Framing Note: The numbers show the current agency (LSG) is doing a decent job - CPA cut in half, volume up. Our pitch cannot be "they're terrible." The real opening is the Google + Meta synergy angle: we already run Google and can offer something LSG structurally cannot - one agency owning the full funnel.
01 - YTD Performance
2026 vs 2025 - The Big Picture
Meta is performing better this year - but much of the improvement happened before LSG took over.
Metric
2026 YTD
2025 YTD
Change
Spend
$2.09M
$2.36M
-11.6%
Purchases
13,169
8,156
+61.5%
Revenue (Pixel)
$1.11M
$766K
+45.0%
ROAS (Pixel)
0.53x
0.32x
+65.2%
Cost / Purchase
$158.72
$289.86
-45.2%
AOV
$107.84
$92.72
+16.3%
Our Angle
Real Gains - But Who Gets Credit?
LSG only took over around May. Much of the YTD improvement happened under the previous agency (NRM) and the Spring Sale promo. Don't let current management claim all of it.
02 - Monthly Trends
Where The Peaks Come From
The standout months line up with promos and the agency transition - not structural management improvements.
April 2026 ROAS
0.99x
Near breakeven - Spring Sale promo, not management
May 2026 Purchases
4,131
Highest volume + best CPA ($137)
2025 Monthly ROAS
0.26-0.34x
Robotically flat - zero breakthroughs
June 2026 ROAS
0.56x
Post-promo fade - the cracks are showing
Our Angle
Promo-Driven Gains Aren't Sticky
The standout months line up with promos and the agency transition. June proves that when the promo tailwind fades, so do the numbers.
03 - LSG's Best Number
May 2026 vs May 2025
The cleanest "things got better" proof. Know it cold - they will lead with it.
May 2025
Spend$411.4K
Purchases1,479
Revenue$127K
ROAS0.31x
CPA$278.15
May 2026
Spend$565.8K
Purchases4,131
Revenue$397K
ROAS0.70x
CPA$136.97
Spend Change
+37.5%
Purchases
+179.3%
Revenue
+212.4%
CPA Improvement
-50.7%
Counter Strategy
Don't Dispute It - Redirect
Don't challenge these numbers. Instead ask: "What happens when the promo tailwind fades?" - which is exactly what June shows.
04 - Our Opening
June - Where The Cracks Show
The clearest sign the "transformation" may be promo-dependent, not structural.
June ROAS
0.56x
Down from 0.70x in May
June CPA
$197
Up from $137 in May
Weekly Spend Drop
-70%
From $128K/wk to $34K/wk
Purchase Volume
-74%
From 800-1,300/wk to 200-343/wk
Our Sharpest Probe
Why Did Spend Crater 70%?
Either LSG deliberately slashed budget (losing confidence?) or the algorithm is throttling (a management problem). The June pullback is the clearest sign the transformation may be promo-dependent, not structural.
05 - Campaign Intelligence
Where The Bodies Are Buried
Campaign-level analysis reveals both credit-worthy work and glaring oversight.
Give Credit
Finding 1: LSG's Core Campaign Is Genuinely Good
"Top Performers ASC+" hit $87.51 CPA in May - the best number in the whole account. This is a well-run campaign. Don't attack it.
Our Opening
Finding 2: Legacy NRM Campaigns Are Bleeding, Unmanaged
"NRM Broad AP+" is STILL spending $72.9K in June at $253 CPA - nearly 3x worse than LSG's core campaign. A previous agency's campaign still burning six figures a quarter at terrible efficiency.
Our Sharpest Question for the Room
"Why is a previous agency's campaign still spending $73K/month at a $253 CPA when your core campaign does $87? Who's watching this?"
Implication
Incomplete Account Control
It implies LSG isn't paying attention or can't fully control the account - a credibility crack we can widen without attacking their best work.
06 - The Funnel Leak
76% Cart Abandonment
A lot of people add to cart and then vanish. This is money on the table.
Cart → Purchase Rate
23.9%
~76% leak out before purchasing
Click → Purchase
1.5%
Massive mid-funnel drop-off
Conversion Funnel Visualization
Concrete Value We Can Offer
That 76% Cart Abandonment Is Money on the Table
Abandoned-cart retargeting, stronger bottom-of-funnel flows, dynamic product ads. This shows what we'd do differently - not just criticism, but a concrete revenue recovery plan.
07 - The Winning Argument
Cross-Platform Synergy - Our Unfair Advantage
This is the whole reason we can win this account. We already run their Google.
