The listings convert, the waste is low and the market is large. But Moicha holds less than half a percent of matcha purchases on Amazon UK, 65% of ad spend sits on placements that lose money, and ad spend fell 40% in the last month. This audit shows where the next £10k a month comes from – and what has to change on the listing before ads can carry it.
Most audits open by telling you everything is broken. This one does not, because it is not true. Your current manager took Moicha from a flat £3–4.5k a month to a £9.5k peak in August, wastes very little, and pauses losing campaigns quickly. The plateau has a narrower cause: the account is run for efficiency, not reach. It is lean – and it is starved.
1. The growth is real. After eighteen months flat at £3–4.5k, revenue climbed from £5,423 in March to £9,519 in August 2026 – three times August 2025. That is the “£4k to £10k” story, and the data confirms it.
2. But it came from higher value per visit, not more visitors. Sessions peaked at 2,686 in June and have fallen to a ~1,650 pace in September, while average selling price rose from £14.73 to £17.90. Revenue per session went from £3.08 to £4.40 and hid the lost traffic.
3. Advertising is disciplined but starved. TACoS is only 12.9% on ~£35 a day, and ad spend fell a further ~40% in the last 30 days – which is why September is pacing 24% below August.
4. What is spent lands in the wrong place. Top of Search takes 1.6% of impressions and delivers 72% of ad sales at 11.8% ACOS. Meanwhile 65% of spend goes to rest-of-search and product pages at 51–78% ACOS.
5. The market is huge and Moicha barely features in it. Amazon UK shoppers make roughly 22,000–35,000 matcha purchases a month through the searches we tracked. Moicha takes under 0.5% of them – and new shoppers from generic searches click and convert below the market average, which is a listing problem, not an ads problem.
Both halves matter. The growth since March is genuine and your manager deserves credit for it. But it was earned by making each visit worth more – and that lever is now close to its ceiling.
| Month | Revenue | Sessions | £ / Session | Avg Price | Order CVR |
|---|---|---|---|---|---|
| Sep 2025 | £3,364 | 1,374 | £2.45 | £12.99 | 15.8% |
| Oct 2025 | £3,282 | 1,039 | £3.16 | £14.78 | 17.5% |
| Nov 2025 | £3,934 | 1,784 | £2.21 | £12.77 | 16.3% |
| Dec 2025 +32% vs Nov | £5,190 | 1,835 | £2.83 | £13.62 | 19.1% |
| Jan 2026 | £4,022 | 1,313 | £3.06 | £13.87 | 19.9% |
| Feb 2026 | £4,529 | 1,664 | £2.72 | £13.98 | 16.5% |
| Mar 2026 | £5,423 | 1,932 | £2.81 | £13.04 | 18.6% |
| Apr 2026 | £6,057 | 1,961 | £3.09 | £14.56 | 18.4% |
| May 2026 | £8,380 | 2,457 | £3.41 | £15.63 | 19.1% |
| Jun 2026 Traffic peak | £8,277 | 2,686 | £3.08 | £14.73 | 18.9% |
| Jul 2026 | £7,753 | 1,666 | £4.65 | £17.90 | 22.2% |
| Aug 2026 Peak | £9,519 | 2,158 | £4.41 | £17.18 | 20.9% |
| Sep 2026 (to ~28 Sep) | £6,755 | 1,544 | £4.37 | £16.24 | 24.0% |
Business Report by month, brand level. September is a partial month – roughly £7.2k on a full-month pace. Revenue includes VAT. Across the 63-day audit window the run-rate is ~£8.2k a month; August’s £9.5k is the “£10k” peak.
In July, sessions fell 38% from June while average price rose from £14.73 to £17.90 and conversion climbed from 18.9% to 22.2%. Revenue barely moved. Something changed that month – most likely a price increase together with a narrower ad setup focused on the 100g.
That made the account more efficient. It also made it smaller. Comparing August with August, revenue tripled but sessions rose only 56%.
