or order ops. Not handling DMs, comments, returns, or fulfillment issues.
- Brand identity work. Not redesigning logos, palettes, packaging, or brand guidelines.
Starting from zero. Built to scale.
You're not a $50K/month brand asking me to optimize. You're a launch-phase brand asking me to build the engine. Different problem, different playbook. Here's the first 90 days.
Foundation
- Audit pixel, CAPI, domain verification, Shopify catalog feed
- Build account structure: testing campaign + Advantage+
- Launch 8 to 12 creative concepts across 4 hook angles
- Test 3 audience approaches: broad, interest, lookalike seed
- Lock first-purchase event optimization with deduped CAPI
- Establish baseline CPM, CPC, CTR, CVR, CPA for the niche
Find the winners
- Double down on winning angle / format / creator pairings
- Build variations off winners: hook swaps, CTA swaps, cuts
- Launch retargeting: ATC, IC, viewed PDP, IG engagement
- Test the 2-pack bundle vs single as cold acquisition offer
- Optimize toward Purchase + AOV, not just Purchase
- Surface the angle that becomes the brand's anchor at scale
Scale + systematize
- Move winning creative into Advantage+ for spend scaling
- Layer in new creator content + UGC variants on proven angles
- Test new offers: Build-Your-Style 4-pack at $89 + free Lash Tool
- Open second-tier audiences once pixel has volume
- Build the creative-fatigue rotation calendar
- Set framework for month 4+ scaling above $3K daily spend
What "scaling from $3K/month" actually means: At Kemp's $25 hero AOV, the math only works if we lean on the $41.58 two-pack as the cold acquisition offer. That's not optional, that's the first strategic call. Single-unit cold acquisition would lose money on day one. The 2-pack pushes us into profitable territory and lets us scale spend instead of capping it.
How much content do we actually need.
The question that matters most. Let me walk you through the real answer, not the surface-level one.
minimum
ideal
weekly
lifespan
Real talk on the volume. At $3K/month spend, the machine needs to be fed. Meta's delivery doesn't stabilize on a thin diet of creative. Sparse rotation starves the system, the algorithm overweights one or two assets, signal quality degrades, and CPA climbs. That's how brands convince themselves "Meta doesn't work" when really the input pipeline was the problem.
For a lash brand at Kemp's stage, the minimum monthly input is roughly 30 short-form videos, 15 static images, and 15 graphics or carousel slides. That's 60 assets a month, all produced by your team off my briefs. The ideal is closer to 90 because lash creative fatigues faster than most categories. UGC dies in 14 to 18 days.
Out of those 60 to 90 source assets, my job is to deploy them across 20 to 25 new ads per week in the testing campaign, kill the bottom third weekly, and migrate winners into the scaling campaign before fatigue hits. Structured testing, not scattershot. Every ad has a hypothesis attached, every kill has a reason, every winner gets a variation queue.
The real lever isn't volume for its own sake, it's angle diversity, testing discipline, and signal quality going back into the pixel. We're not optimizing for clicks, we're optimizing for the kind of conversions that train Meta to find more buyers like the ones already converting.
What your team needs to produce
Month one breakdown. I send the briefs, your team executes. Once we identify winning angles in month two, the ask narrows but the volume stays.
Short-form video / 30 per month
15 to 30 second vertical. POV application, durability demos, transformation, founder pieces, UGC testimonials. The heart of the testing engine.
Static images / 15 per month
Product, lifestyle, before-after pairs, founder portraits. Used for Feed, Stories, carousels, and as fallback when video CPAs spike.
Graphics + carousels / 15 per month
Comparison panels, "this vs that" stacks, value-prop callouts, FAQ-style carousels. Lower production cost, high educational utility.
UGC / creator content / ongoing
Real customer footage outperforms brand creative by 26 to 48% in beauty. I'll show you exactly what to ask creators for. Your team handles sourcing.
