Your action plan
How to get your cost-per-customer under £14 — and grow from there
Built for Harbour & Co · a Start-Up-stage ecommerce business
Position
Start-Up
Prove the model, then scale
Pace
Meaningful growth
Efficiency first, protect margin
Brand vs performance
20 : 80
How to split spend
Budget
£600/mo
Recommended ~£864
Below target
Where you stand
Right now you're paying to get seen, not to sell — and with limited tracking, you can't tell which spend is working. All fixable, and it's exactly where we start.
What’s working
- You're already on your best-fit channels — Google Shopping and Meta Ads.
- You've started SEO — the one channel that compounds and lowers cost over time.
- Healthy margins give you room to fix efficiency without touching pricing.
What’s holding you back
- Your cost to win a customer is above break-even — you lose on some sales.
- Email — your highest-ROI channel — is switched off entirely.
- Creative is ad-hoc, which caps how far your paid channels can take you.
- No proper tracking, so you're optimising blind.
Your 90-day plan
Three phases to profitable growth
Phase 1 · Days 1–30
Fix the leaks
Stop losing money on every sale. Get tracking in, cut wasted spend, turn on the free wins.
Phase 2 · Days 30–60
Build the engine
Make it repeatable. A creative testing rhythm, Trust-stage proof, and your first SEO/GEO wins.
Phase 3 · Days 60–90
Prove & scale
Once the economics work, turn the dial up — a controlled budget increase that compounds, not bleeds.
Do this week
Your immediate moves
1
Fix tracking first — install GA4 + Meta CAPI conversion tracking
You can't cut a cost you can't see. Server-side tracking shows true cost per channel and unlocks every decision below.
↳ How to: install conversion tracking2
Switch TikTok Ads off — move its budget into Meta Ads
TikTok Ads won't drive the sales you need at this stage, and your budget's too thin to spread. Meta Ads converts best for you — concentrate there and hold spend at £600 until your cost per customer is under £14.
↳ How to: reallocate paid budget3
Split your budget 20:80 — brand / performance
Weight spend to sales-driving activity, with a small brand slice so your acquisition costs don't creep up over time.
↳ How to: set channel budget splits4
Turn on two email flows — welcome and abandoned cart
Your highest-ROI channel, and it's off. Near-zero cost — abandoned-cart alone typically recovers 5–10% of lost checkouts.
↳ How to: build email flows5
Run a full SEO & GEO audit for quick wins
Find the low-competition keywords and AI-answer opportunities you can win in 90 days with no ad spend. Commercial-intent pages first.
↳ How to: run an SEO/GEO opportunity audit6
Add Trust-stage proof to close the funnel gap
Reviews, UGC and a clear guarantee on your product pages and retargeting — this is where considering customers drop out.
↳ How to: build social proofYour biggest lever
Creative is the biggest lever you're not pulling.
Meta rewards creative volume and variety over clever targeting — the winner is usually the brand testing the most fresh ideas. Rebuild your 3 best-performing ads into new variants, ship genuinely different concepts every month (vary format, hook, audience and offer), and kill losers weekly.
↳ How to: build a creative testing frameworkTo sustain your paid channels
4–8
4–8 fresh concepts a month to sustain Meta at your budget.
Your media plan
Exactly where your budget goes
Drag to see how the plan changes at different spend levels. The mix isn’t just bigger — it reshapes as you can afford to do more.
ProveFocus and prove one channel
Brand building · £120/mo
Meta — video views£120
Performance / sales · £480/mo
Meta — conversions£278
Google — Shopping & Search£202
Enough to prove a channel with real signal. Concentrate on Meta and Google; keep a small brand slice so acquisition costs don't creep. TikTok stays off. SEO, GEO and email run alongside at near-zero media cost.
What to measure
Your targets — built for your position
The one that matters
Cost per customer below £14 — get here before scaling anything.
Efficiency
ROAS above 1.5× — every £1 of ad spend brings back at least £1.50 in revenue.
Volume
One channel consistently profitable before you add a second.
Payback
Win back what a customer costs you (CAC) within 90 days.
This is just the first step
This plan is built from a 3-minute snapshot. Imagine it on your real numbers.
Connect your accounts and Anti-Agency Club rebuilds this with precision — your real cost per customer, which ads are actually winning, and a plan that recalculates every week as you grow.
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