Order conversion is now at a record 22–24%. There is little efficiency left to squeeze. The next step up has to come from reach.
From the bulk export: total ad spend for 27 Aug – 27 Sep was ~£835 (about £28 a day). The prior month was ~£1,392. September sales are pacing 24% below August and sessions 23% below.
That is not the market and not the listing. It is the paid layer being pulled back at the exact moment the account needed more reach, not less.
Across the audit window the Ceremonial 100g converted at 32.5% and the 30g at 31.4%. A 100g session is worth £9.74, and 100g buyers take 1.37 units per order. A ceremonial session is worth 3.5× an Everyday session (£5.79 vs £1.67).
One qualification matters, and section 02 explains it: these rates are lifted by branded and returning shoppers. New shoppers from generic searches convert below the market average.
| Product | Sessions | Units | Revenue | CVR | £ / Session | Read |
|---|---|---|---|---|---|---|
| Ceremonial 100g Hero | 1,035 | 336 | £10,077 | 32.5% | £9.74 | 60% of revenue |
| Ceremonial 30g | 1,539 | 483 | £4,825 | 31.4% | £3.14 | Top seller by units |
| Everyday 100g | 477 | 70 | £1,170 | 14.7% | £2.45 | Half the conversion |
| Everyday 30g | 725 | 126 | £833 | 17.4% | £1.15 | Thin value per visit |
| Starter Kit 0 sales | 90 | 0 | £0 | 0% | — | Q4 gifting product – see section 09 |
| Ceremonial 30g Pack of 2 0 sales | 44 | 0 | £0 | 0% | — | No saving vs 2 × 30g |
| Total | 3,915 | 1,015 | £16,905 | 25.9% | £4.32 |
Search Query Performance shows what every shopper did on the searches Moicha appeared on – not only Moicha’s own shoppers. Filtered to matcha searches, it gives the clearest picture of the size of the prize and where Moicha loses people.
Matcha had a genuine spring boom. Searches for “matcha” peaked at 162,000 in April 2026 and fell to 94,000 in August. Market purchases on matcha searches fell ~35%, from 35,100 in May to 22,600 in August.
Moicha kept growing through that decline, so its share actually rose – from 0.21% in July to 0.46% in August. That is fair context for your current manager, and it matters for the target: £20k does not need the market to grow. It needs Moicha’s share to reach roughly 1%.
| Search | Monthly Searches | Market Purchases | Impr. Share | Click Share | Purchase Share | Median Price |
|---|---|---|---|---|---|---|
| matcha The market | 93,955 | 6,204 | 0.87% | 0.76% | 0.53% | £9.99 |
| matcha powder | 66,645 | 4,657 | 0.66% | 0.49% | 0.26% | £8.99 |
| matcha set Untapped | 44,069 | 1,520 | 0.16% | 0.05% | 0% | £13.59 |
| perfect ted matcha | 16,519 | 1,411 | 0.41% | 0.20% | 0.07% | Energy drink – negate |
| matcha kit | 16,181 | 578 | 0.11% | 0.03% | 0% | £13.59 |
| ceremonial grade matcha powder | 7,400 | 533 | 0.88% | 0.53% | 0.56% | £9.99 |
| matcha ceremonial grade | 3,126 | 181 | 1.31% | 0.22% | 0% | £12.49 |
| organic matcha powder | 2,463 | 212 | 0.93% | 0.08% | 0% | £12.49 |
| moicha / moi cha (all variants) | ~400 | ~50 | 20–30% | ~90% | ~100% | £9.99 |
Search Query Performance, brand view. Purchases in this report are those Amazon attributes to a search, so they are best used as shares and rates rather than totals.
The Business Report shows 26–32% conversion – and that is true, but it is lifted by branded searches and repeat buyers. On generic matcha searches, where new customers come from, Moicha has trailed the market on click-through almost every month for 17 months and on conversion in most of them.
