# META ADS — STAOS Plan for Rippin' Bogeys
**Structure · Tracking · Analyze · Optimize · Scale**
Prepared by Slice of the Pie Marketing — August 2026 · Budget: $1,000/month (~$33/day) with a defined scale path
Voice check: grounded in data, not hype. Every claim below is labeled — **[VERIFIED]** seen live in Meta Ad Library / on-site Aug 1 2026, **[SEMRUSH]** tool data pulled Aug 1 2026, **[INDUSTRY]** general benchmark ranges (not promises), **[E]** our estimate.

---

## The verified starting line

- **[VERIFIED]** Rippin' Bogeys currently runs **exactly 1 active Meta ad** (Library ID 952748101156844, started Jul 24 2026): a boosted-post-style birthday VIDEO — "Happy Birthday to US! What a great first year for Rippin' Bogeys, the support has been unreal…" — hashtags #golf #golfaddict #foryou #happybirthday, CTA "Get offer" → RIPPINBOGEYS.COM. **They DO advertise on Meta.** The accurate framing: *a single boosted-style ad, no structured funnel.* Never "they run no ads."
- **[VERIFIED]** Bad Birdie runs **~66 active Meta ads** (page ID 1387562821309193), UGC-quote/testimonial-led ("I get more compliments on these skorts than anything else in my closet"), lifestyle-crossover copy, video + static mix.
- **[VERIFIED]** TikTok @rippin.bogeys bio: "Above average golf apparel for the below average golfer" — the single best ad hook the brand already owns.
- **[VERIFIED]** Site: 15% off popup, free shipping over $60, Shopify Dawn, Judge.me installed with no public reviews, no Klaviyo detected.
- **[SEMRUSH]** rippinbogeys.com has effectively zero search footprint (2 organic keywords, no detectable paid search) — Meta will be the demand-creation engine, not a demand-capture layer.
- AOV context **[E]**: hats $35 · tees $30 · polos $55 · hoodies $65 · tumbler $34.99 (all prices verified) → realistic blended AOV ~$35–$65, mid-$40s most likely, improvable with 2-packs and the $60 free-ship threshold.

The gap is the pitch: the category leader runs a 66-ad always-on creative machine; Rippin' Bogeys runs one birthday post. STAOS closes that gap in order.

---

# S — STRUCTURE

## The one-campaign doctrine at $1K/month

At $33/day, the single biggest structural mistake is fragmenting budget. Meta's learning phase wants ~50 optimization events per ad set per week **[INDUSTRY]**. At a $25–$45 blended CPA **[E]**, $1K/month buys roughly 22–40 purchases total. Split that across a TOF/MOF/BOF stack of 4–6 ad sets and **no ad set ever exits learning** — you pay the learning-phase volatility tax forever and Meta's delivery model never gets a stable signal.

**Recommended structure:**

```
Campaign 1 — RB_META_ASC_ALL_PURCHASE_2026Q3          ~$28/day (85%)
  Advantage+ Shopping Campaign (ASC)
  Optimization: Purchase, value rules off until data exists
  4–6 live creatives (see Creative Volume below)
  Existing-customer budget cap: 15% (ASC's built-in retargeting valve)

Campaign 2 — RB_META_RT_ENGWCA_PURCHASE_2026Q3        ~$5/day (15%)
  Manual sales campaign, 1 ad set
  Audience: site visitors 30d + ATC/IC 14d + IG/FB engagers 90d
  EXCLUDE: purchasers 180d
  2 creatives: offer reminder (15% welcome code) + social-proof/UGC
```

**Alternative on-ramp:** if the ad account is brand new (zero pixel history), start Campaign 1 as a **1 CBO "sandbox"** — one campaign, one broad ad set, 4–6 creatives, Purchase optimization — for the first 2–3 weeks, then transition to ASC once the pixel has ~20–30 purchases. ASC performs best with some conversion history **[INDUSTRY]**; a CBO sandbox seeds it. Either way: **one prospecting engine, not three.**

