Summary
The plan in one page
Estimates at $155 per hour · Excludes ad spend and third-party subscriptions
| Phase | What it does | Deliverable | When | Hours | Cost |
|---|---|---|---|---|---|
| 0. Immediate fixes | Correct the tracking faults we can fix from inside the ad account, and hold the last campaign we cannot measure | Record of changes made, with reasoning | Next week | 6 to 9 | $930 to $1,400 |
| 1. Measurement | Part A. Compare WooCommerce orders against Google's figures to find out what is real | Baseline report: true revenue, true return on spend, confirmed cause | Weeks 1 to 2 | 16 to 24 | $2,500 to $3,700 |
| Part B. Count only paid orders, and capture phone orders and enquiries | Working measurement: paid orders, correct values, phone orders included | Weeks 2 to 4 | 30 to 48 | $4,650 to $7,450 | |
| 2. Product feed & Shopping | Fix broken listings, enrich titles, restructure Shopping around high-value stock | Rebuilt Shopping campaigns and a clean feed | Weeks 3 to 5 | 18 to 32 | $2,800 to $4,950 |
| 3. Rebuild & expand | Brand defence, budget rebalance, new revenue lines | New account structure with a target ramp plan | Weeks 5 to 8 | 22 to 36 | $3,400 to $5,600 |
| Account management | Weekly monitoring, reporting and review calls across the eight weeks | Running throughout | Weeks 1 to 8 | 12 to 24 | $1,850 to $3,700 |
| Total | 8 weeks | 104 to 173 | $16,100 to $26,800 |
Phase 0
Immediate fixes
Everything here sits inside the ad account, needs no developer, and can be done in the first week. Two of these repair tracking faults we can trace to a specific date and change. The rest clears out settings that are corrupting the data.
Immediate fixes
Remove the known causes of bad data that sit within our control, and stop spending into a campaign we can't yet read.
| Task | Detail |
|---|---|
| Pause High-Intent | It is the only campaign still live, at $31 a day. It has spent $5,698 across its life and $1,854 in the last 90 days without recording a single sale. Branded, Retargeting, Shopping and Performance Max are already paused. Holding it means the account spends nothing during the rebuild, which is the right answer for eight weeks: there is no version of this campaign that reaches a $100 target, and every day it runs is money spent on traffic we cannot measure. Reversible at any point. |
| Demote the checkout-step conversion | Change add_payment_info from Primary to Secondary so it stops driving automated bidding. It stays visible for reporting. Created 11 May 2026 as a workaround for the underlying purchase-tracking issue. Phase 1 replaces it properly. |
| Remove three inactive goals | Android app installs, YouTube channel subscriptions and YouTube follow-on views are all set as Primary actions. None exist for this business. |
| Strip the broken tracking templates | Remove the tw_ parameters applied at campaign and ad group level in April 2025, and the manual UTM tags that overwrite Google's own click ID. These are the cause of the malformed links corrupting analytics attribution. |
| Stop visits losing their original source | When someone arrives via an old domain that redirects to coinsonline.com, or steps out to a payment page and comes back, Analytics currently treats the return as a brand-new visit from an outside website. The original source, including whether they came from an ad, is discarded at that moment. Adding the two legacy domains, coinsonline.com itself and the payment provider to the referral exclusion list stops that happening. It currently affects around 8,900 visits. |
| Filter internal and non-market traffic | Set up internal traffic filters for office and agency IP addresses, so staff visits stop counting as customers. Separately, around 3% of recorded traffic comes from data-centre locations rather than people, and a further 5% from countries the ads don't target. Neither costs ad spend, but both distort the percentages in reporting. |
Change confirmation. A short written record of every change made, with the date and reason, plus the spend held. Nothing here requires input from your side.
Phase 1
Measurement
One piece of work in two parts: find out what is actually true, then rebuild the tracking so it stays true. The second part runs whatever the first part finds. Counting only paid orders and capturing phone revenue are worth doing either way.
