Halcrest MediaProposal for MshHave · November 2026

Paid Media Growth System

A 12-week engagement to build a cleaner, faster and more measurable paid acquisition engine.

Client
MshHavePrepared for the MshHave team
Project
Paid Media Growth SystemMeasurement, architecture, creative testing
Engagement
12 weeksInitial engagement, then month to month
Channels
Meta + GoogleTwo primary platforms
A rolling green landscape with wild flowers under a clear sky

The opportunity

Scale should come from better decisions, not simply more spend.

The opportunity is to create one paid media system where tracking, campaign structure, creative testing and budget decisions all work together. The objective is not to chase short-term platform volatility. It is to create a system capable of learning quickly enough to know where the next dollar should go.

12 weeksInitial engagement
2Primary platforms
WeeklyBudget decisions
Always-onTesting

Key Numbers

The operating model at a glance. The media budget is illustrative and is set with you in week one.

$60kIllustrative monthly media budgetA planning assumption, paid directly to the platforms by MshHave. Not historical spend.
2primary platforms, Meta and Google
4creative testing cycles per month
1weekly performance review
12weeks of initial engagement

Illustrative planning figures for this proposal. Not past results.

The challenge

Paid media breaks when the system around it is fragmented.

  1. Tracking gaps

    Campaign structures become difficult to read and optimize.

  2. Creative fatigue

    Performance declines when new angles arrive too slowly.

  3. Budget fragmentation

    Spend gets distributed without a clear decision framework.

  4. Reporting without decisions

    Dashboards describe what happened but do not define what happens next.

Business impact Without one system, a bigger budget mostly buys more noise.

Our recommendation

Recommended approach

One acquisition system across media, creative and measurement.

  1. Measurement

    Conversion events and reporting validated before spend grows.

  2. Campaign architecture

    A clear account structure that is easy to read and optimize.

  3. Creative & budget iteration

    New angles every cycle, and budget moved by evidence.

Scope of Work

Five workstreams over 12 weeks, from measurement to budget decisions.

  1. Measurement & Tracking

    Weeks 1–3

    Make conversions readable before budget moves.

    • Conversion audit
    • Pixel and tag review
    • Event structure
    • Attribution checks

  2. Campaign Architecture

    Weeks 2–4

    An account structure that is easy to read and optimize.

    • Account structure
    • Audience strategy
    • Campaign creation
    • Naming and governance

  3. Creative Testing

    Weeks 3–12

    A steady pipeline of new angles, briefed from results.

    • Test roadmap
    • Hooks and angles
    • Creative briefing
    • Performance feedback

  4. Optimization

    Weeks 4–12

    Spend shifted by signal quality, not noise.

    • Budget allocation
    • Bid and campaign adjustments
    • Audience refinement
    • Landing feedback

  5. Reporting & Decisions

    Weeks 1–12

    Every report ends with a decision.

    • Weekly reporting
    • Experiment log
    • Budget decisions
    • Monthly strategy review

Not included Media spend (paid directly by MshHave), creative production, landing page development and Shopify changes are quoted separately.

The tools behind the engagement.

The stack stays simple enough to answer one question: what should we do next?

Existing client account
Paid social

Meta Ads Manager

Prospecting and retargeting campaigns, managed by us.

AccessYour account
Existing client account
Search & shopping

Google Ads

Search and shopping campaigns, managed by us.

AccessYour account
Existing client account
Measurement

Google Analytics 4

Validated conversions, read before any budget moves.

AccessYour account
Existing client account
Tracking

Google Tag Manager

Tags and conversion events, audited in week one.

AccessYour account
Included
Reporting

Looker Studio

One dashboard for every Monday budget review.

AccessShared dashboard
Existing client account
Store data

Shopify

Orders and revenue data, the source of truth.

AccessYour store

Your costsAd accounts, analytics, Tag Manager and Shopify stay in your name. Looker Studio is shared with your team and included.

Process

Six steps, in this order. Budget grows only after measurement holds.

  1. Audit

    Tracking, account structure, historical performance and creative.

  2. Measurement

    Validate conversion events and reporting before scaling activity.

  3. Architecture

    Build the campaign structure and testing framework.

  4. Launch

    Deploy the first controlled campaign and creative tests.

  5. Optimize

    Shift spend based on signal quality, not noise.