### Why manual TOF/MOF/BOF layering is wrong at this spend
1. **Learning-phase math.** 50 events/week per ad set × 3+ ad sets needs ~$3–6K/month minimum at apparel CPAs **[E]**. At $1K you'd run 3 permanently-learning ad sets instead of 1 stable one.
2. **Audience overlap tax.** At small budgets, MOF/BOF audiences are tiny (site traffic is low — **[SEMRUSH]** near-zero organic). You'd pay auction-overlap costs to reach a few hundred people a manual ASC exclusion handles for free.
3. **Attribution theater.** BOF campaigns at low spend "look" great because they claim conversions the prospecting ad created. MER (below) is the honest scoreboard; funnel-stage ROAS at this size is fiction.
4. **Meta's own machinery already does it.** ASC dynamically allocates between new and existing customers with a budget cap — the funnel layering is built in, without splitting the event volume.

### When to graduate to a layered structure
Graduate — add a dedicated retargeting/BOF layer, then interest/LAL test cells — only when **all three** hold:
- Spend ≥ **$3K/month** sustained (≥$100/day)
- ≥ **50 purchases/month** flowing through the pixel (learning-phase viable per ad set)
- Retargeting pool ≥ **5,000** site visitors/30d (enough density to matter)

Until then, added structure is added noise.

### Creative volume & refresh cadence
- **4–6 live creatives** in the ASC at all times (Meta's sweet spot for small accounts: enough for the algorithm to allocate, not so many that none get spend) **[INDUSTRY]**.
- Refresh cadence: introduce **2 new creatives every 2 weeks**; retire the bottom performer(s) on the kill rules in OPTIMIZE. Expect creative fatigue at this spend after ~4–6 weeks per asset (frequency creeps past ~2.5–3.0) **[E]**.
- Format mix at launch: 2 video (UGC-style + demo), 2 static (identity meme + product/offer), 1–2 carousel/catalog cards.

### Naming convention
`RB_META_{CAMPAIGNTYPE}_{AUDIENCE}_{OBJECTIVE}_{PERIOD}` — examples:
- `RB_META_ASC_ALL_PURCHASE_2026Q3`
- `RB_META_RT_ENGWCA_PURCHASE_2026Q3`
- Ads: `RB_AD_{ANGLE}_{FORMAT}_{HOOK#}_{DATE}` → `RB_AD_BOGEYID_STA_H1_0815`, `RB_AD_UGC_VID_H2_0815`
Angle codes: BOGEYID (self-deprecating identity), UGC, FOUNDER, DEMO, GIFT, MEME. One glance = angle, format, hook, launch date. This convention is what makes ANALYZE possible later.

### Budget split
**85% prospecting / 15% retargeting** ($28 : $5 per day). ASC's internal existing-customer cap set to 15% as well, so total remarketing pressure stays honest. If the retargeting pool is under ~1,000 people at launch (likely), run 100% into ASC for the first 2–3 weeks and let the pool build before switching Campaign 2 on.

### Account setup checklist (week 1)
- [ ] Business Manager created/claimed; Jim + client both admins; 2FA on all users
- [ ] Facebook Page + Instagram (@rippinbogeys) connected to BM
- [ ] **Domain verification** for rippinbogeys.com in BM (Brand Safety → Domains, meta-tag method via Shopify theme.liquid)
- [ ] Ad account created in BM, timezone America/Los_Angeles, card on file, spend limit $1,200/mo guard rail
- [ ] Pixel/Dataset created; Shopify native Facebook & Instagram app installed (TRACKING below)
- [ ] **Catalog** synced via Shopify app; all 14 products approved; sombrero/beer-adjacent designs reviewed against commerce policies pre-launch
- [ ] AEM / web events configured, Purchase = highest priority (TRACKING)
- [ ] Existing birthday ad (Library ID 952748101156844): pause or let expire — replace boosted posts with structured campaigns; keep the video as a FOUNDER-angle creative candidate
- [ ] Page moderation: profanity filter list, comment moderation plan (chirpy brand invites chirpy comments — good, but watch it)

---

# T — TRACKING

At this size, tracking is where campaigns are won or quietly lost. There is no historical pixel data **[SEMRUSH/VERIFIED]** — everything below is a prerequisite, not a nice-to-have.

