The 30-Day ROAS Recovery Playbook

How Kluck runs this playbook with you

Every step below happens inside Kluck. You are always deciding — this is the operating context that makes each step faster and better evidenced.

Before you start

• Shopify connected, ideally with at least 60–90 days of order history for a clean baseline.
• Meta connected, with the ad account and Facebook or Instagram profiles that actually run this brand's campaigns selected.
• Brand DNA generated and reviewed, so new creative starts from accurate voice and audience context.
• At least one comparable brand added to Competitors before Week 2.

The 4-week plan

1. 1

   Diagnose the leak and stop the bleeding

   Week 1 · Days 1–7

   Goal

   Find exactly where CAC is climbing and ROAS is falling, then pause or reallocate spend away from the clearest losers before doing anything else.

   Do this

   • Ask your Brand Manager for a 30/60/90-day performance review across products, campaigns, audiences, and placements.

     Request a plain-English breakdown of what changed, not just a metrics dump: “Review the last 30, 60, and 90 days of orders and Meta performance. Identify what changed, when it changed, and which products or campaigns are driving the CAC increase.”

   • Sort products and campaigns into tiers: hero performers, steady mid-tier, at-risk, and dead weight.

     This tiering makes the next two decisions obvious — what to protect, what to test, and what to cut.

   • Pause or reduce budget on the clearest losers through an approval request, rather than letting them keep spending while you investigate further.
   • Check whether a connection or data gap is distorting the picture before you conclude anything structural has changed.

     Confirm Shopify and Meta are both connected and refreshed; stale or partial data can look like a performance drop that is not real.

   • Open Competitors and review whether a tracked brand changed pricing, promotions, or ad activity around the same time your numbers moved.
2. 2

   Rebuild the offer and creative with real intelligence

   Week 2 · Days 8–14

   Goal

   Replace fatigued creative with original concepts grounded in what is actually working in your market, without copying anyone directly.

   Do this

   • Use Competitors to review the current promotions, offers, creative angles, and posting cadence of two or three genuinely comparable brands.

     Look for patterns across offers, social, and ads together — a single change rarely explains a trend on its own.

   • Run product-fit and catalog-gap analysis in Brand Inspirations on a brand with relevant category or price positioning to surface whitespace in your own assortment or messaging.
   • Upload the strongest visual references to My Inspirations and describe exactly what should carry forward: composition, offer framing, pacing, or color treatment.
   • Ask your Brand Manager for three to five original ad concepts per hero product, explicitly built from Brand DNA plus the inspiration and competitor evidence gathered above.
   • Generate a real batch of images and video for the strongest concepts, using a Brand Avatar if a consistent person or model should appear across them.
   • Prepare a small, approval-gated test budget for the new creative rather than replacing everything at once.
3. 3

   Scale what works and cut what doesn't

   Week 3 · Days 15–21

   Goal

   Move budget toward the creative and audiences that are actually recovering ROAS, and adjust positioning if the market has genuinely shifted.

   Do this

   • Ask your Brand Manager to compare each new concept's CAC and ROAS against your baseline and target, not just against each other.
   • Scale the clear winners with staged budget increases through approval, watching for the point where performance starts to soften again.
   • Pause concepts that failed to beat baseline, and note what they shared in common so the next test avoids repeating it.
   • If a message or audience mismatch shows up in the data, revisit the relevant parts of Brand DNA before writing more creative on the same assumptions.
   • Recheck Competitors for anything new since Week 2 — a promotion, price change, or ad push that could explain a plateau in your own numbers.
4. 4

   Systemize the recovery so it doesn't slide back

   Week 4 · Days 22–30

   Goal

   Turn this from a one-time rescue into a standing operating rhythm that catches the next CAC increase in days, not weeks.

   Do this

   • Create a weekly Routine that reviews CAC and ROAS by product and campaign every Monday and posts exceptions to Home for review.
   • Create a Business Rule that flags any campaign whose ROAS falls below your target for several consecutive days, pausing pending your approval rather than waiting for a manual check.
   • Schedule a recurring Routine to refresh Competitors and Brand Inspirations research on a set cadence so creative ideation never has to start from zero again.
   • Schedule a monthly Routine that generates a fresh batch of creative concepts proactively, ahead of fatigue rather than in reaction to it.
   • Review the full month with your Brand Manager and update Soul with any working standards worth keeping permanent, such as how aggressively to scale or how long to let a test run before deciding.

What good looks like by day 30

Keep in mind

• Results depend on your starting position, category, and how much budget you can safely test with — treat the four-week frame as a structure, not a guarantee.
• Competitor and inspiration research are for original creative direction, not for copying a promotion, image, or campaign directly.
• Scale budget in stages behind approval rather than all at once; a winning test at a small budget does not always hold at a much larger one.
• This playbook assumes Shopify and Meta are connected; without both, diagnosis and testing will be limited to the data you do have.

Frequently asked questions