Find out what's real
Compare what WooCommerce recorded against what Google recorded, and settle whether this is a tracking problem, a data-quality problem, or a demand problem.
| Task | Detail |
|---|---|
| Order export by month and status | Last 18 months. Order count and gross revenue, split by paid or completed versus on-hold, pending payment, cancelled and refunded. This one table tests the whole theory. |
| Payment method mix and funding rate | What share of orders arrive by wire or check, and what percentage of those complete. Tells us how much historical revenue was counted but never received. |
| Build a margin model by category | Work the pricing sheet into four to six margin bands: junk silver bags, sealed monster boxes and tubes, gold coins, silver coins and bars, graded and collectible. This is what tells us which products can reach a $100 target and which can't. |
| Purchase event audit | Establish when the purchase event last fired reliably, and check whether multiple tags are firing it at once. The conversion action itself has been correctly configured and untouched since February 2025, so the fault sits on the website side. |
| Order value inspection | Inspect the raw purchase data sent on a multi-unit order such as a 500-coin monster box. Analytics and Google Ads currently disagree on average order value by 77%, which suggests a quantity or price calculation error. |
Baseline report. A short document stating three things: your true revenue from advertising over the last 90 days, your true return per $1 spent, and the confirmed reason the reported figures diverged.
This is the number the $100 target should be measured against from here on. We'll walk you through it before moving on to the strategy work.
Phase 1A is built to settle three possibilities: a tracking problem, a data quality problem, or a demand problem. The rest of this plan assumes one of the first two, because the evidence points that way. But it is worth saying plainly what happens if it does not.
If the baseline shows that real order volume is genuinely low rather than under-recorded, then Phases 2 and 3 are the wrong work and we will say so rather than proceed. The conversation at that point is about the website, the product mix and the target itself, not about campaign structure. We would stop, show you the numbers, and re-scope before spending anything further.
Rebuild the tracking
Count only real, paid orders, and start capturing the revenue that has never been counted at all. This is the part that addresses the list you sent.
Make the purchase signal accurate
| Task | Detail |
|---|---|
| Fire on payment, not on submission | Send the purchase event only once an order reaches paid or completed status, rather than when the order-received page loads. |
| Exclude unpaid and failed orders | Cancelled, failed, fraudulent and pending-payment orders are kept out of the conversion signal entirely. |
| Send correct order value | Final paid value, with the multi-unit calculation error corrected. |
| Pass the transaction ID | Prevents the same order being counted twice on a refresh or bookmark. |
| Remove duplicate tags | Check whether more than one tag is firing the purchase event and remove the extras. |
| Refund and cancellation adjustments | Orders that reverse after the fact are removed from the figures, not just excluded at the point of sale. |
| Retire the interim conversion | Once the purchase event is verified, remove the checkout-step conversion entirely. |
Capture the revenue that has never been counted
| Task | Detail |
|---|---|
| Make phone orders visible | Orders taken over the phone are created in the WooCommerce admin and carry no record of which ad brought the customer in, so Google never sees them. We store Google's click ID against the order at checkout, then upload completed orders back to Google. Phone revenue starts counting toward the campaigns that produced it. |
| Call tracking and call buttons | Dynamic call tracking, plus call assets on every campaign. There are currently none in the account. |
| Enquiry conversions | Track the sell-to-us form and appointment requests. Zero enquiries have been recorded in 573 days. |
| Tag the email links | Add campaign tags to Klaviyo so email traffic is credited correctly. Analytics currently sees 19 email visits where the real figure is around 556. |
| Enhanced conversions | Improves match rates on a high-consideration purchase where buyers research across devices. |
Working measurement. Only paid orders counted, at the correct value, with phone orders and enquiries included. Confirmed against a sample of real orders, with the click ID capture checked on test traffic since no campaigns are live during the build.