Organic searches show it most clearly: Moicha gets 0.9–1.3% of impressions and almost no clicks, because nothing on the listing says organic. This is why section 06 exists — more ad spend into a listing that under-performs with new shoppers only partly works.
All ceremonial-intent searches combined come to roughly 15,000 a month. “Matcha” and “matcha powder” together are ~160,000. The account has been adding ceremonial and single-keyword exact campaigns (several launched on 16 September); the money is in winning “matcha” — which, as section 03 shows, Moicha already converts profitably.
This is the single most important finding in the audit. It is measured directly from the placement data in the bulk export for 27 Aug – 27 Sep, covering every Sponsored Products campaign.
| Placement | Impressions | % Spend | Spend | Sales | % Sales | ACOS | CTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Top of Search Best | 2,850 | 34.8% | £277 | £2,352 | 71.9% | 11.8% | 8.95% | 40.4% |
| Rest of Search | 77,084 | 41.7% | £333 | £655 | 20.0% | 50.7% | 0.51% | 15.9% |
| Product Pages Worst | 102,056 | 23.0% | £183 | £236 | 7.2% | 77.7% | 0.14% | 10.7% |
| Amazon Business | 1,295 | 0.5% | £4 | £30 | 0.9% | 12.5% | — | — |
Top of Search converts at 40% and returns sales at 11.8% ACOS. Rest of search converts at 16% and product pages at 11%. Yet the two weaker placements take £516 of the £793 spent in the month.
Your best campaign shows it most clearly. “Matcha Powder 100g – Exact – matcha” turned 208 Top-of-Search impressions into 44 clicks, 23 orders and £1,155 in sales – 9.7% ACOS and 52% conversion. The same keyword on rest-of-search took 13,145 impressions to make £104 at 58% ACOS.
It also explains the weak click-through rate across the account: most of Moicha’s impressions are simply not at the top of the page.
Over the 63-day window, the hero exact campaign delivered 39% of all ad sales at 12.5% ACOS and 36% conversion – yet spent only about £6–7 a day of a £20 budget, with Top-of-Search impression share below 5%.
Across the whole account, daily budgets add up to roughly £700 a day while actual spend is ~£28–35. Budget is not the constraint anywhere. Low bids and “Dynamic bids – down only” on every major campaign are. Meanwhile the weakest campaign (30g Phrase, 59% ACOS) is the only one set to “up and down” – the strategy is the wrong way round.
The account is Sponsored Products and very little else. Sponsored Brands spent £41 last month, Sponsored Display does not exist, and the campaigns that do run are spread thinly across about thirty of them.
| Type | Campaigns w/ Spend | Spend | % Spend | Orders | Ad Sales | ACOS | Read |
|---|---|---|---|---|---|---|---|
| SP Manual Base | 15 | £1,566 | 70.3% | 298 | £7,737 | 20.2% | Carried by one keyword and brand |
| SP Auto | 3 | £530 | 23.8% | 108 | £977 | 54.3% | Almost all Everyday |
| Sponsored Brands (video) | 11 | £130 | 5.8% | 8 | £148 | 88.0% | Long-term sales £322 |
| Sponsored Display | 0 | — | 0% | — | — | — | Channel absent |
| Total | 29 | £2,227 | 100% | 414 | £8,862 | 25.1% |
| Campaign | Spend | Sales | ACOS | CVR | TOS Share | Verdict |
|---|---|---|---|---|---|---|
| 100g – SP – Exact – “matcha” | £438 | £3,496 | 12.5% | 36.0% | <5% | Scale |
| SP – Phrase – Branded | £180 | £2,345 | 7.7% | 39.7% | 42.6% | Defend |
| 100g – SP – Phrase – “matcha” | £284 | £995 | 28.5% | 21.3% | <5% | Move to TOS |
| Everyday 30g – SP – Auto | £269 | £750 | 35.8% | 16.5% | <5% | Negate head terms |
| 30g – SP – Phrase – “matcha” | £209 | £380 | 55.0% | 15.0% | <5% | Cut |
| 30g – SP – Product Targeting 2 | £129 | £240 | 53.7% | 14.6% | <5% | Rebuild |
| Everyday 100g – Auto (paused) | £257 | £209 | 123% | 5.1% | — | Paused – correct |
| 100g – SP – Exact 1 (paused) | £125 | £30 | 415% | 2.0% | — | Paused – correct |
Everyday 100g Auto (123% ACOS), 100g Exact 1 (415%), Exact 2 (290%) and SB Exact 1 (191%) were all switched off. Only about £67 – 3% of spend sits on enabled targets with zero orders. The manager also routes “matcha” correctly in places, negating it inside the phrase campaigns so the exact campaign owns it. This is a disciplined account, and we are not going to claim otherwise.
