Win-back proposal · 6 October 2026

Built for Alex and Mia.
Built for Attn: Grace.

You told us the creative needed to look significantly more polished, that our batches had incorrect product specs throughout, and that you wanted ads that are visually simple, cohesive, elegant, from a consistent flow of net new, bespoke creative production. You were right on all of it. What is different now: every number on every ad is checked against your PDP before it reaches you, the 14 specs on this page were built to the bar you set, and net-new volume is a weekly count in the contract.

$60K to $95K / mo on Meta while we worked together 71 ads live today, 5 from our time 9,035 reviews read Every spec checked against the PDP
Simple. Cohesive. Elegant. Checked.
See the 14 ads → What you told us See pricing
01. Testimonial: WHO KNEW IT WAS THE PADS??
01 · Skin“WHO KNEW IT WAS THE PADS??”Spec render · Heavy
03. Night headline: two pads at bedtime, still changing the sheets
03 · NightTwo pads at bedtime. Still changing the sheets.Spec render · Ultimate
04. Strikethrough list: bring back the white jeans
04 · PerimenopauseBring back the white jeans.Spec render · Light Hybrid
08. Caregiver testimonial: making my mom feel normal again
08 · Caregiver“making my mom feel normal again”Spec render · Ultimate
07. iMessage UGC: i sneezed and peed a little, i'm 41
07 · Perimenopausei sneezed and peed a little. i’m 41??Spec render · Moderate
14. Pull-quote: I kept seeing the ads and thought they would never work for me
14 · Night & heavy“they looked so thin.”Spec render · Ultimate
14 BUILT FOR ATTN: GRACE
What your account runs today

71 ads live. Five are still ours.

We pulled every active US ad on the Attn: Grace page from the Meta Ad Library on 6 October. The account is busy: 38 ads launched in the last four days. Five of the ads running this week came from our time together, and the skin story we built with Dr. Marcy is still in rotation.

What’s running
71 active ads, by format and by launch week
By format
DCO / catalog
33
Video
26
Single image
12
By launch week (2026)
Launched 6 to 9 May
13
Launched 7 to 25 Sept
20
Launched 3 to 6 Oct
38
Still running from our time together
Ad names as they appear in the Ad Library this week
  • Re-run_A22.2_Dr Marcy Skin-Safe edit_4x5The medical-authority skin story
  • Re-run_A21.1_Pads you cant feel_1x1“Finally, bladder leak pads you can’t feel.”
  • Re-run_Rachel Pelvis Therapist Hook 2_9x16Rachel, pelvic floor PT
  • Re-run_A28.2_Spray_1x1Body Calm Spray
  • Re-run_Jen Hook 3_9x16Creator hook
MISSYOU25“Your comfort, waiting for you.”

Your own win-back offer is in market this week (25% off), beside WELCOME20, Subscribe & Save at 10% and the 60-Day Happiness Guarantee. The most repeated line in the account is “Aging with grace doesn’t mean living with discomfort.” (21 DCO placements). It sits close to the “grateful to be aging” consolation your reviewers and Reddit push back on.

Seven gaps the live ads leave open
Gap 1
No blunt first-person problem hook. Almost every ad opens on the product or an ingredient.
Specs 01, 03, 09
Gap 2
No answer to TENA’s “Ditch the Itch and Switch”, on the claim you own: skin.
Specs 01, 02, 11
Gap 3
“It was the pads all along”, the strongest story in your reviews, is barely used.
Specs 01, 02
Gap 4
One menopause-specialist ad. Nothing speaks to the 40 to 52 woman who just started leaking.
Specs 04, 07, 13
Gap 5
No life-scope angle (travel, golf, the leggings) and no night angle for the Ultimate.
Specs 03, 05, 09
Gap 6
No humor, though your customers are funny about this.
Specs 07, 13
Gap 7
No editorial statics: bold type, split comparisons, a product macro.
Specs 02, 06, 10, 14

Source: Meta Ad Library, Attn: Grace page, active US ads, pulled 6 October 2026 (73 keyword results, 2 from unrelated pages). Format and launch counts are from the Ad Library listing; competitor ads from the same pull. We have no access to your ads manager now, so this is the public view only.

Every gap above maps to the work tab: 14 specs, 7 personas, 6 SKUs, and every number checked against the PDP.
See the 14 ads →
What you told us

Four things you said. What changed.

