Advertising Handover
Prepared by Prospera · September 2026
The account has been wound down to a clean, self-running state and is ready for Spruce to manage through September and October. This note captures where it stands, what changed, the few simple rules to keep it healthy, and the main opportunity that remains.
Efficient, stable, and running itself
final week, vs 30% target
last full week
on ad clicks
the account is static
Advertising has been stripped back to the campaigns that convert: brand defence, the Mixed 4-Pack bundle, the flavour range and electrolytes. In the final full week the live account ran at roughly £66 spend into £255 of sales, a 26% ACOS, inside the 30% target and down from around 40% to 55% during the magnesium launch earlier in the summer.
Nothing is auto-optimising in the background. There are no rules, no automated bid changes, and no scheduled actions. The account will only change if someone changes it, which is what you want for a light-touch self-management period.
The engine that's running
These are the groups still switched on. Every one is branded, branded-flavour, or defensive, and together they hold the account's revenue:
| Live campaign group | Role | Typical ACOS |
|---|---|---|
| Brand Defence (Spruce, electrolytes, all-products) | Protects your own brand searches | 30-39% |
| Mixed 4-Pack bundle (auto + product targeting) | Flagship SKU, best ROAS in the account | 1-20% |
| Flavour range (Lime & Mint, Pineapple & Grapefruit, Black Cherry, Rasp & Eld) | Category & competitor capture | Varies |
| Sponsored Brands / Brand video | Flavoured-water category visibility | 6-24% |
What's been switched off
The entire Peach Magnesium launch and the generic-discovery campaigns are paused. They were spending without converting, because of the listing gap explained in section 04 rather than any weakness in the product. Leave these paused. Turning them back on before the listing work is done would repeat the inefficiency we just removed.
Removed the waste, kept what works
Over the closing weeks of the engagement we wound the account down deliberately rather than switching it off, so it hands over in a state that can run untouched:
The opportunity is in the listing
Peach Magnesium is a magnesium glycinate product, and the biggest term in the category, 'magnesium glycinate', draws over 300,000 UK searches a month and converts at around 29% market-wide. Spruce's listing currently appears on roughly 0.01% of those searches, so it is effectively invisible on its own category. Where the listing does show, on sachet and sleep terms, it converts at or above the market rate.
The constraint is discoverability rather than the product. That makes listing work the highest-value action available on this account: title, backend search terms, structured attributes and A+ content built around 'magnesium glycinate' and the sachet and sleep angle. A detailed brief with the exact search-query data has already been prepared to guide the listing work. Advertising should push on those terms again once the listing can be found and can convert, because reactivating ad spend before that pays for clicks the listing loses.
Five simple rules
The account is built to look after itself. You do not need to log in daily or make bid changes. If you follow these, it stays efficient with almost no effort:
The one operational risk
Inventory
Ad efficiency depends on the hero SKUs staying in stock: the Mixed 48 Bundle, Electrolytes (7 and 28-sachet), Peach Magnesium and the flavour range. Keep an eye on cover, especially on the fast-moving electrolytes and bundle lines, and apply rule 2 above if anything runs dry. A restocked SKU with its ads still paused is invisible, and an out-of-stock SKU with its ads still live is wasted spend, so keeping ads and stock in step is the main thing to stay on top of.
When you're ready to grow again
The account is in a holding pattern, protecting the brand and running the winners rather than pushing for growth. The next step up (unlocking the magnesium category, expanding into new terms, scaling the winners) is a deliberate, hands-on phase rather than a set-and-forget one. When Spruce wants to move from holding to growing, that is the moment to bring the account back under active management.