Organically the 30g converts at 31%. In its ad campaigns it converts at about 15%, and at a £9.99 order it cannot carry an £0.85+ click: the 30g phrase and product-targeting campaigns run at 55% and 54% ACOS. The Everyday line runs at 55.5% ACOS on £6.61–£16.72 products – 25% of spend for 11% of ad sales.
Meanwhile the 100g converts at 36–52% on the same searches with a £29.99 order. Every generic click sent to the 30g or Everyday is a click the 100g would have converted at three times the value.
Roughly thirty active campaigns split ~£28–35 a day – about £1 each. Seven new single-keyword campaigns went live on 16 September. At that level no campaign collects enough clicks to make a decision on.
The export also shows dead weight: 600 of the 621 Sponsored Products keywords sit in three “Matcha Latte Powder – Catch all” campaigns at £0.50, with close to zero impressions. Sponsored Brands repeats the pattern with 597 keywords at £0.50 in three “30g SB Video Catch all” campaigns, plus 12 draft campaigns from 2021–22 on old ASINs that never launched.
A block of campaigns launched on 14–17 April – 30g ranking campaigns, competitor phrase and exact, catch-all broad/phrase/exact, 100g broad and phrase – are all paused and spent nothing in the audit window. Their launch lines up with the April–June traffic peak; their pause lines up with July’s 38% drop in sessions.
We have not seen June–July campaign data, so this is a strong hypothesis rather than a conclusion. It is the first thing we will confirm in week one – and if it holds, it means the discovery layer was cut, not that it failed.
All ten live Sponsored Brands campaigns are video ads to product pages. There is no Store Spotlight, no product collection to the Store and no headline ad – even though the Brand Store is genuinely good. Long-term sales from SB (£322) are more than double its direct sales, so the format does work for brand recall; it is just too small and too fragmented to matter.
Sponsored Display is absent. That means nobody who viewed a Moicha listing or added it to basket is followed up, Moicha’s own listings carry competitor ads, and competitor listings carry none of Moicha’s.
523 unique search terms, £2,053 of Sponsored Products spend, 63 days. The pattern is stark: two things work very well, and the rest of the spend runs at roughly 71% ACOS.