## Pixel + Conversions API via Shopify native integration
- Install the **Facebook & Instagram app by Meta** in Shopify admin → connect BM, Pixel/Dataset, catalog. Choose **"Maximum" data-sharing** = browser Pixel + server-side **Conversions API** together.
- **Event deduplication:** Shopify's native integration sends the same `event_id` on the browser and server event, so Meta dedupes automatically. Verify in Events Manager → the event should show "Processed with deduplication." If a third-party pixel app or custom theme snippets exist, **remove them** — double-firing Purchase inflates ROAS and corrupts optimization.
- Expected Event Match Quality: aim ≥ 6.0 on Purchase within 2 weeks (email + phone + fbp/fbc forwarded by CAPI) **[INDUSTRY]**.

## Key events (and only these)
| Event | Fires | Used for |
|---|---|---|
| ViewContent (VC) | PDP view | funnel diagnostics, retargeting seeds |
| AddToCart (ATC) | add to cart | funnel diagnostics, retargeting |
| InitiateCheckout (IC) | checkout start | funnel diagnostics |
| **Purchase** | order complete, with `value` + `currency` | **the only optimization event** |

Do not optimize to ATC or IC "to exit learning faster" — it trains Meta to find cart-abandoners. Purchase, from day one, even through volatility.

## Value optimization
Pass order value on every Purchase (Shopify native does this). Run **"highest volume" (purchases)** first; switch to **value optimization** only after ~30+ purchases/month, when the value distribution ($30 tee vs $65 hoodie vs multi-unit) gives the bidder something real to learn **[INDUSTRY]**.

## UTM template (paste into ad-level "URL parameters")
```
utm_source=facebook&utm_medium=paid-social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}&utm_id={{campaign.id}}
```
With the naming convention above, GA4/Shopify reports become self-describing: `utm_content=RB_AD_UGC_VID_H2_0815` tells you angle, format, hook, and launch date without opening Ads Manager. This is also the bridge to the MER/blended view in ANALYZE.

## iOS 14+ / AEM priorities
- Domain must be verified (checklist) before event configuration.
- Web event priority order: **Purchase > InitiateCheckout > AddToCart > ViewContent.**
- Accept that iOS opt-outs mean Meta will under-report; modeled conversions + 7d-click attribution + Shopify sales as ground truth is the operating posture. This is exactly why MER is the north star at this size (ANALYZE).

## Consent & compliance
- Shopify Customer Privacy settings: enable consent collection for regions that require it; Meta CAPI respects Shopify's consent signals. US-first targeting keeps this simple at launch; add a basic cookie banner anyway (cheap insurance, and table stakes if geo expands).
- No health/financial claims in ads (n/a here); watch alcohol adjacency in creative (19th-hole jokes fine, don't show drinking + branded product as the ad's subject) **[E, policy-conservative]**.

---

# A — ANALYZE

## KPI benchmark table — **[INDUSTRY] ranges for US apparel DTC, 2025–2026. Ranges, not promises.**

| KPI | Industry range | What it means for RB at $33/day |
|---|---|---|
| CPM (prospecting) | **$12–25** | ~1,300–2,750 impressions/day |
| CTR (all) | **1–2%** | 13–55 link clicks/day |
| CPC | **$0.60–1.50** | ~22–55 clicks/day at budget |
| CVR (site) | **1.5–3.5%** | dependent on store CRO — see LP feedback loop |
| First-order ROAS target | **1.5–2.5x** at **$35–65 AOV** | breakeven-to-modest first order; LTV/repeat is where margin lives |
| Hook rate (3s views / impressions) | **≥30%** | first creative gate |
| Thumbstop (3s+) | **≥25%** | kill-rule input |
| Frequency (prospecting) | <2.5 /7d **[E]** | fatigue alarm |

At $1K/month expect **learning-phase volatility**: weeks with 2 purchases and weeks with 12 are both normal. Judge trends on 2-week windows minimum.