Phase 2
Product feed & Shopping
Shopping produces your cheapest clicks by a wide margin. It has never been set up to take advantage of that.
Product feed & Shopping
Repair the catalogue, then rebuild Shopping around the products that can actually reach a $100 target.
| Task | Detail |
|---|---|
| Fix the broken product pages | The American Gold Eagle 1 oz and American Gold Buffalo 1 oz are both blocked for “product page unavailable.” These are two of the best-converting items in the catalogue. |
| Clear the feed warnings | Resolve the currency setting and remaining feed errors. Worth doing, though not the main constraint. |
| Enrich product titles | Add weight, purity, mint, year handling and packaging. For example, “1 oz Gold American Eagle Coin, .9167 Fine, US Mint, Random Year.” We will send a proposed format for a handful of items before applying it across the catalogue. |
| Change the Shopping bid strategy | Move off Maximize Clicks, which is designed to buy the cheapest traffic available and is why coin-value lookups dominate. Manual bidding in the interim, then a value-based strategy once conversion data is trustworthy. |
| Split the catalogue by value tier | High-value stock such as monster boxes, gold tubes and kilo bars moves into its own campaign with its own budget, separate from low-ticket inventory. Separate budgets give real control; bid adjustments alone do not. |
| Filter the coin-value searches | Around 36% of Shopping clicks are people looking up what a coin is worth. These are blocked using precise phrases such as “worth money” and “half dollar value” rather than single words, because several of your own products contain “Face Value” in the title and would otherwise be blocked too. |
Rebuilt Shopping campaigns and a clean product feed. Delivered with a before-and-after summary of eligible products, and a proposed title format for your sign-off before the full catalogue is changed.
Phase 3
Rebuild & expand
Only once the numbers can be trusted. Some of this depends on what the baseline report shows.
Rebuild & expand
Rebuild what should exist, retire what cannot work at a $100 target, and open the revenue lines that are currently untouched.
| Task | Detail |
|---|---|
| Rebuild brand defence | Relaunch the branded campaign on exact and phrase match only, with manually capped bids. Generic terms such as “collectible coins for sale” move out of the brand budget. Brand clicks currently cost $3.35 and should be well under $1. |
| Rebalance the budget | Weight toward Shopping and Performance Max. At a $100 target, a $7 search click needs the site to convert between 3% and 28% depending on order size; it currently converts at 0.07%. |
| Build a sell-to-us campaign | “Sell coins online” is already one of your top organic search terms. Measured on cost per enquiry, not return on ad spend. It is a lead-generation motion and should not be judged against the $100 target. |
| Test dynamic search ads | A low-cost way to capture long-tail catalogue searches. Built last, since it depends on every product page being reachable. |
| Activate the abandoned-cart audience | 5,802 people are sitting in an audience that has never been advertised to. A campaign for it already exists and has never spent. |
| Route ads to matching pages | 40 of 48 active ads currently point at the homepage. Each ad group gets a landing page matching its subject. |
| Housekeeping | Time-of-day and device bidding. 29.6% of spend currently runs between midnight and 6am at six times the evening click cost. Plus the 35 disapproved ad extensions, untouched since October 2025. |
New account structure, documented. Campaign map, budget allocation by channel, and the reasoning behind each choice.
Plus a target ramp plan. Once measurement is trustworthy we will not set a $100 target immediately, because that would choke delivery. We ramp from the real baseline in stages, and the plan sets out those stages and the expected timeline.