  6. Scale

    Increase budget only where economics and operational capacity support it.

Step 1 of 6.

How we make media decisions.

When the data and the calendar disagree

These five rules decide, in this order of importance.

  1. Signal over noise. We do not rebuild strategy around one volatile day.
  2. Creative before complexity. More account complexity is not a substitute for better creative.
  3. Budget follows evidence. Spend moves toward validated opportunities.
  4. Economics over vanity. Platform metrics matter only when they support the commercial objective.
  5. Measurement before scaling. We do not scale what we cannot read.

Risks we’ve planned for

Five things that could slow this down, and what we already do about them.

  1. Tracking gaps

    Validate measurement before budget expansion.

    Halcrest

  2. Creative fatigue

    Maintain a repeatable creative testing pipeline.

    Shared

  3. Platform volatility

    Make decisions from trends and controlled tests, not individual days.

    Halcrest

  4. Landing-page mismatch

    Surface conversion friction outside the ad account.

    Shared

  5. Inventory and capacity constraints

    Align scaling decisions with the client’s ability to fulfill demand.

    MshHave

Project rhythm

About an hour a week from your team. Every week ends with a written decision.

Weeks 1 – 12
  1. Every Monday

    Performance & budget review

    30 min · spend, signal and this week’s budget

  2. Every Tuesday

    Campaign optimization

    Bids, audiences and structure · async log

  3. Every Wednesday

    Creative performance review

    30 min · what to brief next

  4. Every Thursday

    Testing & launch

    New tests go live on controlled budgets

  5. Every Friday

    Reporting & next decisions

    Written report · decisions for next week

  6. Monthly

    Strategic account review

    60 min · with your decision-maker

The first two weeks

What happens in the first ten working days after you accept.

Week 1

2 – 6 Nov
  1. MonAccount access
  2. TueTracking audit
  3. WedHistorical performance review
  4. ThuCreative audit
  5. FriBaseline reporting

Week 2

9 – 13 Nov
  1. MonCampaign architecture
  2. TueTesting roadmap
  3. WedBudget framework
  4. ThuTracking corrections
  5. FriFirst launch
By day 10Measurement validated and the first controlled testing cycle ready to launch.

Investment

Two levels of management for MshHave. We recommend Paid Media Scale, to run Meta and Google as one system. Nothing is committed until you accept. Media spend is separate from these fees and paid directly by the client to the platforms. Fees are flat monthly, never a percentage of spend. Initial commitment of 3 months.

Choose your engagement — Paid Media Scale is your current choice
Paid Media CoreFor MshHave to run one primary paid platform with a weekly optimization rhythm.
$4,500 / month
What’s included:
  • One primary paid platform
  • Account management
  • Weekly optimization
  • Creative performance feedback
  • Reporting
Recommended
Paid Media ScaleFor MshHave to run Meta and Google together, with budget moved across both every week.
$6,500 / month
What’s included:
  • Meta + Google
  • Cross-channel budget allocation
  • Expanded testing roadmap
  • Creative strategy support
  • Advanced reporting
  • Priority optimization
Current choice

Current choice: Paid Media Scale.

Commercial Terms

The conditions behind the price, in one place. All prices in USD, excluding tax.

Initial term
3 months, then month to month.
Billing
Monthly in advance.
Media spend
Paid directly by MshHave to the platforms. Never part of our fee.
Creative production
Unless explicitly included, production costs are separate.
Notice
30 days, after the initial term.
Performance
No performance guarantee. We commit to the work, the rhythm and the reporting described here.

Next Steps

Everything is ready on our side. Choose your engagement, connect the accounts and the audit starts.

You are acceptingPaid Media ScaleFor MshHave to run Meta and Google together, with budget moved across both every week.
Your current choice of the two offers in Investment.Change in Investment
Total investment$19,500 minimumThen $6,500 per month $19,500 minimum
Accepting takes about two minutes. Account access requests follow the same day.
What happens next
  1. Choose your engagementPaid Media Core or Paid Media Scale, in Investment.
  2. Connect accountsAd accounts, GA4, Tag Manager and Shopify, with admin access.
  3. Launch the auditTracking and account audit start in week one.

Current choice: Paid Media Scale.

$0Total

No payment due today · then $6,500 / month