The 6 angles I'm testing for Kemp
Every winning lash brand wins through 2 or 3 angles, not 20. We test wide in month one. Then we pour into the winners.
Performance-proof / durability
Dance routine, tumble pass, cheer comp, sweat test. The angle no major lash brand owns. Kemp's whole positioning lives here.
Founder POV / origin story
Dana on camera. "I built this because" energy. Pre-qualifies the right buyer in the first 3 seconds, trains a clean pixel.
Application demo / before-after
POV mirror, 5 to 15 seconds, raw and quick. Most evergreen angle in lash advertising. Easy to refresh, easy to scale.
Comparison vs strips / extensions
You already have the comparison chart on the PDP. We turn it into video. Strips fall off. Extensions cost a fortune. Clusters do both jobs.
UGC testimonial / try-on review
"I tried these lashes for a week" energy. Highest-converting format in beauty right now. We source through your network or repurpose.
Mother-daughter occasion
Recital day, prom, comp morning. The angle nobody else in the lash space can run. Kemp's quiet superpower.
How we test creative weekly
This is the part most agencies skip. We don't just "launch ads." We run a cycle with a hypothesis attached to every test.
Launch the batch
20 to 25 new ads in the testing campaign. Small budgets. Same offer. Let the algorithm find signal cleanly.
Read the data
Hook rate, hold rate, CPA per ad, quality of leads downstream. Kill the bottom third. ID the winners.
Variations on winners
Brief your team to produce hook swaps, CTA swaps, format cuts. We don't reinvent. We multiply proven angles.
Scale + brief next
Migrate winners into the scaling campaign. Brief next 20 to 25 concepts. The cycle resets clean.
The scaling architecture.
Account structure is where most agencies quietly lose money. Too many campaigns, fragmented audiences, fragmented data. Here's how we build it instead.
Two-campaign model
Testing campaign: 10 to 20% of budget. Broad audience, many small ad sets, every new creative concept lives here first.
Advantage+ Shopping: 80 to 90% of budget. Houses the winners. Algorithm scales them across audiences and placements without fragmentation.
No 14 campaigns. No audience fragmentation. The pixel learns faster, the budget compounds.
Audience strategy
Cold: Broad targeting + creative-led signal. The algorithm finds the buyer when the creative is right.
Lookalikes: Layered in once we hit 200 purchases in the pixel. Seed from your dance/cheer base for highest match quality.
Retargeting: 7-day ATC, 14-day PDP, 30-day IG engagement, post-purchase exclusions baked in.
Offer scaling ladder
Month 1: 2-pack at $41.58 as the cold acquisition offer. Single reserved for retargeting.
Month 2: Push for the $100 AOV. Test a Build-Your-Style 4-pack (any 4 lash styles, mix and match) at $89 with free shipping and a free Lash Tool bundled in. Customer walks away with $115 worth of product for $89. We hit the AOV target, they hit the value perception.
Month 3+: Whatever wins becomes the default cold offer. Data sets the menu, not gut.
How we keep creative fresh
Every ad has a shelf life. In beauty, especially lashes, that window's shorter than most folks realize. We're rotating ads in and out constantly so we never let any single piece carry the load too long.
Week to week: we pull underperformers out the lineup once they stop producing, swap them with fresh variations off the proven angles, and let the scaling campaign keep doing what it does. We're not waiting for stuff to crash before we move. We're moving on instinct backed by daily data.
The goal is steady output. We never run a stale account.
Custom reporting page
You're not chasing me down for updates. We build you a custom reporting page that lives at one link, updated weekly, that breaks down everything you need to see.
Performance breakdown, key metrics, optimizations we made, changes coming next, and an embedded video walkthrough where I talk you through the week. You open one link, get the full picture, no calls required.
Personal text message group chat anytime for anything urgent. The reporting page is the running record.
What I flag, not fix
I'm a Meta operator, not a CRO firm. But when something is bleeding our ad spend, I tell you fast.