| Match / Targeting | Spend | % Spend | Sales | ACOS | CVR | CPC | Read |
|---|---|---|---|---|---|---|---|
| Exact | £660 | 32.2% | £3,464 | 19.1% | 27.5% | £2.14 | “matcha” alone: 12.7% · other 11 exact targets: 161% |
| Phrase | £667 | 32.5% | £3,644 | 18.3% | 26.4% | £0.98 | Excluding branded: 37.6% |
| Auto | £527 | 25.7% | £967 | 54.5% | 13.5% | £0.67 | No negatives at all |
| Product targeting (expanded) | £127 | 6.2% | £240 | 53.0% | 14.8% | £0.85 | 30g only |
| Broad | £68 | 3.3% | £110 | 61.9% | 13.2% | £1.79 | Small |
| Total | £2,053 | 100% | £8,434 | 24.3% | 20.2% | £1.04 | Non-branded: 34.4% ACOS, 15.3% CVR |
| Search Term | Spend | Sales | CVR | ACOS | Impr. Share | Action |
|---|---|---|---|---|---|---|
| matcha (exact, 100g) | £422 | £3,316 | 37.0% | 12.7% | 1.54% · rank 13 | Scale at TOS |
| moicha | £30 | £982 | 39.0% | 3.1% | 94.7% | Defend |
| moi cha matcha | £71 | £705 | 45.0% | 10.1% | 98.7% | Add exact + backend |
| moi cha | £27 | £564 | 51.7% | 4.9% | 99.6% | Add exact + backend |
| moicha matcha | £47 | £551 | 31.3% | 8.6% | 95.4% | Defend |
| jenki matcha | £12 | £88 | 54.5% | 13.6% | 1.9% | Competitor exact test |
| B06XQ5DCYJ (competitor ASIN) | £16 | £60 | 30.0% | 26.8% | 0.95% | Product-target exact |
Other competitor ASINs that convert and should get their own targets: B094GRWR3R (3 orders, 24%), B08YK2RPBZ (3, 20%), B09DQ1PWGX (3, 30%), B08YRXQ2JH (2, 14%).
| Search Term | Spend | Clicks | Orders | ACOS | Action |
|---|---|---|---|---|---|
| perfect ted matcha (energy-drink brand) | £43 | 36 | 4 | 114% | Negate exact everywhere |
| macha tea powder (£2.80 exact bid) | £34 | 14 | 0 | — | Cut bid to ~£1.20 or pause |
| matcha set (served the powder) | £24 | 22 | 1 | 82% | Negate on powder → route to Starter Kit |
| macha | £18 | 8 | 0 | — | Cut bid or pause |
| matcha powder premium grade | £16 | 8 | 0 | — | Pause |
| organic matcha powder | £13 | 7 | 1 | 164% | Hold until listing signals organic |
| B094GRF92T (competitor ASIN) | £10 | 12 | 0 | — | Negate ASIN |
| Irrelevant auto cluster – tofu, sushi nori, soy sauce, detox tea, Lipton, Kopiko… | £183 | 146 | 2 | 1,310% | Campaign paused – add phrase negatives |
From the bulk file: 14 negatives in total, all negative exact, in three campaigns. Zero in the auto campaigns, zero negative phrase, zero negative ASINs. At target level waste looks low (£67). At search-term level, £681 – a third of spend – went to searches that never converted. Most of it is one- and two-click long tail from auto and phrase, which only a weekly negation pass catches.
“matcha” is served by 6 campaigns; “matcha powder” and “ceremonial grade matcha powder” by 7. The Everyday 30g Auto campaign alone bought “matcha” 5,820 times at £0.47 – sending high-intent shoppers to an £8 product instead of the £30 hero that converts at 37%.
This is the section where we tell you what advertising cannot do. Returning customers convert brilliantly. New shoppers comparing Moicha against a grid of competitors do not – and the reasons are visible on the page.
On desktop search results, the pack text – “Ceremonial Matcha”, “100g / 100 servings” and the Great Taste badge – cannot be read at thumbnail size. The pale pink pouch washes out against white, and the product fills less of the frame than the competitors beside it, which lead with big “Matcha” text, “100% Organic” and vegan badges, and whisk-and-bowl styling.
This connects directly to the 0.25–0.36% click-through rate on the main terms. Every extra impression we buy at Top of Search is worth more if the image wins the click.