Core Argument
Meta Drives Awareness → Google Captures Revenue
Meta ROAS looks bad in isolation (sub-1.0x) but Meta drives awareness. People see Vegamour on Instagram/Facebook → then Google-search "Vegamour" → Branded Search captures them at 3.61x ROAS. A single agency managing both can attribute Meta's true value.
Subscription Signal
Branded Search = 22.4% Subscriptions
Google Branded Search has the highest subscription rate (22.4%) - many of those subscribers likely discovered the brand via Meta first. The highest LTV customers are flowing through a cross-platform journey no single-channel agency can optimize.
Coordination
What One Agency Can Do That Two Cannot
A single agency managing Meta + Google can: attribute Meta's true halo value, coordinate promo timing across platforms, stop measuring Meta on misleading last-click pixel ROAS, and optimize the whole customer journey - not one platform in a vacuum.
Why This Is Unbeatable
LSG runs Meta blind to what's happening on Google. We can see both sides of the funnel. This is something LSG structurally cannot offer - it's our unfair advantage.
08 - Supporting Argument
The PMax → Advantage+ Transfer
Use as our second argument, not the lead. Framed right it's strong; oversold it gets picked apart.
Real Substance
The Winning Disciplines Are The Same
Google PMax and Meta Advantage+ Shopping are cousins - both AI black boxes fed by assets, signals, and budget guardrails. Clean tracking, strong creative inputs, smart budget structure, and efficiency guardrails so the algorithm doesn't spend blindly. LSG's June wobble is the exact failure mode we already diagnosed and fixed on Google.
Handle With Care
Why It's Risky as a Headline
Meta is creative-first in a way PMax is not - if we imply "Meta is just PMax," a sharp rebuttal is "what's your Meta creative track record?" Part of our PMax win came from rebalancing toward branded Search - a safety net Meta doesn't have.
How to Phrase It
"Both platforms are moving to AI-driven, signal-fed automation. The work that took your Google PMax from 1.34x to 3.01x - guardrails, signal quality, structure, killing waste - is the same playbook that wins on Advantage+. The budget-and-efficiency problem we'd flag on your Meta account in June is the identical failure mode we already solved on Google."
09 - The Strategic Picture
Honest Read - What We're Up Against
LSG's core campaign is legitimately good. We can't win by trashing their work.
Opening 1 - Strongest
The Synergy Play
We run Google, we can own the full funnel. LSG can't. Structural and undeniable.
Opening 2
The Legacy Waste
NRM's campaigns still bleeding $73K/month signals incomplete control of the account.
Opening 3
The June Wobble
Spend cratered 70% and efficiency dropped - suggesting promo-dependent gains, not structural improvement.
One-Paragraph Pitch
"Your Meta numbers improved, and credit to that. But Meta's true value is being measured wrong because it's managed in isolation from Google - which we run. We can attribute Meta's real halo impact, coordinate both platforms, clean up the legacy waste still in your account, and attack that 76% cart abandonment. One agency, full funnel, no blind spots."
10 - Preparation
Research Questions for the Meeting
Key questions to ask - and things to verify before walking in.
Why did June spend crater 70%?
Most important question. Deliberate cut, budget exhaustion, or throttling? Reshapes the whole pitch.
How much of 2026's gain is promo vs structural?
Strip out April/May and what's the underlying trend?
What's the real blended ROAS combining Meta + Google?
Meta awareness spend + Google branded search it generates - the true picture.
Is LSG allowed to touch the NRM legacy campaigns?
Or is someone else controlling them? Reshapes the "incomplete control" argument.
What attribution window is Meta using?
7-day click / 1-day view is standard but skews the story.
Meta-reported revenue vs actual Shopify revenue?
The gap reveals how much Meta is over/under-crediting itself.
Does Vegamour use Triple Whale / Northbeam / GA4?
A neutral arbiter that proves Meta's halo effect on Google.
Is LSG on a retainer or performance deal?
Affects how easy they are to displace. Contract length / notice period matters.
What does Vegamour feel is missing?
If they're frustrated (June may have spooked them), easier path in.
Do we have a creative capability story?
It closes the one gap a skeptic reaches for on the PMax argument.
⚠Don't overclaim the Google synergy link - the 3.61x branded ROAS is real, but "Meta caused it" is correlation, not proof. Say "we believe," not "we know."
⚠Double-check the June pullback isn't just incomplete-month data before building a narrative on it.
⚠Have a creative capability story ready - it closes the one gap a skeptic reaches for on the PMax argument.