BAUDUCCO · BACK TO SCHOOL U.S.01 · Executive Diagnosis
Paid Media Strategy · Eduardo Menin02 / 19
Executive Diagnosis
The previous campaign
did not fail.
The funnel leaked.
- 01Media delivered efficiently.
- 02Golden Cookie generated 149,284 clicks, 5,719 leads, $0.27 CPC and $7.05 CPL.
- 03The main bottleneck was click-to-lead conversion: 3.8%.
- 04For Back to School, the opportunity is not just cheaper traffic — it is a better conversion architecture.
BAUDUCCO · BACK TO SCHOOL U.S.02 · Performance Read
Paid Media Strategy · Eduardo Menin03 / 19
What the Data Says
The traffic worked. The conversion did not.
Traffic cost was strong. The strategic question is how to convert more of that traffic into qualified parent registrations.
BAUDUCCO · BACK TO SCHOOL U.S.03 · Audience Insight
Paid Media Strategy · Eduardo Menin04 / 19
Audience Insight
Parents are the
strategic battlefield.
61%
of leads generated by female consumers
25–44
priority age band, mothers-first
Top Markets
CaliforniaHigh-affinity market
FloridaHigh-affinity market
TexasHigh-affinity market
New YorkHigh-affinity market
For BTS, we move from generic promo creative to parent-specific buying moments.
BAUDUCCO · BACK TO SCHOOL U.S.04 · The Main Problem
Paid Media Strategy · Eduardo Menin05 / 19
The Main Problem
Low CVR made the media
look weaker than it was.
- Golden Cookie LP CVR: 3.8%.
- Target for BTS: 6% to 8%.
- Improving the landing page produces dramatically more leads on the same budget.
- Media should not carry the full burden of a weak landing page.
Funnel
The gap between clicks and leads is the single largest opportunity.
BAUDUCCO · BACK TO SCHOOL U.S.05 · Strategic Corrections
Paid Media Strategy · Eduardo Menin06 / 19
What I Would Do Differently
5 Strategic
Corrections.
Each correction targets a specific point where the previous flight left value on the table.
01
Separate cold acquisition from warm retargeting.
02
Build parent-specific creative, not just youth-driven creative.
03
Use the 5,719 leads as lookalike and retargeting fuel.
04
Run Google from day one, not as a late add-on.
05
Optimize the landing page before scaling spend.
BAUDUCCO · BACK TO SCHOOL U.S.06 · Channel Strategy
Paid Media Strategy · Eduardo Menin07 / 19
Channel Strategy
Meta creates demand.
Google captures intent.
Meta for parents, creators, prospecting, retargeting and urgency. Google for branded, product, retail and school-snack intent.
BAUDUCCO · BACK TO SCHOOL U.S.07 · Meta Ads Architecture
Paid Media Strategy · Eduardo Menin08 / 19
Meta Ads Architecture
Four campaigns.
One acquisition engine.
Structured for clarity of learning and speed of reallocation.
Campaign 1
Prospecting, Parents 25–44
Campaign 2
Lookalike 1% — based on Golden Cookie leads
Campaign 3
Retargeting — site visitors, video viewers, engaged users
Campaign 4
Creative testing — hooks, offers, formats
Creative Angles
- “Back to school snack your kids will actually want”
- “Win today, pack tomorrow”
- “A sweet lunchbox surprise”
- “Bauducco is already loved, now discover it for school season”
BAUDUCCO · BACK TO SCHOOL U.S.08 · Google Ads Architecture
Paid Media Strategy · Eduardo Menin09 / 19
Google Ads Architecture
Capture high-intent
school-season demand.
Reach parents already searching for snacks, lunchbox ideas and Bauducco products — turn intent into registrations.
Search
Bauducco, wafers, cookies, school snacks, lunchbox snacks
Performance Max
Retail discovery and product visibility
YouTube Shorts Retargeting
Snack + Back to School awareness
Display Retargeting
Reinforce the promo across the web
BAUDUCCO · BACK TO SCHOOL U.S.09 · Creative Strategy
Paid Media Strategy · Eduardo Menin10 / 19
Creative Strategy
The offer must feel
instant, useful, parent-relevant.