At £29.99 for 100g, the image stack has to explain why. Today it does not: no origin story, no grade explanation, no £-per-serving value, no award, no preparation guide. A ceremonial shopper comparing brands (13% conversion today) gets no reason to choose Moicha.
| Slot | Image | Job it does |
|---|---|---|
| 1 | Enhanced pack (main) | Win the click in the grid |
| 2 | “Premium Ceremonial Grade from Uji, Japan” + Great Taste 2023, bowl and whisk styling | Establish premium in one glance |
| 3 | Why Moicha – single origin, first harvest, stone-ground, colour vs dull cheap matcha | Justify the price |
| 4 | Ceremonial vs Latte grade – who each is for | Guide choice, cross-sell Everyday |
| 5 | How to prepare – three steps for tea and for latte, servings per pack | Remove first-time-buyer doubt |
| 6 | £ per serving – 30g vs 100g | Push the 100g |
| 7 | Lifestyle – UK home or café latte moment | Aspiration |
| 8 | Trust – award, origin, lab tested, organic if certified, review quote | Close the sale |
| Video | Whisking and latte how-to | Highest-engagement asset on the page |
Competitors show a Sustainability features section (“Organic – certified by Soil Association”) and the Climate Pledge Friendly badge in search. Moicha shows neither. Yet your only promotion is titled “MOICHA Organic Japanese Matcha”, while no listing title says organic.
If Moicha is certified: submit the certificate for Climate Pledge Friendly and add “Organic” to titles, bullets, backend terms and images – unlocking organic searches where Moicha currently gets impressions but almost no clicks. If it is not: remove “Organic” from the promotion name, because UK organic food claims require certification.
The variation box shows “See 1 options with no featured offers” – a dead option on your best-selling page. The Everyday 30g (B0B8WL6HNV) sits under its own separate parent instead of the family. And one product line has five names: “Latte Grade” in the variation box, “Everyday Matcha” in titles, “Matcha Latte Powder” in ads, “Moicha Everyday” on the parent, and “Organic” on the promotion.
The Great Taste 2023 award – the strongest trust signal you own for UK shoppers – appears only on the pack.
There is no Brand Story, and the A+ is Standard. A Brand Story carousel tells the Uji origin story, shows the award, cross-sells Everyday and the Starter Kit, links to the Store – and puts every new product (section 10) on every existing page from day one. It is also a step toward Premium A+ eligibility (check A+ Content Manager for the exact requirements), which adds video, full-width imagery and comparison modules.
We are careful about the claim: overall conversion is already strong, so the gain is targeted – ceremonial and comparison shoppers, 30g-to-100g upgrades, and new launches.
Moicha is priced well above most of the grid. The data says that premium works for shoppers who reach the page – and hurts with shoppers deciding from search results.
| Size | Moicha | Moicha / kg | Typical competitor | Competitor / kg | Moicha premium |
|---|---|---|---|---|---|
| 30g | £9.99 | £333 | £7–8 | £233–267 | ~25–40% |
| 30g Pack of 2 | £19.98 | £333 | — | — | 0% saving vs 2 × 30g |
| 100g | £29.99 | £300 | under £19 | ~£190 | ~55–60% |
The 100g converts at 32.5% organically and 37–52% on “matcha” at £29.99. When average price rose in July, conversion rose with it. Many cheaper 100g packs are culinary or “premium” grade rather than single-origin Uji ceremonial – the comparison is not like-for-like.
In results, a £29.99 bland pack sits beside £17–19 packs with organic badges. That shows up in below-market click-through, 13% conversion on ceremonial searches, and ~15% conversion on 30g ads. Premium price without premium signals is the gap.
The size ladder is weak too: the 100g is only 10% cheaper per kg than the 30g, and the Pack of 2 offers no saving at all – which is why it has 44 sessions and no sales.
Heading into the strongest quarter of the year, the account has a single Subscribe & Save voucher – and nothing scheduled after it.
“Save 10% on MOICHA Organic Japanese Matcha” – a Subscribe & Save voucher on 2 ASINs – ran from 4 May and ends 30 September 2026. It produced £1,412 from 81 redemptions and used £157 of a £10,000 budget. Its start date lines up with May’s jump from £6.1k to £8.4k.
It only shows to subscribers, so regular shoppers see no coupon badge in search at all. There is no public coupon, no deal and no Prime Exclusive Discount, and nothing on Everyday, the Starter Kit or the Pack of 2.