The rebuilt account
What will be running at the end
Seven campaigns, each with its own budget and its own job. All seven are built during the eight weeks. They are switched on in stages afterwards, so each has a clean read before the next arrives. Today one campaign of thirteen is live, and 40 of 48 active ads point at the homepage.
| Campaign | What it does | Measured on | Live from | Monthly budget |
|---|---|---|---|---|
| Shopping, high value | Monster boxes, gold tubes and kilo bars in their own campaign with their own budget. These are the products that can carry a $100 target, and today they compete for budget with low ticket stock. | Revenue per $1 | Week 9 | $900 to $1,200 |
| Shopping, core catalogue | The rest of the feed, with enriched titles and the coin value searches filtered out. Kept separate so it cannot draw budget away from the high value tier. | Revenue per $1 | Week 9 | $500 to $650 |
| Performance Max | Retained and rebuilt. It is currently the only campaign recording sales, but it has been bidding on a conversion signal we know is wrong. Once the signal is correct, this is where automation earns its place. | Revenue per $1 | Week 9 | $800 to $1,000 |
| Brand defence | Exact and phrase match only, with bids capped by hand. Generic terms move out of the brand budget. Brand clicks currently cost $3.35 and rose to $5.79 in the last 90 days. They should be well under $1. | Cost per click | Week 9 | $300 to $400 |
| Abandoned cart | 5,802 people are sitting in an audience that has never been advertised to. The campaign already exists and has never spent. | Revenue per $1 | Week 11 | $150 to $200 |
| Sell to us | Buying inventory rather than selling it. This is a lead generation motion and is not judged against the $100 target. | Cost per enquiry | Week 11 | $250 to $350 |
| Dynamic search | A low cost way to catch long tail catalogue searches across 204 products. Runs last, because it depends on every product page being reachable. | Cost per conversion | Week 11 | $100 to $200 |
| Total | Seven campaigns | Week 14 | $3,000 to $4,000 |
The generic search campaigns come out. Gold, Silver, General Coin and the mixed high intent campaign between them spent $2,516 across the account's life and recorded no sales at all. High Intent has spent $5,698 lifetime and $1,854 in the last 90 days for nothing. At a $100 target a $7 search click needs the site to convert between 3% and 28% depending on order size. The site currently records 0.07%, and we expect that figure to rise once purchases are counted properly, but it would have to rise more than fortyfold to make these campaigns viable. They cannot reach the target at any bid, so they are not being rebuilt.
Thirteen campaigns become seven. Every one that stays has a defined budget and a defined measure, and every ad group points at a page matching its subject rather than the homepage.
Time & cost
What each phase takes
Ranges rather than fixed figures. The low end assumes the work behaves; the high end assumes the WooCommerce changes and the product catalogue take longer than they look. We bill actual hours at a flat $155, so the low end is a real outcome and not a sales figure.
All work billed at $155 per hour
| Phase | What drives the hours | Hours | Cost |
|---|---|---|---|
| 0. Immediate fixes | Seven settings changes plus the written change record. The only slow one is stripping the tracking templates, which sit at both campaign and ad group level and have to be removed one at a time. | 6 to 9 | $930 to $1,400 |
| 1A. Find out what's real | Reconciling 18 months of orders against Google's figures, the funding-rate analysis, and building the margin model from your pricing sheet. The margin model is the largest single piece and the one the $100 target depends on. | 16 to 24 | $2,500 to $3,700 |
| 1B. Rebuild the tracking | The only phase with real development in it. Moving the purchase event to paid status, correcting the multi-unit value calculation, and building the phone-order capture, which stores Google's click ID against the order and uploads completed orders back. Then verifying all of it against real orders. | 30 to 48 | $4,650 to $7,450 |
| 2. Product feed & Shopping | Feed repairs are quick. Title enrichment is not, and its cost depends entirely on how many products need rewriting and whether the format can be templated from existing attributes. The campaign restructure and negative keyword build are predictable. | 18 to 32 | $2,800 to $4,950 |
| 3. Rebuild & expand | Brand rebuild, sell-to-us campaign, dynamic search test, cart audience, repointing 40 ads to matching pages, and the dayparting and device work. Plus the account structure documentation and target ramp plan. | 22 to 36 | $3,400 to $5,600 |
| Account management | Weekly monitoring while changes bed in, reporting, and the review calls at the baseline and at each deliverable. Spread across all eight weeks. | 12 to 24 | $1,850 to $3,700 |
| Total | Eight weeks | 104 to 173 | $16,100 to $26,800 |
How many products need new titles. The Phase 2 range assumes a mid-size catalogue where the format can be applied in bulk from existing attributes. If several hundred items need writing individually, that task alone is larger than the rest of Phase 2 combined. We will confirm the count in week one and tell you before it changes anything.