Your words, from the channel and the notice. We’re not going to argue with any of them.

Accuracy · product specs
“these batches have incorrect product specs throughout”
Alex, 13 January 2026
What we changed

The worst of it was Ultimate’s 3.1 cups printed on Heavy pads. Every SKU now has a fidelity card: capacity, length, thickness, droplet count and pack design, read off your packshots and PDPs. Then a spec gate: every number is checked against the PDP before anything ships, always with “up to”, and only on the pack in frame. Where your own pages disagree, we ask instead of guessing.

Look · polish
“visually simple, cohesive, elegant”
Alex, 13 January 2026, on Perelel, Arrae and Curie
What we changed

That was the brief for the 14 specs. One bold line and one small line, a Benton-style serif in sentence case like your PDP images, your real packs in frame. Your rules from last year are written into the brief, not left to memory: no discount numbers on the art, no named competitors, top-sheet comparisons only, Skin-Safe™ with its ™ every time.

Production · volume
“a consistent flow of net new, bespoke creative production”
Alex and Mia, 23 February 2026
What we changed

A consistent flow is now a number in the contract: 14 net-new concepts a week on Pro, each an entirely new ad, not a hook swap. UGC is part of it: we write the scripts and creator briefs and edit the footage raw and social-first, so every creator shoot Liza books turns into finished ads.

Growth · a plan
“We need you and your team to come to us with a plan.”
Mia, 25 November 2025
What we changed

This is the plan. We read all 9,035 reviews on attngrace.com, about 1,750 Reddit posts and comments, and every active ad from you and the category. It shows who buys, what makes them switch, and where the next customers are. The 14 specs cover seven personas from it, with subscribers as the metric next to CAC, because you asked for stickier, higher value customers.

Your claim rules, carried over. No “clinically proven”, “toxins”, “harmful ingredients” or infection claims. “Plant-based top layer”, never “100% plant-based”. “Most drugstore pads”, never a named brand. Your approved comparison rows from 23 January, word for word. Postpartum and fitness stay paused until you say otherwise.
Who actually buys

The buyer is older than the ads think.

We read every published review on attngrace.com (9,035, average 4.78 stars) and about 1,750 Reddit posts and comments from women talking about leaks. Five findings change what the next ad should say.

95 of 103
reviewers who state an age are 60 or older.

42 in their 70s, 39 in their 80s, 14 in their 90s. Postpartum comes up 3 times in 9,035 reviews.

“Before trying Attn: Grace, I thought at the age of 60, I was trapped at home.”Maggi, attngrace.com review
15.2%
of all reviews (1,371) mention skin damage.

Itch, rash, burning, raw skin, sores. More than odor (4.2%), thinness (4.9%) or night (5.4%). It is the number one specific reason people buy.

“WHO KNEW IT WAS THE PADS??”Lori A., Heavy Pads review
38
placements of TENA’s “Ditch the Itch and Switch” in our pull.

The category leader is now selling skin comfort (“Now with Aloe and Vitamin E”), your strongest claim, and nothing in your live account answers it yet.

Answered in specs 01, 02 and 11
40 to 52
Perimenopause: the net-new lane.

Loud on r/Menopause and r/Perimenopause, nearly absent from your reviews (13 mentions). Women who never leaked before and suddenly do, and are tired of hearing it’s normal.

“One of my biggest issues is how leaks make me feel completely unsexy and gross.”r/Menopause
93
reviews written by a caregiver.

Daughters buying for mothers aged 80 to 101, and wives buying for husbands after prostate surgery. Small, loyal, and already a line in your DCO cards.

“My 101 year old mom loves these.”Lora C., Ultimate Pads review
5.4%
mention night, sleep or bed.

The Ultimate is the most-reviewed pad, and the heaviest users double up: two pads at once, sheets changed at night. No live ad sells the night.

“always 2 at a time.”Melissa R., Ultimate Pads review
What it means for the work: two lanes, never blurred in one ad. Own the 60+ skin switcher harder than anyone (that’s the core, and TENA is coming for it), and open the 40 to 52 perimenopause buyer as the new lane, in her own words: “pee” and “leaks”, never “incontinence” or “light bladder leakage”. The slate does both.
What we built together

Your numbers, from when it worked.

These are your figures, from our shared channel. They’re here for you, not for anyone else.