Email popup missing. PDP has stock-photo testimonials. About page has typos. Cart has no upsell. Each costs us conversions on every dollar we spend. I send the punch list. Your team decides what to fix.
Zero-party quiz funnel
Most lash brands run direct-to-PDP ads and call it a day. We add a second engine. A creative lead-gen campaign drives traffic to a custom quiz that asks the customer questions about their lifestyle, lash style preference, occasion, and lash experience level.
The quiz gives them a personalized lash bundle recommendation at the end. Their answers become zero-party data. Their email and phone become a list we own. The bundle becomes the offer.
From there, a soft-touch nurture flow runs in the background. Story-driven emails and texts that build trust before they ever see a hard sell. Once they're warm, we drop them into the bundle they were already matched with. Higher CVR than cold traffic. Higher AOV because the bundle is custom. Bigger owned list because we're not just chasing one-time buys.
What we're aiming at.
No guarantees in this game. But these are the targets we're working toward, built around Kemp's actual product economics, not generic industry averages.
How we get there: CPA isn't a fixed number, it's a moving target we drive down over time with winning creative and optimized spend. Month one establishes baseline. Month two we sharpen. Month three plus we introduce cost cap campaigns to lock in the efficient floor while we scale volume on top. The whole point is minimizing acquisition cost while growing top-line revenue, not picking a number and crossing our fingers.
On ROAS: 2x is the placeholder minimum. Real break-even ROAS gets calculated once we have COGS, fulfillment, and overhead numbers from your side. Some brands break even at 1.4x, some need 2.5x, depends on margin structure. Once we have that data, this number adjusts to the actual profitable threshold.
The numbers, plain.
Custom pricing built for this engagement, not the standard rate card. Incentive-aligned so we both win when the brand grows.
Full Meta ads management, scaling strategy, creative direction, copy, weekly reporting, personal text message group chat access. Month-to-month, 30-day notice to end.
Performance Bonuses
Bonuses kick in once revenue scales past the building phase. Tied to monthly Shopify revenue, paid the month after the milestone hits.
| Hit $50K / month | +$500 monthly |
| Hit $75K / month | +$500 monthly |
| Hit $100K / month | +$500 monthly |
| Every $50K above $100K | +$500 monthly |
| Monthly cap | $10,000 |
Bonuses pay per milestone hit that month, not cumulatively. Tracked through Shopify revenue. Capped at $10K/month to keep the model clean as we scale.
Why this structure: Standard Graduated Money management is $4,000/month plus the setup fee. This engagement comes in at $1,500/month with the same setup, the gap structured as performance bonuses tied to real revenue milestones. You pay less when we're building. You pay more when we're winning. Both sides aligned.
Expanding past Meta later: When Kemp is ready to layer in Google, TikTok, YouTube, or Pinterest, those run as separate platform engagements. Each platform adds a $1,500 one-time setup plus its own flat monthly retainer, same performance bonus model layered on top. Each platform gets its own attention, its own creative pipeline, its own reporting. We don't bundle them and dilute the work.
Built for brands like Kemp.
BBB Accredited A+
One of the few agencies in this space with formal A+ accreditation. Compliance isn't an afterthought.
Meta Business Partner
Direct concierge support from Meta. Account issues and ad disapprovals routed through a real human.
Scaling track record
Generated significant revenue across clothing, skincare, footwear, apparel. Brands taken from sub-$10K to six figures.
Years in DTC Meta
Started running ads before Advantage+ existed. Watched the platform evolve through three algorithm eras.
Direct founder access
Not a junior buyer or account exec. The operator running the account, on text, on calls, in the trenches.
Beauty + apparel native
Skincare, streetwear, footwear scaling experience. The lash niche sits inside what we already know.
Let's build the engine.
Next step is a 30-minute kickoff to align on assets, access, creative pipeline, and launch timeline. Campaigns live within 7 to 10 days after.
Schedule the kickoff