A five-hook creative system, mapped to funnel stage.
01
Instant Prize
“Win $100 today”
02
Parent Utility
“Upgrade the lunchbox”
03
Product Trial
Taste test, crunch, snack reaction
04
Retail
“Find Bauducco near you”
05
Retargeting
“Already registered? Submit your receipt”
BAUDUCCO · BACK TO SCHOOL U.S.10 · Landing Page Fixes
Paid Media Strategy · Eduardo Menin11 / 19
Landing Page Fixes
The fastest path
to more leads.
Expected impact
Landing page CVR
Actions
- 01Form: name, email, zip code only.
- 02CTA above the fold.
- 03Mobile load under 3 seconds.
- 04Clear prize explanation in the first screen.
- 05Separate registration from receipt submission.
- 06Add retail locator or “where to buy” bridge.
BAUDUCCO · BACK TO SCHOOL U.S.11 · Forecast Scenarios
Paid Media Strategy · Eduardo Menin12 / 19
Forecast Scenarios
Three planning cases.
One realistic base.
$20,000 media budget · 45-day flight
Conservative
CPC$0.30
CVR3.8%
Clicks~66,700
Leads~2,535
CPL~$7.89
Base
CPC$0.22
CVR3.8%
Clicks~90,900
Leads~3,454
CPL~$5.79
Upside
CPC$0.20
CVR6.0%
Clicks~100,000
Leads~6,000
CPL~$3.33
Note · Base case is the planning scenario. Upside depends primarily on landing page conversion.
BAUDUCCO · BACK TO SCHOOL U.S.12 · 45-Day Execution Plan
Paid Media Strategy · Eduardo Menin13 / 19
45-Day Execution Plan
A disciplined cadence,
from foundation to peak.
Foundation
Audit, tracking, structure, creative mapping and LP recommendations.
Launch & Learn
Launch, learning, creative testing and first reallocations.
Scale
Scale winners, refine parents vs lookalikes, optimize Google search terms.
Peak & Report
Peak spend, retargeting push, final reporting and next-flight recommendations.
BAUDUCCO · BACK TO SCHOOL U.S.13 · Optimization Rhythm
Paid Media Strategy · Eduardo Menin14 / 19
Weekly Optimization Rhythm
Operating cadence
with executive clarity.
Each week closes with a decision-oriented summary — what changed, why it changed and what happens next.
01
Daily spend and delivery control.
02
CPC, CTR, CPL and CVR monitoring.
03
Creative fatigue checks.
04
Audience-level budget reallocations.
05
Search query optimization.
06
Weekly executive summary — decisions, not just numbers.
BAUDUCCO · BACK TO SCHOOL U.S.14 · Success Metrics
Paid Media Strategy · Eduardo Menin15 / 19
Success Metrics
Defined targets. Clear stretch goals.
CPC (Youth / Parent)
≤ $0.27
≤ $0.22
BAUDUCCO · BACK TO SCHOOL U.S.15 · Scope of Work
Paid Media Strategy · Eduardo Menin16 / 19
Scope of Work
What is
included.
Included
- ✦Paid media strategy
- ✦Meta Ads setup and management
- ✦Google Ads setup and management
- ✦Campaign architecture
- ✦Audience planning
- ✦Creative direction
- ✦Weekly optimization
- ✦Performance reporting
- ✦Funnel and landing page recommendations
Not Included
- —Creative production
- —Landing page development
- —Influencer management
- —Email marketing execution
BAUDUCCO · BACK TO SCHOOL U.S.16 · Investment
Paid Media Strategy · Eduardo Menin17 / 19
Investment
Strategic
Management Fee.
10% of managed media investment. Includes strategy, setup, execution, optimization and reporting.
BAUDUCCO · BACK TO SCHOOL U.S.17 · Why Me
Paid Media Strategy · Eduardo Menin18 / 19
Why Me
Performance with
strategic ownership.
This project does not need someone to only press buttons inside Meta and Google. It needs someone who can interpret the media, identify the funnel constraint and make fast decisions while protecting the brand’s U.S. expansion.
Signature
Eduardo Menin
Paid Media & Growth Strategy