Private to Attn: Grace
December 2025
$448,365

DTC revenue for the month, $1,635 short of the $450K target. November closed at $407K, and Black Friday beat its goal.

January 2026
$34 CAC

An off the hook new customer month with a $34 CAC, below the $35 to $40 CAC target.

The engine
Medical-authority UGC

Dr. Marcy and the “period pads are not bladder pads” angle, Rachel the pelvic floor PT, Mamawah at about $44 nCPA, Dr. Kimber. Two of them still run in your account this week.

What we got wrong We leaned too hard on iterating one winner, and CPA started to decay from about 24 February. Net-new supply ran thin. The engagement below is built so that doesn't happen again: net-new concepts are a weekly count in the contract.
On 15 March Alex wrote that she was “so grateful for all of the progress we have made together”. We’d like to pick that progress back up, with the polish and accuracy it was missing.
See recent work →
How we’d work together

One shape: a creative partnership.

You asked for fully integrated creative production. That is the whole engagement.

Proposed for Attn: Grace
Creative partnership

We run creative end to end.

Strategy, statics, video and UGC: persona and angle research, briefs, copy and finished ads, plus UGC scripts, creator briefs and editing for the creators you work with. Alex reviews finished work, not first drafts.

Every batch clears the spec gate before it reaches you: each number checked against the PDP, each claim against your approved list.

  • Net-new concepts every week, a locked count per package
  • UGC scripts and creator briefs, footage edited raw and social-first
  • A fidelity card per SKU and a spec gate on every ad
  • Persona plan built from your 9,035 reviews, refreshed as new ones land
  • Insights dashboard with persona heatmaps, a dedicated Slack channel, biweekly calls
Best fit: a team that wants a consistent flow of net-new creative without running production in-house.
Add-on

Landing pages

Persona pages built against the winning ads, so the 70-year-old skin switcher and the 45-year-old perimenopause buyer each land on a page that talks to them, not on the same PDP.

Included

Works alongside your media buyer

A weekly creative-performance read with whoever runs your media: what won, what’s fatiguing, and what goes into next week’s brief because of it.

The cadence you know: brief on Monday, your feedback by Wednesday, ads the following Friday. What’s new: nothing reaches Alex until it has passed the spec gate, and anything unanswered for 24 hours gets a nudge from us, not from you.
Pricing

Three packages at your spend. The slider picks one.

Slide to your monthly Meta ad spend and the package snaps to match: Pro from $60K, Scale from $100K, Velocity from $150K. Your spend ran about $60K to $95K a month while we worked together (February’s budget was $94,200), so the slider starts at $95K, on Pro.

Every package includes the full process: gap-analysis briefs, PAE testing across 100+ formats, grading on every ad before delivery, the weekly cadence, a dedicated Slack channel, and the insights dashboard with persona heatmaps and winner clusters.
Your monthly Meta ad spend
$95K/ month
Slider at $95K / mo
$60K $100K $150K $200K $250K
Your package
Pro
The Andromeda sweet spot
$9,000/ mo
For $60K to $100K / mo in ad spend
14 unique concepts a week56 net-new ads a month
Your package
Scale
Built to scale
$15,000/ mo
For $100K to $150K / mo in ad spend
30 unique concepts a week120 net-new ads a month
Your package
Velocity
Higher velocity and volume
$20,000/ mo
For $150K to $200K / mo in ad spend
45 unique concepts a week180 net-new ads a month
A concept is an entirely new ad, not a hook alt or an iteration of an existing one. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside your monthly total.
Add-on · landing pages
+$3,000/ mo

Landing page creative + management

We design, build and iterate landing pages against the winning ad concepts, one per persona that proves out.

Add landing pages
Your proposal total
$9,000/ month
PRO · 14 CONCEPTS / WEEK
Month-to-month. Cancel anytime. First retainer billed only after the kickoff call.
↑ Above $200K a month? Custom pricing: a dedicated team, white-glove production, MER and PAE built to your stack. You ran about $60K to $95K a month with us; if the plan for the next year is bigger, slide to it and the package follows.
Next step

Reply to Will, or pick 30 minutes this week.

No discovery call needed: we know the account. Thirty minutes to walk Alex and Mia through the 14 specs and the plan, and Liza through how the weekly cadence would run.

Reply to Will → Pick 30 minutes this week