Thu 18 Jun 26 - Google Ads scales to $5k/day inside a $20k/day total paid push, the GWP offer launches across email/SMS/push/site, Andy greenlights an MBG ad despite an old face-mask image, and a set of US-only FDA claims plus creative rules land.
Decisions & pivots
- GWP offer launch confirmed - email, SMS, push and site assets scheduled (tethrd-boncharge).
- Andy Mant approved running the MBG ad with the old face-mask image despite the product mismatch - Marco flagged the photo is of the old mask; Andy judged the difference minor and the MBG imagery/copy valuable; pull the ad if the discrepancy is noticed. Flagged to Compliance for advertising-accuracy sign-off (figma - Master Designs).
- Recovery angle to be tested in the next creative round (figma - Master Designs).
Discussed / in motion
- Google Ads scaling to $5k/day for the rest of the month, inside a $20k/day total paid target ($15k Meta + $5k Google) - actioned across existing campaigns with room to grow, plus new Search campaigns per the audit (tethrd-google-ads).
- Google Ads scaling approach set - adjust bid strategy on existing campaigns, reconcile budgets across them, and launch new Search campaigns; review target ROAS to avoid return drops at higher spend (tethrd-google-ads).
- New paid social image ad batch submitted for review; copy direction is to push claims harder and avoid being too conservative (tethrd-boncharge).
Rules added (6)
- USA only - the "hair growth" claim is permitted for the FDA-cleared device; do not use in other markets without separate clearance (compliance).
- USA only - "inflammation at the gums" may be referenced as a benefit (FDA cleared); not for UK or other markets without confirmation (compliance).
- No countdown timers in emails - standing directive from Andy (tethrd-boncharge-klaviyo).
- Google Ads minimum ROAS floor is 4.00 at total-account level - non-branded may run below provided branded keeps the blended figure at or above 4.00 (tethrd-google-ads).
- SAB and elite-athlete logos used across prior emails must keep being used - don't drop them from new designs (Marco flag).
- Icon usage - source icons from the BON CHARGE website, never watermarked/stock, and never a white background box on a brown section (Marco flag).