The biggest untapped opportunity in the data is not a keyword. It is a product you already own.
The Matcha Tea Set (bamboo whisk, ceramic holder, 30g ceremonial) is exactly what gift shoppers search for, and December is when they do it. Moicha’s own December rose 32% on November last year – without a gifting play. Today the kit has no sales, no ads, and “matcha set” clicks are going to the 30g powder at 82% ACOS instead.
The window is short. Rank built in October and November converts in December.
You asked how we would launch Hojicha, Matcha Honey and Matcha Peach. The answer starts with a number most launch plans skip: how many people are already searching for each one.
| Search | Avg Searches / Month | Avg Purchases / Month | Read |
|---|---|---|---|
| hojicha powder | 2,314 | 128 | Real, steady demand |
| hojicha | 1,737 | 103 | Median price £10–15 |
| hojicha tea | 1,063 | 73 | Low competition |
| matcha honey | 46 | 3 | Almost no search demand |
| peach matcha / matcha peach | 14–25 | 0 | Almost no search demand |
| Adjacent: vanilla / strawberry matcha | 1,400–3,000 each | 100–250 each | Flavoured-matcha shoppers exist |
| Adjacent: matcha syrup / strawberry syrup for matcha | 2,800–6,400 | ~300 | Latte-customisers |
Search Query Performance, monthly averages across the months each search appeared, Apr 2025 – Aug 2026.
The projections below come from the account’s own numbers – placement returns, the hero keyword’s conversion, market share and last December – not generic improvement assumptions. They are ranges because they depend on the listing work and your budget decisions.
| Metric | Current | Month 1 (Oct) | Month 3 (Dec) | Month 6 (Mar) |
|---|---|---|---|---|
| Monthly revenue | ~£8.2k (Sep ~£7.2k) | £9–11k | £14–18k | £16–20k |
| Monthly ad spend | ~£1,050 (Sep ~£835) | £1,800–2,200 | £2,800–3,500 | £2,800–3,200 |
| Blended ACOS | 25.0% | 24–28% | 25–30% | 22–26% |
| TACoS | 12.9% | 17–20% | 17–20% | 15–17% |
| Spend at Top of Search | 35% | 55–60% | 60%+ | 60%+ |
| Share of matcha purchases | ~0.46% | 0.5–0.6% | 0.7–0.9% | ~1% |
| Channels live | SP (+ token SB) | SP, SB, SD | + Q4 gifting | + Hojicha |
Month 3 includes the December peak (last year +32% on November). TACoS rises first because we are investing in reach from a very low base – at £20k a month, £3,000 of ad spend is a 15% TACoS. Every spend step is gated on the previous month holding inside these ranges.
Scale, reduce, stop, test – in the order that protects the account. Week one fixes where money goes. Weeks two to four switch on what is missing. Months two and three build the listing, Q4 and the launch. Every item is written so it can be executed by us or by anyone else.
You will have a team of seven behind the account, not one person – with a clear weekly rhythm and numbers measured against this document.
| Frequency | What happens | Why it matters here |
|---|---|---|
| Daily | Spend pacing, placement and delivery check | A 40% spend drop would be caught the same day |
| Weekly | Search-term review, negation pass, bid and placement review | Stops the 33% zero-order leakage returning |
| Weekly | Written summary – key metrics and what moved and why | Clear numbers, no vanity metrics |
| Bi-weekly | 30-minute call with a pre-read | Decisions made with data already reviewed |
| Monthly | Full close – revenue, TACoS, ACOS, share of matcha purchases | Measured against the trajectory in section 11 |
| Quarterly | Strategy review and next 90-day plan | Launch sequencing and Q4 planning start early |
Moicha grew threefold in a year, holds a Great Taste award and converts its own shoppers at over 30%. The next £10k a month is not hidden in a clever trick – it is in placement, reach, a listing that earns its price, and a Q4 plan. Everything in this document can be executed by anyone. We would like it to be us.
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