## MER is the north star
At this spend, per-campaign ROAS is too noisy and too gameable (iOS modeling, view-through inflation). The honest KPI is **MER (Marketing Efficiency Ratio) = total Shopify revenue ÷ total ad spend, blended across channels**, read weekly and monthly.
- Month 1–2 target: MER ≥ 1.5 **[E]** (account learning, no email backend yet)
- Month 3+ target: MER ≥ 2.0–2.5 **[E]** once Klaviyo flows (see flows.html) capture and re-convert the traffic Meta buys.
In-platform ROAS remains a *directional* creative-comparison tool, not the scoreboard.

## Attribution setting
**7-day click / 1-day view** on all campaigns (Meta default, and correct here). When comparing creatives, also check 7d-click-only to strip view-through noise. Never mix attribution windows inside one report.

## Weekly reporting cadence — the Monday 20-minute read
Every Monday, one page, same order:
1. **Blended:** Shopify revenue, total ad spend, MER, orders, AOV (Shopify analytics = ground truth)
2. **Account:** spend, CPM, CTR, CPC vs the ranges above — is the auction moving or is our creative?
3. **Creative table:** per-ad spend, hook rate, thumbstop, CTR, purchases, CPA — apply kill rules (OPTIMIZE)
4. **Funnel:** VC→ATC→IC→Purchase rates — a Meta problem looks like weak CTR/hook; a store problem looks like fine CTR, weak CVR → route to store CRO backlog
5. **Actions:** what gets killed, what gets cloned, what launches next — written down, one line each
Monthly: cohort view — revenue by first-touch month, repeat-order rate creeping up as Klaviyo comes online, and the blended CAC trend against the $35–65 AOV band.

## Cohort / blended view
Track a simple monthly cohort sheet from day one: month of first order → orders, revenue, repeat rate at 30/60/90 days. At $35–65 AOV, first-order economics are near-breakeven at target ROAS **[E]** — the case for Meta spend is built on the cohort curve (repeat purchase via Klaviyo + new-drop culture), and the sheet is the evidence.

---

# O — OPTIMIZE

## Creative testing framework: one variable at a time
At $33/day you can support **one honest test at a time**. Sequence:
1. **Hooks first** (weeks 3–6). Same angle, same body, 2–3 different first-2-seconds. Hooks are ~70% of video ad performance variance **[INDUSTRY]** and the cheapest thing to swap.
2. **Then angles** (weeks 5–10). Winning hook style applied across angles (identity vs UGC vs demo vs gift). This tells you *why* people buy.
3. **Then formats** (weeks 8–12). Winning angle re-cut as static vs video vs carousel.
Test inside the ASC (launch new ads into the running campaign, don't restart it). No formal A/B split tests until $3K/month — at $1K the sample sizes make Meta's test tool decorative.

## Kill rules (mechanical, no feelings)
| Trigger | Action |
|---|---|
| Ad spends **2× AOV (~$90)** with **zero purchases** | Kill the ad |
| **CTR < 0.8%** after **3,000 impressions** | Kill the hook (re-cut body with new hook) |
| Hook rate **< 20%** after 3,000 impressions (video) | Kill the hook |
| Thumbstop < 25% but CTR fine | Watch — static-strength concept, consider re-cut |
| Frequency > 3.0 /7d and CPA rising 2 weeks straight | Retire creative, ship refresh |
| CPA > 1.5× account average over 2 weeks (post-learning) | Kill |

## Winner scaling
- Budget bumps of **+20% max, every 3–4 days**, only after a stable 7-day CPA read. Bigger jumps re-trigger learning **[INDUSTRY]**.
- Clone winning ads into fresh creative variations (new hook on winning body, new body under winning hook) rather than duplicating identical ads.
- Never pause a winner to "test something new" — add, don't swap.

## Audience exclusions
- **Purchasers 180d** excluded from all prospecting (custom audience from pixel + Shopify customer list sync). At a young brand, re-prospecting your tiny customer base is pure waste; Klaviyo owns them now.
- Retargeting campaign excludes purchasers 180d too (post-purchase flows live in email, not paid, until $3K+).

