Growth Brief

Week of Jul 27 – Aug 2, 2026 · delivered Mon Aug 3, 09:00 · email + WhatsApp

TL;DR

Acquisition is healthy but concentrated: 31 new customers at a steady $103 CAC, with Search doing the heavy lifting. Two campaigns produce trials that never pay — together burning $730/week — and clinics are churning over a missing feature, not price. Fixing the three items below frees roughly $430/week and protects your best segment.

What happened

Google Ads

“Generic broad” spent $310 for 3 trials, 0 customers. 68% of its search terms are unrelated to scheduling software.

Meta Ads + Stripe

“Broad interests” trials never activate — no staff added, no calendar connected. 3rd week with zero conversions to paid.

GA4 + Search Console

Organic reached top-5 for 3 paid queries around “online booking system”. ~$120/week of brand clicks overlap with free organic wins.

Do these 3 things this week

  1. 1
    Pause “Generic broad”, add its negatives to the exact-match campaign
    Still burning — flagged again today
    Open
  2. 2
    Shift “Broad interests” budget into the salon-owner lookalike (persona pre-test first)
    Persona test finished Aug 5 — variant A won
    In progress
  3. 3
    Add negative keywords for the 3 organically-won queries
    14 negatives added Mon 11:26
    Done

Forecast vs reality

Predicted
$430/week freed
Realized so far
$120/week so far

1 of 3 actions done. The remaining two carry the other $310 — both are one click away.

Past briefs

Jul 20 – Jul 26

Trial→paid slipped to 29%; recommended an onboarding checklist email on day 2.

+4 pts conversion
Jul 13 – Jul 19

Salon-owner testimonial reel beat predictions; scaled it +40%.

+9 customers
Jul 6 – Jul 12

Comparison page targeting “online booking system” shipped; organic experiment started.

Now ranking top-5