We pulled your live Meta Ads and Google Ads accounts this week - read-only, nothing touched, nothing changed. Here's exactly what's there, using our STAOS framework: Structure, Tracking, Analyze, Optimize, Scale.
Prepared by Slice of the Pie Marketing | For: Owen Finnerty, The Golf Sock | Sources: Meta Ads API (account 3217552185130501), Google Ads UI (customer 133-906-8799)
Verified = pulled live from the platform this week From call = stated on our 9/21 call, not yet independently re-verified Gap = no access yet
This account was audited only. No campaign, budget, tracking setting, integration, or permission was changed to produce this page. Every number below traces to a live source pull, not an estimate.
Meta is spending $88,244.86 over 90 days across two ad sets and one 33-segment mega-campaign, with a blended ROAS around 1.84×. A fifth of that spend runs under 1.0× ROAS while your single best-performing segment - repurchase retargeting at 1.97× ROAS - gets under 2% of the budget. On Google, both live Performance Max campaigns are capped by budget, Brand Search is paused, and new-customer spend isn't split from branded/repeat traffic. Fix the structure first, then the numbers we scale on are real.
Pulled live via the Meta Ads API, account 3217552185130501 (Slice of the Pie business portfolio), last 90 days. All active spend sits in a single campaign structure with three ad sets carrying every offer, audience, and creative test at once - which makes it impossible to isolate what's actually driving the blended return.
| Ad set | Spend (90d) | ROAS | Purchases | Read |
|---|---|---|---|---|
| GS_TOF_Sales_Evergreen | $82,046.81 | 1.84× | 2,030 | The workhorse - ~93% of Meta spend, contains 33 ad sets internally (every static/UGC/DPA test stacked together, no clean testing lane) |
| GS_TOF_Sales_UGC_Evergreen | $4,482.64 | 0.86× | 56 | Underwater - spending below breakeven with no isolated test budget to fix the losing creative |
| GS_BOF_Sales_Repurchase_DPA_Evergreen | $1,715.41 | 1.97× | 52 | Best-performing segment in the account - and the most starved for budget |
What this means: the 33 ad sets inside the evergreen campaign compete against each other for delivery with no graduation path from test to scale. Retargeting is your strongest return at 1.97× ROAS but takes under 2% of the 90-day budget. UGC evergreen runs under 1.0× ROAS with no separate test budget to isolate and fix it.
Pulled live via the Google Ads UI, customer 133-906-8799. Window shown is the last 30 days (Aug 22–Sep 20, 2026) - the account's date picker didn't accept a custom 90-day range during this session, but the structural findings below (what's paused, what's budget-capped) aren't time-bound, so they hold regardless of window length.
| Campaign | Type | Budget/day | Status |
|---|---|---|---|
| MD | Pmax | GS | Performance Max | $145 | Eligible · Limited by budget |
| MD | Pmax | FDO | Performance Max | $35 | Eligible · Limited by budget |
| MD | Search | | Search | $21 | Eligible · Limited by search volume |
| Brand | Search | Search | $5 | Paused |
| MD | DG | RT | Display (retargeting) | $8 | Paused |
| Display / Standard Shopping / Performance Max (combined) | Mixed | $35 | Paused |
What this means: both live Performance Max campaigns are budget-capped, meaning Google is signaling it could spend more efficiently with more room - but neither campaign separates new-customer acquisition from branded/repeat traffic yet, so we don't know what the incremental dollar actually buys before adding budget. Brand Search is paused, leaving your own branded term undefended - the cheapest, highest-intent click in the account is currently free for a competitor to take. Roughly half the account's campaign shells are dormant.
MER (marketing efficiency ratio) is conversion value ÷ ad spend, measured per platform until a blended tracking source (e.g. Triple Whale) is connected - it is not currently blended across Meta + Google. The Golf Sock is a one-time-purchase product line, not a subscription business, so MRR does not apply here and won't appear in our reporting; we track repeat-purchase rate and LTV instead.
| # | Fix | Why |
|---|---|---|
| 1 | Rebuild Meta testing structure | Stop underwater ad sets bleeding budget the winners could use |
| 2 | Turn Brand Search back on | Cheapest, highest-intent clicks in the account - currently undefended |
| 3 | Split PMAX by funnel | See what's actually acquiring new customers vs. re-selling existing ones |
| 4 | Fund retargeting properly | Your highest-ROAS segment is your most under-resourced one |
| 5 | Connect Triple Whale | No blended, business-level view exists yet - platform numbers alone aren't the full picture |
What Owen laid out on 9/21, so the plan below is built on your reality and not a template.
| Metric | Where it is | What it means for the plan |
|---|---|---|
| Revenue | $23K (2024) to $325K (2025) to ~$1M YTD before Q4. Goal: $1.5M this year | Product-market fit is proven. The job is scale, not discovery |
| Peak vs. now | Hit $150K months in May, then stalled. Nothing new launched in ~40 days | Creative volume and account structure are the bottleneck, not demand |
| AOV / margin | ~$75 AOV, 78 to 80% gross margin (true margin closer to 60% after fixed costs) | Break-even CAC is roughly $59. Anything under that is profitable growth |
| CAC | Was ~$40 in spring, now ~$50. Your scale number is $30 | Efficiency got worse as spend came down. Structure fix first, then volume |
| Meta winner | One ad has carried ~60% of spend (~$70K) for 75+ days. No retargeting campaign exists | Keep the winner, stop leaning on it, build the test lane and retargeting it never had |
| Impression share 20% overall, 24% Shopping, under 10% on your own brand. PMax ~3x at $16.66/conv, Search ~6x, CPC $1.11 | Google is the underused channel. Cheap, high-intent volume is being left on the table |
| KPI | Target | Why |
|---|---|---|
| MER (blended) | Hold 2.5 or better as spend climbs | In-platform ROAS lies. Triple Whale is the source of truth |
| New-customer CAC | $40 now, $30 at scale, never above $59 | $59 is break-even on your true margin |
| Creative output | 25 to 50 tests per week | The only lever that got you past $125K months before |
| Google impression share | Brand to 80%+, Shopping off 24% | Cheapest volume in the account |
Timeline: the account has to be stabilized in October and ready to push spend back toward $100K/mo in Q4. Order of operations is Meta first, Google second, then email audiences tied into both.
The ad account fix only works if the creative feeding it doesn't run dry, and DTC isn't the only channel on the table. See the creative engine for the concepts already built for this account, and the wholesale plan for how pro shops and retail fit alongside DTC.
Alternatives, not add-ons - pick one. Full pricing, terms, and the complete scope of work (including SEO and CRO) are on the pricing page.
One accountable leader coordinating everything - Google, Meta, SEO, CRO, wholesale, and creative, under one umbrella. This is the sales seat too, not marketing alone.
Focused execution on the two channels doing the heavy lifting right now - no broader leadership scope.
Meta: Meta Ads API, ad account 3217552185130501, last 90 days, pulled live Sep 21, 2026. Google: Google Ads UI, customer 133-906-8799, live session Sep 21, 2026, last-30-days window. No accounts, budgets, or tracking were changed to produce this page.
Slice of the Pie × The Golf Sock