## Offer tests (one live at a time, 2-week cells)
1. **15% off first order** (matches the live site popup — consistent journey)
2. **Free-ship-at-$60 framing** — "$25 from free shipping" nudges a 2nd item; protects margin vs blanket discount
3. **2-pack bundle** — "Grab one for your caddie" 2 hats = $70 (crosses free-ship line naturally, lifts AOV above CPA gravity)
Measure on MER + AOV, not just CVR — the free-ship frame usually loses on CVR and wins on contribution **[E]**.

## LP feedback loop → concept store CRO
Meta data is a CRO research tool for the store rebuild (store/product.html concept):
- Weak CVR + strong CTR on hat ads → PDP problem: spec-bullet-only descriptions **[VERIFIED]**, no reviews, no bundle → route to PDP concept (pack toggle, benefit-led copy, free-ship progress bar)
- Winning ad angles become PDP headlines and homepage hero copy (if "below average golfer" hooks win on Meta, that language belongs on the LP the click lands on)
- Message-match rule: every ad's hook must appear on its landing page above the fold. Identity ads → collection page with identity headline; demo ads → PDP.

---

# S — SCALE

## The spend ladder

| | **$1K/mo** (now) | **$3K/mo** | **$10K/mo** |
|---|---|---|---|
| Structure | 1 ASC + micro-RT | ASC + dedicated RT + 1 test campaign | ASC core + RT stack + always-on test cell + seasonal/gift campaign |
| What unlocks | Signal: does creative + offer work? | Learning-phase-viable ad sets; formal A/B tests; interest/LAL cells | Value optimization mature; whitelisting at volume; incrementality checks (holdouts); geo tests |
| Creative need | 4–6 live, 2 new / 2 wks | 8–12 live, 3–4 new / 2 wks | 15–25 live, weekly drops, creator pipeline |
| Purchases/mo **[E]** | 20–40 | 70–120 | 250–400 |
| Team motion | Jim + founder phone-shoots | + 2–3 creators/UGC briefs per month | + editor on retainer, creator roster of 6–10 |

**Graduation triggers, restated:** $3K sustained + 50 purchases/mo + 5K/30d site visitors → layer. Don't ladder up on ambition; ladder on signal.

## Horizontal vs vertical scaling
- **Vertical** (more budget, same winners): +20% bumps until CPA degrades ~15–20% from baseline — that's the creative's ceiling at current audience temperature.
- **Horizontal** (new demand): new angles (the 6 below rotate for quarters), new placements (Reels-first cuts vs feed), new geos (Canada is the natural first expansion — free-ship math needs rework), new products in catalog ads. At small budgets, horizontal creative expansion outperforms vertical budget-forcing almost every time **[INDUSTRY]**.

## Lookalikes: not before 1,000 purchasers
LALs need a seed that describes a pattern. Under ~1,000 purchasers, the seed is noise and broad+creative targets better **[INDUSTRY]**. At current pace that's a 2027 unlock **[E]** — until then, ASC broad with creative as the targeting. When it unlocks: 1% US LAL of purchasers as a test cell inside the $3K structure, judged against broad on equal budget.

## UGC / creator pipeline + whitelisting
This is the Bad Birdie playbook **[VERIFIED — their 66-ad library is testimonial-led]**, executable on a budget:
1. **Seed program:** ship free hats to 10–15 micro golf creators (1K–20K followers; muni-golf, simulator, PNW golf niches). Ask for 30–60s honest talking-head + swing-cam footage. Cost ≈ product + shipping.
2. **Rights:** simple usage agreement — raw footage + paid usage 12 months, whitelisting permission.
3. **Whitelisting (partnership ads):** run winners *from the creator's handle* with the "Paid partnership" label — borrowed trust an unknown 1-year-old brand can't buy under its own name.
4. Every real customer review that Judge.me eventually collects = static testimonial-ad fodder (the exact Bad Birdie format).

