Internal Resource
CFO Board Pack
The commercial case for specialist Google Ads management. One page for your CFO, finance team, or board.
You've found the right partner. Now you need to get internal sign-off. This document provides the commercial case, expected outcomes, and risk profile in a format that speaks to finance teams and boards. Print it, share it, or use it as talking points.
Executive Summary
Investment: £2,500-£11,000/month depending on account complexity and SKU count.
Expected return: 20-40% improvement in profit on ad spend (POAS), typically 3-6x fee in recovered margin.
Payback period: 60-90 days to measurable positive ROI.
Risk profile: No long-term lock-in after initial period. Full data ownership retained.
The Commercial Case
Why specialist Google Ads management pays for itself
- Fee-to-profit ratio: Typical £2k-£5k monthly fixed fee (on £15k+ ad spend) generates £15k-£30k profit improvement
- Cost of inaction: 15-25% of ad spend typically wasted without SKU-level governance
- Payback period: Most brands see positive ROI within 60-90 days of engagement
- Opportunity cost: Internal teams lack bandwidth for feed, bidding, and margin analysis
Expected Outcomes
What the board can expect to see
- POAS improvement: 20-40% average across client base (profit, not vanity ROAS)
- Waste reduction: £50k-£200k annually reallocated from loss-making SKUs
- Cash flow impact: Working capital freed from slow-moving inventory campaigns
- Margin visibility: SKU-level P&L reporting for finance team integration
Timeline to Results
When improvements become measurable
- Week 1-2: Full account audit, SKU profitability mapping, structural diagnosis
- Week 3-4: Campaign restructure, feed optimisation, bidding recalibration
- Month 2: First measurable efficiency gains, waste reduction visible
- Month 3+: Scaled performance, ongoing governance, board-ready reporting
Risk Mitigation
How the engagement protects the business
- No long-term lock-in: After initial commitment, rolling monthly with 30-day notice
- Full account ownership: All data, assets, and access remain with your business
- Documented decisions: Every change logged with rationale and rollback plan
- Direct access: Senior strategist, not junior account managers
Resource Comparison
Agency vs in-house vs doing nothing
- Full-time hire: £60k+ salary, benefits, training, management overhead
- Specialist agency: £2.5k-£11k/month, senior expertise, no overhead
- Status quo: 15-25% of spend wasted, opportunity cost of margin not captured
- Hybrid approach: Agency handles execution, internal team focuses on strategy
Reporting Structure
What the CFO will receive
- Weekly Loom updates: 5-minute video summary of actions, outcomes, next steps
- Monthly P&L impact report: SKU-level contribution margin changes
- Quarterly business review: Commercial trajectory, scaling decisions, strategic adjustments
- Ad-hoc access: Slack/email response within 4 business hours
The Decision Framework
This isn't about whether to spend more on marketing. It's about whether the current approach is leaving money on the table. Most accounts we audit have 15-25% of spend going to loss-making SKUs, poor feed quality, or misaligned bidding.
The question for the board isn't "can we afford this?" It's "can we afford not to fix this?" Every month of inaction is a month of margin erosion.
Common Objections (And Responses)
"We already have an agency."
The question isn't whether you have one. It's whether they're operating at the SKU-level, connecting ad decisions to margin data, and treating your cash flow as a constraint. Most don't.
"Can't we do this in-house?"
You could. But a full-time hire is £60k+ before training, tools, and management time. And they'll still lack the cross-account pattern recognition that comes from managing 75+ brands.
"What if it doesn't work?"
After the initial fixed period, you're on rolling monthly terms with 30-day notice. Full account ownership remains with you. The risk is asymmetric: limited downside, significant upside.
"Why this agency specifically?"
Ecommerce-only focus. Profit-first methodology (not ROAS theatre). Direct senior access (not junior account managers). 98% client retention rate, 3.5-year average tenure.
Ready to Have the Conversation?
Book a discovery call. We'll assess fit, share audit insights, and give you ammunition for the internal conversation.
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