Suggested ad spend
Separate from the fees above. The account spends nothing during the eight weeks. Only one campaign is still live, High-Intent search at $31 a day, and Phase 0 holds it. Everything else was already paused.
This is not a cost-saving measure so much as a recognition that there is nothing left worth funding until the rebuild is done. Any spend between now and then would be steered by conversion data we already know is wrong, into campaigns we are in the middle of replacing. Holding it keeps roughly $1,900 in your pocket across the eight weeks.
| Period | Monthly spend | What is happening |
|---|---|---|
| Weeks 1 to 8 During the work | Nothing | All campaigns held while measurement is repaired and the account is rebuilt. Nothing is being lost: the work in these eight weeks is what makes the spend that follows worth making. |
| Week 9 Rebuilt campaigns live | $2,500 to $3,000 | The two Shopping tiers, brand defence with capped bids and Performance Max come online against verified measurement. Held deliberately low until we have a clean read on real return. |
| Weeks 11 to 14 | $3,000 to $4,000 | Once the first stage holds, the sell to us campaign, the dynamic search test and the abandoned cart audience come online, each with its own budget. |
| Beyond | Set by the ramp plan | Increases in stages, each held long enough to confirm the target still holds before the next. The ramp plan delivered at week eight sets out the steps. |
Everything from week nine assumes someone is actively steering the account, since each step up has to be held and confirmed before the next. Whether that is us or your team is the decision set out at the end of this document.
At $100 of revenue per $1 spent, every $1,000 of monthly ad spend implies $100,000 of monthly revenue from advertising. That is the real constraint on this plan. Spend is capped by order volume, not by budget appetite, and the figures above are deliberately conservative because of it.
It is also why we will not commit to a long term number until the baseline report lands. If the true return is close to the reported figure, spend stays modest and the work is about making it produce. If real revenue is materially higher than Google currently sees, there is room to scale, and we will say so.
- Ad spend. Continues throughout at the levels suggested above.
- Call tracking subscription. Roughly $45 to $150 a month depending on call volume and how many numbers we need. Recurring, and billed at cost.
- Any WooCommerce plugin licences needed for the offline conversion upload, if we go that route rather than building it.
Expectations
What to expect along the way
Three things will look like problems and are not. Worth knowing in advance.
- Reported return on ad spend will fall before it rises. Once only paid orders count, the reported figure will drop below the historical number. That is the correct outcome. We will finally be looking at real revenue rather than orders that were counted but never funded.
- Conversions will appear to arrive late. Confirmed-payment conversions land days after the click rather than instantly. Reporting will look thin for a fortnight while Google's bidding adjusts.
- Performance will dip during the re-learning period. Roughly two weeks after the measurement changes go live. Expected and temporary.
We are not rebuilding non-branded search, adding new campaigns beyond those listed, or scaling budgets. Non-branded advertising currently reports $1.43 per $1 across the account's history, and until we know whether that figure is real there is nothing solid to optimise against. It may look very different once measurement is fixed.
Next steps
One decision to make early
The plan assumes we stay on the account after week eight. The measurement work only holds if someone is watching it, and the ramp toward $100 has to be steered in stages rather than set once and left. If you would rather bring it in-house after handover, tell us now and we will build the documentation and training into Phase 3 rather than bolting it on at the end.
Ongoing management is priced separately from the eight weeks above and we will put a figure to it once the baseline report shows what the account actually needs.