## Retention tie-in → Klaviyo
Meta buys the visitor; email keeps them (full plan: flows.html). Minimum viable loop before scaling past $1K:
- Welcome flow honoring the 15% popup promise (no Klaviyo currently on site **[VERIFIED]** — this is leaking every dollar Meta spends)
- Abandoned cart + browse abandonment flows catch Meta traffic that doesn't convert same-session
- Post-purchase flow drives review collection → feeds the UGC/testimonial ad engine → lowers Meta CPA. That's the flywheel.

## Seasonal pushes
- **Father's Day (peak #1)** **[SEMRUSH — "golf gifts for dad" 2,400/mo baseline, 3–5x pre-Father's Day [E]]**: GIFT angle takes 30–40% of creative rotation May 20–Jun 15; bundle framing ("Dad's new lucky hat").
- **BFCM → Dec 18 (peak #2):** gifting creative + the year's best-performing offer; raise budget cap for Nov–Dec if Q3 MER supports it; hard stop messaging at ground-ship cutoff.
- **Sep–Oct:** hoodie/Q-zip rotation, PNW weather story ("built where golf season never really ends, it just gets wetter").
- **Jan–Feb trough:** cut to maintenance ~$20/day, test creative cheap while CPMs are low **[E]**.

---

# CREATIVE ANGLES — 6 angles × 3 hooks

Grounded in: verified brand voice ("Above average golf apparel for the below average golfer," "Resist Slow Play, No Bad Vibes," "quality products for low quality golfers"), verified competitor signal (Bad Birdie's testimonial-quote format), and the industry golf-DTC playbook (UGC, demos, humor, bundles) **[INDUSTRY]**.

### Angle 1 — Self-deprecating bogey-golfer identity (BOGEYID)
The core brand truth. Nobody else in the category is *for* the 95-shooter.
- **H1:** "Above average golf apparel for the below average golfer."
- **H2:** "You're not breaking 90 this year. At least look good not doing it."
- **H3:** "This hat won't fix your slice. Nothing will."

### Angle 2 — UGC testimonial (UGC)
The verified Bad Birdie format, translated to RB's voice.
- **H1:** "My buddy asked where I got this hat before he asked what I shot." *(illustrative quote format — mark as dramatization until real reviews exist)*
- **H2:** "Shot 103. Got 3 compliments on the hat. Net win."
- **H3:** "The only thing that performed on Saturday was this polo."

### Angle 3 — Founder / PNW origin (FOUNDER)
Verified story: two PNW friends, bald guys who needed hats, brand just turned 1.
- **H1:** "Two bald guys in the PNW needed golf hats. It got out of hand."
- **H2:** "We started a golf brand because we couldn't start breaking 90."
- **H3:** "One year ago we printed our first hat. Here's what happened."
*(The existing birthday video — Library ID 952748101156844 — is a v0 of this angle; re-cut it with a hook in the first 2 seconds.)*

### Angle 4 — Product demo / spec (DEMO)
Verified PDP specs made visceral: Snapback · 3D embroidery · **water-repellent** · laser-etched holes · quick-dry sweatband · 100% recycled polyester.
- **H1:** [water pouring off brim] "Water-repellent. Because you golf in the PNW anyway."
- **H2:** "Every spec on this $35 hat, in 15 seconds."
- **H3:** "Rain delay? Never heard of her." *(brim shedding water in slo-mo)*

### Angle 5 — Gift angle: Father's Day / groomsmen (GIFT)
Seasonal weapon. **[SEMRUSH]** demand: golf gifts for dad 2,400/mo, golf groomsmen gifts 390/mo, funny golf gifts 1,000/mo.
- **H1:** "The gift for the dad whose handicap is 'don't ask.'"
- **H2:** "Groomsmen gifts that'll actually get worn after the wedding."
- **H3:** "He has enough golf balls. He loses those. He won't lose this."

### Angle 6 — Meme / humor skit (MEME)
Low-production, high-shareability; the format Good Good's organic engine proves out **[INDUSTRY]**.
- **H1:** "POV: you just made your first par in 3 weeks." *(over-celebration skit)*
- **H2:** "Golf brands: 'unlock your potential.' Us: we know exactly what your potential is."
- **H3:** "Things that count as a win in bogey golf: a thread."

---

# 3 SAMPLE AD CONCEPTS — fully specced

### Concept 1 — STATIC · Angle 1 (BOGEYID) · `RB_AD_BOGEYID_STA_H1_launch`
- **Visual:** Bogey Breaker Hat (black) shot clean on cream/light background, slightly angled, hard shadow. Big teal type above: "ABOVE AVERAGE GOLF APPAREL." Below, smaller ink type: "for the below average golfer." Small sombrero logo bottom-right, "$35 · Free ship over $60" corner tag. (Concept-store product image works as placeholder; reshoot flat-lay for production.)
- **Primary text:** "You've accepted the double bogeys. Now accept looking good taking them. Snapbacks built with water-repellent fabric, quick-dry sweatbands and zero judgment — from a brand started by two PNW guys who love golf more than golf loves them. Resist slow play. No bad vibes. 🤙"
- **Headline:** "Quality hats for low quality golfers"
- **Description:** "Free shipping over $60"
- **CTA button:** Shop Now → collection page (Hats)

### Concept 2 — VIDEO 15s · Angle 2 (UGC) · `RB_AD_UGC_VID_H2_launch`
*Vertical 9:16, creator-shot on phone, captions on (85% watch muted), hook in first 2s. Talent: real micro-creator or founder's buddy — labeled dramatization until real reviews exist.*

| Time | Shot | Audio / caption |
|---|---|---|
| 0–2s | Tight selfie-cam, guy in GOAT Caddie hat, deadpan, on a muni tee box | **"Shot 103 on Saturday. Got 3 compliments on this hat."** |
| 2–5s | Quick cut: ugly swing off the tee, ball sails right, he doesn't even watch it | "The swing? Beyond saving. The fit? Different story." |
| 5–8s | Hat close-up in hand: 3D embroidery, brim, sweatband, tag | "3D embroidery, water-repellent, quick-dry band — this thing's built." |
| 8–11s | B-roll: walking fairway with the crew, hats on, laughing, beer cart wave | "Whole crew's in Rippin' Bogeys now. We're the worst foursome at the course and the best dressed." |
| 11–15s | Selfie-cam, taps brim, half smile | "Rippin' Bogeys. Above average golf apparel for the below average golfer. Link below." → end card: logo + "SHOP HATS — $35" |

- **Primary text:** "The scorecard stays ugly. The hat doesn't have to. Snapbacks, tees and polos for golfers who keep it loose — free US shipping over $60."
- **Headline:** "Above average apparel. Below average golfers."
- **CTA:** Shop Now

### Concept 3 — VIDEO 20s · Angle 4 (DEMO, water-repellent) · `RB_AD_DEMO_VID_H1_launch`
*Vertical 9:16, product-led, works with founder hands + phone + a garden hose. Hook in first 2s.*

| Time | Shot | Audio / caption |
|---|---|---|
| 0–2s | Slo-mo: water pouring straight onto the black Bogey Breaker hat brim, beading and rolling off | **"Golf in the PNW? Yeah. We planned for that."** |
| 2–6s | Hands rotate hat under water, drops shedding; cut to hat shaken dry once | "Water-repellent shell. One shake, dry hat." |
| 6–10s | Macro pans: 3D embroidered sombrero logo → laser-etched vent holes → interior sweatband | "3D embroidery. Laser-etched vents. Quick-dry sweatband." |
| 10–14s | Hat flipped onto head in mirror; rain jacket, drizzle out the window | "Built by two guys who golf 12 months a year — because nobody told us to stop." |
| 14–20s | Flat product shot, price tag animates in: "$35" → "2 for $70 — free shipping" | "The Bogey Breaker. $35. Grab two and shipping's on us. Resist slow play. No bad vibes." → logo end card |

- **Primary text:** "Snapback · 3D embroidery · water-repellent · laser-etched vents · quick-dry sweatband · 100% recycled polyester. Every spec you'd want, none of the attitude you wouldn't. $35, free US shipping over $60."
- **Headline:** "The water-repellent Bogey Breaker — $35"
- **CTA:** Shop Now → PDP (Bogey Breaker Hat – Black)

---

# AUDIENCE TARGETING MAP

| Tier | Audience | Where | Notes |
|---|---|---|---|
| Prospecting core | **Broad** US, 22–55, all genders per client confirm (site says "for everyone"; women's line unconfirmed — mirror the Google plan's caution) | ASC | Creative IS the targeting at this budget |
| Interest seeds (backup / $3K test cells) | Golf; Golf Digest; TopGolf; **Barstool Sports / Fore Play**; **Good Good Golf**; Dude Perfect; disc golf adjacents | Manual test cell only after $3K/mo | Do not fragment ASC with these now |
| RT Tier 1 (hot) | ATC/IC 14d | Campaign 2 | Offer reminder creative |
| RT Tier 2 (warm) | Site visitors 30d, VC 30d | Campaign 2 | Social proof / UGC creative |
| RT Tier 3 (social-warm) | IG + FB engagers 90d, video viewers 75% | Campaign 2 | Cheapest pool; brand just ran a birthday video with real engagement to harvest **[VERIFIED ad exists; engagement volume unconfirmed]** |
| Exclusions | Purchasers 180d — everywhere. Employees/founders device IPs where practical. | All campaigns | Klaviyo owns customers |
| Future | 1% LAL purchasers (unlock at ≥1,000 seed) | 2027 **[E]** | Not before |

# BUDGET TIER PLAN

| Line | $1K/mo | $3K/mo | $10K/mo |
|---|---|---|---|
| ASC prospecting | $850 (85%) | $2,250 (75%) | $6,500 (65%) |
| Retargeting | $150 (15%) | $450 (15%) | $1,500 (15%) |
| Test cell (interests/LAL/formal A/B) | — | $300 (10%) | $1,000 (10%) |
| Seasonal/gift flex (FD, BFCM) | rotate within ASC | rotate + flex | $1,000 (10%) dedicated |
| Est. purchases/mo **[E]** | 20–40 | 70–120 | 250–400 |
| Est. blended CPA **[E]** | $25–45 | $25–40 | $25–40 |
| Creative refresh | 2 / 2wks | 3–4 / 2wks | weekly + creator pipeline |

# 90-DAY ROADMAP

**Weeks 1–2 — Setup & tracking (spend $0 → soft-launch)**
BM/domain/pixel/CAPI/catalog checklist complete · dedup verified in Events Manager · UTM template installed · naming convention doc shared · 6 launch creatives produced (2 video, 2 static, 2 catalog cards) · kill rules agreed in writing · baseline Shopify metrics captured for MER.

**Weeks 3–6 — Creative test rounds (full $33/day)**
ASC live with 4–6 creatives · hook tests round 1 (BOGEYID vs UGC vs DEMO hooks) · Monday reports begin · kill rules applied mechanically · retargeting switched on when pool ≥ ~1,000 · offer test cell 1 (15% vs free-ship framing) · first creator seed packages shipped.

**Weeks 7–12 — Consolidate winners + scale check**
Winning hooks re-cut across angles · +20% budget bumps on stable winners · offer test cell 2 (2-pack) · UGC round 2 from creator footage; whitelisting paperwork · cohort sheet first read (repeat rate, 60-day MER trend) · **Scale check against graduation triggers:** MER ≥ 2.0 sustained + purchases ≥ 40–50/mo → recommend $3K tier for Q4/BFCM; otherwise iterate creative at $1K, revisit at day 120.

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*Prepared by Slice of the Pie Marketing · jim@sliceofthepiemarketing.com · (503) 539-7059 · sliceofthepie.co*
*Companion pages: meta-ads.html (visual version) · tiktok-ads.md/.html (TikTok STAOS) · flows.html (Klaviyo) · google-ads.html (search plan)*